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Indesit Company Marcom Plan

The Indesit Company:
Launch of Audio Visual Range

Marketing Communications Report

Table of Contents

Main Sections

1 Introduction………….……………………………………………………………..3
2 Executive Summary……………………………………………………………….4
3 Analysis of Marketing Situtaion......................................................................5
3.1 Market Analysis………………………………………………….5
3.1.1 SWOT Analysis ……………………………………….6
3.1.2 PEST Analysis ………………………………………..6
3.2 Targeting and Segmentation…………………………………..7
4 Marketing and Communications Objectives……………………………………8
4.1 Marketing Objectives…. .......................................................8
4.2 Communications Objectives..................................................8
5 Strategy………..............................................................................................9
6 Tactics……………… ...................................................................................10
7 Action Plan...................................................................................................11
8 Conclusions, ……………………………………………..................................12

List of Appendices
APPENDICES 1: Poster..................................................................................13
APPENDICES 2: Celebrity Endorsement.......................................................14

1. Introduction

The aim of this report is to design an Audio Visual (AV) range for a company who has had no previous experience within this market. The company we have chosen is The Indesit Company and it will be a product extension of the brand name Indesit.

Technology has driven dramatic sales growth in certain sectors of the UK market for consumer electronics, causing relatively rapid development in some areas of the market. However, technological advances often result in a change in consumer purchasing from an established product type.

The Indesit Company was formerly known as Merloni Elettrodomestici UK Limited...