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Marketing Communications Report Table of Contents Main Sections 1 Introduction3 2 Executive Summary4 3 Analysis of Marketing Situtaion5 31 Market Analysis5 311 SWOT Analysis 6 312 PEST Analysis 6 32 Targeting and Segmentation7 4 Marketing and Communications Objectives8 41 Marketing Objectives 8 42 Communications Objectives8 5 Strategy9 6 Tactics 10 7 Action Plan11 8 Conclusions 12 List of Appendices APPENDICES 1 Poster13 APPENDICES 2 Celebrity Endorsement14 1 Introduction The aim of this report is to design an Audio Visual AV range for a company who has had no previous experience within this market The company we have chosen is The Indesit Company and it will be a product extension of the brand name Indesit Technology has driven dramatic sales growth in certain sectors of the UK market for consumer electronics causing relatively rapid development in some areas of the market However technological advances often result in a change in consumer purchasing from an established product type The Indesit Company was formerly known as Merloni Elettrodomestici UK Limited and was formally renamed The Indesit Company effective January 2005 The Indesit Company has launched their company with the following vision in mind There is no value in the economic success of any industrial initiative if it is not also accompanied by commitment to social progress Aristide Merloni 1967 The Indesit Company is based in Italy and is one of the top three white goods manufacturers in Europe with around 16 of the market and recorded sales of 3 billion in 2003 with 13 million appliances sold in Europe The company owns the Hotpoint Cannon and Creda brands which it acquired from GEGDA in 2002 As such the company is now the leading white goods supplier in the UK
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