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Marketing Communication Plan Panama

A Marketing Communication Plan

for


Panama

2nd Edition

Written by:
Nicoline Becker

Table of content

1. Introduction
2. Background
3. The Situation Analysis
Company Analysis
Competitor Analysis
Consumer Analysis
Product Analysis
SWOT- Analysis
4. Marketing Communication Objectives
5. Marketing Communication Strategy
6. Marketing Communication Mix
The core concept
Sales promotion
7. Planning
8. Budget
9. Evaluation & Feedback
10. Appendix
Research
Agency Briefing

1. Introduction

By means of this document, the approach to Panama* is to present a marketing communication plan proposal. The assignment is to fulfil panama*s objectives for the upcoming year. Therefore a marketing communication plan will be written. The aspects of marketing communication is to bring advertising, sales promotion, public relations, and direct marketing into one marketing mix together.
To achieve the objectives of panama the communication plan has been researched and developed based on the following considerations:

- The marketing analysis: the needs, characteristics and environment of panama and its competitors are analyzed, and the target group is defined
- The marketing objectives: the objectives of panama will be described in detail for the up coming year
- Marketing strategy: here the strategy for achieving the objectives will be explained and the target group will be described in detail as well
- Marketing operations and implementation: how to work with the marketing mix, which channels and promotion tools will be used, taking costs into consideration.

2. Background

Over the last few years, the entertainment industry has become bigger and bigger. People can chose from a broad variety of offers to spend their leisure time.
In the Netherlands Panama* is a famous night entertainment venue. Located in Amsterdam it offers the customer a unique experience of a combination of a...