INTEGRATED COMMUNICATIONS PLAN

Integrated Communications Plan

Abstract

In IMC campaign, we would focus in how to reinforce the KLEENEX to fit in this market situation in UK. We also focus our target audience for our campaigns on enhancing the Kleenex target audience purchasing behaviour as rapidly increase the new category user (NCU) and favourable brand switcher (FBS) according to make consumers ultimately awareness this product. However, we believe developing product prestige, opinion leadership and word-of mouth influence are efficient and important elements in facilitating more products' adoption. Though with the IMC strategy 12 Month's plan and Media strategy plan, we will introduce TV advertising, Magazine, Newspaper, sales promotion, trial experience, recommend by dentist and point of Purchase displays touch points these different ways of strategy to enhance awareness of Kleenex paper. It is hard and difficult to measure the effectiveness through IMC plan. The evaluation and control can through the results to measure in terms of consumers' behaviour impact on increment of sales volume, to see if these events met the consumer desired stage, then the increment of the sales volume of the products' adoption. In addition, regular or periodically performance evaluation and researches can be performed or data acquired to measure the increment of brand awareness.

Table of Content

A One Year Integrated Communications Plan With Budget And Source4

Plan7

Distribution channels9

Advertising and Promotion9

IMC Strategy9

Monitoring And Evaluating Marketing Communicat12

References18

Appendix19

Integrated Communications Plan

A One Year Integrated Communications Plan With Budget And Source

Kimberly-Clark Corporation (Kimberly-Clark or 'the company') is a global health and hygiene company offering personal care and consumer tissue products under brands such as Kleenex, Scott, Huggies, Pull-Ups, Kotex and Depend among Others. The company's products are sold in more than 150 countries across the world. It is headquartered in Dallas, Texas and employs about 57,000 people.

The company has 112 manufacturing facilities in 39 countries and its products are sold in more than 150 countries across North America, Asia, Latin America, and Europe. The company's business is divided into four segments: personal care; consumer tissue; K-C professional (Kimberly-Clark professional) and other; and health care. The personal care segment manufactures and markets disposable hygiene products. The company's products include disposable diapers; training and youth pants and swimpants; baby wipes; feminine hygiene and incontinence products; and other related products. Major brands of the segment include Huggies, Pull-Ups, Little Swimmers, GoodNites, Kotex, Lightdays, Depend, and Poise.

Good communication is only over time. "A company must develop an annual plan which aims to relay the strategy, attracting the adherence of employees, create links and develop a common culture. And this must be declined in its communication on a daily basis. This should not prevent him from taking action more specific, depending on external circumstances, changes and project launches. These important moments are varied corporate reorganization, changes in the management team, launching a new product or service but also strategic merger or acquisition of the company and redundancy.

However, these specific operations follow the same logic as the annual plan. How to segment its employees to communicate better? Should we all tell everyone? ...