Integrated Marketing Communications

Paper Summary:

This paper is a complete marketing communications plan for U.K. Black & Decker (B&D) to expand its do-it-yourself (DIY) tools sales to women, especially in this period of economic downturn. The suggested key communication messages to this target audience is that women using B&D tools are the epitome of strength, power, independence and control and that there is nothing a woman cannot do. The paper discusses a complete project from the situation analysis to media scheduling and campaign evaluation. A cover illustration and table are included.

Table of Contents:
Executive Summary
Contents
Situation Analysis
Competitor Analysis
Consumer Analysis
Market Analysis
Product Analysis
Communications Analysis
Target Market Profile
Objectives
Marketing Objectives
Communication Objectives
Marketing Communication Strategy and Tactics
Communications Strategy
Creative Strategy And Execution
Creative Positioning
Key Messages/Propositions
Variations in Creative Executions by Proposed Media Channel
Media/Channel Strategy
Objectives
Media Strategy
Media Vehicles Recommended
Tactics
Timing and Estimated Budget Breakdown
Campaign Flow
Briefing
Scheduling
Campaign Evaluation

From the Paper:

"Based on the research highlighted above, B&D will package a range of tools that will be combined into a toolkit specifically aimed at women, and will contain basic DIY and home maintenance tools, proven popular with women, such as; screwdrivers of several sizes and types, pliers, a hammer, monkey wrench, several common spanners, and a power drill/screwdriver. This range of tool will be designed to meet the needs of the consumer, namely, new, sleek, ergonomic and lighter tools."

Sample of Sources Used:

• Archibald, D. (2007) Black & Decker: Annual Report, 2007. Townson: Black & Decker.
• Bainbridge, J. (1999) Designs On Women. Marketing. London: Mar 18, 1999. p. 32.
• B&D. (2008) Black & Decker: Logo Progression.http://www.blackanddecker.co.uk/about/logo/ [accessed on: 20.10.08]
• B&D. (2003) Citizenship. London: Black & Decker. http://www.bdk.com/citizenship/advertising.htm [accessed on: 20.10.08]
• Brand Republic. (2008) Superbrands Case Studies: Black & Decker. http://www.brandrepublic.com/indepth/analysis/787538/superbrands-case-studies-black---decker/ [accessed on: 21.10.08]

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