Question: You are required to develop a marketing communication plan for Joe’s & Bro’s, Cork City.

Your budget is €50,000 (excludes VAT and agency fees). You must include actual quotations.

The criteria for this plan will include the following:

1. Organizational background

2. Situation analysis (SWOT)

3. Description of product/service/organization that will be considered in the marketing communications plan

4. Marketing and communication objectives

5. Target market research and consumer profiling highlighting media preferences

6. Develop and justify appropriate communication strategies which highlight:

• choice of promotional tools
• message strategy
• media strategy
• scheduling of plan (time chart)
• budgeting techniques
• Evaluation and control methods

Your project should also contain the following:

1. An appendix including any relevant research materials and/or documents designed for this plan
2. Inclusion of appropriate academic references sourced consistently
3. A rationale justifying the marketing communications plan to acknowledge how this plan fits into the chosen organization’s current overall strategy.