Appendix3
A Sample Report
A Report on an Integrated Marketing Communication Plan for Smriti
Prepared for Otsira Gentics, Mumbai
by S. Patel
1 July 2008
Contents
Introduction
1. Where Are We Now?
Introduction
Category Review
PEST Analysis
Market Analysis
Product Life Cycle (PLC)
Competition
Brand Equity Indicators
Brand Equity Description
Target Audience
Buying Process
Market Research
Objective
Research Design and Sampling Framework
Decision Making and the Buying Process
Stimulus/Need Recognition
Environmental Influences
Individual Differences
Consider or Search for Information
Information Processing
Buy/Purchase
Experience/Post Evaluation Criteria
Flowchart of the Buying Process
SWOT Analysis
2. Where Do We Want to Be?
Marketing Objective
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