Reference no: EM132291791 , Length: word count:5000

1. IMC Plan Part A

To be completed in groups of 2-3 people because it is expected high level of understanding of the underpinning knowledge of specific content of this assessment and the application of such in the tasks required to be completed in the assessment. Students should be able to work in teams and achieve deadlines and objectives mimicking a professional environment. Any unresolved issue among peers must be discussed with the lecturer in charge and be resolved before the actual submission. Failure to work in a team environment by not attaining deadlines that will place the team at disadvantage will result in the allocation of zero mark for that problematic student in the assessment. Therefore, any issue must be documented and when discussed with the lecturer students must show valid proof of the lack of commitment from the member (s). If nothing has been disclosed, the lecturer would assume that the group worked cohesively. However, there will be no room for complains after if the group received an unsatisfactory mark due to the poor standards of work done by any of the members of the group.

It is no one person's job to proof read the report. It is the responsibility of each student to ensure their work is free of errors. Please note: For those working in a group, students will form groups in weeks 2 and 3. The formation of the group remains at the discretion of the lecturer.

Students are required to produce an IMC plan in report format for HelloFresh. Students are to assume the role of an IMC Manager (Integrated Marketing Communications Manager), developing a ‘Christmas' IMC campaign for their new Christmas menu of 2019. The report is divided in two sections; Part A & Part B and more description of both can be found in the assessment description available in here and VUC.

HelloFresh "is the leading global provider of fresh food at home and it was founded in
November 2011 by Dominik Richter, Thomas Griesel, and Jessica Nilsson in Berlin, Germany. Richter and Griesel packed and hand-delivered the first 10 customers. It was one of the earlier companies in the meal-kit industry"

The brand caters to different segments already and your job may cover ONE of the following aspects BUT not ALL

1) Creatively Introduce the Christmas menu to an existing segment
2) Creatively Introduce the Christmas menu to a new segment
3) Creatively Introduce the Christmas menu to everyone

After selecting your job consider the following according to your case:

Unique issue 1: Review the definition of a product or ‘new product' and a service. HelloFresh while their tangible aspect of the product are their meal kits delivered in boxes they provide the service of convenience. ‘Product' here means goods or services. This is a first-year marketing concept.

Unique issue 2: Review how a fresh food prepared at home brand like HelloFresh was created, how HelloFresh brand survives in a very competitive industry, especially in Australia. Review how others have introduce a new menu during Christmas. Unique issue 3: If the new menu is for children, students will need to explain and apply the theory of Dimensions of Buying Roles in Family Decision-making. The article by D P S Verma and Sheetal Kapoor is a good reference. However, they would also need to look at internal regulations and requirements when advertising to children.

Unique issue 4: As HelloFresh balances equally between a good (tangible product: kit meal box) and a service (intangible: convenience in the box) students will need also to consider the unique characteristics of services (intangible elements usually dominate value creation, cannot be inventoried, often difficult to visualise and evaluate, customers may be involved in co-production, people are often part of the service experience, operational inputs and outputs tend to vary more widely, the time factor often assumes great importance, distribution may take place through nonphysical channels) - Lovelock, Patterson and Wirtz in Chapter 1 (2015).

Part A addresses the following sections:

• Context Analysis on the three C's
i. Customer - (Current, Past and Potential), ii. Competitor (select two only and undertake a brief comparison (such as the brands' market share strategy and communication they are using), iii. Communication (current) of their brand such as advertising, sales promotion, personal selling, public relations and/or social media).

• From the information now gathered using the three C's undertake a Duncan's SWOT analysis - only use content for the 3 C's NOT a full environmental analysis.

• Selection and definition of the new or existing target market. This depends on whether the new menu is targeted at the existing market or a new market. Use the segmentation bases to create a profile. Consider using the segments previously developed by Roy Morgan (that were provided to you in class) if they are appropriate.

• Brand Positioning (relates only to the particular product or service developed for this report and NOT for the entire brand). Create a perceptual map using the Excel formulae provided for you in the tutorial. Do not use quality/price as the perceptual map dimensions.

• Integrated Marketing Communications Objectives - refer tutorial week 3 materials on VU Collaborate and instructions in class.

The scene is now set for Part B in which students will develop the Creative Strategy.

Typical report requirements, including a cover page (title, students' ID and names, Lecturer's name and tutorial session) an executive summary, introduction, body, conclusion and reference list (and appendices if required), as well as the main body of the report with tailored headings (create headings that communicate what the report sections are about rather than using the heading used in this guide). Refer to a style guide to decide if material is best suited to be included in the body of the report or in an appendices.

2. IMC Plan Part B -

Part B concludes the IMC plan. It is no one person's job to proof read the report. It is the responsibility of each student to ensure their work is free of errors. It is a maximum 3200words.

To be completed by the same students and number who developed part A. This isimportant as the feedback provided from part A by your lecturer will be required forpart B & your exam

It is expected high level of understanding of the underpinning knowledge of specific content of this assessment and the application of such in the tasks required to be completed in the assessment. Students should be able to work in teams and achieve deadlines and objectives mimicking a professional environment. Any unresolved issue among peers must be discussed with the lecturer in charge and be resolved before the actual submission. Failure to work in a team environment by not attaining deadlines that will place the team at disadvantage will result in the allocation of zero mark for that problematic student in the assessment. Therefore, any issue must be documented and when discussed with the lecturer students must show valid proof of the lack of commitment from the member (s). If nothing has been disclosed, the lecturer would assume that the group worked cohesively. However, there will be no room for complains after if the group received an unsatisfactory mark due to the poor standards of work done by any of the members of the group.

Please Note: As part of the Introduction for Part B of the IMC plan, the key decisions made in Part A need to be re-stated (paraphrased):
• the product or service
• the Target Audience
• the IMC objectives

Part B addresses the following sections:
• IMC Strategy (very brief - 2-3 paragraphs is all that is required)
• Creative Strategy
• Media Strategy
• Media Schedule (Plan)
• Evaluation of Campaign

Typical report requirements, including an executive summary, introduction, body, conclusion and reference list (and appendices if required) must be part of the report. Refer to a style guide to decide if material is best suited to be included in the body of the report or in an appendices.

Attachment:- assignment details.rar