Marketing Challengers 2011 IMC campaign - Toyota Presenters: Pakawat Kietisaksopon Melvin Fernando
Tips for IMC structure <ul><li>Stage 1 </li></ul><ul><ul><li>Intro: Situation Analysis </li></ul></ul><ul><ul><ul><li>Obje...
Stage 2 A) IMC Tools – promotion mix Celebrity endorsers Event & Cause sponsorship Trade promotions Online marketing Perso...
B) Analysis of strategy <ul><li>Planning and analysis </li></ul><ul><ul><li>Example: Television 20 second commercial </li>...
Media planning schedule
Return on Investment (ROI) - Cost analysis - Budget allocation
Control Plan <ul><li>Pre-test/ post test ads </li></ul><ul><li>Market research </li></ul>
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Marketing challengers 2011 presso

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Marketing challengers 2011 presso

  1. 1. Marketing Challengers 2011 IMC campaign - Toyota Presenters: Pakawat Kietisaksopon Melvin Fernando
  2. 2. Tips for IMC structure <ul><li>Stage 1 </li></ul><ul><ul><li>Intro: Situation Analysis </li></ul></ul><ul><ul><ul><li>Objective setting – What is your end result? </li></ul></ul></ul><ul><ul><ul><li>SWOT analysis or; </li></ul></ul></ul><ul><ul><ul><li>Porter’s 5 Forces </li></ul></ul></ul>
  3. 3. Stage 2 A) IMC Tools – promotion mix Celebrity endorsers Event & Cause sponsorship Trade promotions Online marketing Personal selling Guerrilla marketing Public Relations Advertising IMC Tools
  4. 4. B) Analysis of strategy <ul><li>Planning and analysis </li></ul><ul><ul><li>Example: Television 20 second commercial </li></ul></ul><ul><ul><ul><li>Target audience: housewives, working women etc </li></ul></ul></ul><ul><ul><ul><li>Reach: 50% by 1 month </li></ul></ul></ul><ul><ul><ul><li>Frequency: Average 2 times per day </li></ul></ul></ul><ul><ul><ul><li>Vehicle: Yeah1 tv, HTV9 etc </li></ul></ul></ul><ul><ul><li>Justification: briefly justify your above plan using Qualitative and/or Quantitative analysis </li></ul></ul>
  5. 5. Media planning schedule
  6. 6. Return on Investment (ROI) - Cost analysis - Budget allocation
  7. 7. Control Plan <ul><li>Pre-test/ post test ads </li></ul><ul><li>Market research </li></ul>

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