IMC
Nuffield Health
PublicUser
N1003054
11/12/2023
, Executive summary
This report focuses on the fitness industry and Nuffield Health as one of the
leading organizations. This report outlines the overarching marketing campaign
objective, as well as sub-objectives and what Nuffield Health can do to attain its
objectives.
The SOSTAC model (Situational analysis, Objectives, Strategies, Tactics, Action,
and Control) is used to structure the report. Through a complete SOSTAC model,
the situational analysis reveals critical insights, offering a holistic perspective of
the internal and external forces influencing the organization. Furthermore, the
Nuffield Health objectives are structured as SMART objectives (Specific,
Measurable, Realistic, and Time-bound). These goals form the basis for strategic
planning and decision-making. Moreover, the strategy portion lays out a plan for
Nuffield Health's success. Using the PESTEL analysis, the report focuses mostly
on the economic component, with a brief mention of Porter's five forces analysis.
The tactics outline the specific measures needed to properly implement the
strategy. This section describes the approaches employed to attain the general
goals. The paper focuses on the Marketing Communication mix, with a particular
emphasis on advertising, sales promotion, and direct marketing. The study will
also assess internal communication approaches and who should be targeted
internally. Finally, the report includes a Gantt chart that depicts the campaign's
progress.
1
, CONTENTS PAGE
INTRODUCTION ...............................................................................................................................................3
Industry Background ...............................................................................................................................3
Nuffield Health Overview .......................................................................................................................3
Aims & Customer Needs and Wants .......................................................................................................3
Positioning Map ......................................................................................................................................4
SITUATION ANALYSIS ......................................................................................................................................4
PESTEL .....................................................................................................................................................4
Porter 5 FORCES ......................................................................................................................................5
SWOT ......................................................................................................................................................6
RECOMMENDATION ON THE STRATEGY ........................................................................................................7
Target Segment .......................................................................................................................................7
Customer Persona...................................................................................................................................7
Message ..................................................................................................................................................8
OBJECTIVES .....................................................................................................................................................9
TWO DEVELOPMENT OBJECTIVES...........................................................................................................9
INTERNAL COMMUNICATIONS .......................................................................................................................9
Medical and Fitness Staff ........................................................................................................................9
Communication Methods .................................................................................................................... 10
BUILDING CREDIBILITY (400-500 words)...................................................................................................... 11
MARCOMMS PLAN....................................................................................................................................... 11
Marketing Communication Mix ........................................................................................................... 11
Gantt Chart .......................................................................................................................................... 16
Budget .................................................................................................................................................. 17
SUMMARY.................................................................................................................................................... 17
Appendices .................................................................................................................................................. 17
REFERENCES ................................................................................................................................................. 20
2
Nuffield Health
PublicUser
N1003054
11/12/2023
, Executive summary
This report focuses on the fitness industry and Nuffield Health as one of the
leading organizations. This report outlines the overarching marketing campaign
objective, as well as sub-objectives and what Nuffield Health can do to attain its
objectives.
The SOSTAC model (Situational analysis, Objectives, Strategies, Tactics, Action,
and Control) is used to structure the report. Through a complete SOSTAC model,
the situational analysis reveals critical insights, offering a holistic perspective of
the internal and external forces influencing the organization. Furthermore, the
Nuffield Health objectives are structured as SMART objectives (Specific,
Measurable, Realistic, and Time-bound). These goals form the basis for strategic
planning and decision-making. Moreover, the strategy portion lays out a plan for
Nuffield Health's success. Using the PESTEL analysis, the report focuses mostly
on the economic component, with a brief mention of Porter's five forces analysis.
The tactics outline the specific measures needed to properly implement the
strategy. This section describes the approaches employed to attain the general
goals. The paper focuses on the Marketing Communication mix, with a particular
emphasis on advertising, sales promotion, and direct marketing. The study will
also assess internal communication approaches and who should be targeted
internally. Finally, the report includes a Gantt chart that depicts the campaign's
progress.
1
, CONTENTS PAGE
INTRODUCTION ...............................................................................................................................................3
Industry Background ...............................................................................................................................3
Nuffield Health Overview .......................................................................................................................3
Aims & Customer Needs and Wants .......................................................................................................3
Positioning Map ......................................................................................................................................4
SITUATION ANALYSIS ......................................................................................................................................4
PESTEL .....................................................................................................................................................4
Porter 5 FORCES ......................................................................................................................................5
SWOT ......................................................................................................................................................6
RECOMMENDATION ON THE STRATEGY ........................................................................................................7
Target Segment .......................................................................................................................................7
Customer Persona...................................................................................................................................7
Message ..................................................................................................................................................8
OBJECTIVES .....................................................................................................................................................9
TWO DEVELOPMENT OBJECTIVES...........................................................................................................9
INTERNAL COMMUNICATIONS .......................................................................................................................9
Medical and Fitness Staff ........................................................................................................................9
Communication Methods .................................................................................................................... 10
BUILDING CREDIBILITY (400-500 words)...................................................................................................... 11
MARCOMMS PLAN....................................................................................................................................... 11
Marketing Communication Mix ........................................................................................................... 11
Gantt Chart .......................................................................................................................................... 16
Budget .................................................................................................................................................. 17
SUMMARY.................................................................................................................................................... 17
Appendices .................................................................................................................................................. 17
REFERENCES ................................................................................................................................................. 20
2
