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
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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….