Imc Strategy Bonds Essay

2768 WordsSep 29, 201112 Pages
IMC Strategy BONDS Name: Wenzhi Huang Student Number: n7360029 Content 1.0 Message Review 1 1.1 Current Message Strategy 1 1.2 Message Effectiveness 1 1.3 Proposed Message Strategy Adjustment 2 2.0 Channel Review 3 2.1 Channel Integration Grid 3 2.2 Channel Effectiveness Critique 4 2.3 Proposed Improvements 4 3.0 Target Market 5 3.1 Geographic Segmentation 5 3.2 Demographic Segmentation 5 3.3 Psychographic Segmentation 5 3.4 Behavioral Segmentation 5 3.5 Benefit Segmentation 5 3.6 Target Market Description Statement 6 4.0 Competitor Profile 7 4.1 Competitive Framework 7 4.2 Competitor Analysis- Offering & Communication 7 4.3 Competitive Advantage 8 5.0…show more content…
| Common Objectives | | | | | | | Objectives are integrated within TV, print and direct mail. Internet focuses on building consumer relationships rather than getting awareness. Bonds did not show any objective on its package design. | Common Image | | | | | | | All elements of image are coordinated well except for package which does show any image at all. | High Integration | | Mid Integration | | Low Integration | | Grid Key: 2.2 Channel Effectiveness Critique Regarding elements of integrated strengths, brand logo and corporate colours are highly integrated across different channels. What’s more, message strategies and common image are integrated well which showing the same brand image to consumers. In media aspect, TV, print and internet are showing the consistency brand image. However, tagline is the weakest factor which is not coordinated in different channel and lack of effective. Furthermore, direct mail sometimes delivers wrong product messages to different target segments. Last but not least, Bonds did not pay enough attention on product packages and rarely use package to deliver message. 2.3 Proposed Improvements The direct mail messages should sent to consumers more accurately referring to the consumer database. Moreover, its content needs to be more specific and consistent with current promotions in other channels. 3.0 Target Market 3.1 Geographic Segmentation
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