DICP

• $50m for the TV ads
• $20m for the making ceramic experience
• $10m for the Social media:facebook ,ig,
• $5m for the Youtube

DICP

Targeting

Objective

• Ceramic art school
• Ceramic company
• Ceramic artist

• Increase 5% sales in Europe
• achieve 50% user using our product within 2 year

Guiding idea

Budget

The Integrated Marketing Communications Plan.

• Visit the factory
• Ceramic art workshop

Measurement

• Followers
• visitor

Response of the Agency to the Brief

Intermediary availability:

our ads will find an Italian advertising agency instead of us for publicity.

We also look for Italian Chinese agents to help us sell our products.

Target Market audience:

The goal of our target customers is to buy low-cost products.

Consumer insights:In recent years, more and more Italians have purchased cars "first rent and buy later."

Timing/key dates :We will try my best to respond to the company immediately.

Current market situation:There are a very large number of Italian ceramics manufacturers .

Current internal situation:During the last 10 years the company has developed several new advanced technologies for the pottery kilns used by Jingdezhen potteries.

Develop Marketing Communication Requirements

Background

Purpose:

• our goal is to have 300 to 500 single business in half a year
• enhance the company's reputation in Italy.

Italy is Europe's largest ceramic market..The Italian tile industry has recorded a positive 2015, with revenues of 5.1 billion euros, representing a rise of 4.1% on the previous year.

objectives:Advertise with social media

Membership system

One-stop service

Collective transport

The target market:

large ceramic wholesalers

School

The key issue for the creative work budget

Value proposition

• item of the media plan
• different channels
• budget needs more flexibility
• big difference between the cost estimate and the actual cost

key issues for scheduling creative work and media schedules

• when is the start date
• How long will it last?
• The timing of implementation
• The timing of the estimated return on earnings.

Customer thoughts are to be induced by the marketing communications

• our brand name
• lower cost
• our experience
• technology of Ceramics
• more Many daily necessities

• the benefits of our products
• faster production rates
• economical results

YouTube

• Make a video and put on the YouTube
• The video is about the process of ceramic making

Media

Instagram

• Put some photo of the ceramics which is completed by our product on the Instagram.

• YouTube
• Instagram
• Gmail

Gmail

• Gmail is a general and popular mail for contact

Creative Brief

Ceramic value

legal and ethical constraints

• high artistic
• collectible value
• popular art object

Can't use the photo of ceramics which have the copyright.

16DM3

Wong Lam (Ida)

Koo Tsz Yin(Koo)

Ng Ho Tin(Collin)

Chan Chun Yin(Jimmy)