GROUP ASSIGNMENT

CLASS: MKT304 – IMC

1. Objectivies:
a. Consolidate the literature of MARKETING/ IMC
b. Convert your own understanding into the practical marketing plan
c. Develop your marketing mindset and observation

2. Requirement:
a. Selecting a local brand/ company is required
b. Its business performance is bad/ unhealthy/ downtrend
 Their products/ services are familiar with student life as follows:
Food & Beverage, Mobile phone, fashion, electric devices,
hospitality,...
c. Analyse and define the components of IMC
d. Develop a feasible IMC campain 2022 – 2025

GROUP TEMPLATE

1. We can define their key message/ creative strategy/ creative platform

coherently?
2. Which the biggest severe problem of communication do they face with?
3. The current key message/ creative strategy can get it come over? Please depict
in details?
4. In case, it need to be had a new key message to solve the problems. Please
develop a new key message/ creative platform for new period
5. Developing a feasible IMC plan for 2022 - 2025
a) Re-postioning?
b) Whos is its new target customer? How could your team define them?
(please apply subtly 4 categories of segmenting criteria)
c) Objectives (Quantitative & Qualitative) in 2022, 2023,2024, 2025
d) Develop a TVC storyboard to deliver The new key message
e) Convert The TVC content into only a Key visual to talk key message in
publications
f) How to revise/modify the strategies (product, price, place and promotion) to
support to new key message?