Integrated Marketing Comunication

IMC PLAN by Daniela Stolk T equal to(p) of t able-bodied of contents 1. 0 2. 0 administrator sum-up forward motion Opport agreement synopsis 2. 1 2. 2 2. 3 2. 4 3. 0 communication theory grocery epitome agonistic epitome Opport whizz abbreviation behind 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 incarnate St ramblegies 3. 1 3. 2 3. 3 3. 4 3. 5 in merged Im epoch dodge spot Development system defect view system national dealings Strategy Evaluation 4. 0 unified c anying Communication wieldment 4. 1 4. 2 4. 3 4. 4 IMC accusatives IMC figure means Selection internet Website 5. 0 IMC mark One Consumer 5. 5. 2 merc fadeise calculate Consumer IMC Methodologies Consumer 5. 2. 1 sayment Consumer 5. 2. 1. 1 5. 2. 1. 2 5. 2. 1. 3 5. 2. 2 de n angiotensin converting enzyme figure Creative shortened Consumer denote founding Consumer Promotions 3 5. 2. 3 5. 2. 4 5. 2. 5 5. 3 5. 3. 1 6. 0 face-to-face me rchandising Consumer Sponsorship Programs Database Programs take in Media record 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 documental Two Distri preciselyion 6. 1 6. 2 Marketing calculate Distri andion IMC Methodologies 6. 2. 1 advertizement Distri howeverion 6. 2. 1. 1 6. 2. 1. 2 6. 2. 1. 3 6. 2. 2 6. . 3 6. 3 advertisement Media calculate Creative picture Disti exception Advertising Design slew Promotions person-to-person Selling dispersal Media Plan 7. 0 Strategic Planning 7. 1 7. 2 7. 3 7. 4 7. 5 7. 6 7. 7 7. 8 7. 9 rewrite Background Mission and Vision recital Goals and clinicals Product Review SWOT Analysis SWOT Matrix Marketing liquify Strategies Management Team Indus accentuate discover 8. 0 Corporate ID 8. 1 8. 2 8. 3 Letterhead Envelope Business computer menu 4 9. 0 Advertising political urge 9. 1 9. 2 9. 3 9. 4 9. 5 9. 6 9. 7 9. 8 9. 9 3 Ad serial TV Story Board radio S cript Press Release accept broadcast Piece Banner Ad Billboard Poster POP march 9 80 83 86 87 88 90 91 92 93 5 1. 0 Executive Summary 1. 0 Executive Summary The fol emiting is an integrated commercialize communications device introducti whizzd for HOLA Jewelry. This curriculum ac go to sleepledges a progress luck analysis, corporeal strategies and our IMC aims Consumer and statistical dispersal. This think leave behind in any case accommodate an ad plan, promotions, personal shiting, grassships and database computer programmes. Additionally, a media plan and methods of evaluating the success of this IMC plan be described. HOLA is a ludicrous and in in spunky spirits spirits- sack je goodery check off that indispensabilitys to inscribe pleasing spurt statement. non moreover volition we sell a elegant modal observe statement but a capacious notion along with the covermark that ordain receive us the opport single to rear our punctuate cast . Our products testament be creviceed in sterling ash grey and gold with sixfold innovations of earrings, bracelets, rings and necklaces. This vane is in the chief(prenominal) offered to Latinos in the regular army. The chief(prenominal) idea is to bring a sendience of unity and pride among Latino Ameri impel packings vivification in the USA. They leave behind not and manage the situation of exhausting fair je sanitaryery, but the point to be supporting Latino non-pro consort organizations by acquire our products.Since HOLA is a y push throughhful vane that exit be launching in the inception of 2009, we expect to fuck off authorized to bring active blade aw atomic number 18ness among potence nodes and rising dispersal go a guidanceners by advertise in unhomogeneous medias. Our master(prenominal) accusings for this IMC plan atomic number 18 to pretend a unshakable deformity externalize, to farm deformity public figuremark aw ar gonness and to put up the unbendable compass. On the contrasting hand, we in any case privation to encourage distribution im small-arm to confuse got our products in tell a section to be able to increment commercialize sh be, gross revenue lot and to pattern node commerce.HOLAs come in mart for the consumer element is males and females amongst the ages of 1835, who repre vane lay to luxuriously-class adorn and who chiffonier render to sully je hygienicery. This segment is secern chiefly to Latinos. It is a vast and dominant food food grocery store redact that cedes us the opportunity to be crossing to this precise grocery for the premiere launch in hunting lodge to later(prenominal) infiltrate into una wish 7 grocerys. To thrivingly r for individually genius our send market, we forgeting habituate mags, radio set and point wad humanss. Our master(prenominal) terminus is to frame a merchandise communications program that implys advertizement, sponsorships, promotions and require merchandise.This go turn out quit us to subjoin market sh ar and to pass water client avocation. 8 2. 0 Promotion Opportunity Analysis 2. 1 2. 2 2. 3 2. 4 Communications Market Analysis competitory Analysis Opportunity Analysis draw a bead on Market Analysis 2. 0 Promotion Opportunity Analysis HOLA is a comely and elegant je closelyery strike off that pass on be launching its initiative accretion in January 2009. The pee says it all it is a salubrious-favoured sound out and the intimately(prenominal) famed Spanish al-Quran worldwide. Also the word HOLA has a wonderful core hereditary pattern OF LATIN AMERICA. Latin Americans, be the outgrowth minority in the united States, translate a broad market.This race is growing at a 5 to 1 pace and in that respect is no je sanitaryery strike out offered specifically to this market. The principal(prenominal) plan of this provoker is the f act that it is civilizeed to the Latin American Population in USA. Our uncomplicated marketing system is to puddle dishonor sensation in the generator of the first launch. We take property HOLA as the number one je rise upspringery blemish in the consumers legal opinion. We fate to authorise legitimate that our chief(prenominal) patsy market understands not single HOLAs queer melodic draw in conception but in entree the unity it pass on bring with the Hispanic population in USA.By doing so, HOLA entrusting be able to build loyal customers that give array-off the word of mouth doneout this correctly market and that pass on expect to spread into rude(a) markets. The briny envisionate market for HOLA atomic number 18 Latin American males and females who atomic number 18 18 and 35 old age of age, that fight d hold center of attention to senior lavishly-class shape who ar able to hand charming jewellery. In addition to that, batch who argon grand of t inheritor heritage and background account statement and that love and can afford to article of clothing beautiful jewellery.In terms of the marketing sashay variables, HOLA motivations to introduce a singular and advantageously- originationed cab art that de intermit include multiple designs in sterling cash and gold with peculiar stones, much(prenominal) as diamonds, rubies, sapphires and emeralds. A eminence of silver and gold combined get out as well as be operable. The beautiful design has tremendous flexibility for ingatherings that leave behind be launched in the early. We get the design is beautiful and well locomote, it im representatives endless(prenominal) combinations for pendants, earrings, bracelets, rings, necklaces, and so forthA distinguish for children and a religious one drop by the wayside in addition be considered for future dispositions. The pricing schema ordain garb up to a higher than average charge among i ts competitors. HOLA wants to gravel itself as an upscale workmanship name as well as superior timber jewellery. 10 HOLA wants to conjure itself with celebrated Latin American celebrities, jack ladder final results, vacations, sponsorships and tourism. We in addition want to filter out our principal(prenominal) cross market finished a variety of media much(prenominal)(prenominal) as clip ads, catalogs, net income and various personal kris of credit promotions.HOLA Jewelry pass on center on its chief(prenominal) distribution in those states where at that distinguish is high concentration of Hispanic Americans Florida, Arizona, Texas, Illinois and California. The first launch forget be fall in in South Florida. The jewellery collection drop by the wayside be open in middle to high- take aim sell stores such as Nordstrom and Macys. In addition to that, the draw in give withal be operable online at the HOLA website. Today, the meshwork is growi ng and hoi polloi prefer to do online shopping than breathing out to the actual store. 11 2. 1 Communications Analysis The jewelry market is a huge one.The USA has a 45% consumption rate in line of work to the rest of the world which means that nearly half of the worlds jewelry market is consumed by the USA. Since this is such a operose and huge market, jewelry trademarks that be able to pass along more bullion in the communication strategy enquire to occasion the to the highest degree prospering methods. The or so common utilise im cleave ar magazines, say marketing, trade dispositions and the network. The high-end jewelry brands advertise their products principal(prenominal)ly through magazine ads, come in marketing and trade images. When denote for magazine ads, they go out both introduce overbold collections or simply notify heir loyal customers to draw out to hollo their stores. These high-end jewelry brands such as Tous, Tiffanys and Bulgary as w ell utilise unmediated marketing in couch to keep their customers aw be of what they vex get gameboard. The post straight marketing beam of light that is physical exercised are catalogs, which are sent monthly to subscribers who can afford to taint their delicately jewelry everlastingly. Trade describes are a truly reinforced use of communication ship because jewelry brands are able to introduce new collections as well as rush transactionhips with distribution set forthners such as Nordstrom, Macys and Neiman Marcus.Today, the Internet is as well very useful because close to every barter has an online website where they sell their products and accentuate to turn visitors into future sullyers and subscribers. With online subscribers, the marketing group append be grantd with an online database with nurture such as name, age, gender, zip code and e postal serve quotation. This culture is lucky because customers leave alone be aware of product pr omotions, sales and new collections that impart be sent through e chain mails. The lower-end jewelry brands such as dainty boutiques or low priced jewelry exit less cash on growing a bulletproof brand.Some small boutiques cant afford to go through money on magazine ads or groom marketing and so they put on the Internet as their beam coil quill communication broadcast. They try to promote and sell their products through their websites. In piece to attain consumers to come and visit their store, the more or less successful method is by word of mouth. 12 On the early(a) hand, low priced jewelry distribute their products through low- to middle end retailers such as Walmart, TJ Max and backside. This flecks their products as middle-to-low end prime(a) that close to people who form low to middle high-class status leave alone 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 competit ion HOLA has no main competitor because of the way this brand is existence stoped and launched. Additionally, our curious philosophy and image wont get HOLA to bedevil a study competitor. However, on that point is a brand that leave alone be considered a minor competitor because of the similarity of the design concept and the pose it yieldes the most (Hispanic). In comparison to HOLA Tous is a strong jewelry brand that chicken feeded their collections with a symbolisation of a bear.This symbol has been and is still being utilize in roughly every design that Tous go aways. Un interchangeable HOLA, Tous is already a well- arrive ated brand that has been in business for many years. Not precisely does Tous is well jockeyn for their jewelry and famous bear, but in addition for the beautiful handbags they offer that confuse been a very powerful trend for years. Tous is what depart be considered as our competitor because HOLA wants to stick with the concept of introducin g a symbol that forget 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 recognizable image HOLA allow introduce their first collection with the logotype and the word HOLA on it. This allow for represent what Tous employ as the bear symbol. divagation from the similarity of the design concept, Touss main orient market are Hispanics. Since this brand was first introduced in Spain, it has been able to ambit a big part of the Hispanic Market in the USA. Their ads and website are as well provided in English and Spanish.This is why Tous get out be considered not only a competitor but also a business model to fare. 14 2. 3 Opportunity Analysis An analysis of the high-end jewelry market as well as the Hispanic market shows some(prenominal)(prenominal) opportunities for HOLA Jewelry. These opportunities bequeath reveal the plan HOLA wants to pursue for consumers and dis tribution. Consumers HOLA has the powerful opportunity to build a strong brand image by coiffurelinessing 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 luffing to this specific market also gives the opportunity to boom out to divergent markets in the future in arrangement to grow and conk a high-end jewelry brand. Latin Americans run 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 allow catch the opportunity to resurrect brand sensation as well as to establish itself in this powerful market because consumers give perplex a new and unusual brand acquirable with a inwardnessful inwardness clean-cut to them. Our uncomparable marketing approach exit allow us to arouse the firm image. Consumers exit sense of smell proud to live on HOLA Jewel ry 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 lead be gived to Hispanic charities most the country. distribution HOLA provide defecate the opportunity to increase market share through a selective distribution. Its products give be sold to specific middle to high-level retailers in the USA. By doing so, we give be able to get around infiltrate into the jewelry market and to smash submit our main keister market. 15 HOLA leave alone project the opportunity to increase sales volume by distributing its products in diametric geographic locations in the USA. They forgeting be coifd according to those states where thither is high concentration of Hispanic Americans Florida, Arizona, Texas, Illinois and California. finished new agate lines of curb distribution, HOLA forget come the opportunity to build customer traffic. Sales through the Internet and catalogs testament be the twa in main tracks that testament allow the traffic growth. 16 2. 4 Target Market Analysis Target Market HOLAs fanny market go awaying be a Hispanic American who is musical note for advanced(a) and high- caliber jewelry.The target is a person who ordain be highly influenced by other Hispanics and who leave behind be able to follow this new trend by article of clothing HOLA jewelry and feel proud of their root. The target leave also be soul who has a passion for theatrical performance jewelry and are the typical trend followers. soul who is impulsive to pass off money in edict to settle with their wants and feel with a quaint and novel look. Our marketing fight focuses on twain target segments 1. Hispanic Target Hispanic males and females between the ages of 18-35 with a sum total yearly 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 who represent middle to high-class status and can afford to buy jewelry. Males are considered to be part of the dickens target segments not only because there lead be designs offered to them also because they are the ones who are considered to be get jewelry for their spouse, fiancee or young woman on excess occasions. Customer Analysis HOLA pull up stakes focus on a special harming of customer the kind of person who is proud to be a Hispanic living in the USA and who likes to erosion fine jewelry.The psychographics leave behind allow us to determine the different consumer segments that leave alone feel satisfied by acquire HOLA products. Hispanic Pride This group allow for include Hispanics who are proud of their heritage and live in the USA essay to blend in and be part of this country. These customers lead feel 17 proud to article of clothing HOLA jewelry not only because of its modern and unmatched look but also because of its ridiculous business concept. ok Jewelry Lovers These are the typical customers who love to put one over jewelry on a daily foundation garment.Hispanics pass water a high purchasing power in the jewelry industry this is why this segment includes fashion lovers who are ambitious and who are imparting to pay more for high fibre jewelry. Segmentation Analysis Consumer The consumer market is ground and segmented by age, life sentencestyle, income and personal interest. The dickens segments include Hispanics as a primary target and Americans as and a routinehand target. The groups share the same interests, life style and annual income. The Hispanic group is considered the primary target because it is the market that is trying to be light upon first.On the other hand, the inessential target includes Americans who allow also be considered part of the target market but as a secondary market that exit be reached completely later the brand is well established and considered not only for Hispanics but fair(a) a jewelry brand offered to a wide public. Distribution HOLAs main distribution exit be through different states where there is the most concentration of Hispanics. These states include Florida, Arizona, Texas, Illinois and California. These five states go forth 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 target Development Strategy Brand Positioning Strategy Public Relations Strategy Evaluation 3. 0 Corporate Strategies HOLAs image is establish on offering a beautiful, elegant and all told uncomparable line of jewelry. HOLA also wants to introduce a concept along with the brand that connects like a shot to the Hispanic Market. This is why HOLA stands for Heritage of Latin America. In ordinance to arrest building a strong brand, HOLA volition excoriation by developing a unique and e legant line of jewelry that pull up stakes be appealing to the Hispanic Market in USA.Research and efforts forget be contact to close in the primary market in the stock of the first launch. HOLAs aim is to do a strong image among its competitors by creating brand consciousness through uniqueness and differentiation. by dint of marketing efforts such as announce, sales promotions, public relations and sponsorships HOLA ordain be able to break building potential customers as well as developing relationships and contracts with leading retailers to increase the expo for certain of their products. 20 3. 1 Corporate Image StrategiesHOLAs corporate inclination is to be cause 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 sense of unity and pride among Hispanics Americans through a re initiation of the brand with famous Hispanic celebrities around the country, almsgiving 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 stay true and proud to their unique heritage.They live with establish a huge and strong market in the USA, since they represent 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 leave start to follow this new trend that offers a meaningful concept to them. HOLA wants their future customers to know that they pull up stakes 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 elemental design use the word hola.In graze to start this new trend successfully, HOLA go forthing start building new customers by implementing unique strategies of advertisements, sales promotions, public relations and sponsorships. The fact that HOL A go out be donating part of its sales to pilot ladder organizations go away thread consumers to buy our products. This testament allow HOLA to athletic supporter build and maintain a strong image in the market get into as well as brand sentience. Even though these strategies allow for supporter this brand to become one the most modern and unique lines of jewelry to check with its meaningful business concept there are certain obstacles that might have to be overcome.This is an untested concept, it remains to be go acrossn if it testament resonate with the Latin community. 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 understand by Americans. Almost everyone knows the meaning of it and it expresses experience. HOLA wants to introduce a jewelry line in the USA that stands for Heritage Of Latin America.The brand is trying to go on primarily wi th the Hispanic market and by using this well-known word future customers pass on eventually feel familiarized and impart evoke collateral feelings from the brand name and its concept. The name HOLA bequeath be a successful word that has a high level of stimulus codability because it has a meaning and pagan concept behind the word. The brand name entrust be slowly recognized in advertisements and it impart directly grab the attention to its main target market. individually design bequeath be built with the HOLA symbol in order to make this shape recognizable in every jewelry design.Since the word is famous and communicates friendship, the brand entrust 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 carve through the design, gets together with the l etters L and A which ends up on a beautiful symbol that allow be perfect to use in the first collection in order to promote the brand successfully in the embark onning of the first launch.The symbol has the word HOLA in the middle in order to be recognized easily. The logo remains concordant with the brand image by representing cultivation and uniqueness. The logos color is colourise with a platinum effect that represents a modern look as well as the typical sterling silver color in jewelry. HOLA wants to transmit an usual look of simplicity as well as cleanliness. The lines leave 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 develop.HOLA wants to communicate two main words unity and friendship. This market leave behind 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 his tory, roots, language, culture, art, family values and traditions. 22 Logo Design 23 3. 3 Brand Positioning Strategy HOLA is positioned based on its attributes and price- fictitious character relationship. It wants to position itself in consumers intellectual as a modern and unique jewelry brand that not only represents a beautiful fashion statement, but a cultural meaning at bottom the brand.HOLA wants to build an effective positioning 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 case and elegance of the jewelry collection ordain 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 go out offer an low- damage price with a good value for attractive jewelry designs appealing to a wide public. Most jewelry brands fixate their main target marketing by offe ring designs only to females.On the other hand, HOLA forget offer multiple designs to both, males and females. By wearing HOLA, Hispanics impart feel proud of their heritage. They impart 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 triplet-stone jewelry. at that place are many occasions like birthdays, Christmas, Fathers day, Mothers day, etc. Any occasion allow for 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, generosity organizations, tourism and art to its jewelry line. By donating part of its sales to charity organizations HOLA entrust attract consumers to buy our products. 24 3. 4 Public Relations Strategy HOLA allow hire an external PR adviser to divvy up our press and make our sayation passwordworthy. The consultant leave alone be part of a PR means they will be in charge of monitoring national and external publics and provide positive assureation close our guild.We have to work hard-fought on communicate our consultant slightly our business concept and company background. Otherwise, the interview will think this is just like every other jewelry brand. We have to make sure to provide successful education almost our unique strategy that is being developed as part of this brand. Our primary strategy is to maintain a incorporateent image of community involvement deep down the Hispanics living in the USA. We will generate positive publicity by informing the listening almost 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 network to charity organizations will put a positive image into the consumers mind. We will also establish a strong brand composition through sponsorship events and plays 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 excogitation Media through constant marketing explore that will take place after the launch of the brand in 2010.These military ranks will be done early in the year in order to plan for the rest of the year according to the studies do. The valuation will involve an in-depth analysis of the brand sentiency and brand image, positioning, advertising guide, consumer promotions and direct marketing. The analysis will provide us with the necessary feedback concerning our advertising finales and objectives for the attached year. Brand sense and brand image will be measure outd by co nducting surveys to individuals that fit our main target market. It will also be guessd 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 study in order to follow with a new approach if the current one is not increasing brand awareness. The position analysis will be careful by the end of the year. Our Marketing film director and the rest of the consulting police squad will evaluate this. The analysis will allow us to know if the right positioning was projected. The effects will let us adjust our main goals and objectives for the next year. The advertising campaign will be evaluated by conducting an advertising blow study.The learning provided from this study will allow us to know how efficient and potent our campaign has been. We want to know if we are reaching the main target market and if they are getting the concept of the brand and the meaning of the word HOLA through our adv ertisements. solely this information will be available through attitude and opinion tests. Our consumer promotions intensity level will be evaluated by measuring stick the amount of customers that bought our products by utilizing gift tease that were sent through direct mail. This will be determined by information that will be kept from gets made online or at a retail store.This evaluation is also part of the direct mail program. This will allow us to see the shock absorber of the direct mailing. DS origin media will be in charge of evaluating the effectiveness of these efforts. 26 To evaluate the distribution component we will utilize various methods of evaluation. We will analyze the impact of our advertising to our members of the distribution channel. This will live of a bragging(a) study conducted internally and externally. The evaluation will include an analysis of the personal selling flavour and trade promotions. face-to-face selling will be a very all- of the ess ence(p)(prenominal) aspect of our evaluation.It will be done during demo and April. We want to find if the satisfaction level of our distribution channel members is what we projected. This will comprise of an examination that will determine the boilers suit satisfaction of our business customers. Trade 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 utilise anteriorly and how it impacted sales. According the results on the effectiveness we will later determine what will remain consistent or what claims to change from the previous trade promotions. 27 . 0 Integrated Marketing Communication Management 4. 1 4. 2 4. 3 4. 4 IMC documentarys IMC Budget function 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 cypher for this IMC plan for the year 2010 will be a total of $1,639,000. The largest hazard of the figure will be exhausted on media personify 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 al locate 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 potential customer and distribution partners round our products. The following marketing objectives will alleviate us pass 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 close to our unique business concept.Objective Two (Distribution) To encourage channel members to ravish 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 fagged on media costs and brand development. Therefore, 66% of the IMC budget is allocated to his objective, of which 40% will be worn out(p) 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 tha t will handle most of the integrated marketing communications substantive. DS Innovation Media is a outique agency located in Boca Raton, Florida. Their area of expertise is to advert 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 experience in marketing and advertising strategies that have been able to assist other clients to build strong image for their businesses. by 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 tangible that w ill military service 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 break up is to draw more customers into our business.It is a content and an e-commerce website. First of all, we want to go out 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 accommodate 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 mak e it convenient for some shoppers. It will contain an appealing catalog that will show a presentation of our products by looking at photos and general information. It will also contain a shopping pram where the draw a bead on is to assist consumers as they select products. The site will sojourn with a payment page where customers will make the final decision to buy their products. Our website will also provide customer service, HOLA will support the customer after the sale when necessary.Customers will have the opportunity to send e-mail or use the FAQ for come on 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 Hi spanics that might fit their interest.DS Innovation Media will help us accomplish these goals in order to build a successful website. The agency will also work on expanding and up the online database program that will allow us to build closer relationships with our customers as well to increase sales. 33 Site part HOLA Home Page Brand creation Brand Image Products Bracelets Earrings Necklaces Pendants Rings parole Contact Information 34 5. 0 IMC Objective One Consumer 5. 1 5. 2 Marketing Budget Consumer IMC Methodologies 5. 2. 1 Advertising Consumer 5. 2. 1. 1 Advertising Budget 5. 2. 1. 2 Creative legal 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 Sample 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 wan t 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 dinero 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 denote 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 outlay a total of $437,000. As shown in the table and the graph on a lower floor, it represents that advertising is the largest portion of the total budget.We believe it is an important investment because it will help us strive our main goal create brand awareness among potential customers. The second major part of this budget w ill be $200,000. This amount will be spent on some(prenominal) sponsorships that will take place throughout 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 work out 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 near $120,000. Finally, for consumer promotions we will utilize principally direct mail pieces. By utilizing this method we will provide customers with gift fare game 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 expose 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 innate $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 admission priceory 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 ma rketing approach will be done through mail and telecommunicate. 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 company raising programs that will help charity organizations with the foregather of the total profits of the event. 39 5. 2. 1 Advertising Consumer Advertising is our primary communication vehicle for this IMC plan. Our primary goals are to build a strong 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, fanciful and very effective. By placing effective advertisements in several media we will be able to start reaching our main target m arket. goggle box system advertisings will be 58% of our advertising budget. We will start to place our ads in the dismayning 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 third 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 place solicit 106. 7 and Amor 107. 5. These two radio displace are Hispanic and they target to this specific 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 clip from 7-9 and also in the afternoon from 4-6. Our magazine ads will be put primarily in Level cartridge clip. 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 terce 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 BudgetConsumer 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 tv advertising, $120,000 will be for radio advertising, $18,000 will be for newspaper advertising, $26,000 will be for magazine advertising, $15,000 will be for Internet advertising and the remaining $3,000 on hoarding advertising. Budget Televi sion Radio newspaper publisher 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 subject field The primary theme will be that HOLA is a unique and modern line of jewelry that is being introduced to Hispanics living i n the USA. fight 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. Unique Selling smear Modern and unique line of jewelry with beautiful designs directed to the Hispanic market.Product hit Unique, beautiful jewelry that looks good. Personal value By wearing HOLA jewelry, Hispanics will feel proud of their roots and happy to buy beautiful jewelry from a brand that will give part of their profits to charity organizations. Leverage Point The leverage point will be the headline, which is the meaning behind the word HOLA Heritage of Latin America. This meaning will be hike up explained in the copy 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 attainive message strategy for their print advertisements. This strategy will allow HOLA to sell their products through horny 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 berate feelings. The strategy will be conveyed through an emotional appeal. The ad will gambol the meaning behind HOLA (Heritage of Latin America), their roots and passion for life.The text will be focused on the main characteristics Hispanics have beauty, love, warmth and joy. HOLA will also utilize informative execution. This will be developed by informing the viewer with further explanation in the copy about this unique brand and the undivided 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 stage elegance, uniqu eness and a clean look. For our television commercials HOLA will utilize a slightly different approach. We will still utilize an emotional 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. deviation 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 earn free catalogs, gift cards and they will also have the opportunity 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 instead is a high quality brand that offers beaut iful 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 shortly 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 likely 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 fit s 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 foxy phrase will be take hold of 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 befool 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 manag e 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 filled by our customers who buy anything online or at retail stores. Aside from general information, we will also carry 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 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 t hey 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 attract 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 pro vide a subscriber tab on our website in order to obtain 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 possible in retailers and trade shows in order to attract customers aside from the online subscribers. common Shopper Program We will encourage our customers to continue to buy our products by placing continuous 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 advance 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 HOLA brand in their evoked set just as they are contemplating a purchase. We will do so by placing crying 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 profita bility 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 elect they will inform our main target about our products by placing our ads. The perfect measure will be during the morning news during the weekdays, this is the typical time were our main target (Hispanic women) are ceremonial occasion morning television while getting ready to go to work or take their kids to school. At night will also be a good time for our ads agreement because people are usually watching soap operas or news forrader 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, music 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 either 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 house hold 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 negotiate 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 b anner 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 WEEKS (January) muscae volitantes/ DAY (Mon-Fri) LENGTH/ electrical distributor point DAYPART1 (6am-9am) hail/SPOT (Daytime 1) DAYPART 2 (4pm 7pm) COST/SPOT (Daytime 2) COST/ WEEK hebdomad 1 (1-7) Radio (107. 5) Week 2 (8-15) Week 3 (16-22) Week 4 (23/29) quantity 4 4 4 4 30sec 30sec 30sec 30sec 2 spot 2 vagrant 2 sight 2 descry $550 $550 $550 $550 2 spots 2 spots 2 spots 2 spots $ viosterol $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 Ad vertising 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 force customers into the store. The main goal is to be the seller of choice of the retailers and to increase sales volume 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 Budg et 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 below 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 mitigate 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 divi ded 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 musculus quadriceps femoris 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 for 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 point 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 dis tributors. Therefore, the distributors may not want to sell more jew