Japanese Cultural Festival
STAFFORDSHIRE UNIVERSITY
BLB10044-3 Integrated Marketing Communication
Assignment
Name: Guan Khai, Tan
Student ID: SUP09036
Lecturer: Ms. Rohayati
Date of Submission: 15th June 2011
Contents In Brief
Executive Summary pg. 2
1.0 Introduction pg. 3
2.0 Situation Analysis pg. 4 – pg. 8 2.1 Competitive Environment 2.2 Buyer behaviour 2.3 Positioning 2.4 Branding 2.5 Opportunities & Challenges
3.0 Objectives & Strategy pg. 9 – pg. 10 3.1 Target Audience 3.2 Communication Objectives 3.3 Strategy
4.0 Tactics pg. 11 – pg. 17 4.1 Communication Tools 4.2 Budget 4.3 Monitoring & Control
5.0 Conclusion pg. 18
References pg. 19 – pg. 22
Appendix pg. 23 – pg. 26
Executive Summary
The new Japanese Cultural Festival will be organized on the 22nd October 2011 (Saturday) from 9a.m. till 11p.m. and will be held at Penang Botanical Garden. The primary goal of the event will be to expose Malaysians to the art and cultural aspect of Japan thereby promoting goodwill between the communities.
Undertaking the request for a promotional campaign to achieve these goals, 5 marketing communications tools are identified and recommended to ensure the success of the festival. From adverts in medias to personal selling to encourage participation of major stakeholders (related government agencies, major companies, hotels and others), all will be coordinated in a promotional campaign scheduled for a 3 month period before the date of the festival. A budget of at least RM 200, 000.00 has been requisite to finance the campaign.
It is concluded that (internal & external) environment cluttering would be a major obstacle therefore a right mix of marketing assisted by the communication tools while reinforcing the brand message and strategic positioning would ensure the festival’s success.
1.0 Introduction
Multiculturalism has led
BLB10044-3 Integrated Marketing Communication
Assignment
Name: Guan Khai, Tan
Student ID: SUP09036
Lecturer: Ms. Rohayati
Date of Submission: 15th June 2011
Contents In Brief
Executive Summary pg. 2
1.0 Introduction pg. 3
2.0 Situation Analysis pg. 4 – pg. 8 2.1 Competitive Environment 2.2 Buyer behaviour 2.3 Positioning 2.4 Branding 2.5 Opportunities & Challenges
3.0 Objectives & Strategy pg. 9 – pg. 10 3.1 Target Audience 3.2 Communication Objectives 3.3 Strategy
4.0 Tactics pg. 11 – pg. 17 4.1 Communication Tools 4.2 Budget 4.3 Monitoring & Control
5.0 Conclusion pg. 18
References pg. 19 – pg. 22
Appendix pg. 23 – pg. 26
Executive Summary
The new Japanese Cultural Festival will be organized on the 22nd October 2011 (Saturday) from 9a.m. till 11p.m. and will be held at Penang Botanical Garden. The primary goal of the event will be to expose Malaysians to the art and cultural aspect of Japan thereby promoting goodwill between the communities.
Undertaking the request for a promotional campaign to achieve these goals, 5 marketing communications tools are identified and recommended to ensure the success of the festival. From adverts in medias to personal selling to encourage participation of major stakeholders (related government agencies, major companies, hotels and others), all will be coordinated in a promotional campaign scheduled for a 3 month period before the date of the festival. A budget of at least RM 200, 000.00 has been requisite to finance the campaign.
It is concluded that (internal & external) environment cluttering would be a major obstacle therefore a right mix of marketing assisted by the communication tools while reinforcing the brand message and strategic positioning would ensure the festival’s success.
1.0 Introduction
Multiculturalism has led
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