Question

Develop an IMC plan for Dell,as it seems to introduce it's products in Ghana.
Stage 1 of the IMC plan details the research, analysis and key strategic decisions undertaken in preparing your integrated communication brief( Creative brief)
Stage 2 Campaign strategy and implementation

Answer 1

Step 1: Research Plan
With the launch of products in Ghana, Dell plans to understand the target audience, paying capacity, and the segmentation of the audience in Ghana. It develops segments for its audience. For example, Dell decides to launch its newest laptop to college students and professionals working in corporates in Ghana.
The reason for choosing this audience will be the willingness to buy new laptops and the understanding of the technology they have. Post this, the media habits, consumption habits, paying habits, etc. are understood by Dell to choose the right channels for advertising.
The last decision will be to understand whether only the key target audience will be selected or all of the people will be chosen. The campaign dates also will be chosen by the brand.

Step 2: Implementation Plan
The creative strategy adopted will be to tap the audience on various channels. There will be the use of both traditional and digital platforms to tap the audience. There will be events held where the people will be shown the features of the laptop. Through social media platforms like Instagram, Facebook, and Snapchat, the brand will hold small contests and redirect the audience to buy the products.
The campaign duration will be selected by the Dell team. For example, the onset of the college period i.e. advertising between June and August will be the right time for Dell. The branding will start with digital platforms and move to events and traditional platforms. The reason will be to move the consumers from awareness to consideration by developing interest in the brand. The final conversions will be through online platforms and retail outlets.