AMC Cookware

ByDelphine Dubuis, Morteza Javadinia Azari, Minnie Silfverberg,Sebastian Knebel, Bettina Maatz, Alesia Kabutkina Integrated Marketing CommunicationProf. Albert Caruana

Agenda

AMC PresentationSituation Analysis SWOT and Five ForcesObjective and StrategyThe TaskThe Campaign The ToolsDirect Selling Budget and EvaluationTimeline

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Eat better, Live betterAMC Presentation

http://www.youtube.com/watch?v=7TnFP0j2EdI3

Key Data of CompanyAMC PresentationFounded 1962 in Germany, active in 35 countriesHQ in SwitzerlandCurrent segmentSophisticated direct selling systemHigh quality product (30 yrs. guarantee on product, incl. support and education of customer)First mover & technological innovation

Core strengths

Just click on the pan to play Video 4

Strengths 30 yrs. guarantee on product, incl. support and education of customer Direct marketing: direct sellingHQ in Switzerland High quality product and healthy foodFirst MoverWeaknessesPremium Price High involvement product that requires change in behaviorCurrent segment becomes obsoleteHomepage variety (International): risk of online confusionOpportunitiesTrend to healthy lifestyleTrend to attribute healing/rejuvenating qualities to foodGrowing segment of DINKs Access to emerging market in middle eastO3 + S5:Seek position as (Communicative) first mover within the growing DINK segmentO1+O2+W1+W2: Trends of healthy life may increase willingness to spend and willingness to learn for that cause

O4+W1: For affluent DINKs weakness of having a premium price is neglect able

O3+W3 DINKs segment is growing and can complement current segment ThreatsOnline mediaSubstitutesConvenience foodCrisis : Potential price sensitivity of consumersT2+T4+S1+S5: Use potential substitutes in communication to create awareness and interest by innovatively market the profound changers and AMC set cause in peoples life and emphasize the long-term investment such a purchase is.T1+W2: High involvement consumption triggers high amount of information search in the internet Content people encounter not controllable. In the long run we need to face online communication

Situation Analysis SWOT

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Highpremium price

HighTimeConvenience food

Low

Threat of new Entrants Bargaining power of suppliersThreat of SubstitutesBargaining power of consumers

Internal rivalry

Situation Analysis Five ForceslowLow

Please Someone feel it , better of alessia do it as she wrote this part6

Objective and Strategy

Segment The DINKsThe MantraWe want to help DINKs healthening their lives ObjectiveWe want to create awareness for our product by holding on to the tradition of premium product, But rejuvenate and reviving the brand to hit on new segment StrategyInitiate direct selling in new segment. We want to create salience through imagery and feelings. Further on we want to entertain the segment by promoting our product

Segment : The DINKsThe Mantra: We want to help DINKS healthening their lives.Objective: We want to create awareness for our product by holding on to the tradition of premium product, BUT rejuvenate and reviving the brand to hit on a new segment.Strategy: Initiate direct selling in new segment. We want to create salience through imagery and feelings. Further on we want to entertain the segment by promoting our product.

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The Task

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The Campaign

Build infrastructure for future campaignsReach target at way to work and at hobby

Create CuriosityCreate information motivationConnect and channel campaign to booking pageTransfer product benefits into the segmentI got the pan

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The Tools

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Billboards

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Billboards

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Billboards

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Posters

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Beverage Coasters

Who likes the cup ? 15

Direct Selling

Direct Selling

http://www.youtube.com/watch?v=2_ZE8KBAkjM16

Budget andEvaluationBillboards Costs 10,485 CHF Posters Costs 250 CHFBeverage Coaster 1,042 CHF Website 240 CHF Budgeted Marketing Campaign

12,095 CHF

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Pyramid of Communication EffectsEvaluationAIDALavidge Steiner Model

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Timeline

8Phase ImplementationActivate WebpageSend out beverage coasterBillboard CampaignPoster campaign

Phase EvaluationMonitor new bookingsEvaluate DINK responseEvaluate SalesDecide on effectiveness/efficiency of campaign

Future OutlookCreate online CommunityIf our objectives are reached, a new IMC program to build up the online community is designed.

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WeeksActivity

9 etc.

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Thank you for your attention

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