Kunming Corridor "project Integrated Marketing Planning And Promotion

In the past marketing planners used to focus on their products and services. They analyze the market, position their products and deliver their information in the advertisements and promotions. Nowadays IMC (Integrated Marketing Communication) tells them that they should pay attention to the mutual communication between the companies and consumers or their related social groups. Then the marketing planners should take the information from the mutual communication into the products' design and packaging, or even the whole branding strategies of the companies. So the consumers can get the same information about products and the companies from different channels and media. In this way the effects of the products' promotion and communication can be maximized, the cost of lousy communication strategy can be reduced and the efficiency of marketing practice can be improved. The case in this thesis is a project which I was involved in from September 2004 to January 2005 as the general manager's assistant of the company. The Integrated Marketing Communication strategy can be applied into lots of marketing practice. There have been many successful cases of the integrated marketing communication strategy's application since the concept of IMC was born in 1960s. But to apply the IMC strategy in the design and application of a commercial estate project is still very hard and complicated. In this thesis we take an example from commercial estate projects. Because there are consumers, managers and investors in a commercial estate project, marketing planners should analyze their different demands and preference about the methods and content of communications, and then come up with an IMC strategy. The first chapter introduces some basic theories about Integrated Marketing Strategy. The second chapter introduces the marketing planning process of a commercial estate project. The third chapter analyzes the project's environment and the project's strength and weakness, and then presents a plan about the project's commercial layout. The fourth chapter makes a full marketing strategy that is based on the project's marketing position. It also segments the market and put the companies marketing efforts to those objective market segmentations. The fifth chapter makes a detailed advertisements communication plan which includes the selection of the project's name, the building of the project's brand and the make of the whole communication strategy. The aim is to integrate the communication methods, build the project's brand name, draw the attention of the mass consumers, enforce the investors' confidence, and then fulfill the project's marketing goals. The last chapter discusses the key factors that contribute to the successful implication of a project design. The main contributions of the thesis are: 1) Integrate IMC related theories with the commercial estate project and provide an IMC design solution for the commercial estate project. This can improve the profit of the commercial estate project to some extent. 2) The analysis methods of the commercial estate project can provide some guidelines for other similar commercial estate projects.