Final Integrated Marketing Communications Plan

Assignment Brief

Final Integrated Marketing Communications Plan – Due Week 7

At the end of the course, each student will submit an Integrated Marketing Communications Plan which brings all the key areas together. Many of these items you should have already addressed in your three (3) mini projects and should include this material in your final plan. This written plan, between 10-12 pages in length, must address each of the following areas and be labeled accordingly:

Situation Analysis (pages 30-35)

What are the general dynamics of the industry and market which have an important influence on your promotional strategy? In particular, what is the nature of the consumer behavior in the product category and what is the nature of the competitive situation?

Target Market Analysis (page 46-47)

• How is the target market defined and why?
• What are the important characteristics of the target market?

Positioning Strategy (pages 55-60)

What positioning strategy will be employed and why? (REMEMBER:  Own a Word)

Message Strategy (pages 200-211)

What message will be communicated to the consumers and why?  How will this be communicated (i.e., what is your message strategy?)?  Also, you should address the key points from Project 1.

Media Strategy (pages 36, 339, & 352-366)

Which media will be employed to get the message across and why?  (REMEMBER!!   One of the media must involve a video which can be shown either on television or on the internet). How will the message be executed in each media?  What levels of reach and frequency do you hope to achieve?

Sales Promotion (pages 23-24 & 526-575)

What type of sales promotion will be employed and why (i.e., what are the objectives)?  In general terms, what proportion of the budget will be devoted to sales promotion relative to advertising and why?  Also, you should address the key points from Project 2.

Public Relation (pages 26-27 & 579-590)

Please indicate any public relations activities you would engage in and why.  Also, you should address the key points from Project 2.

Direct Marketing (pages 21 & 478-495)

What types of direct marketing will you employ as part of your campaign and why?  What are the objectives of these efforts?  Also, you should address the key points from Project 3.

Integration (pages 5, 8-16)

How are your different types of communications integrated to achieve objectives?  How do you plan to influence the different stages of the consumer decision making process?

Communication Effectiveness (pages 635-636)

What methods will you use to measure the effectiveness of each or your communications?

Sample Answer

Integrated Marketing Communications Plan

Product/Brand Name: HydraGlow – Smart Skincare Solutions

Situation Analysis

HydraGlow operates in the rapidly growing smart skincare technology industry, which merges traditional beauty products with Internet of Things (IoT) functionality. The market dynamics are influenced by increasing consumer demand for personalized skincare, technological innovation, and a heightened awareness of health and wellness. The global skincare market is valued at over $150 billion and is highly competitive, with both legacy brands and tech startups vying for market share.

Consumer behavior is shifting toward digitally-enabled products that offer convenience, real-time feedback, and customization. Buyers expect seamless integration with mobile apps and value sustainability in packaging and sourcing. HydraGlow competes with brands like Foreo and Neutrogena’s Skin360. To remain competitive, HydraGlow must invest in omnichannel marketing and enhance brand awareness through targeted, compelling messaging.

Target Market Analysis

HydraGlow’s target market includes urban, tech-savvy women and men aged 22–40, with moderate to high disposable income. This demographic values innovation, appearance, and wellness, often seeking out the latest in beauty technology and sustainable products. They are active on Instagram, YouTube, and TikTok, and tend to follow beauty influencers and engage in online reviews.

Key characteristics of the target market:

• Prioritize personalized and data-driven skincare solutions.

• Responsive to social media engagement and influencer recommendations.

• Environmentally conscious and prefer cruelty-free, eco-friendly brands.

• Frequently shop online and are comfortable with app-based devices.

HydraGlow’s smart serum dispenser and companion app appeal directly to this market’s preferences for efficiency, innovation, and eco-consciousness.

Positioning Strategy

HydraGlow positions itself as “the intelligent path to radiant skin”, owning the word “intelligent.” The brand offers smart, app-controlled skincare products that analyze the user’s skin in real-time and adjust serum delivery accordingly.

Positioning statement:

For skincare-conscious individuals who demand results, HydraGlow provides intelligent skincare technology that adapts to your skin’s needs daily, offering a level of personalization and efficiency no traditional skincare brand can match.

HydraGlow differentiates itself through real-time skin diagnostics, AI-powered product recommendations, and a refillable, eco-friendly serum system, all seamlessly integrated into a mobile app.

Message Strategy

Core message:

“Smart skincare for glowing confidence, powered by science and sustainability.”

HydraGlow’s messaging emphasizes empowerment through technology, self-care, and environmental responsibility.

Message strategy:

• Emotional appeal: Confidence, self-love, empowerment.

• Rational appeal: Proven skin results, cutting-edge technology, and eco-friendly practices.

• Execution: Influencer testimonials, before-and-after visuals, interactive social media content.

The campaign will highlight HydraGlow’s AI-driven personalization, its environmental impact (refillable pods), and seamless user experience. Messaging remains uniform across all touchpoints, with adaptations in tone and format for each platform.

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