Executive Summary
A cogent summary (maximum: two pages) of exactly what your IMC plan involves. Among the items to include are:
• Major target audiences
• Time period of the plan
• Campaign objectives
• Campaign theme/slogan
• Overall budget total
• Budget breakdown (dollars and percentages) by each
• major IMC element and each medium
• Summary of media used
• Rationale for each major element and each medium
• Evaluation program
Fox Consulting Firm was founded in 2006 and works with local franchises and small businesses to develop integrated marketing communications. Our principal offices are located in Philadelphia, PA.
Business/Product or Service
Krispy Kreme, Inc. is an international chain of doughnut stores that was founded by Vernon Rudolph in 1937. The Company provides the following products/services: Freshly baked assorted doughnuts, coffee, cold beverages, bagels, muffins, fruits and specialty doughnut cakes.
Presently, our [main product] is in the [pick one of: introductory, growth, maturity] stage. It competes primarily based on [competitive advantage]. Our future plans include developing [x, y, and z] in [year or timeframe].
The Market
We define our market as [define market. e.g. women's athletic apparel, kitchen appliances, small business software]. The total market size was approximately [$x] last [period available], and is expected to grow by [x%] by [year]. We currently hold [y%] of this market and believe we can capture [z%] of it by [year]. Some of our most notable customers include [examples of customers].
Competition
We compete directly with [x and y] and alternatives to our product include [u and v]. Our product is
unique/superior because of [x]. We have a competitive advantage because of our [speed to market,
established brand name, low cost producer status]. We [anticipate do not anticipate] new companies to enter this market.
Risk/Opportunity...