TASK Your task will be to select a current consumer good that you find interesting (NOT a service or commercial or industrial product). Your assignment will focus on that product. You may select a brand from your home country. You should assume that you are the brand manager for your chosen product and you arereporting your findings of a situational analysis to the CEO of the company. The company CEO has very little marketing knowledge and you will need to explain some simple theoretical concepts.
Situation Analysis
Background – provide a description of the company in terms of its size, scope of
operations, market share, product range, when established etc. Describe the product.
Target market – Describe one target market for the product based on relevant
geographic, demographic, psychographic and behavioural variables (minimum 4) (you
will find this process explained in your textbook or any other marketing principles text).
Positioning strategy – Identify this product’s competitive advantage (what makes it different to the competing products). Describe the positioning strategy currently being
used for the product. Do you think this is the best positioning strategy for this particular
target market, or do you think it could be repositioned? Explain why or why not?
Creative brief
Promotional mix elements – provide a detailed description of the promotion mix
elements currently being used. Explain how they are being used.
Response Process – Identify the response hierarchy that you believe best explains the
consumer response process that is associated with the product. Justify your choice.
IMC objectives – develop IMC objectives (minimum 3) based on theresponse process identified. Demonstrate which promotional element/s is used for each.
New promotional tool Create a promotional tool that is appropriate for the chosen
company, product & target market. (e.g. web-page, brochure, advertisement (print, t.v. [storyboard] outdoor, POP display). Your example must be original & reflect the creative strategy, positioning, IMC objectives and major selling idea. Include the tool as a figure or appendix (depending on its format). In the accompanying paragraph you must briefly describe the tool and explain which objective/s relate.
Major selling idea – describe the central theme, or big idea that will get the target
market’s attention (this should be based on the competitive advantage identified).
Creative strategy – describe the creative strategy including: advertising appeal,
execution style, creative tactics, media vehicle. Justify your reasoning.
Conclusions & recommendations.
