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Promoting Communication Program

 Marketing Connection Plan Article

LynelleВ FowlerВ

IntegratedВ MarketingВ CommunicationsВ PlanВ forВ GeneralВ MotorsВ GM& UВ CollegeВ DiscountВ ProgramВ CopyrightВ 2010. В GattonВ StudentВ ResearchВ Publication. В VolumeВ 2, В NumberВ 1. GattonВ CollegeВ ofВ BusinessВ & В Economics, В UniversityВ ofВ KentuckyВ

1

ExecutiveВ OverviewВ

ThisВ planВ outlinesВ communicationsВ tacticsВ thatВ willВ beВ utilizedВ toВ raiseВ awarenessВ ofВ theВ GM& UВ collegeВ discountВ program. В TheВ GM& UВ programВ willВ turnВ aroundВ theВ targetВ audience'sВ lessВ thanВ favorableВ opinionВ ofВ GeneralВ Motors. В GMВ willВ addressВ theseВ issuesВ throughВ televisionВ advertising, В internetВ advertisingВ onВ theВ targetВ audience'sВ mostВ visitedВ websites, В promotionsВ onВ largeВ collegeВ campusesВ andВ experientialВ marketing. В TheseВ integratedВ marketingВ communicationsВ willВ beВ usedВ toВ achieveВ theВ marketingВ andВ communicationsВ objectivesВ ofВ thisВ planВ asВ wellВ asВ addressВ someВ ofВ theВ issuesВ andВ challengesВ surroundingВ implementationВ andВ successВ ofВ theВ GM& UВ collegeВ discountВ program. В 1 ) 1

ScopeВ ofВ thisВ IntegratedВ MarketingВ CommunicationsВ PlanВ

ThisВ planВ outlinesВ theВ communicationsВ objectives, В strategies, В andВ tacticsВ requiredВ forВ aВ successfulВ executionВ ofВ integratedВ marketing. В Additionally, В thisВ planВ providesВ theВ frameworkВ forВ productВ launchВ communicationsВ activities. В 1 . 1 . 1

MARKETINGВ OBJECTIVESВ

i. Finally, В weВ wantВ toВ increaseВ theВ purchaseВ ofВ newВ vehiclesВ byВ collegeВ studentsВ andВ recentВ graduates. В WeВ wouldВ likeВ forВ 500, 000В students/recentВ graduatesВ toВ utilizeВ thisВ discountВ programВ byВ theВ endВ ofВ yearВ 2. В ii. IncreaseВ marketВ shareВ toВ 20%В byВ theВ endВ ofВ yearВ 2В byВ utilizingВ marketing, В promotionsВ andВ advertisingВ laidВ outВ inВ thisВ plan. В

1 ) 2

CommunicationsВ ObjectivesВ

MakeВ 20%В ofВ theВ targetВ audienceВ awareВ ofВ thisВ programВ byВ theВ endВ ofВ theВ firstВ yearВ ofВ implementation. В SecondlyВ weВ wantВ toВ increaseВ click‐throughsВ byВ 30%В onВ theВ websiteВ byВ yearВ 1. В В WeВ wantВ toВ increaseВ theВ numberВ ofВ newВ accountsВ createdВ onВ theВ GM& UВ websiteВ byВ 40%В byВ theВ endВ ofВ yearВ 2. В WeВ wantВ toВ increaseВ ourВ targetВ market'sВ visitsВ toВ dealershipsВ byВ 15%В byВ theВ endВ ofВ yearВ 1. В

1 . three or more

IssuesВ andВ ChallengesВ

TheВ targetВ audienceВ soughtВ isВ knownВ toВ beВ theВ hardestВ toВ reach. В CollegeВ studentsВ areВ notВ easyВ toВ pinВ downВ withВ marketing. В GMВ willВ haveВ toВ beВ veryВ creativeВ andВ innovativeВ inВ orderВ toВ communicateВ effectivelyВ withВ theВ targetВ market. В ThisВ groupВ seemsВ toВ beВ impenetrableВ toВ manyВ marketingВ attempts. В В

GattonВ StudentВ ResearchВ PublicationВ |В 2В

two

SituationalВ AnalysisВ

SWOTВ (Strengths, В Weaknesses, В Opportunities, В Threats)В

Strong points: В ThisВ programВ isВ greatВ becauseВ GMВ isВ alreadyВ anВ establishedВ brand. В TheyВ haveВ beenВ inВ thisВ businessВ forВ aВ longВ time, В soВ theyВ willВ beВ ableВ toВ overcomeВ mostВ obstaclesВ thatВ areВ thrownВ theirВ way. В В TheyВ makeВ aВ qualityВ productВ thatВ peopleВ haveВ alwaysВ andВ mostВ likelyВ willВ alwaysВ wantВ toВ buy. В AВ greatВ strengthВ ofВ thisВ programВ isВ thatВ itВ willВ createВ aВ long‐timeВ customerВ forВ GM. В IfВ studentsВ buyВ aВ carВ withВ thisВ companyВ atВ aВ youngВ age, В theyВ areВ muchВ moreВ likelyВ toВ purchaseВ theirВ nextВ vehicleВ fromВ theВ sameВ company. В В GMВ isВ anВ AmericanВ companyВ andВ manyВ peopleВ wantВ toВ purchaseВ American‐madeВ productsВ rightВ now, В soВ thatВ willВ definitelyВ helpВ withВ theВ implementationВ ofВ thisВ program. В Weaknesses: В ThisВ program'sВ greatВ weaknessВ isВ thatВ itВ onlyВ appliesВ toВ newВ vehicles. В BecauseВ theВ economyВ isВ theВ wayВ thatВ itВ is, В mostВ peopleВ areВ notВ buyingВ newВ vehicles, В theyВ areВ buyingВ utilized. В В GMВ hasВ alsoВ facedВ aВ lotВ ofВ publicВ scrutinyВ latelyВ becauseВ ofВ theВ governmentВ bailoutВ andВ theВ generalВ attitudeВ thatВ AmericanВ madeВ vehiclesВ areВ ofВ lowerВ qualityВ thanВ foreignВ vehicles. В GMВ willВ haveВ toВ workВ internallyВ toВ changeВ theВ opinionsВ peopleВ haveВ formedВ aboutВ them. В Opportunities: В ThisВ programВ isВ theВ firstВ ofВ itsВ kindВ amongВ AmericanВ automobileВ manufacturers. В ThisВ giveВ GMВ aВ greatВ advantageВ becauseВ theyВ areВ onВ theВ cuttingВ edgeВ whenВ thisВ discountВ programВ catchesВ onВ withВ otherВ companies. В В...

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