Marketing Communication

Holden Barina Integrated Marketing Communications Plan

Marketing Communications, MKF3461
Lecturer: Irene Powell
Tutor:
Due Date:
Group Members:

Executive Summary

Introduction
Background information
- history of holden
- transition to GM Holden
- Australian icon
- the holden barina
- general stats on holden
- overview of campaigns (beep beep barina)
- sourcing of the barina (constantly changing/history)

Situation Analysis
Internal Analysis
Brand Image
  * What is brand image
  * Importance of brand image
  * Implications for promotion
  * Holden Brand Image
      * Brand image of the Barina
  * Brand identity prism
  * Mood board?
Promotional activities
  * Previous promotional programs
      * What they have done
      * Review/analyse
      * How effective
  * Current promotional activities
      * What are they doing
      * Effective?
Promotional Capabilities
  * Promotional department
      * Structure/organisation – internal or outsourced
      * Scope – large funds?
Product offering
  * Current Barinas (classes)
  * SWOT of the overall Barina offering
Market Position
  * Current market share/sales volume

External Analysis
Industry Analysis
  * Life cycle stage (decline)
  * General stats about the industry
      * Industry performance
      * Performance of industry segments
        * Luxury
        * Small
        * Medium
        * Large
        * SUV/People movers

Customer Analysis
  * Who buys small cars?
  * Decision maker
  * Choice influence factors
  * Create survey?
  * Needs / wants sought
  * Where do they but it
  * When do they but it
  * Lifestyles
  * Demographics

Competitive Analysis
  * Direct competitors
      * Small cars
        * Key benefits and positioning they use
        * How big the competitors ad budgets are
        * Message and media strategies used
  * Indirect Competitors
      * Public...