Babmar : 2011 IMC plan

Abstract

The purpose of this report is to create a comprehensive Integrated Marketing Communications plan to increase sales and awareness in Babmar's San Diego and U.S. market. This report is comprised of a situation analysis, strategic objectives and strategies, a breakdown of the budget, the integrated marketing communications program, an implementation timetable, and the methods to measure the effectiveness of the marketing tools. The plan begins with the situation analysis of the current market which begins by analyzing the external factors including the industry, the category, trends, competition, and environmental factors. The analysis then continues by reviewing internal factors which include a review of the organization and their previous marketing efforts. Primary research was conducted in the form of in-depth interviews with potential future consumers and Babmar's Manager Karen Benito in order to better understand consumers needs, wants, purchasing habits, attitudes towards online shopping, previous concerns, and perceptions of outdoor furniture brands. It was found that consumers don't typically buy outdoor furniture often. Respondents noted that they only thought about or made such purchases due to a move or to simply replace damaged items. It was also found that husbands and wives both take part in the selection and buying of the furniture. It was more often noted that the husband had the final say but the wife typically took the higher role when choosing the styles. With regards to consumers needs and wants in outdoor furniture it was found that consumers most commonly look for quality, comfort, durability, and aesthetics. Specifically, at Babmar, Swing 46 Sectional, the Verano sofa sets, and the Verano loveseat sets in the dark brown were the most sold furniture pieces. Consumers were found to be unaware of the Babmar brand name and typically had no knowledge, interest, or concern with outdoor furniture brand names. With regards to on line shopping, it was concluded that consumers are not comfortable making outdoor furniture purchases online unless they have previously seen and tried the items in person. It was also found that consumers found the replacement of cushions and the size and availability of warranties to be the largest concerns they have had with Babmar and their products. These results were used a guide while creating the later portion of the IMC plan and corresponding tools. In reviewing the research and previous efforts areas that need improvement were determined and communication objectives were developed. This resulted in the distinction of two separate target markets. The first target market includes homeowners within the United States which make a combined household income of $100,000 US dollars or more. The second target market looks to Babmar's commercial consumers which include mid to higher priced hotels, resorts, clubs and restaurants within the United States. Objectives were determined for the two target markets which related to the company's new positioning platform which states that Babmar offers consumers high-end expert engineered outdoor wicker furniture with modern designs, competitive pricing, long lasting weather-resistant durability, and a touch of style. The plan integrates various IMC tools ranging from web-based marketing to event and print media marketing within a budget of $30,000. By implementing this IMC plan Bab mar will reach and capture a great amount of both residential and commercial consumers within the US.