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    MKM803 Summer 2021: Budweiser Canada Case Strategic Integrated Marketing Planning Process

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    Nikitha Correya

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    MKM803 Summer 2021: Budweiser Canada Case Strategic Integrated Marketing Planning Process

    Uploaded by

    Nikitha Correya
    173 views10 pages

    Original Title

    Budweiser Plan (2)

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    Copyright:

    © All Rights Reserved
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    Download as pdf or txt
    173 views10 pages

    MKM803 Summer 2021: Budweiser Canada Case Strategic Integrated Marketing Planning Process

    Uploaded by

    Nikitha Correya

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    BUDWEISER CANADA

    CASE STRATEGIC INTEGRATED MARKETING PLANNING


    PROCESS.
    MKM803 Summer 2021

    1 Copyright © 2015 Pearson Canada Inc.


    

    Marketing Planning and Control Process

    Insert Figure 4.9

    Copyright © 2015 Pearson Canada Inc. 2


    Sample Marketing
    Communications Plan

    Copyright © 2015 Pearson Canada Inc. 3


    

    Communications Process in an Advertising Context

    Insert Figure 4.10

    Copyright © 2015 Pearson Canada Inc. 4


    Marketing Communications Planning

    When deciding what products to buy, a consumer passes through a series of


    behaviour stages, and marketing communications can influence each stage.

    AIDA
    • Attention, Interest, Desire, Action
    ACCA
    • Awareness, Comprehension, Conviction, Action

    Copyright © 2015 Pearson Canada Inc. 5


    The Marketing Communications Plan

    Similar to marketing planning, marketing communications planning involves


    developing objectives, strategies, and tactics.
    Marketing communications objectives tend to involve:
    • Building awareness
    • Changing perceptions
    • Product differentiation
    • Attract new targets
    • Encourage trial purchase
    • Creating goodwill and positive image

    Good objective statements make it possible to quantify the success or failure


    of advertising.

    Copyright © 2015 Pearson Canada Inc. 6


    Marketing Communications Strategies


    Essentially……..The Master Plan for achieving marketing objectives.
    All communication mix elements must work in unison; collaboration is key to
    present a consistent and meaningful proposition to ‘cultivate and maintain
    customers’.

    .
    Advertising
    Direct Response
    Decisions on
    Online & Interactive
    components to use
    Sales Promotion
    influenced by available
    Events & Sponsorships
    budget
    Public Relations
    Personal Selling

    Copyright © 2015 Pearson Canada Inc. 7


    Advertising/Communication Objectives and Creative Plans

    Advertising Communication Objectives


    To create a 75% awareness level for the Schick Quattro razor among 16-29 year old
    males. (mass)
    To differentiate Schick from all other razors based on four-blade technology.
    (comparative ad)
    To achieve a trial purchase rate of 20% among 16 – 29 year olds. (Promotional Offer,
    coupon, sampling)

    Creative Plan
    • Documents the nature of the message and the strategies and techniques that will be
    used to communicate the message.
    • Articulates positioning strategy and central theme.

    Copyright © 2015 Pearson Canada Inc. 8


    Media Plan
    • Focus: right….audience, message, time, place.
    Media Plan
    • Which media to use
    • Best time to reach the target market
    • How often and which markets
    • What weight levels
    • Timing and length of campaign

    Copyright © 2015 Pearson Canada Inc. 9


    Other Marketing Communications Mix Plans

    All plans must identify objectives, strategies, and tactics, as well as contain a
    budget.
    • Interactive Communications Plan
    • Direct Response Plans
    • Sales Promotion Plans
    • Public Relations Plans
    • Experiential Marketing (Event and Sponsorship) Plans
    • Personal Selling Plans
    • Television Plan, Radio Plan, Newspaper, Print Magazine Plans

    Copyright © 2015 Pearson Canada Inc. 10

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