Audio Impact Inc. : 2011 IMC plan

Abstract

The objectives of this IMC plan are to create brand positioning, increase awareness, knowledge, liking, and ultimately sales for Audio Impact in the greater San Diego area. The plan begins with a situation analysis of the current marketplace examining all levels of competition, environmental factors, and the organization. The situation analysis led to the creation of a clear SWOT analysis which provided a comprehensive listing of all factors affecting the IMC plan. This information was then utilized as a guideline for the creation of the IMC plan. Primary research was conducted in the form of in-depth interviews with a total of 8 respondents. Some of the key findings from these interviews are that the most loved features of a smart home are music control and control simplification. Additionally, respondents did not identify any significant alternatives to a smart home. It was also found that prospects consider one to three competitors when searching for an automation company. Institutional representatives created the sense of demand for automation products and also mentioned numerous ways in which automation could not only save them money but also enhance the lives of their residents. These and many additional factors were determined by the in-depth interviews which were conducted in person as well as over the phone. The next focus was on the analysis of the company's current promotional efforts. This analysis led to the creation of communication objectives for the company's target market. The target market was defined as all residents in the greater San Diego area whose household income is at least 100k per year which according to SAND AG in the greater San Diego area is 150,732 households (SANDAG, 2010). The suggested positioning statement was then determined to be: Our mission is to provide an outstanding level of customer service to clients seeking the highest quality smart home, home theater, and audio-visual systems installed by professionals creating seamless easy to use integrated systems. This statement was found to be effective in its integration of primary research findings as well as through competitor statement analysis. The last step was then the creation of the IMC plan which incorporated various IMC tools. These include web-based marketing, advertising, event marketing, print media, and personal selling. The budget for the IMC plan is $12,500 and by implementing this plan Audio Impact should not only see an increase in sales but also in brand equity.