kettle brand

Cover page (Maryam) Table of contents (Maryam) Problem Identification (Maryam) . Why does the brand require an IMC campaign? What is the mai problem we are trying to solve? 4. Key Research Findings / Areas of Opportunity . Summarize the main implications from your analysis of the curre situation the brand is in (5 maximum). 5. Proposed Target Audience (Maryam) a. Will you be targeting Brand Loyals, Favourable Brand Switchers, Other Brand Switchers, Other Brand Loyals or New Category Users? b. Create a target audience profile, including demographic, geographic, psychographic and behavioural characteristics. c. What does this audience currently think (if anything) about your brand and/or the category overall? 6. Communication & Behavioural Objectives (Harjas) Objective . What are you trying to achieve with your communications plan