Imc Final Proposal Essay

6156 words - 25 pages

Abstract"Integrated marketing communication (IMC) is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost" (Clow & Baack, 2004, pg. 8). Developing an IMC campaign strategy is vital for Hill's PetGPS to become a successful product. Team C has taken many factors into consideration in the planning process for the campaign strategy, such as, deciding on the mix and level of different IMC ingredients as advertising, sales promotion, publicity and direct marketing. The IMC strategy depends on the type of product market, how the product will be made available to the public, and consumers' need for a new product and pricing.IntroductionTeam C has developed an IMC campaign strategy for Hill's PetGPS and Team C has identified and described the target market of our campaign, along with a description of the positioning strategy for Hill's PetGPS campaign. In addition, Team C has created a marketing communications objectives based on market research. Team C has selected the appropriate IMC tools for the campaign and has described how each tool will be used. Lastly, Team C has developed a media campaign.This is Team C's Hill's PetGPS IMC campaign final proposal. Team C will develop a promotions plan by selecting an appropriate promotion for Hill's PetGPS and will determine how and when the promotion will be implemented. Finally, for Team C's final proposal, we will select appropriate IMC performance measurement methods for our campaign by determining what constitutes success for the IMC campaign and how we will measure the success.A. Campaign OverviewHill's OverviewHill's Pet Nutrition, Inc. was started in 1943 by a veterinarian who helped treat a dog with kidney problems with a special diet. The company was purchased by Colgate-Palmolive in 1976, and saved from being sold by a savvy CEO of Colgate who saw some potential in Hill's that could provide "a profitable niche in premium pet foods and clinical nutrition" (Hill's Pet Nutrition, Inc., 1999, ¶ 3). Over the years, Hill's commitment to new product development combined with improvements in the care and health of cats and dogs paid off with their top-ranked premium pet food. Hill's also ranked third of 190 in customer satisfaction in 1998, a rating given by "the National Quality Center at the University of Michigan Business School" (Hill's Pet Nutrition, Inc., 1999, ¶ 22). Hill's mission "is to help enrich and lengthen the special relationships between owners and their pets. We will do this by providing the best leading-edge pet nutrition technology, products, and expertise to pet owners, veterinary professionals, and other key pet nutrition influencers worldwide" (Hill's Pet Nutrition, Inc., 1999, ¶ 1). With this type of commitment to pets and their owners, Team C understands that this product will intrigue pet owners...

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