This report was one component of a semester-long research project for an Integrated Marketing Communications (IMC) class at Drake University.
Within teams of four, we were tasked with developing an IMC plan for a Des Moines area organization that had been in operation for less than 5 years. My team chose an Ankeny-based Bubble Tea and Korean Cordog shop, called Naughtea, for our analysis.
Throughout the project, my team conducted interviews with Naughtea's founder and manager to better understand the company's promotional strategy.
From there, my primary focus was compiling a situational analysis, specifically looking at the external factors impacting Naughtea and the Bubble Tea market. I gathered secondary data on the economy, impacts of COVID-19, technology, sociocultural attitudes, international politics, and laws while demonstrating their relationship to Naughtea's business activities.
As a team, we identified current and potential target markets before writing promotional objectives that outline the strategic goals of our proposal.
Other team members were responsible for producing the estimated budget and designing sample creatives for our new IMC strategies.