Integrated Marketing Communication

French Connection
Lululemon Athletica
Tiger Airways
Peter Alexander
Country Road
Lorna Jane
Jetstar Airways
1.0 Target Market
The purpose of the market review section is to understand the organisations current
approach while developing opportunities for improvements which may provide additional
opportunities for the organisation in the target market description statement. Sections 1.1-
1.5 will detail this with section 1.6 Target Market Description Statement identifying the
specific target you intend to communication with for your proposed campaign. In this
section you need to support your work with primary and secondary referencing with any
examples included in the appendix.
1.1 Geographic Segmentation
Developed by area (region, nation, state, district, suburb).
1.2 Demographic Segmentation
Developed by characteristics of a human population (age, sex, family size, income, ect).
1.3 Psychographic Segmentation
Developed on the basis of personality or lifestyle (personality, values, lifestyle).
1.4 Behavioural Segmentation
Developed on the basis of usage (product usage, loyalties, or buying response).
1.5 Benefit Segmentation
Developed by looking at advantages consumers are looking for in the offering.
1.6 Target Market Description Statement
2.0 Competitor Profile
2.1 Competitive Framework
How does your organisation fit into its competitive
framework? A perceptual map is a grid of the competitive
environment. This grid is developed from research and is
set against criteria most relevant to the target market.
For example, criteria 1 could be price (vertical), and
criteria 2 could be service delivery (horizontal). When
selecting competitors pick 2 or 3 direct competitors to
give an accurate account of where your organisation sits.
Additionally, make sure to provide detail to justify your
selection of both the criteria chosen and the competitors
selected including referencing.
2.2 Competitor Analysis – Offerings and Communication
This section deals with consumers’ evaluation (thoughts, feelings, perceptions, and
attitudes) of competitors (compared to the product you are basing this project on) based
on the communication they have received from and about them. Highlight any
weaknesses or inconsistencies you have found between the company’s communication
about the product and the way that consumers evaluate the same product. This may
identify areas where your competitors are weak and where a gap in the market may exist.
You are required to describe, compare and contrast competitors’ product offerings and
marketing communication with customers, for instance, their message strategy, media
strategy and contact strategy.
2.3 Competitive Advantage
Competitive advantage is something unique or special that your company does or
possesses that provides an advantage over competitors. Competitive advantage can
stem from cost leadership (lowest cost product) or differentiation. Alternatively, the firm
can achieve competitive advantage through a focused approach that requires the firm to
concentrate on a narrow, exclusive competitive segment. Identify the source of
competitive advantage that exists or that should be developed using primary and
secondary information. Two
3.0 Message Review
3.1 Current Message Strategy
Discuss the current message approach of your selected organisation. Detail the tagline,
the visibility of the message, and the length of time this message has been in use. This will
need to address both push and pull message strategy elements:
• Address the organisation one-way (push) communication approach – planned
messages. This is typically used to gain awareness and build the brand and
encompasses the organisations planned messages. Remember to use examples.
• Address the organisations two-way (pull) communication approach – product and
service messages. This is typically used to build and enhance relationships with the
target market to ensure a positive and long-standing relationship for both parties.
Remember to use examples.
3.2 Message Effectiveness Critique
The second component of the message review section is a message effectiveness
critique. This requires assessing the effectiveness of the organisations current message
approach. For this it is best to find 3rd party information (not from the organisation) that
discusses how well the message approach has worked. Some questions to consider:
• Has the current approach had the result the organisation intended for it to have?
• Has there been any unintended consequences of this approach? Unplanned
• What are the ways in which the organisation can improve its message approach?
• Is there an alternative approach, which would be better? Support with referencing.
3.3 Proposed Message Strategy Adjustments
The final element of the message review section is proposed adjustments to the
organisations current approach. There are always ways in which the organisation can
improve its tagline, strategy, or implementation or message. This section (supported by
referencing) needs to briefly outline the intended course of action to improve the message
strategy of your organisation.

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