Question

Assuming a $50 million launch budget will be funded in the first 12 months. Provide a simple budgetary breakdown or allocation of funds for the tactics of your IMC plan. Amounts may be stated in percentage terms.

New Product: Facial Wash

Affective Feeler Strategy

Using Advertising, Public Relations Trade Shows, WOM

Answer 1

Assuming a $50 million budget for an Integrated Marketing Communication strategy.

Marketing communications include advertising, personal selling ,direct marketing, sponsorship and celebrity endorsement

For a product like Facial Wash , the company should invest in all the 5 above mentioned strategies. Since this is cosmetic product , celebrity endorsement by a popular movie star is essential.

I would allocate 20% of the budget towards celebrity endorsement .

For personal selling and direct marketing  sales team is required and this is a recurring expense ,so I would 30 percent budget for that.
Advertising using mass media and digital media would be again 30 percent of my budget .

Balance 20 percent I would put in sponsorship for events related to my product such as beauty pageants .