IMC Plan.avi

IMC Plan.avi

Video Rating: 0 / 5

IMC Plan - The Ithaca Beer Company.mp4

Video Rating: 5 / 5

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  1. IndiSid
    IndiSid says:

    5. Like I had mentioned, a very focused presentation. The only thing is that I couldnt not make out why the target was only single women 18-34 as I did not see any data that suggested young couples or single males spent any lesser overall (not just from summer bonus) on vacations. Also I’d suggest a slightly lesser time on establishing background and more time on detailing IMC plan. Good Job overall!

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  2. IndiSid
    IndiSid says:

    1. I like the fact that the IMC plan was very focused and not trying to go everywhere and do everything, which is a common mistake marketers make when they lack analytics or are not sure of what will work. So Yes, the objectives were achieved.
    2. I think the IMC programs suggested are relevant & effective
    3. Video is executed effectively.
    4. I feel the real value of the video is in showing the importance of localizing IMC plans to sell an experience to customers in a different geography

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  3. vsc814
    vsc814 says:

    4. Value is primarily to JdV; secondarily, CTTC. Shows how to effectively talk to an important source of revenue for both orgs.

    5. You may be planning to go into more detail, but the press releases for print should be spun and tailored for different angles, i.e. travel, food, wine, fashion, history, etc.

    P.S. I stayed at Hotel Vitale once and became an instant fan of JdV!

    Reply
  4. vsc814
    vsc814 says:

    Vicki: 1. Objectives achieved, though measurement not explicitly addressed. Assume RevPAR since you mention it at the beginning.

    2. IMC plan makes a lot of sense focused on media that the target consumes and goes to for recommendations: blogs, print, celebrity. Will you share recos on which blogs or celebrities (if not just Arnold)?

    3. Video is effective. The data upfront builds a strong case. I see the rationale for your IMC decisions.

    Reply
  5. hiltonlorenzo
    hiltonlorenzo says:

    The video displays a rich amount of marketing research information that shows why the plan is feasible but lacks information on how to implement their marketing communication. The video can show some information about how to measure the success of the campaign. Overall, very informative!

    Reply
  6. jg632100
    jg632100 says:

    5. The improvement I would suggest is to talk a little bit about the measurement of the effectiveness and performance of the marketing strategies suggested in the video. And, its better to leave more time for the thorough discussion of your suggested IMC plan.

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  7. jg632100
    jg632100 says:

    4. The video is good material to provide some information about Japanese market and some of the pop culture in the country, which may be extremely helpful to some of the marketers who are not familiar with the culture and common marketing practices.

    Reply
  8. jg632100
    jg632100 says:

    3.I think this video did a great job in delivering the main messages and their IMC plans. Very clearly outlined and executed work. Nice incorporation of graphs and some numbers.

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  9. jg632100
    jg632100 says:

    2.The usage of the internet and other communication platforms are ubiquitous in Japan, thus, the embracing of blogs & SNS can be really powerful & effective in terms of increasing brand exposure. Another strategy that maybe useful is the power of word of mouth since Japan like other Asian countries takes suggestions really seriously from their networks/people surround them.

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  10. jg632100
    jg632100 says:

    1. The video touched upon most the key objectives outlined, such as product, target audience, marketing objectives, main marketing communication vehicles. However, it will be great if it could provide more details how they would like to measure the results of their marketing plans, especially the social media platforms they promoted.

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  11. 9Rieger
    9Rieger says:

    I think the video did achieve the objective. The IMC program makes sense, but it would have been nice to have gotten more specifics about what outlets would be used. The value is to Joie de vivre. . It might have been nice to spend more time on the plan, and less on background. The slides looked great though, and the messages were clear and concise.

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  12. dyuen1018
    dyuen1018 says:

    I think the analysis was very comprehensive and it was clear that the market existed. I was only unclear as to how effective the reach would be to the target market. The message is clear but the communication channels were not for me.

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  13. TeamIthacaBeer
    TeamIthacaBeer says:

    (2/2) The video was executed well-clearly and concisely-however I wish that there was less reading from the actual slides, and that the slides were moreso complementary to the delivery. The video would be useful in front of the CTTC or Joie de Vivre for creating new marketing campaigns. I would just recommend to maybe have less information but richer examples and explanations behind strategic choices, and maybe look at the competitive set and why JDV hasn’t yet considered these options (Julie)

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  14. TeamIthacaBeer
    TeamIthacaBeer says:

    (1/2)The video definitely achieves the objective it outlined: who it should market to, why, and how. (The Asian market, particularly Japanese and more specifically still Japanese women 20-30), why (spending patterns) and how (what media and strategies are currently effective). I agree with the suggestions because there is sound quantitative data about the travel and spending patterns of the target and believe its a realistic market to go after. (Julie)

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  15. sk2226
    sk2226 says:

    4. What is the true value of the video? To whom?
    The information presented in the video would be very resourceful for leisure hotel marketers, not only in the US but also in other countries, who are trying to reach Japanese customers. Also, JDV will find this useful to know about their potential Japanese consumers. At the same time, JDVs competitors would find useful to better understand the Japanese market as their one of the international target markets.

    Reply
  16. sk2226
    sk2226 says:

    3. Is the video executed effectively?
    The video entails lots of useful information regarding California leisure trends as well as Japanese media habit. The video is well-organized and easy to follow.

    Reply
  17. sakinawalsh
    sakinawalsh says:

    Clear presentation with effective use of graphics. Yes the objectives were clearly outlined. I agree with the strategy because of the local/regional focus of the marketing–but think there could be other areas for expansion. Strategy is very comprehensive but could target market segments better.

    Reply
  18. atticgirl00
    atticgirl00 says:

    5.One suggestion for improvement would be to add more depth to the measurement methodology section. While it was touched upon, further development could have made it stronger.

    Reply
  19. atticgirl00
    atticgirl00 says:

    3.The video is executed effectively. The group did a good job of providing the context in the beginning so that the recommendations that followed made sense.
    4.The true value of the video is to IBC personnel who may be looking into improving the IBC marketing campaign. It gives them a chance to look at the recommendations provided to them by students, who presumably fall within their target market, and can tell them exactly how they want to be communicated with.

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  20. atticgirl00
    atticgirl00 says:

    2.I agree with the suggested IMC plan because it has a community generated and grassroots feel, which is consistent with the nature of the IBC. This type of plan has a greater chance of reaching and persuading its target market because it talks to them at their level.

    Reply
  21. atticgirl00
    atticgirl00 says:

    1.The video achieved the objectives outlined by providing numerous ways for IBC to reach their target audience and increase awareness of the tasting room. Because the recommendations are very different online video contest, local radio, brand ambassadors it increases the probability of one or more of these tactics reaching the target audience.

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  22. vsc814
    vsc814 says:

    3. The video is executed effectively. The PowerPoint format is clear and easy to follow.

    4. The value of the video is to communicate IMC recommendations to IBC management regarding how to achieve the tasting room objectives of building awareness, weekday traffic, and use of social media.

    5. Voiceover timing could be better matched to the slide changes. Sometimes the slide changed before the commentary was finished and it was a little disruptive.

    Reply
  23. vsc814
    vsc814 says:

    2. I agree – the plan objectives are addressed in several ways and the ideas make sense. It might be helpful for IBC if you pulled out the high priority recos since you make several and they may difficult to execute all in one year. I particularly like the Spirit of the Finger Lakes contest, brand ambassadors idea, and use of physical evidence to build awareness of tasting room. Consider narrowing IBCs broad target to a more focused definition for social media.

    Reply
  24. vsc814
    vsc814 says:

    Vicki: 1. The video achieves the objectives of covering product, target, IMC plan objectives, communication vehicles, and measurement.

    Reply
  25. hasuhasujp
    hasuhasujp says:

    The video showed all of the key elements of IMC plan.

    I agree with the suggested IMC programs since it has a good media mix which covers both local and boarder audience online.

    The slides and voice are clear and delivered very well. It might be better if people show up to build credibility.

    The video is valuable to Ithaca Beer Co. since they can consider some of the proposed plans.

    Recording presenter would improve the emotional persuasiveness to some extent. .

    Reply
  26. agoldstein19
    agoldstein19 says:

    The video stated the objectives clearly upfront. You give an exhaustive list of avenues to approach which is great for the company looking to expand through several channels. I like that you keep most promotions local since you want IBC to gain greater awareness in the Ithaca area- the more localized campaign the more it will resonate with residents. The video provides takeaway for consumers and managers. Maybe mention what wineries have done successfully that IBC could also adapt and implement?

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  27. celinelobez
    celinelobez says:

    Nice job!
    1/Objectives are clearly stated at the beginning of the presentation and the IMC plan is exhaustive&consistent
    2/ You made a good job of creating an IMC program adapted to the specificity of the product (locality)
    3/ The presentation is structured, easy to follow and clear, the message delivery iseffective!
    4/ The video would be of great help to IBC brand managers: many ideas could be implemented!
    5/ Maybe narrow the focus on specific ideas & be more detailed in the implementation

    Reply
  28. jg632100
    jg632100 says:

    5. The target audience is from age 22-60, which is a very large range even in the small community. Its probably better to break down the target consumers into different segments and treat each segment differently.

    Reply
  29. jg632100
    jg632100 says:

    3. I think this video did a great job in delivering the main messages and their IMC plans. Very clearly outlined and executed work. The survey conducted is great way to understand the market better.
    4. I think all of the stakeholders of the product can have some take-away from the video. As a small community who always promote local product strongly, anybody can benefit from the sales of the product.

    Reply
  30. jg632100
    jg632100 says:

    1. The video touched upon most the key objectives outlined, such as product, target audience, marketing objectives, main marketing communication vehicles, as well as the measurement of the effectiveness and performance.
    2. I think they have some brilliant ideas in terms of promoting the product in a relevantly small community like Ithaca.

    Reply
  31. espressocafelatte
    espressocafelatte says:

    4. For The Ithaca Beer Company, the video offered a variety of useful macro & micro information and localized unique marketing perspectives.
    5. I enjoyed watching this video. More financial aspect might be added.

    Reply
  32. espressocafelatte
    espressocafelatte says:

    1. The explanation of the objective was very quick! But it was achieved by the organized and detailed recommendations.
    2. Yes. Their approach was broad but shown in several specific ways. Those media mix will be useful especially in this small town
    3. Organized and well-structured presentation! Explanation was detailed and smooth.

    Reply
  33. frodown
    frodown says:

    Gary G: 1. The objective is to use S-media to increase awareness of IMC brand and the tasting room. 2. I agree that IMC should capitalize their locality to dominate the local beer space in the consumers mind. 3. Did Peter get cut off a few times? 4. Excellent, specific implementable recs for IBC managers (as opposed to an audit of their current practices). 5. What best practices from wineries for signage and street presence should IBC emulate to attract people to the tasting room?

    Reply
  34. js2375
    js2375 says:

    The video achieved the objectives of itroducing their IMC plan to IBC. I believe it is valuable to the IBC company by providing several marketing initiative with a social media focus. In terms of real implementation, how to stimulate the motivation for people to join the video competition and be the ambassador will be the key issue need to be addressed

    Reply

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