How does integrated marketing communications work? /
Beijing Xiaoxiandun E-Commerce Limited Company, founded in 2014, invented a new product category, Fresh Stewed Bird's Nest, a precious ingredient with medicinal and health value in the traditional healthcare industry. It underwent operational hardship because of its early unclear positioning st...
| Main Authors: | , , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
SAGE Publications: SAGE Business Cases Originals,
2024.
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| Series: | SAGE business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | Beijing Xiaoxiandun E-Commerce Limited Company, founded in 2014, invented a new product category, Fresh Stewed Bird's Nest, a precious ingredient with medicinal and health value in the traditional healthcare industry. It underwent operational hardship because of its early unclear positioning strategy. After repositioning the brand's image, the firm has achieved six consecutive years of sales growth. However, facing intensive competition, it needs to make better use of resources and establish a new brand image of "Fresh Stewed Bird's Nest Leader" through effective integrated marketing communication (IMC). Based on this real company background, the case provides a decision scenario in which three managers from different departments discuss how to make an IMC campaign to support the new positioning statement for the coming annual shopping festival. Students will learn the theory of positioning strategy and IMC and will be asked to play the roles of these three managers to produce the campaign according to the attention, interest, desire, and action (AIDA) model. Students will also be guided to discuss the division and cooperation among different departments. |
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| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 9781071935019 1071935011 |