Section 1: Describe your product/service featured in your IMC plan
Pick a product to be used throughout the entire IMC Plan. Some possible product choices include:
New type of bottled water
New ink pen
Perfume or cologne
Errand running and reminder service
YOUR OWN IDEA...
Section 1:In the
introduction of the IMC plan you will describe what the product or service is that you will be advertising.
Its purpose is to give the background of the product/service and a description to the
reader so that they understand what your proposal is about. The background part briefly describes your company's history and gives a description of the product or service you will be marketing. Include features, structure, and other components of the product or service that are important to the IMC plan.
Describing the product/service in detail includes information such as use, service, color, size, shape,etc. Not only do you need to describe the product/service in physical terms, you also need to describe how the product/service is currently, or in the future, going to be used. Sometimes a scenario of a ‘typical user’ helps give the reader a better understanding of how the product/service is used in everyday life. Explain why the company was started, years in business, what need arose, how it was identified, partnerships, experience, expertise, etc.
Example: Morningstar Bakery - Introduction Morningstar Bakery is a new organic bakery specializing in gluten, wheat and dairy free products. Within the last three years there has been significant increases in demand for these bakery products. This can be explained to a large degree by the fact that up until recently Americans have had food allergies that have been undiagnosed. It has been only in the last few years that medical doctors have begun to diagnosis food allergies correctly. What was once an unknown problem that affected so many people with no recourse has become a manageable ailment that is easily dealt with through modification of diets. This is very positive for both those people that are affected as well as bakeries such as Morningstar that specialize in these products. Morningstar Bakery was conceived when the owner, Marilyn, had two son's were diagnosed with celiac disease at age 14 and 7. Celiac disease is a digestive disease that damages the small intestine and interferes with absorption of nutrients from food. People who have celiac disease cannot tolerate gluten, a protein in wheat, rye, and barley. Gluten is found mainly in foods but may also be found in everyday products such as medicines, vitamins, and lip balms. When people with celiac disease eat foods or use products containing gluten, their immune system responds by damaging or destroying villi—the tiny, fingerlike protrusions lining the small intestine. Villi normally allow nutrients from food to be absorbed through the walls of the small intestine into the bloodstream. Without healthy villi, a person becomes malnourished, no matter how much food one eats. Marilyn quickly realized that there were no bakeries in the San Francisco area that carried gluten free fresh baked goods. Grocery stores were carrying packaged pasteries and breads, however, they were often hard, gritty, and did not have that fresh baked flavor, smell, or texture. Morningstar will be located in Noe Valley, San Francisco and will cater to consumers who are on a gluten-free diet as well as those who are choosing to eat more organic and wheat-free baked goods. Morningstar Bakery will imbed itself and become part of the Noe Valley community. Outreach programs to both Alvarado Elementary and James Lick Middle School will give Morningstar Bakery a societal marketing orientation. The following integrated marketing communication plan will written promoting of Morningstar Bakery to the San Francisco area.
THE ENCHANTED VINYARD The Enchanted Vineyard is a charming Bed & Breakfast located in the Lorane Valley, outside of Eugene, Ore. The valley is well known for its beauty and concentration of vineyards and wineries. Recently, the travel and tourism industry has seen a 5% increase in demand for more personalized, customized hotel type stays. Bed & Breakfast facilities are fast becoming the trend for travelers wanting a more intimate accommodation option.
The B&B will be run by Missy Stewart in the Stewart's newly renovated home. Missy has over 40 years in the hotel and restaurant industry. She has managed both large hotels and smaller traveler one to two night stay facilities. Missy has a keen understanding of the travel, and prides herself in understanding the B&B target and their preferences. The Inn itself is a work of art. Each of the five guest rooms have walls that are 65% glass providing a breathtaking view of the valley. In addition to the views, the Inn offers a huge patio and vineyard for the guests to explore.
The Enchanted Vineyard Bed & Breakfast has two competitive advantages that will ensure profitability. The first is Missy's persistent attention to personal service. Missy recognizes that her most important job is to pamper the guests, allowing them to have an excellent stay. The other sustainable competitive advantage is the facilities, handcrafted and simply beautiful. The house and adjoining land are magnificent.
Lorane Valley is a quiet rustic community boasting the benefits of a quiet escape surrounded by the serenity of the vineyards. The Enchanted Vineyard will cater to travels wanting a quiet, off the beaten path vacation experience.
The following IMC plan will be written to promote The Enchanted Vineyard.