IMC Plan Project Assignment
Canadian Dairy Products
The project allows you to put your knowledge and learning to practice as you – IMC Agency professionals – attempt to guide your selected brand(s) to re-energize and modernize their image in order to connect to today’s consumer, preserve their market share in Canada and enter the US market. You will complete your project assignment in four parts as depicted in the diagram below:
Assignment III-a: Brand Analysis
Objective
- Gain a firm understanding of the original brand, its strengths that have helped it establish its market share, and the internal challenges it has faced to protect or grow such market share.
- Identify and analyse the external factors that have worked in favour of – or against – the brand in the past, as well as the evolution of such factors over the last few years, and their effect on market share.
- Gain insights into the nature of their traditional market, consumer needs and wants, the level of competition, and the resulting evolution of various offers in the market place.
- Present your impression of the current market plan including positioning strategy, target market, marketing objectives, and current marketing strategies.
This part will help you build the strategic basis that will allow you to prepare for the next step (Agency Pitch) where you will be selling your team creative spirit to the client with the aim to get selected for the mandate.
Deliverables
A college-quality team report, 2500-3000 words (8-9 pages approximately), following the outline below:
Evaluation
The Brand Analysis report is worth a maximum of 10% of the total grade for the course. Grading will be based upon the following criteria:
- Clarity and organization of the sections above
- Quality of background analysis, leading to a solid SWOT analysis
- Clear marketing plan based upon SWOT outcome and following the outline provided
- Reference to learned marketing concepts from the textbook or relevant external sources
- Grammar, layout, and structure of the paper
- Proper reference of sources (APA style notation)