DESCRIBING YOUR PRODUCT/SERVICE FOR YOUR IMC PLAN Assignment #1 Ideas for an IMC Plan • Food Trucks • Jewelry designer • Restaurants • Surf shop • Brewery • Child day care • Organic Café • Mobile hair/nair salon • Wireless door locks • Doggie day care • Branded fashion rental store • Alarm ring • Diabetic chocolate • Sushi restaurant • Organic Cotton Baby Clothes Line • Corner market • Bluetooth pet collar • Paint/construction services • Bulletproof backpack • Stylist • Juice store • Music • Car service • App • Home delivery milk service • Online retail store • Image consultant • Web designer • Photographer • Hair/Make-up artist Introduction of Product/Service 1. 2. 3. 4. 5. 6. Clearly define your product/service in the first sentence. Evaluate the situation and trends in a particular company's market. Identifying an opportunity for an unserved market Describe how the company was conceived. Why you are qualified? Product/service specifics (location, product lines, items, online/retail) IMC plans are always written in 3 rd person. Morningstar Bakery – Introduction Morningstar Bakery is a new organic bakery specializing in gluten, wheat and dairy free products . Within the last three years there has been significant increases in demand for these bakery products. This can be explained to a large degree by the fact that up until recently Americans have had food allergies that have been undiagnosed. It has been only in the last few years that medical doctors have begun to diagnosis food allergies correctly. What was once an unknown problem that affected so many people with no recourse has become a manageable ailment that is easily dealt with through modification of diets. This is very positive for both those people that are affected as well as bakeries such as Morningstar that specialize in these products. Morningstar Bakery was conceived when the owner, Marilyn, had two son's were diagnosed with celiac disease at age 14 and 7. Celiac disease is a digestive disease that damages the small intestine and interferes with absorption of nutrients from food. People who have celiac disease cannot tolerate gluten, a protein in wheat, rye, and barley. Gluten is found mainly in foods but may also be found in everyday products such as medicines, vitamins, and lip balms. When people with celiac disease eat foods or use products containing gluten, their immune system responds by damaging or destroying villi—the tiny, fingerlike protrusions lining the small intestine. Villi normally allow nutrients from food to be absorbed through the walls of the small intestine into the bloodstream. Without healthy villi, a person becomes malnourished, no matter how much food one eats. Marilyn quickly realized that there were no bakeries in the San Francisco area that carried gluten free fresh baked goods. Grocery stores were carrying packaged pastries and breads, however, they were often hard, gritty, and did not have that fresh baked flavor, smell, or softness. Morningstar will be located in Noe Valley, San Francisco and will cater to consumers who are on a gluten-free diet as well as those who are choosing to eat more organic and wheat-free baked goods. Morningstar Bakery will imbed itself and become part of the Noe Valley community. Outreach programs to both Alvarado Elementary and James Lick Middle School will give Morningstar Bakery a societal marketing orientation. The following marketing plan will written promoting of Morningstar Bakery to the San Francisco area. IMC Introduction for a B and B The Enchanted Vineyard is a charming Bed & Breakfast located in the Lorane Valley, outside of Eugene, Ore. The valley is well known for its beauty and concentration of vineyards and wineries. Recently, the travel and tourism industry has seen a 5% increase in demand for more personalized, customized hotel type stays. Bed & Breakfast facilities are fast becoming the trend for travelers wanting a more intimate accommodation option. The B&B will be run by Missy Stewart in the Stewart's newly renovated home. Missy has over 40 years in the hotel and restaurant industry. She has managed both large hotels and smaller traveler one to two night stay facilities. Missy has a keen understanding of the travel, and prides herself in understanding the B&B target and their preferences. The Inn itself is a work of art. Each of the five guest rooms have walls that are 65% glass providing a breathtaking view of the valley. In addition to the views, the Inn offers a huge patio and vineyard for the guests to explore. The Enchanted Vineyard Bed & Breakfast has two competitive advantages that will ensure profitability. The first is Missy's persistent attention to personal service. Missy recognizes that her most important job is to pamper the guests, allowing them to have an excellent stay. The other sustainable competitive advantage is the facilities, handcrafted and simply beautiful. The house and adjoining land are magnificent. Lorane Valley is a quiet rustic community boasting the benefits of a quiet escape surrounded by the serenity of the vineyards. The Enchanted Vineyard will cater to travels wanting a quiet, off the beaten path vacation experience. The following IMC plan will be written to promote The Enchanted Vineyard. Fred’s Taxi Cab • Fred’s is a new taxi cab service for people who drink too much. When you are at a club, and you are drunk, Fred will come get you and take you to your car. Then Fred can go pick up your friends and take them to a club or to wherever they want to go. You will always have your keys, so you can get to your home with Fred. You don’t need to worry because Fred is always there with you. Even when you want to drive, Fred can arrange that too. The cops like Fred’s taxi because they can follow you without worrying about your car. Fred’s Taxi Cab (revised) • Market trends show that more and more underage drinkers have fake ID’s and are frequenting clubs. In a downturn economy, night clubs are turning a blind eye toward the obviously fake ID’s and letting underage consumers in. The number of DUI accidents has doubled in the past five years for people between the age of 18 – 21. Fred’s Taxi service is targeted at underage drinkers who are driving to clubs, drinking, and understanding the detriments of driving home. Simply text, HELPFRED, on your phone, and Fred’s Taxi will locate your location (based on your phone), and text back with an estimated time of arrival. Underage drinkers just get in the taxi, and Fred will drive you home. They will come the next morning to take you to your car….