Case Analysis – Integrated Marketing Communications Plan

 

 

 

You are responsible for developing an Integrated Marketing Communications plan for New Belgium Brewing.

 

Begin by reviewing the details of the case – New Belgium Brewing (B) in the text to understand the beginning launch of this product.

 

Assume that you have taken on the role of Marketing Communications Manager today. Although the company has increased sales through broader distribution, sales are currently flat.  Senior management has determined that you need to capture a new target audience with the same products and develop an Integrated Marketing Communications plan for the period October 2013(4) – September 2013(4).

 

 

 

Your plan must include:

 

-Description of selected Target Market. Description should include: demographic and psychographic factors and likely media preferences.

 

-Objectives for the year (what do you need your communication tactic to accomplish?)  Be specific: are you building awareness, interest etc, and what percentage of the market do you hope to impact?

 

-Establish your communication approach – push vs. pull with rationale as to why you have selected this approach.

 

-Determine mix of media to accomplish your goals and evaluate why each media is chosen.

 

-Create Budget (see constraints below) and a specific calendar for communication tactics and describe the flow of activities, month by month.

 

-Compose the message (slogan, tag line or compelling reason to purchase) and describe how you visualize it being executed.

 

 

 

For this project assume the follow: Total Budget Allocation for 12 months is $8,000,000

 

 

 

Costs per media

 

30 second TV Spot $350,000 per spot

 

 

30 second Local Radio $10,000 per spot
Full Page National Magazine Ad

 

 

$350,000 per issue

 

 

½ page

 

 

$245,000 per issue

 

 

¼ page

 

 

$175,000 per issue

 

 

Informational Website

 

 

$15,000

 

 

Transactional Website

 

 

$25,000

 

 

Internet Advertising

 

 

$35,000 per outlet

 

 

Sales Promotion & Couponing

 

 

$405,000 per campaign

 

 

Direct Mail per 10,000 pieces

 

 

$10,000

 

 

Trade Show – National Scope

 

 

$975,000

 

 

Direct Sales Staffing – per person

 

 

$125,000
Sales Staff Promotion –per person

 

 

$45,000

 

 

Brochures and Collateral Material

 

 

$80,000

 

 

Sport Event Marketing $1,200,000 per event

 

 

Requirements:

 

This is a business planning project. You want your final output to convince your new boss you know what you’re doing. Let your creativity come out AND, be sure to provide solid rationale for your decisions tied to the marketing communication concepts

 

 

Options for format include:

 

-Business Proposal document: This would be in proposal format with the use of both text and bullet points to make your case. Maximum of 3 pages, not including Reference Page.

 

-Powerpoint, Presi or Multimedia presentation: This should include the use of the notes function for PPT for your full text or even audio if you’re so inclined.

 

 

 

This is a business planning project so APA format is not required for the text and content.

 

 

 

In-text citations and an APA reference page are expected. And a minimum of 3 outside sources beyond the text are expected.

 

 

 

You will not be evaluated on which Target Market you select. You will be evaluated on how well you understand the selected Target Market and how your decisions connect directly with this market.

 

 

 

A few resources regarding Integrated Marketing Communications –

 

http://office.microsoft.com/en-us/word-help/develop-a-marketing-communications-plan-HA001171113.aspx?CTT=5&origin=HA001168402

 

http://www.ethicsbasedmarketing.net/students%20section/Sample%20IMC%20plan%20template.pdf

 

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