marketing

Information Needs:

Thorough 3 C's Analysis (SC's if relevant for category)

• Customers:

-Needs benefits sought market size/growth, decision making process/roles, retail preferences, frequency/quantity of purchase, trends,...

• Company:

- Product, image, competences, resources, technology experience culture goals...

• Competitors

- Actual-potential, direct-indirect

Products, position, market shares, strengths, weaknesses...

· (Collaborators): Distributors suppliers alliances

· Climate/Context)

Political & regulatory, economic social & cultural technological...

Brand

· Brand essence

· Brand personality

· Brand image

Information Collection:

Company sources products stores/outlets, website, communication efforts, press releases etc.

• Secondary sources competitor websites, consumer forums, industry reports consumer reports financial market information etc

• Primary data collection: observation, in-depth interviews (experts, consumers)surveys

IMPORTANT: Information from primary data collection should be processed and integrated within the reportUse them within text as support for your points

Suggested Outline:

1. Introduction: Very briefly introduce brand/issue (what business are we in).

2. Situation Analysis/Opportunity Identification (BRIEFLY!-Exhibits might help for precision)
 a) Give insight on market, consumer, company, competitors, and environment

b.) Very briefly describe current strategy of the company to reflect your opportunity identification (Current Big Picture)

3. Strategy Development (Major Impediment and Revised Big Picture):

(Building on the insights from the situation analysis, develop a strategy for a new advertising campaign)

a. OBJECTIVE

Problem (The objective)What's the problem that communication can solve? (e.g. change source of volume, establish position, repositionnew target, increase loyalty, get people involved, increase liking, etc) Communication Objectives:

What do we want them to do in response to our messages? (perception, knowledge, feelings, symbolic meanings, attitudes conviction, and action)

b. TARGET AUDIENCE

• The Target Audience: Who do we want to speak to? (brand users, heavy users, infrequent users, competition's users, new users, etc.)

Include extended description!!!

Consumer Insight. What motivates the target? What are the major truths about the target's relationship to the product category or brand?

c. MESSAGE THEME

⚫ The Brand Position: What are the important features? What's the point of competitive advantage? What's the brand's position relative to the competition?

The Proposition or Selling Idea: What is the single minded thought that the communication will bring to life in a provocative way? (5-box positioning statement might help)

Brand Imperatives: Brand essence, personality, and image.

d. SUPPORT/CONSTRAINTS •

Support: What is the reason to believe the proposition?

• Constraints: Are there any legal or mandatory restrictions on advertising for our category? Do we need to include disclaimers?

4. Implementation Details (very briefly)

a. Media Imperatives: Where and when should we say it?

b. Any specific requirements, concerns

5. Appendix/Exhibits (Exhibits should be tables, charts, or visuals, not extensions of the text. Please include only those exhibits that will supplement your explanations and make the creative more effective in conveying what you demand from the advertising agency.)