IMC Strategy
BONDS

Name: Wenzhi Huang Student Number: n7360029

Content
1.0 Message Review 1
1.1 Current Message Strategy 1
1.2 Message Effectiveness 1
1.3 Proposed Message Strategy Adjustment 2
2.0 Channel Review 3
2.1 Channel Integration Grid 3
2.2 Channel Effectiveness Critique 4
2.3 Proposed Improvements 4
3.0 Target Market 5
3.1 Geographic Segmentation 5
3.2 Demographic Segmentation 5
3.3 Psychographic Segmentation 5
3.4 Behavioral Segmentation 5
3.5 Benefit Segmentation 5
3.6 Target Market Description Statement 6
4.0 Competitor Profile 7
4.1 Competitive Framework 7
4.2 Competitor Analysis- Offering & Communication 7
4.3 Competitive Advantage 8
5.0
The climate is warm and temperate in major coastal cities. Australian people love sport, more than 11 million Australian aged 15 or over take part in sport or other physical activity.

3.2 Demographic Segmentation
The target market of Bra Tank is 18-25 youth girl (Cooper). Statistic showed that 63% of young people aged 15-24 engaged in education and 44% of 15-19 year-old, 69% 20-24 year-old were employed (State of Australia’s young people, 2006).
3.3 Psychographic Segmentation
The target consumer (Generation Y) prefers brands which showing strong brand personalities (Choudhury, 2011). What’s more, from researches we can conclude that Generation Y advocate convenient lifestyle (Australia Success, 2008) and prefer to creativity and truth messages (Thomson, 2009).
3.4 Behavioral Segmentation
The target market is heavy users for Internet (State of Australia’s young people, 2006). Australian Generation Y likes to be able to touch and feel a brand (Thomson, 2009) and they are more brand loyal than its older counterparts (AdNews, 2009).
3.5 Benefit Segmentation
Nowadays, underwear is not only the based-need for Generation Y, they also consider the products fashion elements (Fashion newspaper, 2011).
3.6 Target Market Description Statement
Female aged 18-24 who pursuing a convenience, leisure lifestyle and love physical activities. They come from wide range of backgrounds but all have strong personality. What’s