Your brief is to prepare a marketing communication campaign for a new brand of product or service to be offered by a new Singapore based organisation. The product/brand should not be an extension of an existing brand of service or product eg SIA opening a chain of hotels. The aim is to initially launch the product/service in Singapore and then subsequently promote it internationally in an additional country or countries of your choice. You are acting as the marketing communications agency, which has been asked to tender for a potentially lucrative long term contract promoting the new product/service range. The brief supplied by the client company is as follows:
Background: The marketing environment is being affected by technological, social, and environmental changes, which are in turn likely to have far reaching impact on consumer choice. People are becoming discerning in their product choices. At the same time technology is moving at a rapid pace.
Client: A new company of your choice with a new product/brand of your choice The Objectives:
o Developaprofileofthepotentialcustomerbasefortheproductorservice
o Awarenessofthepotentialbenefitsoftheproduct.
o Positioningofthenewp01roduct(s)rangeagainstanycompetition
o Demonstrateanunderstandingofthemarketfortheproduct/brandbothinSingapore but also in other international markets of your choice.
Specifics:
You have the freedom to determine some of the parameters of the campaign: o Specificdetailsofthetargetaudience
o Identifythetypeofmarketresearchyouwouldundertaketotestthenewp01roductor service with the target audience
o Whatwouldbetheanticipatedbuyerbehaviourforthisproductorservice o Marketpositioningoftheproduct
o Thecampaignmessage,itstoneanddesiredresponse
o Projectscheduleandtiming
o Budget(roughestimate)
Your report should discuss and comment on ALL the following issues:
o Themarketresearchthatyouproposetoundertaketounderstandthebuying behaviour and preferences of the target audience.
o Theprincipletasksofthecommunicationplanincludepositioningandtargeting strategies; who will receive the messages; what the messages should say; what image the receivers are expected to retain; how the messages are to be delivered; what actions the receivers should take; how the process will be controlled once implemented.
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o Clearstatementofpromotionalobjectives.
o Acommunicationstrategyshowingpromotionalmethods,schedulingand implementation. These should include the use of social and digital media especially in the international context.
o Resourceallocations,includingtheproportionalspendforyourchosen communications campaign. It should be noted that there is no expectation that accurate costing/budget figures will be produced.
o Evaluationandcontrol
Methods, Report Requirements and Marking Criteria Method: You could use primary and secondary data sources.
The Contents of the report:
A report of a maximum of 15 pages (of A4 paper, 1.5 spacing at the minimum, 11 point Arial font minimum), plus references. The sources of information used to compile your report must be clearly stated. The report should be typed and pages numbered.
You can include additional appendices in your report – however this is not the place for further discussion.
References
The sources of information used to compile your report must be clearly stated. It is equally important to correctly cite these sources (see guidance on References).
References: Guidelines
If you refer to a journal it should be acknowledged as follows.
Author, A. A., Author, B. B., & Author, C. C. (2003). Title of article. Title of Periodical, xx(xx), xxx-xxx.
Example:
Gulas, C. S. & Bloch, P. H. (1995). Right under our noses: ambient scent and
consumer responses. Journal of Business Psychology, 10(1), 87-98.
If you refer to a book it should be acknowledged as follows.
Author, A. A. & Author, B. B. (2003). Title of work. Location: Publisher.
Example:
Duddy, E. A. & Revzan, D. A. (1947). Marketing: An Institutional Approach. New York, NY: McGraw-Hill.
If you refer to a part of a book it should be acknowledged as follows.
Author, A. A., Author, B. B., & Author, C. C. (2003). Title of chapter. In A. Editor, B. Editor & C. Editor (Eds.), Title of book (pp. xxx-xxx). Location: Publisher.
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Example:
Krauel, K. & Pause, B. M. (2001). Pre-attentive odor processing. In T. S. Lorig (Ed.),
Compendium of Olfactory Research, Explorations in Aroma-Chology: Investigating the Sense of Smell and Human Response to Odours 1995-2000 (pp. 125-136). Dubuqe, IA: Kendall-Hunt Publishing Company.
If you refer to a conference proceeding it should be acknowledged as follows. Author, A. A., Author, B. B., & Author, C. C. (2003). Title of paper. Proceedings of
XXX, Location, conference/symposia number, xxx-xxx. Example:
Harris, P., Gardner, H. & Vetter, N. (1998). Gods over Go: the strategic lobbying campaign by the Shopping Hours Reform Council to change Sunday Trading Laws. Proceeding of the Annual Conference of the Academy of Marketing, Sheffield Hallam University, 272-277.
If you refer to a Unpublished Doctoral Dissertation it should be acknowledged as follows.
Author, A. A. (2003). Title of dissertation. Unpublished doctoral dissertation, University of XXX, Location.
Armstrong, J. (1998). The management of stress in conference chairs: a psychoanalytic approach. Unpublished doctoral dissertation, University of the West of England, Bristol.
If you refer to a web site it should be acknowledged as follows. Title of the web page, URL, [date of access]
World Development Indicators 2007, http://web.worldbank.org/WBSITE/239419,00.html, [Accessed 01/07/10]