ULMS 540: Managing and Communicating the Brand - Integrated Marketing Communication - Management Assignment Help

Assignment Task:

Your task

In the role of an IMC (Integrated Marketing Communication) agency, you will present and justify your strategies and tactics for launching a new brand into the UK market, to the Board of Directors of the company that owns the brand. Your report will explain the full branding strategy (comprising brand development, sources of brand equity, strategies to manage the brand and its architecture over time), and a full IMC and media campaign to launch. The report will include a professional pitch, comprising great visuals and selling power. 

You are part of a full-service agency called ABC solutions, and you are pitching to a company that is about to launch a new brand (a new brand, not a new product) into the UK market. Please note this is not an invention: the UK market already exists, and you will face existing competition. You should create a fictitious new brand for a fictitious company that is due to be launched into an existing (i.e. real) market. You are the agency pitching to the client.

The final report should consist of a well-integrated and carefully planned proposal for what branding strategies, tactics and evaluation methods are recommended to the client in order to successfully launch and manage the brand. The report will sell your ideas to the client. This is a practical, industry influenced assignment, so the report should maintain an industry perspective at all times. However, your final ideas should clearly be based on theory, and theoretical concepts and rationale need to underpin your ideas, this is a practical task that should be detailed enough for the client to actually implement it. 

The IMC launch campaign should be based on a national launch, which lasts at least 6 weeks with a maximum of 3 months, and with a budget of £2 million. Sources for media prices available on Vital.

You do not have to calculate advertising production costs, nor do you need to cost retailer sales promotions. All media costs for advertising, and costs for PR events (ball park figures fine) etc. have to come from your budget.

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