IBP PLAN –Project Outline

I. Problem Framing

a. Background of company i. Owner and employees

ii. Nature of ownership iii. How started/years in business iv. Growth rate and evolution of product and promotion

b. Background of problem

i. Exact nature of problem (the 5Ws and H) ii. What factors have led to problem?

c. What is the marketing communications problem?

II. Overall Summary of Events/Meetings

a. Initial meeting b. Follow-up meeting

c. Dispersion of duties

d. Main objectives to achieve

e. How to implement strategies

f. How to measure impact of strategies

III. Competitive Analysis (STP)

a. Main competitors i. Direct and indirect competitors

ii. Market coverage

b. Key segmentation and targeting strategies i. How was the information gleaned and determined?

ii. What targets remain?

c. Positioning dimensions i. How many dimensions are used?

ii. What key factors are used in positioning the product? iii. What dimensions remain?

d. Place strategies used by the competition

i. What distribution strategies are used by the competition? ii. Which strategies pose the biggest/least threat?

iii. What makes a location the most desirable?

e. Pricing strategies used by the competitors i. What pricing strategies are being used?

ii. What bundling strategies? iii. What influences pricing strategies?

f. Promotional strategies

i. Value proposition of each competitor (functional, emotional, and self-expressive benefits)

ii. What types of advertising appeals are being used? iii. Promotional activities and coverage iv. Web presence analysis v. Perceptual map

IV. STP Plan

a. Describe all segments available b. Describe segmentation variables currently used (if any) and what your

group suggests and why c. Describe target currently used (if any) and what your group suggests and

explain to what extent it meets target selection criteria i. Describe specific needs and wants of target

ii. Describe unique characteristics of target iii. Provide a typical profile of target iv. Describe why target chosen is sound

d. Describe positioning currently used (if any) and what your group suggests and why

e. Describe the value proposition currently used (if any) and what your group

suggests and why f. Provide a new perceptual map

V. Marketing Mix (Product, Place, and Price)

a. Product strategies b. Place strategies

c. Price strategies

VI. IBP Plan: Communication Mix, Objectives and Timeline

a. Describe advertising plans and objective i. Creative: Logo design, taglines

ii. Legal requirements: trademarking iii. Media schedule

b. Describe sales promotion plans and objective i. Coupons, rebates, contests, tradeshows, etc.

ii. How integrated with other promotional aspects iii. What should they use?

c. Describe personal selling plans and objective i. What if any PS is used?

ii. How should it be used? d. Describe public relations plans and objective

i. What if any PR is used? ii. How is it used?

iii. What publicity is possible to generate? e. Describe sponsorship/event plans and objective

i. What events are currently used? ii. What should be used and why?

f. Describe social marketing plans and objective i. To what extent does the company use Facebook, Twitter, Linkedin,

etc.? ii. How should they use it?

iii. What specific plans do you have for them to use this form of communication?