MKTG522 Integrated Marketing Communications (IMC) Campaign Plan
Topic Proposal Form: Due Week 1
Complete this form and submit it to the Week 1 Course
... [Show More] Project: Topic Proposal
Dropbox. Your instructor must approve your idea, and will give you feedback and
suggestions if you need help.
Begin by brainstorming and generating a list—you have several options when
choosing a product or service for your IMC plan. Consider choosing a brand that
you have a passion for or creating a new brand for a new company or a new
brand for an existing company. Perhaps you would want to select a product
extension of an existing product. You might consider a different approach to
marketing an existing service—you may select a product or a service. You can
target consumers or businesses. You may choose a product or service offered by
your employer or your own business, or one from another organization.
Ultimately, to maximize your learning experience, choose a product or service
brand that you have an interest in. Make sure there is information available about
the industry and target market of the brand that you have selected. Think about
why this brand needs an IMC Campaign—or why the existing campaign needs to
be changed—what problem are you solving?
Your name:
Identify and describe the selected brand.
The Wall Street Bar is a bar, located in San Paulo, Brazil, whose mission is to
"Provide moments of fun and comfort in the perfect infrastructure where the price
of the beer sales with the change, always offering the best in products and
services".
One of the key differentiators of the Wall Street Bar is its innovative concept of
selling beers as if the client was on a stock exchange. In this concept, brands of
beers are like companies that are traded on the stock exchange and the beer
prices vary with the "market", ie with the beer sales.
To support this the Wall Street Bar will have a highly comfortable environment
that refers to Wall Street decor with images from New York and major financial
institutions that are there. In addition, the service will be another strong
differential for the Bar that will count with prepared employees focused on
customer satisfaction. [Show Less]