Ah Huat White Coffee – Integrated Marketing Communication Plan
Content Page
1. Background Research & Analysis……………………………………………………………………………...
1.1 Background of Ah Huat White Coffee…………………………………………….…………….………..….
1.2 Internal Research & Analysis…………………………………………………………………………………..
1.3 External Research & Analysis.………………………………….......................................................
1.4 Consumer Behavior Analysis…………………………………………………………………………………
1.5 Competitive Analysis…………………………………………………………………………………………
1.6 Current Brand Item Evaluation…………………………………………………………………………….…
2. SWOT Analysis…………………………………………………………………………………………………………..
3. Key Marketing Problem or Opportunity…………………………………………………………………………….
3.1 Problem……...………………………………………………………………………………………………
3.2 Opportunity …………………………………………………………….……………………………………
4. Marketing Objectives…………………………………………………………………………………………………..
4.1 Sales, Profit & Market Share………………………………………………………………………………
4.2 Enhance Brand Image & Attitude …………………………….………………………………………………
4.3 Communication Benefits……………………………………………..………………………….……….
4.4 Achieve Top of Mind Awareness ……………….……………………………………………….……………..
5. Communication Objectives……………………………………………………………………………………………..
5.1 Category Need…………………………………………………………………………………………………
5.2 Brand Awareness…………………………………………………………………………………………….
5.3 Brand Attitude & Preference……………………………………………………………..……………..
5.4 Brand Purchase/Action Intention …………………………………………………………………
6. Positioning………………………………………………………………………………………………………………
7. Campaign Target Audience …………………………………………………………………………………………….
7.1 Creative Targets….. …………………………………………..………………………………………........
7.2 Buyer Behavior …………………………………………………….......……………………….....
8. Brand Character & Personality…………………………………………………………………………….…………..
9. Campaign Budget………………………………………………………………………………………………………
10. Creative Brief…………………………………………………………………………………………………………….
11. Creative Strategy……………………………………………………………………………………………………..
12. Media...