Company A:
Get Fit Now! is a new national pay-as-you go gym company, targeting consumers who have become disillusioned by high joining and membership fees of health clubs. As a newcomer they need to build awareness very quickly and ensure that potential customers understand their position in the market place.
Company B
Bio-gloss is a brand of shampoo and hair care products targeted at a young teenage female audience. The products are positioned as fun, stylish, “must-have” items aimed at encouraging young girls (12-17 years old) to get into a regular hair care routine
Company C
Fresh Fruit Soda is a new brand of soft drink targeted at drinkers who enjoy the taste of fizzy drinks but want a low sugar alternative. The range includes apple, orange and cranberry versions and the marketing objective is to penetrate the market, establishing it as a top 5 brand within two years.
Company D:
Milkabar is a chain of milkshake cafes targeted at teenagers and their parents. Positioned as a trendy place to hang out with friends, the chain plans to open 25 outlets in large towns within a year.
Key elements of an Industry Briefing Paper
– Introduction to the paper (clarification of its purpose)
– Critical analysis and discussion of academic theory in your chosen topic area with consideration of key issues: for example, are there issues relating to integration into the wider communications mix? Have issue relating to evaluation and measurement emerged from your research? What other challenges can you identify?
– Use of case studies and practitioner comments to clarify how your chosen topic is already being used by other companies in their marketing communications. Weave the case studies/practitioner comments into the critical discussion of academic theory
– Conclusions and recommendations: what recommendations would you make to the Marketing Director of your chosen company, based on your research?
