Reference no: EM133527032

Hypothetical: Coles wants to develop a consumer centred interactive marketing campaign for a zero-plastic initiative. They want to develop a theoretical interactive marketing campaign with an objective of convincing consumers to accept zero plastic packaging in their perishable product lines. but first they need background research and knowledge.

Task: find the background research knowledge you needed to inform the design of the campaign.

What does the market look like (in what context are we operating?) when it comes to plastic packaging use for perishables?
Who is the consumer and what are their typical needs, concerns, desires as a segment and when it comes to perishable food consumption/purchasing.
present this in: 1. geographic 2.demographic 3. psychographic 4. behavioural 5. segment size
present the consumer as well in the form of a persona
develop an empathy map for the persona that includes: 1. Think and feel, 2. See, 3. Hear, 4. Say and Do, 5. Pain, 6. Gain, 7. Needs Desires and concerns.
develop a why- ladder to understand why a consumer is currently not accepting zero plastic packaging in their perishable product lines in Australia. Brainstorm a few starting why-questions and start analysing why they are currently not portraying the desired behaviour (the main objective). start with the problem and then end with a root cause.
How to answer:

1. market context

2. market segment

2.1. segment profile (customer segment table 1. geographic 2.demographic 3. psychographic 4. behavioural 5. segment size)

2.2. Target Persona

2.3. empathy map

2.4. Why ladder

Note: answer the question in an interactive marketing context and Use references for key factual information.