Analysis of a marketing campaign for a meat substitute product

MCWorkshopwk3stu.pptx

Home >Business & Finance homework help >Marketing homework help >Analysis of a marketing campaign for a meat substitute product

Workshop Week 3

UTS 24736 Marketing Communications

SPRING 2019

Facilitators: Dr. Valeria Noguti & Dr. Kaye Chan

Assignment #1 (Individual)

Cover Page

Campaign Brief Description (note: differently from what is stated at the assignment guidelines, this part does not go in the critique part, it is just the description of the communications piece you choose)

Critique Part:

Category Positioning and ‘Involvement by Motivation’ Grid

Target Customers

Marketing Communications Strategy and Objectives

Creative Strategy and Tactics

Workshop today: we will work on Target Customers and the ‘Involvement by Motivation’ Grid (also used in Assignment #2)

Identify buyer groups likely to be targeted with each ad (put ‘X’ when you think the audience is targeted with the ad):

	Ad 1	Ad 2	Ad 3	Ad 4	Ad 5	Ad 6	Ad 7	Ad 8
Non-users
Loyals to Competitors (Other-Brand)
Other-Brand Switchers
Own Brand Switchers
Own Brand Loyals

Ad 1

Assume you have to buy the product to participate

Ad 2

Ad 3

Ad 4

Ad 5

Ad 6

Ad 7

Ad 8

Motivations (from last lecture; also see assignment #2 “notes for the campaign plan”)

Informational: ‘’negative” (want to remove a problem)

Problem removal

Problem avoidance

Incomplete satisfaction

Approach-avoidance

Depletion (weaker driver than the previous 4)

Transformational: positive (gratifying; makes feel good)

Sensory gratification

Intellectual stimulation

Social approval (i.e., can show off)

Power-status (i.e., competence and control)

(Rossiter & Percy)

Exercise: Packaged BREAD

‘Involvement by Motivation’ Grid

Is this product category high (search and conviction required prior to purchase) or low involvement (trial experience sufficient)?

What is the main motivation leading consumer choice in this category?

Low Involvement

High Involvement

Informational Motivation

Transformational Motivation

Wrapping up

Individual assignment introduced

Target Customers and the ‘Involvement by Motivation’ Grid discussed

Next week: Further exercises