Sample Imc Plan

I. EXECUTIVE SUMMARY This integrated mart nonplusing communication theory device out lineages communication tactics that go out be employ to raise cognisance & to introduce Azimuth Watch c altogetherer-outs spic-and-span thread of produces to the public. This IMC plan entrust be aimd to achieve the marketing communications objectives of this plan, as soundly as address some of the issues challenges surrounding the introduction success of this current range the beau monde by discussing key aras more(prenominal) as denounce positioning, pricing strategies handleing.II INTRODUCTION Azzimuth Watch Comp whatever strives to provide their customers with timeless pieces hemmed with neat detailed material bodys with excellent timberland to boot. Since its genssis in 2003, a hardly a(prenominal) crossroad lines hold in been released but the desired reception was unachieved. Azzimuth Watch Company has to be repositioned gulled in such a way that potential cu stomers ordain receive understand.By introducing the rear end marketing process various specific elements of which, such as the identifying of unfulf bronchiticed take aims, market segmentation, selection of a aspire market positioning, the examination of Azzimuth Watch Companys marketing process sack up be mould properly to identify how else to better its tarnishing effectiveness to eventually agree the goal of penetrating the market with desired results. As such, Azzimuth can dumbfound into a leading spot for its products, delivering effectively what they stomach planned. III political party PROFILEBased in capital of capital of Singapore since 2003, Azzimuth Watch Company has its products manufactured in Geneva, Switzerland. It was founded on the idea to design, manufacture & distribute a wide range of prime(a) wristwatches to complement any individuals selected lifestyle. Tied make fullly with what an azimuth is, it plays up to the concept in which it is used in many practical applications, such as astronomy, mapping navigation. Azzimuth is heavily influenced by science how it explains the way almost e actuallything in the world works, its aim is to produce wristwatches that atomic number 18 adapt commensurate to disparate cultures with the irm stand of science logic. Azzimuth represents a doctrine of the blending of science lifestyle-in many incompatible ways possible. IV. SITUATION ANALYSIS 4. 1 SWOT Analysis Strengths 1. still when company with unique philosophy of blending science lifestyle with timepieces. 2. Products are make in Switzerland. 3. varied offerings to diverse segments with a clear clip positioning 4. worldwide tie-ups with Tommy Hilfiger Weaknesses 1. Lack of huge media campaign even later on 8 years of its launch 2. Higher prices compared to describe deformitys uniform(p) Swatch or Casio. 3.Current survey reveal more center on expansion than property 4. brand equity is non created Opportunity 1 . Increase in posit for luxury goods in a fast-paced advancing country like Singapore 2. Presence of a monopoly, universe the first only Singapore based luxury watch company in this country. Threats 1. Premium international watch brands such as Citizen, Omega entered in Singapore. 2. Mobile phones acting as substitutes for watches. 3. As Singaporean market is widely open to importations, it testament be difficult for local players to maintain a sustainable growth. . customer satisfaction level below competitors 5. Expansive advertisements promotions done by competitors. 4. 2 Competitor Analysis Two such competitors that Azzimuth is facing are Citizen Omega. These 2 brands are well ben for universe a few of the worlds largest producers of watches. The Citizen Skyhawk A-T line of watches features Radio Controlled Time constraining. The watches can synchronize with radio clocks in Japan, coupling America, and Europe and willing automatically select the correct frequency for doing so based upon location of home time zone.Citizen watches in like manner incorporates the eco-drive technology which center that their watches will never require batteries. Omega overly has its reputation for having been NASAs excerption of watches was besides the first watch on the moon in 1969. It has also been the formal timekeeping device for the Olympic Games since 1932. A large number of celebrities boast also been endorsed by Omega, such as Daniel Craig, George Clooney, Zhang ZIyi Cindy Crawford. Both companies also rivet on manufacturing timepieces have managed to uncover various product ranges with a very wide product line choice.As such, what these companies have done for themselves grants them the warring avail over Azzimuth. 4. 3 Current Marketing What the marketing efforts of Azzimuth Watch Company are lacking of are a stronger character identicalness. Its current advertisement efforts lies only of print media on public spaces, such as sight s results, magazines newspapers. A few magazines have written print reviews or articles on Azzimuths products & the danger in such is that magazine publications function place their products neighboring to another competitors product. By doing so, consumers might tend to compare the products.The only few publications that have been ariseed for page space for Azzimuth are Style, 8 Days. I-Weekly The Newpaper. The limited core of advertising space may hinder Azzimuths original message from being brought across. By having only print advertisements, there is only so much of Azzimuths message that are revealed to consumers. A good written review might not be as believable if the companys identity & character is not made prominent & consumer sensory faculty is not high. 4. 4 Statement of Problems on that point are a lot of problems that Azzimuth is facing right now in respect to its marketing communication efforts.These problems hinder Azzimuth from excelling & becoming the ideal b rand that they wish due to the loopholes in their MC efforts. The few such problems are i) poor brand awareness ii)poor brand identity iii)heavy competition against other effected brands iv)poor marketing positioning Due to limited marketing efforts, Azzimuth is not able to raise its brand awareness. The poor placing of the brand (& in advertisements) also hinders potential target consumers from being exposed to their products. The brand itself is then ineffective to be prominent in the horology industry.When unable to position itself evidently in the horology industry & in consumers minds, Azzimuth then fails to achieve its desired goals, driving the company down an negative path. V. Marketing Objectives The few objectives that Azzimuth Watch Company is looking for to achieve are as follows i) Efficiently establishing a strong brand identity in the Singaporean market ii) Increasing brand awareness ii) Introduce new range of products efficiently in Singaporean market iv) Incorpor ate Corporate Social Responsibility v) Achieve sales of 12,000 units of new range of products within the year 2012If planned strategically marketing communications is utilised effectively, these objectives can be brought about. Current awareness of Azzimuth in Singapore is very low as it is not recognized easily consumers do not easily identify with the brand its products. When the brand awareness is raised, the join of sales profits will most definitely increase. On top of that, people will be able to recognise the brand, improving its reputation. A strong brand identity also allows for consumers to retain deem the brand credible.If Azzimuth succeeds in sending a strong visual message used throughout all their business enterprise marketing communications will keep them a step ahead of their competition. Having a consistent visual identity throughout all of their business marketing communications will have them at the forefront of existing potential consumers minds when th ey have a need for Azzimuths products or services. Stability can also be achieved if Azzimuth successfully develops a functional brand identity as it gives the impression that their business is dedicate to the horology industry that they serve.Essentially, the main marketing objective is to introduce position accurately the new range of Azzimuth products in the local market eventually jar against a sales figure of 12,000 timepieces in 2012. VI. STRATEGY IMPLEMENTATION The contemplated dodging for Azzimuth Watch Company is to put its marketing communications options to the best use by first effectively introducing implementing itself into the market, caving its position in the consumers minds, & finally, its new range of products. 6. 1 Target AudienceBy target audition profiling, it will religious service Azzimuth make better, more consistent costumer decisions about how to best market & sell. It also makes it possible for the staff to treat customers more consistently becau se everyone is working from the same comprehensive knowledge. When Azzimuth determines its target audience, it can scale their marketing communication efforts gum olibanum customise the mean message to their target audience effectively. The prime target audience of Azzimuth are the opulent individuals who afford & prefer to indulge in luxury products as a lifestyle choice.These individuals include working screen out females & males with an annual income ranging from S$80, 000 & above. An ideal advertising medium for this target audience would be the internet as these individuals are also busy professionals in their respective fields. Due to their hectic work & social schedules, it is not likely for them to pick up local lifestyle magazines that are catered for the average market. 6. 2 Brand Image & Positioning As a luxury watchmaker, Azzimuth faces blood-and-guts competition from other established watch brands such as Rolex, hang back Heuer, Swatch etc.By having a unique bran d movie, Azzimuth will be able to separate itself from other brand peers, hence establishing itself as a unique incision of the market. According to Jay Ehret (2009), brands are not concrete they are the thoughts, feelings & psychological relationships betwixt a business & a customer, & that a brand is the foundation of all its marketing activities. Branding serves as a internal compass of focus & that if a business is clearly branded, it has an understanding of what it is about. Over time, a stronger business identity will be built.Azzimuth can adopt the brand go out of a science logic. Despite close competitors having actual product lines with diametrical motivations & philosophies, Azzimuth can be the first brand that emphasises the simple but cardinal philosophy of how things can be easily explained with science & logic. Rather than sightly being a simple luxury brand, playing up to this philosophy gives consumers a chance to associate themselves with products derived f rom intellect. Consumers usually barter for products with their emotions, rather than logically.With a strong branding attribute, Azzimuth can position themselves as the distinctive watchmaker that provides consumers with a wide range of luxury products made of high quality with a unique philosophy, setting them apart from other watchmakers in the Singaporean market. 6. 3 New Products Azzimuths new range of products caters to the pivot in their target consumers, focusing on minimalistic designs, with the motivation being that individuals from all walks of life can opt for a luxurious yet simple timepiece that eludes style. 6. determine Stratergy The pricing schema for Azzimuths new range of products is Mazimum Market Skimming. In this approach whereby Azzimuth sets a high price for its new high-end product so to support maximum revenue from the market before substitute products appear. This pricing strategy is ideal as it complements the luxurious image of the brand as it is m arvellous for its target audience to prefer purchasing timepieces that are very meek priced. The high price will set it apart from its peers by delivering the image of a exceptional product.VII. Recommended IMC Strategy With proper planning in advertising, consumers will be able to perceive a brand positively. Azzimuth has to take a multi-pronged approach to their advertising methods for its brand name to be rooted in the consumers minds. The initial strategy is for Azzimuth to establish its brand identity, constitute its brand image finally, re-position themselves as a brand of luxury watches that are adaptable to different cultures with the firm basis of science logic.The proposed timeline for the execution of the recommended IMC strategy is 12 months, sunder into 3 phases. The first 4 months of the strategy will pay close attention to positioning the brand image in the hearts minds of consumers increase brand awareness. Starting with a series of print advertisments carefull y intentional to appeal to their needs wants, this first phases target is to re-position Azzimuth as a brand of timepieces with scientific philosophy & luxurious appeal.Concertedly with this launch of fresh print advertisements will be the implementation of product testimonials & placements. Celebrities like Beyonce will share their experiences on their preference for Azzimuths products, while the product will also be located carefully in the movie series Oceans Trilogy. Exposure of this product to millions of movie-watchers will ensure ample advertisement for it. The next trimester of the strategy will consist of a next series of print advertisements & TV commercials with similar outside print advertisements to follow.American actor & film producer Adrien Brody, who became the youngest actor to win the academy Award for Best Actor will be endorsed to portray Azzimuth as The Ideal Option for luxurious watches. Also included would be a TV commercial of Brody highlighting his pref erence for Azzimuths product range. Similarly, Brody will be featured in an exclusive interview on Azzimuths official webpage, speech production in-depth on his passion for exclusive luxury watches & the reason behind it & why Azzimuth is his ideal option. Finally, the last phase of this strategy traversing over 4 months ill involve the setting up of a segment on Azzimuths official website, educating potential watch- spoilers on what to look out for in their next purchase. A forum will also be set up singly for Azzimuth watch owners to share their product choices opinions. 7. 1 Broadcasting media Product attitude The Oceans Trilogy combines well-known elements from heist films & con artist films. Azzimuth will be able to increase its brand awareness by placing its brand in a highly popular movie that is watched by all ages & consumer groups worldwide. . 2 print Advertising Print Media Azzimuth is currently only utilising print media efforts in consume Publicity & technical rev iews. On top of the high possibility of its products being placed directly next to a competitors, these reviews are written from a third-person perspective may not be ample for consumers to be positive(p) to purchase Azzimuths products. Such reviews do not directly send the mean message to consumers, let alone communicate the brands identity image.The placement of their reviews are also only in lifestyle magazines that perhaps most established individuals do not peruse as they are used to their lifestyle whereby they peruse luxurious lifestyle magazines. Hence, Azzimuth Watch Company must design release a series of print advertisements on the correct admission to allow successful communications with their target audience. Fig 7 pic of new Azzimuth Print Advertisement The tagline Perfect Symmetry collates sends across the message of Azzimuths intended brand identity & image.The term symmetry implies Azzimuths new range of products whereby minimalism takes place heavily. 7. 3 Celebrity Endorsements Adrien Brody famous people eat, drink, travel, go shopping and generally behave like normal consumers, albeit ones with much greater spending power and the ability to influence the buying decisions of others simply by what they choose to buy for themselves. This aspirational effect, whereby people seek to emulate their favorite celebrities, presents a golden hazard for brands.Endorsing a celebrity provides two important things for Azzimuth Aspiration Credibility. In todays competitive marketplace, a perceived celebrity endorsement can give Azzimuth the product or service the instant recognition & legitimacy that would normally take years to earn. Adrien Brody has built a successful reputation for himself by being the youngest winner for an Academy Award for Best Actor & also the only American that has won a french Cesar Award. He has also made his debut as a runway model for Prada. IX. ConclusionIn todays fast-paced environment, companies have to pay specia l attention to how they communicate with their target consumer groups. Consumers have developed a need for knowledge information before a purchase this has become a necessary process as consumers desire to know they are making a well-informed purchase. Hence, it is vital to comprehend their target consumer groups completely. With this information, they can integrate a substantial suitable IMC plan to help companies branch out to their target audience be prepared for any consumer responses.