29/08/2013
The objectives are based on the Hierarchy Effects Model.
Awareness: If most of our consumers are unaware of the product, our task is to build awareness, perhaps just name recognition with simple messages repeating the product name. Consumers must be aware of the brand. As most of the target audience is new to this brand, we need to aware the mass to build awareness.
Knowledge: After making the target audience aware of the brand, but still they don’t know much of it, we must settle in creating a brand knowledge. This is where comprehension of the brand name and what it stands for becomes important.
Liking: After knowledge about the brand, the feelings of consumers assossciated with brand should be analysed and if the feelings are unfavorable, then stress should be laid on this stage.
Preference: Even after liking the product, it may happen that some people may prefer another brand in the same category more favorable due to availability, prices, attitude etc.. In this case. We must try to build consumer preference by promoting quality, value , performance, and other features.
Conviction: A target audience might prefer a particular product but not develop a convivtion about buying it. Our role is to build conviction among our target audience.
Purchase: Finally, some members of the target audience might have conviction but not quite get around to making the purchase. They might wait for more information or plan to act later. We must need these consumers to take the final step, perhaps by offering the product at low price , offering a premium, or letting customers tried out. This id where consumers make a move to actually search out information or purchase.
Based on the above we have to set our long term objectives and subsequent IMC strategies.
The IMC Plan would focus on three main things:
1. Creating general brand awareness
2. Taking products to preference level
3. Increase sales through above said objectives.
LONG-TERM OBJECTIVE
BRAND AWARENESS
• To promote the awareness about the product and make it the first brand that comes to mind regarding high-end fashion gowns.
BRAND ATTITUDE
• To make the brand more preferable for the target customer in view of the customers.
BRAND PURCHASE INTENTION
• To get each target customer to visit our exhibit or the Rey Humberto Villegas’ shop for more new accomodations.
