MKTG3030 FINAL PROJECT REQUIREMENT

The purpose of this project is to provide a learning opportunity for students to put together all you
have learned in this course in one exercise. Each group is requested to study a company and
create an integrated marketing communication campaign to promote the company’s brand of
product or service in the Hong Kong market. Your final project should consist of the following
sections:

PART I. SITUATION ANALYSIS

 Choice of Company

Start with one short paragraph explaining your choice of company (with rationalization).

 Situational Analysis

This section involves your assessment of the 3 C’s and the 4 P’s. Assess the strengths and
weaknesses of the Company vis-a-vis the Competition on various dimensions including the 4
P’s (e.g., does one firm have stronger retail support than the other(s); how do the firms
compare on pricing?). This exercise will reveal the positioning of the company’s brand in the
market vis-a-vis the competition. You are free to choose any format for this section, but
often I find very helpful having columns for the different players in the market and assessing
how the different players fare on various dimensions. For example:

Target Brand Competitor 1 Competitor 2 Competitor 3

Product
Price
Distribution
Promotion

On the 3rd C, namely the Consumer, try to get a sense of buyer behaviors by focusing on the
following questions:

• What matters most to consumers when they consider buying this type of products (e.g.
price, benefits, image, social norms)?
• What’s the nature of the buying process—e.g., low involvement (i.e., routine problem
solving) or high involvement (i.e., standard or extensive problem solving)?
• Who makes the decision (is it the end user or someone else)?

PART II: CAMPAIGN (7-STEP PROCESS)

 Target Market Selection

a. First, try different ways to segment the market (e.g. demographic, psychographic,
benefits sought). Then use one or more of the segmentation bases to select your
target market.
b. If they already have clear target markets, ask if they need to target other segments as
 well. There might be opportunities out there.
c. Try to refine the market using the 3-cirle framework we learned in class—this step is
important because it is the refinement that leads to the communication objectives and,
thereafter, to the remaining steps of the 7-step decision making process.

 Communication Objective(s)
a. Specify IMC objectives using one of more of the communication tasks we learned in
class, and provide your justifications.

 Message Strategy
a. Establish CFR
b. Identify POP and POD elements
c. Determine product positioning
d. Specify what message(s) will be communicated to the target audience in the IMC
campaign

 Creative Strategy
a. Propose your big idea in one sentence which will serve as the central theme of the
IMC campaign. If needed, use a few more sentences to explain the theme.
b. Come up with a campaign tagline.
c. Specify your choice of promotional tools in this campaign.
d. In this project, you are required to use advertising as one of the tools. Please specify
the following in your campaign proposal:
i. Advertising appeal (e.g. rational/emotional/combination)
ii. Execution style (e.g. humor, dramatization)
iii. Detailed descriptions of selected ad(s) in the campaign
iv. Supplementary materials (storyboard, print ad layout)
e. If other promotional mix elements are used, include detailed written descriptions of
each and every proposed program. Show your ideas in visual forms if needed.

 Media Strategy
a. A one- or two-sentence media objective
b. Media mix strategy: Specify your choice of media mix
c. Media timing and scheduling

 Campaign Budget
a. Propose a total campaign budget. Explain how you determined it and why it is
reasonable. Try your best to show your itemized calculations.
b. Include media placement rate cards in appendix.

 Research Strategy
a. Summarize the background research and exploratory research you have conducted.
Include the sources of your secondary data, and attach your exploratory research
results and methodology (e.g. survey questions, data analyses) as appendix
(recommended but not required).
 b. Summarize any consumer insights revealed from your research.
c. Provide recommendations for future research directions (e.g. how to get more
consumer insights and to measure the effectiveness of the proposed IMC campaign)
if the proposal is adopted by your client.

PART III: SUPPORTING MATERIALS

 The supporting materials for the IMC campaign could include TV commercial
storyboard, print ad layout, research surveys/results, and media rate cards.

PART IV: REFERENCES

 It is mandatory to include a reference list and specify all the citations.