1.0 Introduction               

1.1 Business Objectives

1.2 Marketing Objectives            

1.3 Marketing Communication Objectives           

1.4 AD, PR, Digital, Promotion Objectives             

2.0 Market Overview    

2.1 Market Overview and Trend               

2.2 PESTLE Analysis         

3.0 Competitors Analysis             

3.1 Analysis        

4.0 Micro Analysis           

4.1 Brand Overview       

4.2 Target Market           

4.3 Marketing Mix          

4.4 Old and New Perceptual Map            

4.5 Brand Wheel              

4.6 Positioning Statement           

5.0 Business Strategy    

5.1 Ansoff’s Matrix         

5.2 SWOT Matrix             

5.3 Old and New Positioning Map            

5.4 Keller Pyramid           

5.5 Objectives  

5.6 Marketing Communication Analysis 

6.0 Objectives  

6.1.1 Business Objectives            

6.1.2 Marketing Objectives         

6.1.3 Marketing Communication Objectives        

6.1.4 AD, PR, Digital, Promotion Objectives         

6.2 Strategy and Message           

6.3 IMC Outline Plan      

7.0 Campaign Management       

7.1 Timescale and Budget            

7.2 Measurement and Evaluation            

8.0 Conclusion  

9.0 References