Marketing communication plan Essay

 

 

Order Number			45471455714
Type of Paper			Essay
Writer Classification Level			Undergraduate
Style of Writing			MLA/APA/CHICAGO/
Sources and References			5
Number of Pages			4
Paper Instructions Description Marketing communication plan The second and final assignment for this module is an individually written marketing communications plan. Purpose: This assignment is designed to allow you to demonstrate your understanding of the course material and your ability to apply it to a real-life example. In addition, it is designed to test your analytical, research and evaluation skills. Brand: Bibigo( http://www.bibigo.com/en) Campaign: Bibigotogo Food Truck (https://www.google.com/search?q=bibigo+go+truck&sxsrf=ALeKk03YidrBTh6f6mRKtRBoZpGQRer06Q:1602057674282&source=lnms&tbm=isch&sa=X&ved=2ahUKEwj479b0gaLsAhVFjuYKHVNLC1sQ_AUoAXoECAwQAw&biw=1152&bih=609#imgrc=hQAGB9FoH8hMpM) Target country : Thailand Brief: You are working for a marketing consultancy firm. You have pitched about a brand (Bibigo) to a new client from a foreign country and the client has asked for a marketing communications plan before proceeding with your services. You will asses a campaign that is launched and run by the brand within the past 3 years. (Bibigotogo Food Truck) Your assignment is to write a plan (which includes an advertising strategy) for the brand you have presented to your client, covering as many aspects of the IMC tools as you can. Your task for this assignment is to provide a brief analysis of a potential country (Thailand) (in terms of communications tools suitable for this country and also cultural issue to consider) and write a plan that covers most aspects of an advertising campaign for the brand. Your goal is to design a plan that uses most convenient and suitable tools to successfully send the brand’s message to the target consumers . You are allowed to use the brands that are already established but confirm the choice of country with the module tutor. In case you select a brand that is already established in a country, you are expected to imaging that they have not entered this country yet . Your budget is 200,000 US dollars and you are encouraged to use it all by providing justification on each tool. The figures could be an estimate figure for each tool or activity used. Your plan should be designed in a way to cover a month of communication activities at the launch of the brand in a new country. It is recommended that you refer to different models and theories which you have studied in this module to justify your points at different sections of the plan. You can do this by applying the model to your target market or potential segment. What I thought for the campaign Bibigotogo Food Truck campaign : Try to send out food truck into Bangkok city into the busiest area which is Siam, Saladang, Promtpong. The customers will get free dishes for 10 days long. Invite Korean influencer who currently live in Thailand example Seo Jiyeon – a Korean actress debut in Thailand) With a hashtag #bibigotogothailand for customers to hashtag when they upload their pictures. Instructions: 1. Each student has to seek approval for his/her selected country with the Module Leader before writing the report via email. 2. The word limit in 2000 words ± 10 per cent. 3. Referencing is Harvard style. 4. Use the font “Calibri, Time New Roman or Aria size 12 in writing the report. 5. Add headings and subheadings to the report to divide sections. 6. Title page, table of contents, executive summary, bibliography and appendices will not be considered in the word count. Components: Your plan should include the following sections: 1. Title page (title, candidate number, word count) 2. Table of contents 3. Executive summary 4. Brief introduction and background – Details of the brand and the company (Bibigo http://www.bibigo.com/en) 5. Target market and segment justification – Give your reasons for the market you have selected for your brand and your potential segment in that market (Thailand, segment for those who love K-culture, those who is busy and just want to have a fast meal) 6. Marketing strategies and IMC (choose relevant ones to create a harmony in your campaign) • Direct marketing – sales letters, brochures, flyers (can give out brochures/flyer around the university campus or school or infront of skytrain entrance or in busy area) • Advertising – print media, directories, etc. (could co-ordinate with newspaper/magazine if the budget is okay) • PR and Promotion (Sales promotion push-pull) • Training programmes – to increase awareness • Direct/personal selling (should not use due to corona virus) • Publicity/press releases/sponsorship (could co-ordinate with the media and distribute the press through magazine, website) • Product/brand placement (Could place in the convenient store (7-11) and in the shopping mall ex. Goumet in Paragon Terminal 21 Tesco Lotus Bif C) • Trade shows • Articles and blogs (co with Thai influencer and write a review blog in Thai) • Websites and Social Media (Create an official website/social media and do a live stream/ post consistently/ interact with customer) Customer can hastag when they post their picture with the product • Forums and eWOM 7. Pricing and positioning – Justify the expenses and project your sales and profit 8. Cultural concerns – Research and evaluate your target market and state the cultural concerns and relevant factors. 9. Budget and financial justification – Choose affordable strategies, justify them and keep it brief. Don’t forget outsourcing (if it is too expensive to be done in-house). 10. Marketing goal – Come up with goals that you could turn into figures, remember they have to be SMART. (SMART = Specific, Measurable, Attainable, Realistic/Relevant and Time Bound) 11. Bibliography – All secondary information sources such as journals, magazine articles, websites and industry reports must be properly acknowledged. 12. Appendix – An appendix where additional figures, charts and supporting documents can be included in the final section of your report. Theory/ Model that need to be implement in the paper 1.Call to action 2.Evaluate using IMC 4C’s (coherence consistency continuity complementory) 3.Positioning map (1-2 map where products sit in the mind of customers) 4.Brand equity pyramid) 5. FCB grid
	Distinguished (100%)	Proficient (85%)		Basic (70%)	Below Expectations (50%)	Non-Performance (0%)
Thesis Statement	Raises the strongest   objection to the thesis presented in the assignment. The objection is strongly grounded in research and logical reasoning.	Raises a plausible objection to the thesis presented in the assignment. The objection is mostly grounded in research and logical reasoning.		Raises an objection to the thesis presented in the assignment. The objection is somewhat grounded in research and logical reasoning.	Attempts to raise an objection to the thesis presented in the assignment. The objection is minimally grounded in research and logical reasoning.	The objection to the thesis is either nonexistent or lacks the components described in the assignment instructions.
Counter Argument	Provides a strong, thorough rebuttal to the objection. The rebuttal effectively demonstrates that the thesis can withstand the objection and applies the principles of charity and accuracy.	Provides a rebuttal to the objection. The rebuttal mostly demonstrates that the thesis can withstand the objection and mostly applies the principles of charity and accuracy.		Provides a limited rebuttal to the objection. The rebuttal somewhat demonstrates that the thesis can withstand the objection and somewhat applies the principles of charity and accuracy.	Attempts to provide a rebuttal to the objection; however, the rebuttal minimally demonstrates that the thesis can withstand the objection and does not apply the principles of charity and accuracy.	The rebuttal is either nonexistent or lacks the components described in the assignment instructions.
Conclusion	Provides clear and concise closing remarks that comprehensively summarize the essay. The remarks consider the broader controversy and/or further research that could offer additional insight into the moral solution of the business problem.	Provides closing remarks that summarize the essay. The remarks mostly consider the broader controversy and/or further research that could offer additional insight into the moral solution of the business problem. The closing remarks are somewhat unclear.		Provides closing remarks that minimally summarizes the essay. The remarks minimally consider the broader controversy and/or further research that could offer additional insight into the moral solution of the business problems. The closing remarks are unclear and/or vague.	Attempts to provide closing remarks that summarize the essay; however, the remarks do not consider the broader controversy and/or further research that could offer additional insight into the moral solution of the business problem. The closing remarks are unclear and vague.	The closing remarks are either nonexistent or lack the components described in the assignment instructions.
Written Communication: Context of and Purpose for Writing	Demonstrates methodical application of organization and presentation of content. The purpose of the writing is evident and easy to understand. Summaries, quotes, and/or paraphrases fit naturally into the sentences and paragraphs. Paper flows smoothly.	Demonstrates sufficient application of organization and presentation of content. The purpose of the writing is, for the most part, clear and easy to understand. There are some problems with the blending of summaries, paraphrases, and quotes. Paper flows somewhat smoothly.		Demonstrates a limited understanding of organization and presentation of content in written work. The purpose of the writing is somewhat evident but may not be integrated throughout the assignment. There are many problems with the blending of summaries, paraphrases, and quotes. Paper does not flow smoothly in all sections.	Organization and presentation of content are extremely limited. The purpose of the writing is unclear. There is little or no blending of summaries, paraphrases, and quotes. Paper does not flow smoothly when read.	The assignment is either nonexistent or lacks the components described in the instructions.
Written Communication: Control of Syntax and Mechanics	– Displays meticulous comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains no errors and is very easy to understand.	Displays comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains only a few minor errors and is mostly easy to understand		Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains a few errors which may slightly distract the reader.	Fails to display basic comprehension of syntax or mechanics, such as spelling and grammar. Written work contains major errors which distract the reader.	The assignment is either nonexistent or lacks the components described in the instructions.
Written Communication: Required Formatting	Accurately uses required formatting consistently throughout the paper, title page, and reference page.	Exhibits required formatting throughout the paper. However, layout contains a few minor errors.		Exhibits limited knowledge of required formatting throughout the paper. However, layout does not meet all requirements.	Fails to exhibit basic knowledge of required formatting. There are frequent errors, making the layout difficult to distinguish as required style.	The assignment is either nonexistent or lacks the components described in the instructions.
Written Communication: Word Requirement	The length of the paper is equivalent to the required number of words.	The length of the paper is nearly equivalent to the required number of words.		The length of the paper is equivalent to at least three quarters of the required number of words.	The length of the paper is equivalent to at least one half of the required number of words.	The assignment is either nonexistent or lacks the components described in the instructions.
Written Communication: Resource Requirement	Uses more than the required number of scholarly sources, providing compelling evidence to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.	Uses the required number of scholarly sources to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.		Uses less than the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are used within the body of the assignment. Citations may not be formatted correctly.	Uses an inadequate number of sources that provide little or no support for ideas. Sources used may not be scholarly. Most sources on the reference page are not used within the body of the assignment. Citations are not formatted correctly.	The assignment is either nonexistent or lacks the components described in the instructions.