MKTG 410 MKTG410 IMC Mercedes Plan

MKTG 410 MKTG410 IMC Mercedes Plan

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MKTG 410 IMC Mercedes Plan

Table of Contents

Table of Contents2

Executive Summary5

Mercedes-Benz IMC Plan6

Corporate Growth Objectives6

Analysis of Promotional Program7

History7

Industry Evaluation7

Competitor Analysis8

Market Analysis9

SWOT Analysis9

Strengths9

Weaknesses9

Opportunities10

Threats10

Target Market10

Customer Profile10

Audits of Current Marketing Program11

Integrated Marketing Communications Goals and Objectives11

Budget Determination12

Overview of the IMC Promotional Mix12

Advertising Campaign12

Internet Marketing Campaign12

Direct Marketing Campaign12

Sales Promotion Campaign12

Public Relations Campaign13

Monitoring, Controlling and Evaluation of the IMC Process13

Conclusion13

References14


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