IMC Plan for Everten (Research Paper Sample)

IMC Plan for Everten
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Executive Summary
This report presents an Integrated Marketing Communications plan (IMC) for Everten kitchenware provider targeting all people with residential homes. The report also looks at the strengths, weakness, opportunities and threats facing Everten. The IMC plan target market offers a great opportunity for Everten to capture the current and future generations to consume its products, and create loyalty brand. This report further indicates the marketing creative, advertisements through media, product positioning and direct marketing objectives and strategies Everten needs to capture the target audience and making IMC plan a success. An efficient IMC plan will facilitate Everten in transforming and demonstrating its existence in the global market.
Table of Contents
Title page………………………………………………………………………………………1
Executive Summary………………………………………………………………………...….2
Table of Contents…………………………………………………………………………...….3
Introduction………………………………………………………………………………….....4
Situational Analysis……………………………………………………………………….……5
Competitor Analysis…………………………………………………………………………....7
Financial Statistics……………………………………………………………………….……..7
S.W.O.T Analysis………………………………………………………………………………8
IMC Plan……………………………………………………………………………………….9
Creative Brief……………………………………………………….…………………….…..11
Creative Execution………………………………………………………...…………….……12
Media Strategies and Objectives……………………………………………………………...13
Evaluation Plan……………………………………………………………………………….14
Conclusion…………………………………………………………………………………....14
References………………………………………………………………………………..…..15
Introduction
The founder of Everten kitchenware store started operating business from his living room and conducted door to door selling of knives in Australia. Today, Everten has grown to two big warehouses. It provides over 9000 leading kitchenware brands in Australia such as cookware, knives, glassware and tableware with some of its products Breville and Scanpan internationally recognized (Everten, 2015). They hold a philosophy that a residential home is the greatest emotional and financial investment one can ever make. Everten’s goal is to have their clients make kitchens in their residential homes a place of their dream. They offer delivery services, expert advice, and specialized support to their clients in setting up kitchens to the client’s expectations. They also offer efficient delivery services to their clients with a fixed of $6.90 which has been kept constant since 2006.
Research demonstrates that Everten has less than 30% awareness in other countries across the globe (Everten, 2015). This Integrated Marketing Communications plan focuses on this issue and provides proactive steps towards developing its IMC strategy to other countries across the globe. With an effective IMC plan, a Company can communicate its intended message to current and potential clients (McClure & Montague, 2004).
Mission Statement
As a giant in kitchenware products, Everten embodies core values of selling brand new, quality, and genuine products. They also embrace communication, partnering and inspiration. They further offer warranties on their products. Their mission statement underscores the need to listen to clients and deliver products that make clients have kitchens of their dream.
Situational Analysis
Market Analysis
Geographics
Everten is the leading kitchenware retailer in Australia, and there is a continued global recognition.
Demographics
Everten’s current market includes both men and female regardless of the social standing in society living in urban and suburban environments. Everten offers a wide range of affordable products. They offer efficient delivery services to their clients with a fixed rate of $6.90.
Psychographics
Everten records a greater number of female clients compared to male. This can be attributed to the female association to kitchen compared to male. In 2014, 75% of Everten clients were female while 20% were male (Everten, 2015).
Market Environment
Fashion remains a crucial influence on the consumer’s demands. Client demands keep changing with the changing social environment and technology. A change caused by an upward shift in person's lifestyle comes with new opinions and attitudes towards brands of the kitchenware befitting the class (Percy & Randrup, 2004). Everten has many untapped market opportunities in many countries across.
Advertisement is being carried through online website and media platforms. Due to advances in technology, Everten ...