Design a marketing campaign for just veg

Assignment Help Marketing Management

Reference no: EM133826573

Integrated Marketing Communications

This document provides you with information relevant to the successful completion of this unit, including learning outcomes, a schedule of lecture topics, prescribed texts and recommended readings, assessment tasks and policies, examinations and learning support facilities, and how your classes will be conducted.

Learning Outcome 1: Acquire and demonstrate knowledge of the integrated marketing communications (IMC), including relevant theoretical frameworks, concepts, processes, practices and industry standards in local and international context.

Learning Outcome 2. Exhibit the capacity to research, identify and critically analyse various theoretical IMC issues, practical applications, possible outcomes and relevant strategic solutions.

Learning Outcome 3. Critically evaluate the media plan in relation to an organisation's target market(s) and associated costs to address strategic marketing challenges.

Learning Outcome 4. Cultivate team building and communication skills and abilities to work within culturally and professionally diversified teams, effectively manage projects and available resources, successfully allocate tasks, deliver on time, and competently lead teams; identify critical issues and create a contingency plan.

Learning Outcome 5. Develop IMC specific information searching and critical thinking approaches, apply theoretical knowledge and practical skills to solve problems, and develop effective and ethically appropriate marketing communication strategies for brands and their target markets.

STRATEGY
Managers of Just Veg would like to launch a brand awareness campaign that will reiterate the health benefits of this product versus other ‘unhealthy' alternatives (high sugar content, processed food, preservatives). Due to changes in lifestyle (imposed by COVID-19 protective measures) lack of exercise, and limited supplies of fresh produce during offseason periods - it is important to focus on health benefits of eating fresh carrots. The creative solutions should focus on the unique selling propositions of this product such as: freshness, nutritional value, vitamins content, and convenience such as being sliced, shredded, portable and ready to eat. The brand is not widely available and as a result it is important to limit marketing expenditure and use the most effective communication channels that will target specific market segments in those areas where the product is currently available. Get Expert Writing Service Now!

TASK AND OBJECTIVES

For the purposes of this Group Presentation - Assume that JUST VEG is yet to be commercialised.

This is a business "Pitch" and your Group is an agency Pitching to the owners of JUST VEG for their business.

Your task for this assessment is to design a marketing campaign for Just Veg using four different media types. The media types, media vehicles and message strategy should be proposed by a commissioned agency. The agency should propose these based on their research and targeted market segments. The objectives of this campaign are to increase brand awareness and achieve the Top of Mind (TOP) recall of the brand when it comes to healthy snacks, and to increase sales by 20% within three months. Your team will act as an agency which is commissioned to propose an Integrated Marketing Communications plan regarding the types of media which you will select and propose to the client as the most optimal option for the proposed objectives. Depending on the type of media you will need to design a plan, propose creative solutions, calculate costs based on the duration of the campaign for each outlined media type.

Reference no: EM133826573

Questions Cloud

Evaluate data and database definitions and concepts : HI5033 Database Design, Holmes institue - Develop novel solutions to practical data management challenges using modern database tools and data modelling

Develop a ten minute training module about hipaa : Develop a 7-10 minute training module about HIPAA. Ensure it's interactive and engaging to maintain the audience's attention.

Nominate a monitoring and evaluation framework : Nominate a monitoring and evaluation framework to assess the progress and impact of the project. Explain how you could democratise this project across

Supply chain management compared to human managers : Clearly define the research gap by highlighting what has not been explored in existing studies. - Identify and justify the problems that this study aims

Design a marketing campaign for just veg : Design a marketing campaign for Just Veg using four different media types. The media types, media vehicles and message strategy should be proposed

Explore role of persuasion in the marketing communications : Explore how the marketing campaign demonstrates an understanding of its target audience. Discuss how the persuasive elements align with the needs, values

Address strategic marketing challenges : Evaluate the attractiveness and accessibility of each segment: Consider segment size, growth potential, profitability, and alignment with company resources

Explain why understanding this target audience is crucial : Explain why understanding this target audience is crucial for the success of your marketing and sales efforts.

How might this claim cause a communications gap : How might this claim cause a communications gap? What should the club do to avoid a service failure? Which B2B pricing tactics would you use to promote it? Why?

User Account

All Pages