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1. By
Delphine Dubuis, Morteza Javadinia Azari, Minnie Silfverberg,
Sebastian Knebel, Bettina Maatz, Alesia Kabutkina
Integrated Marketing Communication
Prof. Albert Caruana

2. Agenda
 AMC Presentation
 Situation Analysis – SWOT and Five Forces
 Objective and Strategy
 The Task
 The Campaign
 The Tools
 Direct Selling
 Budget and Evaluation
 Timeline

3. Eat better, Live better
AMC Presentation

4. Key Data of Company
AMC Presentation
• Founded 1962 in Germany, active
in 35 countries
• HQ in Switzerland
• Current segment
• Sophisticated direct selling system
• High quality product (30 yrs. guarantee on product, incl. support
and education of customer)
• First mover & technological innovation
Core strengths

5. Strengths
1) 30 yrs. guarantee on product, incl. support
and education of customer
2) Direct marketing: direct selling
3) HQ in Switzerland
4) High quality product and healthy food
5) First Mover
Weaknesses
1) Premium Price
2) High involvement product that
requires change in behavior
3) Current segment becomes obsolete
4) Homepage variety (International):
risk of online confusion
Opportunities
1) Trend to healthy lifestyle
2) Trend to attribute
healing/rejuvenating
qualities to food
3) Growing segment of DINKs
4) Access to emerging market
in middle east
O3 + S5:
Seek position as (Communicative) first mover
within the growing DINK segment
O1+O2+W1+W2: Trends of healthy life
may increase willingness to spend and
willingness to learn for that cause
O4+W1: For affluent DINKs weakness
of having a premium price is neglect able
O3+W3” DINKs segment is growing and
can complement current segment
Threats
1) Online media
2) Substitutes
3) Convenience food
4) “Crisis” : Potential price
sensitivity of consumers
T2+T4+S1+S5: Use potential substitutes in
communication to create awareness and interest
by innovatively market the profound changers
and AMC set cause in people’s life and emphasize
the long-term investment such a purchase is.
T1+W2: High involvement consumption
triggers high amount of information
search in the internet  Content people
encounter not controllable. In the long
run we need to face online
communication
Situation Analysis
SWOT

6. High
premium price
High
Time
Convenience food
Low
Threat of new Entrants
Bargaining power of suppliers
Threat of Substitutes
Bargaining power of consumers
Internal rivalry
Situation Analysis
Five Forces
low
Low

7. Objective and Strategy
Segment
The DINKs
The Mantra
We want to help DINKs “healthening” their lives
Objective
We want to create awareness for our product by holding on to the tradition of premium
product, But rejuvenate and reviving the brand to hit on new segment
Strategy
Initiate direct selling in new segment. We want to create salience through imagery and
feelings. Further on we want to entertain the segment by promoting our product

8. new
campaign
Direct
selling
Premium
price
Healthy
cooking
The Task

9. The Campaign
Build infrastructure
for future
campaigns
Reach target
at way to work and
at hobby
Create Curiosity
Create information
motivation
Connect and
channel campaign
to booking page
Transfer product
benefits into the
segment
“I got the pan”

10. The Tools
Billboards
Posters
Beverage
Coasters
Website
Booking
Future
Campaigns

11. Billboards

12. Billboards

13. Billboards

14. Posters

15. Beverage Coasters

16. Direct Selling
Direct
Selling

17. Budget and
Evaluation
o Billboards Costs  10,485 CHF
o Posters Costs  250 CHF
o Beverage Coaster  1,042 CHF
o Website  240 CHF
Budgeted Marketing
Campaign
12,095 CHF

18. Exposure to 38.096 indiviudal
of the target group
90% Awareness (34.287)
70% Knowledge (24.001)
40% Liking (9601)
25% Preference (2400)
20% Conviction (480)
5% Booking of an "AMC Party
experience" (24)
Pyramid of
Communication Effects
Evaluation
AIDA
Lavidge Steiner Model

19. Timeline
8
Phase Implementation
• Activate Webpage
• Send out beverage coaster
• Billboard Campaign
• Poster campaign
Phase Evaluation
• Monitor new bookings
• Evaluate DINK response
• Evaluate Sales
• Decide on effectiveness/efficiency of
campaign
Future Outlook
• Create online Community
If our objectives are reached, a new
IMC program to build up the online
community is designed.
1 2 3 4 5 6 7
Weeks
Activity
9 etc.

20. Thank you for your attention …