Integrated Marketing Communication Plan (Markstrat)
Middlesex University Business School May
This report suggests a Marketing Communication Plan suitable for Company A after doing a deep analysis of Markstrat simulation’s results. Currently Company A’s headphones round up all the target audiences. Base on the Hierarchy of Effect Model (HOE) / Buyer Readiness Stage analysis, the plan focuses on increasing SAMA and SALT’s brand knowledge as well as maintaining their market share (they are well consolidated within the market). However, the plan aims mostly to promote SACA products, which need to be more effectively developed, through increasing its buyer’s readiness stage. In order to be concrete and clear, three compelling messages that hit consistently the customer’s needs are suggested. This plan recommends below the line as well a