Promotional plan project for merchandising promotion class
Students will create a 6-month promotional plan for a
hypothetical company/organization engaged in the promotion of consumer goods and/or services.
Students will identify and research the selected product/service category, product/service assortment,
target market(s), brand image, and market conditions (average industry sales, competition, etc.) in order
to establish a company/organizational profile (section 1) that will serve as the foundation for the
promotional/IMC plan.The specific directions for each part of this project are provided under section
headings.
My brand is a wedding boutique located in San Francisco, California.
First IMC Objective – Advertising
Second IMC Objective – Internet Marketing
Third IMC Objective – Sales promotion
Promotional ideas:
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No appointment days
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Running promotions
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Running a contest – .
The last promotional idea that our brand has thought about doing is running a
contest for brides to have the chance to have a 3 hour long appointment, completely
catered by the store. The winner of the contest will have the opportunity to get their dress
completely free
Please provide:
– san francisco market conditions; bridal stores
– competitor research in san francisco bridal stores, who are our competitors
– The IMC budget
– Method for Allocation of Budget
–
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6 Month Promotional Budget
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Justification of Budget Allocation
Evaluation of IMC budget
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Evaluation Methods to Measure Success of IMC Objectives
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Specific Evaluation Methods
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Social media engagement
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Magazine advertisement
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Strengths and Weaknesses of Promotion Activities
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General Assessment of Promotional Plan
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Please include the reference link that you used; In-text citations too please

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