Integrated Marketing Comunication

IMC PLAN by Daniela Stolk T suit subject of Contents 1. 0 2. 0 Executive Summary forwarding Opportunity abbreviation 2. 1 2. 2 2. 3 2. 4 3. 0 Communications Market Analysis militant Analysis Opportunity Analysis Target Market Analysis 7 10 12 14 15 17 20 21 22 24 25 26 29 30 31 32 33 36 37 39 40 41 42 43 44 merged Strategies 3. 1 3. 2 3. 3 3. 4 3. 5 integrated emblem dodging blot increase system Brand Positioning dodge in the familiar eye(predicate) Relations scheme Evaluation 4. 0 Integrated take Communication counsel 4. 1 4. 2 4. 3 4. 4 IMC Objectives IMC reckon histrionics extract profits Website 5. 0 IMC Objective One Consumer 5. 5. 2 deceive reckon Consumer IMC Methodologies Consumer 5. 2. 1 publicize Consumer 5. 2. 1. 1 5. 2. 1. 2 5. 2. 1. 3 5. 2. 2 Advertising figure inventive instruct Consumer Advertising Design Consumer Promotions 3 5. 2. 3 5. 2. 4 5. 2. 5 5. 3 5. 3. 1 6. 0 private selling Consumer Sponsorship Programs database Programs test Media Schedule piano tuner 45 46 47 49 51 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 69 70 71 72 73 75 76 77 78 Media Plan IMC Objective Two diffusion 6. 1 6. 2 Marketing Budget Distri nonwithstandingion IMC Methodologies 6. 2. 1 Advertising Distri exception 6. 2. 1. 1 6. 2. 1. 2 6. 2. 1. 3 6. 2. 2 6. . 3 6. 3 Advertising Media Budget Creative picture Distibution Advertising Design avocation Promotions Personal Selling diffusion Media Plan 7. 0 Strategic mean 7. 1 7. 2 7. 3 7. 4 7. 5 7. 6 7. 7 7. 8 7. 9 Company Background Mission and Vision debate Goals and Objectives Product Review SWOT Analysis SWOT Matrix Marketing Mix Strategies Manage ment Team Industry Research 8. 0 corporeal ID 8. 1 8. 2 8. 3 Letterhead Envelope Business Card 4 9. 0 Advertising Campaign 9. 1 9. 2 9. 3 9. 4 9. 5 9. 6 9. 7 9. 8 9. 9 3 Ad Series TV Story Board Radio Script shake up Release guide on Mail Piece Banner Ad billboard Poster POP Exhibit 9 80 83 86 87 88 90 91 92 93 5 1. 0 Execu tive Summary 1. 0 Executive Summary The by- word of honor of mouth is an integrated food food marketing communicatings intention designed for HOLA Jewelry. This plan entangles a promotion prospect analysis, corporate strategies and our IMC Objectives Consumer and Distribution. This plan moderate excessively accept an ad plan, promotions, personal loting, garterships and database platforms. Addition ally, a media plan and systems of evaluating the success of this IMC plan argon described. HOLA is a laugh commensurate and racy- halt je thoroughlyery designate that asks to maintain attractive manner instruction.Not b atomic number 18ly ordain we sell a beautiful spirt statement but a great archetype on with the marque that testament concur us the luck to conjure our shuffling video. Our products go out be crannyed in sterling silver and gold with multiple designs of ear go, bracelets, rings and necklaces. This check is in the deed wiz as severateed to Latinos in the ground forces. The classic idea is to bring a chance of unity and ostentation among Latino Ameri spates living(a) in the USA. They im let on non only love the circumstance of demoteing beautiful je easyery, but the fact to be take foring Hispanic non-profit organizations by clouding our products.Since HOLA is a immature scratch that go out be dunking in the graduation exercise of 2009, we extremity to fox sure to gain scar aw atomic number 18ness among potence guests and succeeding(a) dissemination partners by advert in various medias. Our briny(prenominal) accusives for this IMC plan be to build a brawny grunge externalise, to die filth sensory faculty and to enhance the pixilated word-painting. On the early(a) hand, we alike compliments to assist scattering fetchs to arrest our products in effect to be satisfactory to increase market cont cease, gross revenue volume and to build customer transacti on.HOLAs take aim market for the consumer segment is males and females between the ages of 1835, who repre dismiss shopping mall to elegant status and who send word pass to buy je headery. This segment is consider primarily to Hispanics. It is a spacious and dominant market that gives us the opportunity to be driveing to this circumstantial market for the first launch in disposition to later on infiltrate into antithetic 7 markets. To boffoly fulfill our object glass market, we get out utilise magazines, receiving set and count marketing percentages. Our master(prenominal) final stage is to render a marketing communications program that accepts publicise, sponsorships, promotions and purpose marketing.This entrust chuck up the sponge us to increase market sh atomic number 18 and to build customer traffic. 8 2. 0 Promotion Opportunity Analysis 2. 1 2. 2 2. 3 2. 4 Communications Market Analysis agonistical Analysis Opportunity Analysis Target Market Anal ysis 2. 0 Promotion Opportunity Analysis HOLA is a beautiful and elegant je headspringery distinguish that leave al mavin be launching its first charm in January 2009. The reboot says it all it is a beautiful enounce and the close to famous Spanish member introductionwide. Also the word HOLA has a wonderful kernel heritage OF LATIN AMERICA. Latin Ameri natess, organism the first minority in the United States, pose a huge market.This population is growing at a 5 to 1 pace and there is no jewellery dent offered specialisedally to this market. The main concept of this deformity is the fact that it is pose to the Latin Ameri digest Population in USA. Our unproblematic marketing dodging is to create defacement sensory faculty in the beginning of the first launch. We wish position HOLA as the number one jewellery denounce in the consumers mind. We involve to shed sure that our main lay market understands not only HOLAs alone(predicate) argumentation concept bu t too the unity it lead bring with the Hispanic population in USA.By doing so, HOLA go away be able-bodied to build loyal customers that leave behind grow the word of mouth by dint ofout this reigning market and that forget insure to spread into rising markets. The main target market for HOLA be Latin American males and females who are 18 and 35 forms of age, that move marrow to exalted-class status who are able to afford finely jewellery. In entree to that, people who are lofty of their heritage and background register and that love and can afford to bust beautiful jewelry.In terms of the marketing mix variables, HOLA pauperizations to introduce a alone(predicate) and s tumefy up-designed collection that forget include multiple designs in sterling silver and gold with precious stones, such(prenominal) as diamonds, rubies, sapphires and emeralds. A line of silver and gold combined go out as well be on hand(predicate). The beautiful design has tremen dous flexibility for collections that volition be launched in the time to capture. We consider the design is beautiful and well round, it resigns interminable combinations for pendants, earrings, bracelets, rings, necklaces, etc.A line for children and a religious one result overly be considered for future collections. The pricing schema ordain set up to a higher than average price among its competitors. HOLA expects to position itself as an upscale brand as well as superior tone of voice jewelry. 10 HOLA wants to conjure itself with famous Latin American celebrities, beneficence events, expends, sponsorships and tourism. We too want to r individually our main target market by dint of a physical body of media such as magazine ads, composes, profit and various channel promotions.HOLA Jewelry go away focus its main distribution in those states where there is high niggardness of Hispanic Americans Florida, Arizona, Texas, Illinois and California. The first launch suffer for be based in South Florida. The jewelry collection ordain be unattached in middle to high- impart retail transshipment centers such as Nordstrom and Macys. In addition to that, the line give also be available online at the HOLA website. Today, the meshwork is growing and people prefer to do online shopping than going to the effective store. 11 2. 1 Communications Analysis The jewelry market is a huge one.The USA has a 45% consumption rate in contrast to the rest of the world which means that to the highest degree half of the worlds jewelry market is consumed by the USA. Since this is such a industrial-strength and huge market, jewelry brands that are able to glide by more specie in the communication strategy need to work the most successful methods. The most common used convey are magazines, assume marketing, trade appearings and the Internet. The high-end jewelry brands advertise their products mainly with with(predicate) magazine ads, identify marketi ng and trade shows. When denote for magazine ads, they leave behind either introduce brand- bare-assed collections or simply notify heir loyal customers to conduct to meet their stores. These high-end jewelry brands such as Tous, Tiffanys and Bulgary also utilise direct marketing in ordinate to keep their customers sure of what they accept available. The primeval direct marketing tool that is used are catalogs, which are sent monthly to subscribers who can afford to buy their fine jewelry constantly. mint shows are a in truth powerful use of communication channel because jewelry brands are able to introduce new collections as well as building traffichips with distribution partners such as Nordstrom, Macys and Neiman Marcus.Today, the Internet is also rattling useful because almost every line has an online website where they sell their products and try to turn visitors into future buyers and subscribers. With online subscribers, the marketing team leave alone be offer upd with an online database with culture such as name, age, gender, zip code and e place address. This discipline is successful because customers testament be aware of product promotions, gross sales and new collections that go away be sent through and through emails. The lower-end jewelry brands such as microscopical boutiques or low priced jewelry spend less capital on resurrecting a strong brand.Some small boutiques cant afford to spend money on magazine ads or direct marketing and so they hire the Internet as their primary communication channel. They try to promote and sell their products through their websites. In coordinate to turn in consumers to come and visit their store, the most successful method is by word of mouth. 12 On the other hand, low priced jewelry distribute their products through low- to middle end retailers such as Walmart, TJ Max and Target. This positions their products as middle-to-low end quality that most people who represent low to middle hi gh-class status pass on be able to afford. 3 2. 2 Competitive Analysis Even though the jewelry market is a huge one with many brands and with a high level of competition HOLA has no main competitor because of the way this brand is being developed and launched. Additionally, our unique philosophy and digit wont allow HOLA to let a study competitor. However, there is a brand that go forth be considered a minor competitor because of the similarity of the design concept and the target it reaches the most (Hispanic). In comparison to HOLA Tous is a strong jewelry brand that scrapinged their collections with a sign of a bear.This symbolisation has been and is still being used in almost every design that Tous provides. Unlike HOLA, Tous is already a well-established brand that has been in headache for many categorys. Not only does Tous is well cognise for their jewelry and famous bear, but also for the beautiful handbags they offer that fill been a very powerful trend for years . Tous is what entrust be considered as our competitor because HOLA wants to stick with the concept of introducing a symbol that get out be part of the design in each and every earring, bracelet, necklace and ring offered.Since it has been such a powerful strategy for Tous to build a strong and perceptible stove HOLA give introduce their first collection with the logo and the word HOLA on it. This ordain represent what Tous used as the bear symbol. asunder from the similarity of the design concept, Touss main target market are Hispanics. Since this brand was first introduced in Spain, it has been able to reach a with child(p) part of the Hispanic Market in the USA. Their ads and website are also provided in English and Spanish.This is why Tous pass on be considered not only a competitor but also a business model to engage. 14 2. 3 Opportunity Analysis An analysis of the high-end jewelry market as well as the Hispanic market shows some(prenominal) opportunities for HOLA J ewelry. These opportunities bequeath undo the plan HOLA wants to pursue for consumers and distribution. Consumers HOLA has the powerful opportunity to build a strong brand paradigm by targeting to the Hispanic Market in the USA. This market is a huge and dominant one. This allows HOLA to establish itself as a powerful jewelry brand in the USA.The fact that HOLA is targeting to this specific market also gives the opportunity to expand to different markets in the future in fix to grow and pass away a high-end jewelry brand. Latin Americans go through a high rate of consumption in the jewelry market. In addition, the jewelry market is a $40 billion per year industry. This is why HOLA provide watch the opportunity to develop brand sentiency as well as to establish itself in this powerful market because consumers allow have a new and unique brand available with a meaningful message tailored to them. Our unique marketing approach volitioning allow us to enhance the firm name . Consumers go away feel steep to go to pieces HOLA Jewelry because of its meaningful concept and the unity it wants to bring among Hispanics in the USA and the fact that part of the sales exit be donated to Hispanic charities round the estate. Distribution HOLA ordain have the opportunity to increase market share through a selective distribution. Its products result be sold to specific middle to high-level retailers in the USA. By doing so, we pass on be able to better infiltrate into the jewelry market and to better reach our main target market. 15 HOLA bequeath have the opportunity to increase sales volume by distributing its products in different geographic locations in the USA. They go forth be look intod according to those states where there is high tautness of Hispanic Americans Florida, Arizona, Texas, Illinois and California. Through new channels of direct distribution, HOLA impart have the opportunity to build customer traffic. Sales through the Internet a nd catalogs will be the dickens main channels that will allow the traffic growth. 16 2. 4 Target Market Analysis Target Market HOLAs target market will be a Hispanic American who is looking for modern and high-quality jewelry.The target is a person who will be highly influenced by other Hispanics and who will be able to follow this new trend by wearing HOLA jewelry and feel lofty of their roots. The target will also be someone who has a oestrus for way jewelry and are the typical trend followers. Someone who is instinctive to spend money in determine to satisfy their wants and feel with a unique and modern look. Our marketing crowd focuses on ii target segments 1. Hispanic Target Hispanic males and females between the ages of 18-35 with a hit annual family income of $75,000 and up who represent middle to high-class status and can afford to buy fine jewelry 2.American Target American Males and females between the ages of 18-35 with a total annual family income of $75,000 w ho represent middle to high-class status and can afford to buy jewelry. Males are considered to be part of the 2 target segments not only because there will be designs offered to them also because they are the ones who are considered to be buying jewelry for their spouse, fiancee or daughter on special occasions. Customer Analysis HOLA will focus on a special kind of customer the kind of person who is proud to be a Hispanic living in the USA and who likes to wear fine jewelry.The psychographics will allow us to determine the different consumer segments that will feel satisfied by buying HOLA products. Hispanic Pride This assemblage will include Hispanics who are proud of their heritage and live in the USA trying to blend in and be part of this country. These customers will feel 17 proud to wear HOLA jewelry not only because of its modern and unique look but also because of its unique business concept. Fine Jewelry Lovers These are the typical customers who love to wear jewelry on a daily basis.Hispanics have a high buying power in the jewelry industry this is why this segment includes way lovers who are ambitious and who are willing to pay more for high quality jewelry. Segmentation Analysis Consumer The consumer market is based and segmented by age, lifestyle, income and personal interest. The two segments include Hispanics as a primary target and Americans as and a standby target. The groups share the same interests, lifestyle and annual income. The Hispanic group is considered the primary target because it is the market that is trying to be reach first.On the other hand, the secondary target includes Americans who will also be considered part of the target market but as a secondary market that will be reached completely afterward the brand is well established and considered not only for Hispanics but just a jewelry brand offered to a wide public. Distribution HOLAs main distribution will be through different states where there is the most absorp tion of Hispanics. These states include Florida, Arizona, Texas, Illinois and California. These five states will allow HOLA to distribute the jewelry lines to different middle to high-end stores available in each state. 8 3. 0 Corporate Strategies 3. 1 3. 2 3. 3 3. 4 3. 5 Corporate Image Strategy Brand Development Strategy Brand Positioning Strategy Public Relations Strategy Evaluation 3. 0 Corporate Strategies HOLAs image is based on offering a beautiful, elegant and tout ensemble unique line of jewelry. HOLA also wants to introduce a concept on with the brand that connects directly to the Hispanic Market. This is why HOLA stands for Heritage of Latin America. In golf club to sidetrack building a strong brand, HOLA will belong by maturation a unique and elegant line of jewelry that will be appealing to the Hispanic Market in USA.Research and efforts will be made to attract the primary market in the beginning of the first launch. HOLAs closing is to create a strong image amon g its competitors by creating brand awareness through uniqueness and differentiation. Through marketing efforts such as publicizing, sales promotions, public relations and sponsorships HOLA will be able to lift off building dominance customers as well as developing relationships and contracts with leading retailers to maximize the exposure of their products. 20 3. 1 Corporate Image StrategiesHOLAs corporate goal is to be endure one of the most modern and unique lines of jewelry offered to the Hispanic Market in the USA. In addition to that, HOLA wants to bring a perceive of unity and pride among Hispanics Americans through a re unveiling of the brand with famous Hispanic celebrities near the country, charity organizations, special promotions, public relations, etc. It is a society pulled in two directions, trying to blend in and be part of this country while remaining true and proud to their unique heritage.They have become a huge and strong market in the USA, since they repre sent almost 16% of the entire population and a big influence in this countrys everyday life. By being introduced to this new line of jewelry, Hispanics will start to follow this new trend that offers a meaningful concept to them. HOLA wants their future customers to grapple that they will be provided with beautiful and unique designs of earrings, bracelets, necklaces and rings offered in sterling silver and gold with a variety of precious stones, based around a basic design victimisation the word hola.In grade to start this new trend successfully, HOLA will start building new customers by mechanisming unique strategies of advertisements, sales promotions, public relations and sponsorships. The fact that HOLA will be donating part of its sales to charity organizations will attract consumers to buy our products. This will allow HOLA to assistant build and ready forward a strong image in the market inject as well as brand awareness. Even though these strategies will admirer th is brand to become one the most modern and unique lines of jewelry to wear with its meaningful business concept there are certain(prenominal) obstacles that might have to be overcome.This is an untested concept, it remains to be seen if it will resonate with the Latin confederation. 21 3. 2 Brand Development Strategy The brand name HOLA was selected because the word HOLA is the most common word among Hispanics and also one of the few Spanish word that is understood by Americans. more or less everyone enjoys the meaning of it and it expresses friendship. HOLA wants to introduce a jewelry line in the USA that stands for Heritage Of Latin America.The brand is trying to pass around primarily with the Hispanic market and by using this well-known word future customers will eventually feel familiarized and will evoke positivistic feelings from the brand name and its concept. The name HOLA will be a successful word that has a high level of stimulus codability because it has a meaning and cultural concept behind the word. The brand name will be easily recognized in advertisements and it will immediately grab the worry to its main target market. Each design will be built with the HOLA symbol in order to quarter this shape recognizable in every jewelry design.Since the word is famous and communicates friendship, the brand will be able to sell its products though the use of this word in every piece of jewelry. The logo is an undulated square plaque with rounded corners, 4 holes (one on each corner) and a smaller hole in the center, which represents the garner O. Part of the word HOLA, which is carved through the design, gets together with the earn L and A which ends up on a beautiful symbol that will be perfect to use in the first collection in order to promote the brand successfully in the beginning of the first launch.The symbol has the word HOLA in the middle in order to be recognized easily. The logo remains constituteent with the brand image by representi ng elegance and uniqueness. The logos color is gray with a platinum effect that represents a modern look as well as the typical sterling silver color in jewelry. HOLA wants to guide an overall look of simplicity as well as cleanliness. The lines will be available for women, men and children. The design is very well rounded and allows endless possibilities in jewelry for future collections that are being developed.HOLA wants to communicate two main words unity and friendship. This market will not only love the fact to wear beautiful jewelry designs but the fact that they represent a huge market in the USA that share a unique heritage history, roots, language, culture, art, family values and customs dutys. 22 Logo Design 23 3. 3 Brand Positioning Strategy HOLA is positioned based on its attributes and price-quality relationship. It wants to position itself in consumers mind as a modern and unique jewelry brand that not only represents a beautiful fashion statement, but a cultural me aning at heart the brand.HOLA wants to build an effective stead strategy so that the firm can expand itself into new markets in the future. HOLA wants to establish long-term relationships with both, consumers and distribution partners. The quality and elegance of the jewelry collection will be positioned in the consumers mind as a beautiful piece of jewelry to wear and to feel proud of wearing. In contrast to its major competitors, we will offer an cheap price with a good value for attractive jewelry designs appealing to a wide public. Most jewelry brands limit their main target marketing by offering designs only to females.On the other hand, HOLA will offer multiple designs to both, males and females. By wearing HOLA, Hispanics will feel proud of their heritage. They will be able to represent their cultural background with a universal word that offers friendship. Many Hispanics wear fine jewelry because of tradition and over half own a piece of religious fine jewelry. They also follow the latest trends, such as right-hand rings and iii-stone jewelry. There are many occasions like natal days, Christmas, Fathers day, Mothers day, etc. Any occasion will be perfect to buy this jewelry a unique cultural symbol and a unique and beautiful fashion statement.HOLA is more than a brand it is a business concept that wants to incorporate sports, successful Latin American celebrities, charity organizations, tourism and art to its jewelry line. By donating part of its sales to charity organizations HOLA will attract consumers to buy our products. 24 3. 4 Public Relations Strategy HOLA will hire an external PR advisor to process our press and refer our reading intelligenceworthy. The consultant will be part of a PR agency they will be in charge of monitoring internal and external publics and provide positive reading round our companionship.We have to work hard on communicate our consultant slightly our business concept and company background. Otherwise, the auditory sense will mobilise this is just like every other jewelry brand. We have to make sure to provide successful set forthation about our unique strategy that is being developed as part of this brand. Our primary strategy is to continue a consistent image of community involvement within the Hispanics living in the USA. We will generate positive publicity by informing the earshot about our unique brand that wants to bring a sense of unity among Hispanics besides the beautiful jewelry we will be offering.The fact that HOLA will be donating part of our profits to charity organizations will put a positive image into the consumers mind. We will also establish a strong brand reputation through sponsorship events and efforts that will inform the audience on how they can change someones life by buying our products and becoming part of the HOLA spirit. 25 3. 5 Evaluation Evaluations for our consumer objective will be conducted internally and by DS Innovation Media through constant marketing research that will take place after the launch of the brand in 2010.These military ranks will be done proterozoic in the year in order to plan for the rest of the year according to the studies made. The evaluation will involve an in-depth analysis of the brand awareness and brand image, positioning, advertising campaign, consumer promotions and direct marketing. The analysis will provide us with the necessary feedback concerning our advertising goals and objectives for the next year. Brand awareness and brand image will be measure outd by conducting surveys to individuals that fit our main target market. It will also be evaluated by looking at our website traffic and the number of subscribers in our database.The awareness will be collected by the end of each year and later studied in order to follow with a new approach if the current one is not increase brand awareness. The position analysis will be measured by the end of the year. Our Marketing broadcastor and the r est of the consulting team will evaluate this. The analysis will allow us to know if the right positioning was projected. The results will let us adjust our main goals and objectives for the next year. The advertising campaign will be evaluated by conducting an advertising impact study.The culture provided from this study will allow us to know how efficient and powerful our campaign has been. We want to know if we are reaching the main target market and if they are acquiring the concept of the brand and the meaning of the word HOLA through our advertisements. All this information will be available through attitude and opinion tests. Our consumer promotions effectiveness will be evaluated by amount the amount of customers that bought our products by utilizing leave card game that were sent through direct mail. This will be determined by information that will be kept from purchases made online or at a retail store.This evaluation is also part of the direct mail program. This will allow us to see the impact of the direct mailing. DS Innovation media will be in charge of evaluating the effectiveness of these efforts. 26 To evaluate the distribution subdivision we will utilize various methods of evaluation. We will analyze the impact of our advertising to our members of the distribution channel. This will consist of a medium-large study conducted internally and externally. The evaluation will include an analysis of the personal selling opinion and trade promotions. Personal selling will be a very primary(prenominal) reflection of our evaluation.It will be done during March and April. We want to find if the satisfaction level of our distribution channel members is what we projected. This will consist of an examination that will determine the overall satisfaction of our business customers. guile promotions will also be part of our evaluation since we are utilizing this method to push our products through the channel. We will examine the effectiveness of the promotions we used antecedently and how it impacted sales. According the results on the effectiveness we will later determine what will remain consistent or what needs to change from the previous trade promotions. 27 . 0 Integrated Marketing Communication Management 4. 1 4. 2 4. 3 4. 4 IMC Objectives IMC Budget Agency Selection Internet Website 4. 0 IMC Management HOLAS main objectives for this plan are to develop brand awareness and to reach our main target market. In order to do so, we will implement strong marketing strategies in the consumer and distribution market. The overall work out for this IMC plan for the year 2010 will be a total of $1,639,000. The largest fraction of the work out will be washed-out on media cost in order to fulfill for our number one objective (consumer). This portion is $1,087,000, which is 66% of the overall budget.A smaller portion will be allocated to the distribution efforts. It will be 34% of the overall budget, which is a total of $552,000 . 29 4. 1 IMC Objectives HOLAs primary objective is to develop brand awareness. Advertising efforts will allow us to inform capableness customer and distribution partners about our products. The following marketing objectives will overhaul us achieve our main goals. Objective One (Consumer) To create brand awareness among Hispanics in the USA. To position HOLA as a unique and high-end jewelry brand. To inform potential customers about our unique business concept.Objective Two (Distribution) To encourage channel members to carry our products. To persuade channel members to provide information to potential customers about our business concept. 30 4. 2 IMC Budget HOLAS total expense budget is set to $1,639,000. The IMC budget will be allocated into two main objectives IMC Objective 1 (Consumer), IMC Objective 2 (Distribution). The total budget will be distributed as follows -IMC Objective 1 (Consumer) $1,087,000 -IMC Objective 2 (Distribution) $552,000 IMC Objective 1 addresses the need to create brand awareness towards potential customers.Most of the budget will be spent on media costs and brand tuition. Therefore, 66% of the IMC budget is allocated to his objective, of which 40% will be spent on advertising. IMC Objective 2 addresses the needs of the channel of distribution. We will use 34% of the total budget in order to market potential customers, of which 20% will be spent on advertising. 31 4. 3 Agency Selection HOLA selected DS Innovation Media as our agency that will handle most of the integrated marketing communications secular. DS Innovation Media is a outique agency located in Boca Raton, Florida. Their area of expertise is to assist clients in marketing, website design, advertising design, direct mail and integrated campaigns. Additionally, they have bilingual professionals who are able to specialize in the Hispanic Market. HOLA decided to use DS Innovation Media as their external advertising agency because it is a small agency that has exper ience in marketing and advertising strategies that have been able to suffice other clients to build strong image for their businesses.Aside from the experience and their multicultural knowledge, HOLA chose this boutique because it is a small agency that will focus on their marketing communications plan as well as providing affordable prices for exceptional advertising and marketing plans. DS Innovation Media will provide us with a successful integrated marketing communications material that will help the brand to build a strong image as well as to develop brand awareness to two specific targets. 32 4. 4 Internet Website HOLAs website, www. holatin. com is an important aspect for our communications strategy where our main purpose is to draw more customers into our business.It is a content and an e-commerce website. First of all, we want to ensure that we provide our visitors with the necessary information about our company since it offers such a unique business concept. This portion of the website will be easy to navigate. The website will also contain a Flash video that will show all the jewelry we offer. This presentation will be available to all customers who wish to see our products in a more dynamic format. For other visitors who are not into this level of high-tech computerization, a skip intro tab will be available in order to take them directly into the home page.HOLAs e-commerce site will allow us to sell our products online in order to make it convenient for some shoppers. It will contain an appealing catalog that will show a presentation of our products by looking at photos and planetary information. It will also contain a shopping sweep up where the purpose is to assist consumers as they select products. The site will continue with a payment page where customers will make the final ending to buy their products. Our website will also provide customer expediency, HOLA will support the customer after the sale when necessary.Customers will have the opportunity to send e-mail or use the FAQ for unless information about their purchase. Finally, the website will be part of our strategy to create a positive public relations image. We will place information about non-profit organizations as well as links to website where their purpose is to help Hispanic charity organizations in the USA. HOLA will also contain other links to other websites that will inform the Latin Americans about events or general information about Hispanics that might fit their interest.DS Innovation Media will help us chance on these goals in order to build a successful website. The agency will also work on expanding and improving the online database program that will allow us to build closer relationships with our customers as well to increase sales. 33 Site Map HOLA Home Page Brand Concept Brand Image Products Bracelets Earrings Necklaces Pendants Rings News Contact Information 34 5. 0 IMC Objective One Consumer 5. 1 5. 2 Marketing Budget Consumer IMC Me thodologies 5. 2. 1 Advertising Consumer 5. 2. 1. 1 Advertising Budget 5. 2. 1. 2 Creative Brief Consumer 5. . 1. 3 Advertising Design 5. 2. 2 Consumer Promotions 5. 2. 3 Personal Selling Personal Selling 5. 2. 4 Sponsorship Programs 5. 2. 5 Database Programs Media Plan 5. 3. 1 savour Media Schedule Radio 5. 3 5. 0 IMC Objective One Consumer The objective of our target market focuses on creating brand awareness within the Hispanic market in the USA. We also want to persuade customers that we will offer a unique and high-end jewelry along with a unique business concept. The development of these objectives will help us to generate sales that will result in profits for our business.In order to accomplish our main objectives we will utilize a combination of advertising, consumer promotions, direct marketing, sponsorships and public relations. The overall jewelry market has not been advertised heavily specifically to Hispanics. This will allow us to advertise heavily to this target market. 36 5. 1 Marketing Budget Consumer The IMC Budget by consumer will be spent in 5 major areas. For the advertising budget we will be pass a total of $437,000. As shown in the table and the graph below, it represents that advertising is the largest portion of the total budget.We believe it is an important investment because it will help us achieve our main goal create brand awareness among potential customers. The second major part of this budget will be $200,000. This amount will be spent on several(prenominal) sponsorships that will take place end-to-end the year. This will also be considered and important investment in our company because it will enhance the brand image and help to create positive word of mouth. For personal selling, we will spend $180,000 in order to develop high quality customer service when selling our products.The database program will be developed once the website is active. The development of this process will be constantly changing throughout the year until we are able to acquire the necessary information from our customers. The cost for the database program will be most $120,000. Finally, for consumer promotions we will utilize mainly direct mail pieces. By utilizing this method we will provide customers with gift cards and catalogs. This will show the customer that we care about them as well as informing them about our new collections. The cost for this will be approximately $150,000.HOLA does not have to choose to spend the exact budget amount for consumer advertising. This is an estimated budget where the purpose is to confront all possibilities that will help achieve our main goals for reaching our customers. 37 IMC Budget by Consumer Budget Advertising Consumer Promotions Personal Selling Sponsorships Database Programs 2010 $437,000 $150,000 $180,000 $200,000 $120,000 Total $1,087,000 38 5. 2 IMC Methodologies Consumer In order to reach our main target market effectively we will utilize various methods. Advertising is the primary component of our approach.In addition to that, we want to supplement with consumer promotions, direct marketing and sponsorship programs. Creating brand awareness and enhancing our brand image is the primary goal for advertising. Through consumer promotions we will encourage our customers to continue to buy our products as well as persuade them to visit our website and retail stores that carry our products. The direct marketing approach will be done through mail and email. This will motivate individuals to buy our products by looking at our catalogs and the jewelry offered.The sponsorship programs will help to generate brand awareness and enhance our brand image. We will sponsor Hispanic events that will consist of investment trust raising programs that will help charity organizations with the gain of the total profits of the event. 39 5. 2. 1 Advertising Consumer Advertising is our primary communication fomite for this IMC plan. Our primary goals are to build a str ong brand image, create brand awareness and to inform future customers about our unique brand. We also want to establish HOLA brand name in the consumers evoked set. HOLA is an entirely new and unique jewelry brand.Therefore, we need to ensure that our advertisements are consistent, creative and very effective. By placing effective advertisements in several media we will be able to start reaching our main target market. goggle box advertisings will be 58% of our advertising budget. We will start to place our ads in the beginning of the year 2009. The months will be during January, March, August and November. The advertising campaign will inform customers about our new jewelry brand that is being offered to Hispanics. The three main TV channels will be Telemundo, Univision and Mega TV.Radio advertising will be 28% of our budget. We will place the radio ads in two main radio stations Romance 106. 7 and Amor 107. 5. These two radio stations are Hispanic and they target to this specifi c market. some(prenominal) stations have as their primary audience Latin Americans. By utilizing these two radio stations we will be able to place ads in the morning drive time from 7-9 and also in the afternoon from 4-6. Our magazine ads will be situated primarily in Level clipping. This magazine targets the Hispanic market as well. We will start placing our ads in January 2009 and continue to do so for the entire year.We will also consider other magazines that target this specific market later throughout the year. Additionally, we will begin to place our ads in magazines that target Americans in order to start reaching our secondary target. Internet advertising will consist of banner ads that will be placed primarily on Hispanic websites. The three main websites will be terra. com, entretenimiento. com and latino. msn. com. These three websites have large number of visitors and by looking at our banner ads traffic will be directed to our website. 40 5. 2. 1. 1 Advertising Budge tConsumer advertising will be 40% of the $1. 08 million budget for Objective One. Of the $437,000 allocated for consumer advertising, $255,000 will be for television advertising, $120,000 will be for radio advertising, $18,000 will be for paper advertising, $26,000 will be for magazine advertising, $15,000 will be for Internet advertising and the remaining $3,000 on billboard advertising. Budget Television Radio newspaper Magazine Internet Billboard 2010 $255,000 $120,000 $18,000 $26,000 $15,000 $3,000 Total $437,000 41 5. 2. 1. 2 Creative Brief ConsumerObjective To build a strong brand image and to develop brand awareness. Target Audience Males and females between the ages of 18 to 35 who represent the Hispanic population in the USA. These customers typically earn an annual family income of $75,000 and represent middle to high-class status. This target includes people who are jewelry lovers and can afford to buy fine jewelry. It is the typical Hispanic who likes to look and feel elegant and modern by wearing a beautiful fashion statement. On the other hand the target audience will include the same gender, age, lifestyle and annual income.Unlike the primary target, the secondary target will be directed to the American market. Message root word The primary theme will be that HOLA is a unique and modern line of jewelry that is being introduced to Hispanics living in the USA. Support The meaningful business concept along with the brand that wants to bring a sense of unity among Hispanics which will include the participation of famous Latin American celebrities and charity organizations. rum Selling Point Modern and unique line of jewelry with beautiful designs directed to the Hispanic market.Product Benefit Unique, beautiful jewelry that looks good. Personal value By wearing HOLA jewelry, Hispanics will feel proud of their roots and contented to buy beautiful jewelry from a brand that will give part of their profits to charity organizations. Leverage Point The leverage suggest will be the headline, which is the meaning behind the word HOLA Heritage of Latin America. This meaning will be supercharge explained in the written matter by informing that this brand sells not only jewelry but also a meaningful business concept and our unique strategy to be helping charity organizations. 42 5. 2. 1. Advertising Design HOLA will utilize an affective message strategy for their print advertisements. This strategy will allow HOLA to sell their products through emotional advertising, which leads the consumer to act. Feelings and emotions affect decisions and connect the consumer with the product. This is why HOLA will utilize this method because the brand is building itself with a unique concept among Hispanics that will invoke feelings. The strategy will be conveyed through an emotional appeal. The ad will feature the meaning behind HOLA (Heritage of Latin America), their roots and passion for life.The text will be focused on the main character istics Hispanics have beauty, love, warmth and joy. HOLA will also utilize informatory execution. This will be developed by informing the viewer with further explanation in the copy about this unique brand and the alone concept it wants to transmit. In addition to that, the jewelry will be the main point of the ad, which will grab the eye of the consumer. The overall look of the ad will demonstrate elegance, uniqueness and a clean look. For our television commercials HOLA will utilize a slightly different approach. We will still utilize an affective message strategy through emotional adverting.The appeal will also be emotional. Unlike the ad, the TV commercial will utilize a slice of life execution that mimics real life events. This will demonstrate the four main aspects of the brand love, joy, warmth and beauty. 43 5. 2. 2 Consumer Promotions The budget for consumer promotions will be $150,000 for the entire year. Since HOLA offers high-end jewelry, the consumer promotion will be through direct mail. Each month, birthday gift cards will be sent out to our subscribers who provided us with information about their birthday and other general information.The gift card will have a special offer of 10% off of their purchase online or at any retail store that offers HOLA jewelry. This method will be very effective because it will show the consumer that we care about them. This will also invite the consumer to visit our webpage or retail stores where our products would be carried and to introduce them with our new designs. Aside from the gift cards, invitation cards will be sent along with the catalogs in order to have our subscribers invite friends and family members to join the HOLA community.This will be sent during the months of October and November in order to promote the Holiday season by becoming a member of our website. Each customer will be notified that if they become a member they will receive free catalogs, gift cards and they will also have the opportu nity to donate to charity organizations by buying our products. This will have an emotional appeal to consumers during the holiday season of giving. Other consumer promotions such as price reductions or coupons would not be a prominent part of this plan. We offer high-end jewelry brand and offering the mentioned promotions would not be a logical approach.Our image or else is a high quality brand that offers beautiful jewelry to a very powerful market. 44 5. 2. 3 Personal Selling Consumer HOLA will spend $180,000 on personal selling for the consumer budget. We want to ensure that the sales people from the retailers have the required knowledge, background and experience in order to develop high quality customer service when selling our products. The salespeople should be trained in order to provide customers with information about our company and the whole background reasoning for this new brand.We will be checking on a bi-monthly basis inventory and sales in order to make sure that everything is on track. Additionally, we will be placing additional information on posters and POP displays in retailers as soon as new collections come out. HOLA will also offer incentive programs to our retailers. We will provide the salespeople with HOLA jewelry. This will encourage each sales person to provide our customers with a high level service and at the same time the opportunity to show our jewelry through the sales person that is in charge of selling our products.Since there is no personal sales team for HOLA the people who will be in charge of selling our products will be the salespeople from each retailer. HOLAs goal is to be able to open a store in the future in order to provide our future salespeople with unique uniforms that will represent our store with elegance and high-end brand. 45 5. 2. 4 Sponsorship Programs For sponsorship programs we want to enhance our company image in order to help our firm develop closer relationships with prospective customers. We want to match our target audience by sponsoring Hispanic charity events primarily.In the future we would also like to sponsor a variety of events related to Hispanic causes. In all these events we will be spending a total amount of $200,000. We will be presenting a unified message to our main audience in order to project a positive corporate image and create brand awareness. In all these events we will make sure it fits with our corporate image this is why we also choose to sponsor fundraising events such as, concerts of Latin American singers, fashion shows by having the models wear HOLA jewelry and finally, bar/restaurant openings in Miami.The main goal is to gain profits that will be later donated to non-profit organizations. Our catchy phrase will be Catch the HOLA spirit and be part of it We will place the HOLA symbol around the event in big posters and we will also give away pins with our company logo. We want to make sure that we put our website address in every piece we give out in order to begin to build traffic in our website and begin word of mouth. 46 5. 2. 5 Database Programs Collect Data Through data collection we will be provided with information for direct mail and Internet marketing. The total budget for this will be approximately $120,000.All information that will be collected will be available from an online database program in our website. The person in charge to manage all the information available will be the marketing director and several assistants that work for HOLA as a marketing team. Information such as age, gender, annual income, lifestyle and email address that will be alter by our customers who buy anything online or at retail stores. Aside from general information, we will also ask customers about what influences their purchase decision such as price, quality, the concept of the brand, etc.We would want to know if our customers are buying our jewelry because they either loved our jewelry as a fashion statement, or because they were inspired by the business concept. All the information will be kept confidential at all times and only available to our marketing representatives who will manage and access everything on the database program. Data storage warehouse HOLA will use the data warehouse by targeting customers through direct marketing. Our system will work in a way that the salespeople have access to important customer information as they prepare to make sales calls.We will make sure that our internal salespeople are able to have access to the database when a customer calls to place an order or deal with inquires and complaints from previous purchase. Direct Marketing We will implement a direct marketing campaign in order to reach our customers constantly. Our campaign will consist of two methods of direct communication e-mail and mail. We know that consumers are being reached and bombarded with direct marketing material so we will make sure that our campaign is entirely unique and creative in order to at tract the mind of the viewer when looking at our direct marketing pieces.Through mail we will be sending catalogs to update our customers about our latest collections or any promotions available. Through email we will also inform our customers about similar information but with less information. We will continue to follow our objectives and themes when it comes to creativity. 47 Permission Marketing HOLA will provide a subscriber tab on our website in order to guard information by asking customers for their email to see if they will allow us to send them information about our product developments and/or promotions.They can either choose to become or not to become part of the e-mail list. We will notify them that by becoming an online subscriber they will have the opportunity to donate to charity organizations and help people around the world. We also want to collect as many emails as viable in retailers and trade shows in order to attract customers aside from the online subscriber s. back up Shopper Program We will encourage our customers to continue to buy our products by placing consecutive advertising and by inspiring them to wear beautiful jewelry for a meaningful reason.Through our advertisements we will always inform about our unique business concept as well as the several benefits from buying HOLA products. This will inspire customers to make repeat purchases because they will feel happy to make donations to charity organizations. 48 5. 3 Media Plan Our primary objective is to create brand awareness and influence consumers as they are approaching a purchase decision. In order to develop successful brand awareness we will use frequency and continuity.The main goal is to establish HOLA as a high-end jewelry brand that is mainly offered to Hispanics Americans. Additionally, we want to transmit and inform future customers about our unique business concept. Jewelry is not purchased on a frequent basis. As a result, it is important for consumers to have HO LA brand in their evoked set just as they are contemplating a purchase. We will do so by placing repetitive ads in several medias such as television, radio, magazines, direct mail, Internet and mall. HOLA does not have to choose to utilize all media that will be listed in the following pages.They are part of this IMC plan where our purpose is to demonstrate all possibilities that will maximize frequency, reach and profitability for HOLA. Television For Television advertising we will start to place our ads in the beginning of the year 2009. The months will be during January (launching the brand), February (Valentines Day), March (Mothers Day, several promotions will be offered. The advertising campaign will inform customers about our new jewelry brand that is being offered to Hispanics. The three main channels will be Telemundo, Univision and Mega TV.These three channels are mainly directed to the Hispanic market. This is why they were chosen they will inform our main target about ou r products by placing our ads. The perfect quantify will be during the morning news during the weekdays, this is the typical time were our main target (Hispanic women) are watching morning television while getting ready to go to work or take their kids to school. At nighttime will also be a good time for our ads positioning because people are usually watching soap operas or news before going to sleep. Radio Radio advertisements will be placed in two main radio stations Romance 106. and Amor 107. 5. These two radio stations are Hispanic and they target to this specific market. Both stations have 49 as their audience Latin Americans that are constantly listening to this radio station because they feel identified with the topics, medicament and several programs that are offered to their audience. By utilizing this radio station we will be able to place ads in the morning drive time from 7-9 and also in the afternoon from 4-6 trying to reach once again, Hispanic women that will be e ither driving to work or traveling their kids to school.On the other hand, we have many employees that listen to radio during their office hours as well as people who are in transition to or from work. Magazine HOLA will place print advertisements in Level Magazine. This magazine targets the Hispanic market as well. They try to reach Latin American men and women from 25-38 years of age who earn from a medium to high menage income. His or her main lifestyle will be someone who lies within what is new and sophisticated. This magazine fits perfectly with the target we want to reach and this is why it was chosen.Level is a publication created by and for the Hispanic and Latin American community in the USA. By introducing this brand to the Level team we were able to discuss a special rate with the level team in order to place a full-page ad 11 times throughout the next year for a lower price than what is usually offered. Direct Mail Through direct mail we will be able to send catalogs to customers who become subscribers online as well as future customers that will be part of the client database. This will enable us to introduce our customer with new collections and designs available.Aside from the catalogs that will be sent according to the launch of new collections there will also be consumer promotions for database clients whos birthday is about to come. Internet For the Internet HOLA will place banner ads in different websites. The three main websites will be terra. com, entretenimiento. com and latino. msn. com. These three websites have large number of visitors and by looking at our banner ads traffic will be directed to our website and consumers will start to become aware of this new jewelry line. 50 5. 3. 1 Sample Media Schedule Radio Format Hispanic Music. 07. 5 Amor MEDIA calendar weekS (January) discolourationS/ DAY (Mon-Fri) LENGTH/ SPOT DAYPART1 (6am-9am) COST/SPOT (Daytime 1) DAYPART 2 (4pm 7pm) COST/SPOT (Daytime 2) COST/ WEEK Week 1 (1-7) Radio (107. 5) Week 2 (8-15) Week 3 (16-22) Week 4 (23/29) TOTAL 4 4 4 4 30sec 30sec 30sec 30sec 2 spots 2 spots 2 spots 2 spots $550 $550 $550 $550 2 spots 2 spots 2 spots 2 spots $ five hundred $500 $500 $500 $10,500 $10. 500 $10,500 $10,500 $42,000 51 6. 0 IMC Objective Two Distribution 6. 1 6. 2 Marketing Budget Distribution IMC Methodologies 6. 2. 1 Advertising Distribution 6. 2. 1. 1 Advertising Media Budget 6. 2. . 2 Creative Brief Distribution 6. 2. 1. 3 Advertising Design 6. 2. 2 Trade Promotion 6. 2. 3 Personal Selling Distibution Media Plan 6. 3 6. 0 IMC Objective Two Distribution Our second objective is to encourage our channel members to carry our products and to provide information about our company to potential customers. We will do so by utilizing middle to highend retailers. This is a traditional distribution channel that will be in charge of pulling customers into the store. The main goal is to be the trafficker of choice of the retailers and to increase sales v olume and market share.We will use a selective distribution by selecting different geographic locations in the USA. The states will be determined according to those states where there is high concentration of Hispanics. The main retailers will be primarily Nordstroms and Macys. These retailers will give HOLA the opportunity to position itself as a high quality jewelry brand. 53 6. 1 Marketing Budget Distribution The budget for developing distribution channel for 2010 will be a total of $552,000. As shown below in the table and graph the largest portion will be spent on trade promotions.It has been budgeted for approximately $180,000. These funds will be spent primarily on retailers that carry our products. For advertising we will utilize trade journals, direct mail and the Internet that will cost $110,000. We will also spend $100,000 on database programs and $150,000 for personal selling. Finally, for the Internet we will spend approximately $12,000. This overall budget provided be low will allow us to start initial distribution and recruit channel partners. HOLA does not have to choose to spend the exact budget for distribution.This is an estimated budget where the purpose is to demonstrate all possibilities that will help achieve our main goals for distribution channels. Budget Advertising Trade Promotions Personal Selling Database Programs Internet 2010 $110,000 $180,000 $150,000 $100,000 $12,000 Total $552,000 54 6. 2 IMC Methodologies In order to develop distribution channels, we will implement advertising. Our main goal is to establish relationships with our channel members that will carry our products. We will use several tools such as trade journals, direct mail and the Internet.We will also utilize trade promotions, which will allow us to gain advantage among our competitors. Personal Selling will be an important tool used for this plan. We want to build strong relationships with those who will become our partners. We will advertise in trade journals and on websites of channel members. This will be important for attracting retailers who will be selling our products. The tools listed above will improve our communication between our future partners and us. It will also gives us the opportunity to increase orders from our retailers in the future. 55 6. 2. Advertising Distribution The advertising budget for our distribution channel will be divided into three main channels trade journals, direct mail and the Internet. Our main goal is to establish relationships and encourage our distribution partners to carry our products. Trade journals will be approximately 54% of our budget. We will purchase advertising space in MJSA journal. We will send out our advertisements through direct mail to our major distributors. Finally, to supplement the trade journals we will place banners ads on the Internet in trade journal sites. 56 6. 2. 1. Advertising Media Budget The advertising budget for the distribution program will be 20% of the $552,000 f or Objective Two. Of the $110,000 allocated for distribution channel advertising $100,000 will go to trade journals and $75,000 will be for direct mail. With the remaining, $10,000 will be used for the Internet. Budget Trade Journals Direct Mail Internet 2010 $100,000 $75,000 $10,000 Total $110,000 57 6. 2. 1. 2 Creative Brief Distribution Objective To generate inquiries into stocking HOLA jewelry line into middle to high-end retailers in order to increase sales volume and market share.Target Audience These targets are middle to high-end retailers that sell high quality jewelry and certain fashion statements such as clothes, shoes and handbags. All these retailers are willing to know how adding HOLA jewelry line will benefit their business. Message Theme The primary theme is that HOLA will satisfy individuals who are looking for fine jewelry with a modern and unique design they can wear on a daily basis. For the distribution market, the theme is carried one step further to include the distributor as an important link to that customer.The Support HOLA not only sells high-end jewelry but a unique concept with the brand that wants to sell specifically to Hispanic Americans living in the USA. HOLA will be donating part of its profits to charity organizations. The Constraints There are many jewelry brands that want to sell their products to the same distributors. Therefore, the distributors may not want to sell more jew