Rice Krispies Case Study

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(7cities)(3 stores in each) = (21 stores) (2 x 3months) = (126 executions)($380 per store) = » $ 47,880 (plus any additional costs for preparations of samples,shipping and taxes)

This program will run for two weekends in the months of May, June and July creating a seasonal timing.The reason for these particular months is because it is the time of the year when our other strategies are not running very heavily (refer to blockingchart). In a 6 hour execution, our goal will be to sample between 600 and 1000 people per store (Kovacevic, 2011).” Here he provides management with a solution to a previous stated issue in the form of free samples. He then communicates the cost of the solution along with reasoning why this route should be taken. However one area I thought the author could have improved on was communicating how the results could be tracked by management. At the end of his IMCP he mentions that they can check website data for analysis, but he never provides a clear message about how he will communicate results. He could have integrated his campaign with Rice Krispies internal reporting tools to feed results of the campaign to management.

I have several takeaways from reading the IMCP for Rice Krispies that I will incorporate into my own plan. First, I wan to t hone in on a smaller demographic within my target market. When I read his example of targeting moms of a certain age with Rice Krispies target demographic it made me realize that my current target is too large for an all encompassing campaign. To be more successful with my communications I should focus on a smaller more profitable section within my target market first and then branch out from there. Second, I will need to have my promotional methods support each other. Similar to how the author's Facebook promotion will support its mascot and website promotion, I too need to think of effective methods for having my promotional methods support existing portions of my campaign instead of standing alone. Finally, I will also want to communicate a cost. Having a detailed account of my plans financial needs will give my plan a better chance for approval.

References:

Kovacevic, S. (2011). Integrated Marketing Communications Plan- Rice Krispies. Retrieved 8 November 2016, from https://www.behance.net/gallery/1154245/Integrated-Marketing-Communications-Plan-Rice-Krispies

MSG Experts. Integrated marketing communications. Retrieved November 1, 2016, from MSG Management Study Guide, http://www.managementstudyguide.com/integrated-marketing-communications.htm