MY brand is HUAWEI
This 20-point assignment will help you complete your IMC Step work for use in your Oral Presentation.
This assignment has two (2) parts.

1. Calculate Step Four (Estimate Return on Customer Investment) using your own version of the Table shown
   here
   Product
   Annual Demand
   Margin/
   Customer
   Total Customer Value (Margin)
   (Customers = 1,500,000)
   Marcom Invest/
   Customer
   Total Marcom Investment
   ESTIMATED New Customer Value (Margin)
   New Individual Customer Value (Margin)
   Incremental GAIN/Loss
   ROCI*
   Blades +Shave Gel
   $120
   $60.00
   $90,000,000
   $1.00
   $1,500,000
   $93,000,000
   $62.00
   +$2.00
   +200%
   *ROCI (Return On Customer Investment) is a PERCENTAGE based on DIVIDING Incremental Gain/Loss by
   MARCOM INVESTMENT/CUSTOMER.
   Please include a Rationale in your Assignment Post.
   For Example: My rationale for the ESTIMATED New Customer Value Margin of $93,000,000 and the New
   Individual Customer Value Margin of $62 (per year) is that Harry’s saved expenses in two areas – marketing
   communication and shipping, thus producing higher profits (margin).
   11/3/2020 Order 329899906
   https://admin.writerbay.com/orders_available?subcom=detailed&id=329899906 3/4
2. Write Step Five (Postprogram Analysis)
   Using the (Schultz, Page 284) Three C Analysis, to project how your selected Brand would hypothetically
   perform in these three areas.
   a. Customer Contribution (for example, use your Step 4 ROCI calculations to provide this specific projected
   contribution for one customer)
   b. Customer Commitment (for example, as a result of your IMC Plan, the customer would purchase more of the
   same product, or purchase one of your other products)
   c. Customer Champions (write a short sentence or two describing how your Brand will create a customer who
   advocates your Brand to others.)