Marketing Communications – write an integrated marketing communications campaign based on launching a new product or service.

In no more than 2000 words and using the SOSTAC planning framework (Smith and Taylor) write an integrated marketing communications campaign based on launching a new product or service (this does not need to be a real product or service) for a company of your choice (this must be a real company) based in a country of your choice (you are not permitted to select any company discussed in an on-line tutorial for this module).

More specific details regarding the assignment – when engaging with the task all elements of the SOSTAC framework should be considered with the ability to implement the campaign being crucial to gain a good mark (and not just covering the headings).

Situation Analysis:

Market trends, current marketing communications strategy & performance, PEST factors, etc. Must be driven from the consumer behavior (high/ low involvement)

Marketing Objectives:

SMART objectives, AIDA model ATR etc.

Strategy:

Appropriate for the I C challenge. STP? IMC evidence. Expect push/pull/profile

Tactics –Communication Plan:

Objectives, media selection, timings, creative positioning and message. Changes to other marketing mix elements. Creative strategy (IMC) –brief, feasibility and originality of creative concepts

Action:

Implementation, project management, Critical Path, Gantt Chart etc . Full costing required of solutions

Control:

Identification of resources and budget/project control including marketing research and its objectives

Project Management:

Structure, written expression, accuracy of Referencing, reading, application of theory and relevant frameworks, recommendations well justified, presentation and assignment length.

Puma is a German designer and manufacturer of casual and athletic clothing and footwear. It is a multinational company which was founded in 1948 and is based in Herzogenaurach, Germany. This report presents Puma’s marketing communications campaign for the launch of new running shoes for men and women in the U.S.

Situation Analysis

SWOT Analysis The company has a number of strengths. Firstly, it has a strong brand name which is known globally. The company also employs effective marketing strategies such as actively engaging with consumers on social media platforms including Twitter, Instagram, Facebook, YouTube, and Tumblr to create awareness around its products.

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