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IMC plan for the IFAT trade fair (by MMI) in Bombay exhibition centre in…
IMC
plan for the
IFAT
trade fair (by
MMI
) in Bombay exhibition centre in
Mumbai
1. Situation analysis
(SWOT)
Internal analysis
(S & W)
Mission & vision
Values and culture
Management style & leadership
USP (competitive advantage)
Skills and resources (staff, partners, suppliers)
Current promotion activities of IFAT
External analysis
(O & T)
Macro environment (PESTLE)
Micro environment (Porter's 5 Forces)
2. Comms goal and objectives
Goal
improve
brand awareness
of the annual IFAT India exhibition in India among key stakeholders in the corporate community
Obj 1. Create
brand awareness
about IFAT India
Businesses
in large tier 1 and tier 2 Indian cities
increasing web traffic on the
IFAT website
by at least
10% by the end of the first year
increasing the number of followers on social media channels, such as
LinkedIn, Twitter and Facebook
, by around
10% on a yearly basis
change the
negative behaviour
of stakeholders and create a
positive attitude
towards WM & recycling
Obj 2. Improve the
awareness and knowledge
about WM & recycling.
Companies
Increasing the number of
subscribers
by at least
10%
for the monthly email newsletter after
18 months
Obj 3. Improve
awareness
about
(CSR) initiatives
of IFAT’s current
exhibitors
Businesses
increasing the number of
subscribers
on their social media channels by at least 10% after two years
3. Segmentation & target audiences
Market Segmentation
Company size
Small
Medium-sized
Large
Location
Tier 1 cities
Tier 2 cities
Type of business
Manufacturers
Service providers
Technology developers
Target audiences
(at least 2)
TA1
SMEs
service industry
Tier 2 cities
Potential attendees or exhibitors or sponsors
TA2
Large companies
Manufacturers
Tier 2 cities
Potential attendees, sponsors or exhibitors
5. Communications Mix (toolkit)
Methods
Promotional events (XM elements) before IFAT exhibition
Comms tools support the XM event
Email marketing - Direct mail/e-mail
Brochures and website
Internet (digital) PR
Digital marketing - Social media
Advertising – Magazines, newspapers
Digital advertising
Video-based marketing
Media
6. Implementation plan
7. Measure, evaluate & control
(comms objectives)
Measurement
Evaluation
Control
4. Comms Strategy - Positioning & message
Positioning statement
Message
(brand)