Basis of the first phase of your overall MC plan Essay

Basis of the first phase of your overall MC plan - Essay Example Marketing communication is a process which helps the marketers to communicate information’s like product related information to potential consumer segment. They utilise this method to convey information about product value, existence, and benefits associated with it. It encompasses one of the four elements of the marketing mix. Designing an effective communication process provide marketers an opportunity to attract, create urge, persuade, and remind about the existing brands of a company. In recent times, the scope related to marketing communication has increased. Marketers are using various unique method and techniques to create awareness of their products (Yeshin, 1998). The marketers have to integrate different aspects related to marketing communication to derive maximum benefit from the implementation of any such plan. In the process of developing a marketing communication plan for a product Lemon, lime flavoured beer a zero based marketing communication plan is prepared (Belch, 2003). A zero based marketing communication planning process provides a marketing communication planning team of an organisation, the necessary understanding of what kind of tools are to be utilised while preparing a plan. In this process a particular year’s situational analysis is conducted (BSA Marketing, n.d.). Also SWOT analysis and communication objectives analysis help in preparing a proper planning according to the desired need. In the beginning of this process, key marketing communication related problems are identified. In the next step, by using various marketing communications tools, solutions are searched for the problems. In the given context also, for devising a marketing communication plan for a new brand, a complete situational analysis along with SWOT analysis has to be conducted. The plan also has to prepare keeping in mind the communication objectives. In the first phase of preparing a marketing communication plan, a target audience for the intended product