Outline of Inlegrated Marketing Communications Plan

The situation analysis

1. market

1. The industry situation

2. Product categories

3. trend

1. competition

1. The primary competition

2. The secondary competition

3. General competition

4. Sales and market share

5. Promotion spending and advertising share

1. Enterprise situation

1. background

2. Sales/market share

3. Promotion spend/advertising share

4. Product record analysis

5. Brand and positioning image

1. Market segmentation - database analysis

1. Primary target market -- loyal users

1. Brand Networks that identify Consumers -- How to form consumer perception

2. How current customers/potential customers feel about the product

3. How to buy and use

4. Mentality and attitude towards products and brands

5. The feeling of the company behind the brand

6. Competitive advantage

7. Primary reasons for buying

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