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 transport * Car market Environmental Analysis * Political / Legal * Economic * Socio-Cultural * Technological * Natural Marketing Objectives SMART objectives To increase Market share/sales volume' Target Market Communication Objectives IMC Strategy Creative Strategy 7.1 Positioning statement 7.2 Message Strategy 7.2.1 What will we say' 7.2.2 How will we say it' 8. Media Strategy 9. Media Schedule 10. Budget 11. Monitoring and Evaluation 12. References 13. Appendix External Analysis The following Five Forces model and PESTN analysis outline the competitive forces and major environmental factors within the industry. Microenvironment Holden must understand the environment in which it operates in order to determine how to effectively and successfully conduct their business. It also allows them to see any potential opportunities and threats in the industry. Economic Forces The Global Financial crisis has significantly impacted consumer spending patterns and buying power. * Annual growth rate Australia’s annual growth rate was 2.7% as of March 2010 (Trading Economics, 2010a). This is below Australian’s average growth of 3.3% per year since 1992 (Australian Government, 2010). Interest rates are at a high of 4.5%, the highest since December 2008 (Trading Economics, 2010d). * Inflation rate The inflation rate has been on the rise since September 2009 when inflation was at a rate of 1.3% compared to a rate of 3.1% in June 2010 (Trading Economics, 2010b). * Unemployment rate The unemployment rate has been unstable. Unemployment rate was at a low of 4.6 % at end of 2008 before a large increase to 5.8% by end of May 2009. It then decreased before a small increase to 5.3%, as of July 2010 (Trading Economics, 2010c). * Changes in household spending The economic forces mentioned above have placed pressure on families and business over recent years. Consumers are becoming careful with what they spend their money on due to interest rates increases and household budgets become tighter (Creedy & Writer, 2010). From research conducted, it has become quite clear that consumer preference for brand is less important, and price is a major factor when purchasing frozen vegetables (Refer to Appendix table 5, 2010). In many cases, consumers perceive frozen vegetables to be more expensive than fresh (Refer to Appendix survey, 2010). Household spending was up 1.6 % June 2010 (Yeates, 2010) indicating that consumers are starting to spend more money, but price is still influencing purchase decisions, especially when they see minimal difference between brands (Refer to Appendix survey, 2010). * Australian frozen vegetable industry Socio-cultural * Changing demographics and families * Consumers becoming more aware of their health * Consumer trend to buy Australian made food and support local business Technology * Distribution channels and production * Online shopping Political * Labelling and food safety Natural * Environmental factors Porters Five Forces * Threat of New Entrants [Low] * Capital requirements and fixed costs- High * Access to Distribution Barriers- High * Bargaining Power of Buyers [High] * There are only a few, large buyers- Medium/High * Commercial Buyers * End Users * The buyers pose a credible threat of integrating backwards and making the competitors product themselves- High * The products of the competitors in the industry are a commodity in nature- High * Bargaining Power of Suppliers [Medium] * The suppliers product is unique, or highly differentiated- Low * There are only a few, large suppliers- High * Availability of Substitute Products [High] * The substitutes are close in price and performance to the industries product- Low * Buyers have been accustomed to making switches to alternative products in the past- Medium * Intensity of Rivalry within the current industry [Medium] * The competitors are numerous-Medium * The industry growth is slow- High * The industry’s product lacks differentiation or switching costs- Low Overall Industry Attractiveness