Integrated marketing communications plan of an online gaming entertainment provider ‘Fortunawin’

Abstract

The following text is an extensive and comprehensive marketing plan that includes the Integrated Marketing Communication program (IMC) of an online gaming entertainment operator. The IMC program presents the strategic integration of various promotional activities of the brand over a period of six months, with the campaign launch planned for September 2010. The online gaming entertainment operator is called ‘Fortunawin’ and the market under study is Hungary. ‘Fortunawin’, being a newly established brand, is entering the Hungarian market for the first time, and it therefore has no previous experiences with operations in this market. Section I, being the situation analysis of the market, provides an overview of the market place, analyses the market potential and also provides information about the target market of the brand. Section II gives further details about the strategic objectives of the IMC program while Section III offers a detailed financial plan of the program. Section IV describes the use of the various IMC tools including the objectives, message, media strategy and budget for each of them. The implementation timetable in Section V provides details about the scheduling of the campaign and timing of the various marketing activities. In the last section of the IMC program, Section VI, the reader is presented with a number of methodologies and metrics that should be used by the brand in order to measure the effectiveness of the overall IMC program.