Marketing Communication Plan

Task: Given the Firm/Brand for a product or service that has been selected and analysed in AS1, produce the second part of a Marketing Communications Plan. Adopt the SOSTAC process (for AS2 you need to focus on Tactics, Action and Control, the previous stages were in AS1), keeping in mind the Target segments in the “reference market” analysed;
Analise and suggest the Product/Service design and potential new products launch possibly with simulated tests.
Analyse and suggest pricing and estimate demand. Model Sales response and the impact of advertising on it.
Analyse promotion on and off-line and its impact on sales. Analyse and recommend the choice between push and pull strategy.
Define a media plan and a communication plan to support the tactics defined in steps 2 to 4.
Define a set of sensible KPIs and a control plan to optimise the devised communication strategy.
provide your recommendations that have to be supported by a critical analysis based on the data and models applied. You must include sufficient insights on communication contents and messages that will underpin the defined positioning.
Cover page
Contents
Introduction
Summary of AS1: (can be a short table) Country selected, Industry and Brand, Key figures/findings from AS1
Key Challenges for an effective communication campaign, (no process description please!)
Product/Service design and potential new products launch
Product portfolio and estimate of future potantial one, related to Mar-Comms tactics
New products/service launch decisions and Mar-Comms farmeworks application
Pricing and estimate demand
Estimate Demand, Price elasticity and Sales response and the impact of AdSpend
Evaluation of Price/AdSpend/Sales correlation and and Mar-Comms farmeworks application
Promotion
Analyse/Hypothethise impact of promotion on and off-line on sales
Recommend the choice/blend of push and pull strategy (support the choice)
Define a promotional campaign, application to your case (support the choices with data and assumptions)
Media plan and a communication plan to support 2, 3,and 4
Communication Plan| Messages and contents (supported by Mar-Comms farmeworks application)
MediaPlan and Budget (supported by Mar-Comms farmeworks application)
Control plan to optimise the devised communication strategy
KPIs and a Gantt chart for controlling activities time resources and budget
Recommendations
MarComm Frameworks application for supporting the Communication plan.
Further Objectives, Strategies and Tactics that might be added to the ones defined in AS1
Appendix
Additional data or considerations
Reference list
LOs      /     Grade A+   A    A- B+   B     B- C+   C    C- F+    F     F-
a) Inter-relationship of business planning and Mar-Comm for optimal Product design and simulated tests. Concise, well supported, and very informative communication of the relationship between Mar-Comm and Product tactics, with excellent application of theory, very good data have been collected and analysed with the analytic models provided to support Product design and simulated tests. Well done! Partly supported, but informative communication of the relationship between Mar-Comm and Product tactics, with good application of theory, good data have been collected and analysed with the analytic models provided to support Product design and simulated tests. Need to improve to the next level. Partly unsupported, and partial communication of the relationship between Mar-Comm and Product tactics, with limited application of theory, some data have been collected and analysed but without a good level of application of the analytic models provided to support Product design and simulated tests. Need to improve to the next level. Unsupported, and incomplete or inconsistent communication of the relationship between Mar-Comm and Product tactics, with weak application of theory, very few data have been collected and analysed but the level of application of the analytic models provided to support Product design and simulated tests. Need to improve to a higher standard for a L7 submission.
20%
b) Critical evaluation of the Price and Demand and sales response significant relationships with advertising. Concise, well supported, and very informative discussion of the Price and Demand relationships and the link to Advertising. There is a very good level of analysis and application of these relationships. Well done! Partly supported, but informative discussion of the Price and Demand relationships and the link to Advertising. There is a good level of analysis and application of these relationships. More information is needed, or they have to be wider or more in depth. Partly unsupported, and partial discussion of the Price and Demand relationships and the link to Advertising. There is a partial analysis and application of these relationships. Much more information is needed and have to be wider and more in depth. Unsupported, and not well-structured discussion of the Price and Demand relationships and the link to Advertising. There is a minimal or missing analysis and application of these relationships Much more information is needed and have to be much wider and in depth.
20%
c) Media and Communication plan synergy with Product, Price and Promotional tactics. Concise, well supported, and very informative discussion of the relationship between Product, Price and Promotion tactics and the Communication plan. There is a very good level of analysis and application of these relationships. Well done! Concise, supported, and informative discussion of the relationship between Product, Price and Promotion tactics and the Communication plan. There is a good level of analysis and application of these relationships. . More information is needed, or they have to be wider or more in depth. Partly unsupported, and limited discussion of the relationship between Product, Price and Promotion tactics and the Communication plan. There is a minimal level of analysis and application of these relationships. . Much more information is needed, and they have to be wider or more in depth. Unsupported, and not well-structured discussion of the relationship between Product, Price and Promotion tactics and the Communication plan. There is a minimal or missing analysis and application of these relationships Much more information is needed and have to be much wider and in depth.
20%
d) Definition of On and Off-line promotions impact on sales and select push vs. pull strategy by using Marketing Analytics A very good and well supported, application of the Promotion tactics theory by the use of proper frameworks and data analysis. Both qualitative and quantitative evidence are provided. Push/Pull choice is based on data analysis and well developed. Well done! A good and fairly supported, application of the Promotion tactics theory by the use of proper frameworks and data analysis. Both qualitative and quantitative evidence are partly provided. Push/Pull choice is based on data analysis. There is the need to improve the level of data analysis/application and interpretation. A weakly supported, application of the Promotion tactics theory by the use of proper frameworks and data analysis. Partly/no qualitative and quantitative evidence are provided. Push/Pull choice is barely based on data analysis There is the need to improve the level of data analysis/ application and interpretation, as well as the application of the theory. A limited/inconsistent application of the Promotion tactics theory by the use of proper frameworks and data analysis. Very minor/no qualitative and quantitative evidence are provided. Push/Pull choice is not well supported by data not argued. There is the need to largely improve or adopt data analysis/application and interpretation, as well as the application of the theory.
20%
e) Autonomy in collecting data and producing analysis for decision making in the international context, recommendations and reasonable KPIs and control plan An excellent quality of recommendations that are fully supported by a critical analysis based on the data and models applied across report. Very good insights on communication contents and messages that successfully underpin the defined positioning. Well done! A good quality of recommendations that are well supported by a critical analysis based on the data and models applied across report. Some insights on communication contents and messages underpin the defined positioning. There is the need to improve recommendations with more in-depth analysis and closer connections with the outcomes of the other sections of the work. Generic and not well related to the plan recommendations missing a critical analysis based on the data and models applied across report. Communication contents and messages are incomplete or not well supporting the defined positioning. There is the need to improve recommendations with much more in-depth analysis and closer connections with the outcomes of the other sections of the work. Generic/inconsistent/very limited and not well related to the plan recommendations without a data and models analysis related to the report. Communication contents and messages are missing or not supporting the defined positioning. There is the need to greatly improve critical thinking and applications as well as data collection..
15%
f) Clear structure, quality of data and information, application of the frameworks and methods. level of academic writing and referencing. Detailed overview showing high level of understanding of the issues and their relevance to marketing communications planning. Well done! A good overview showing an overall understanding of the issues and their relevance to marketing communications planning. A generic and descriptive overview showing an understanding of the issues and their relevance to marketing communications planning, but with many limitations in terms of supporting the arguments with data analysis and application of theories. An improvement is necessary for a L7 or a good professional practice. A partial/ incomplete and descriptive overview showing a limited appreciation of the issues and their relevance to marketing communications planning, and with very limited supporting arguments, data analysis and application of theories. A large improvement is necessary for a L7 or a good professional practice.
5%