Justify why the brand you have chosen fits the allocated (brand awareness/brand attitude) context.
Describe how the TCB/IDU* positioning analysis for this brand has been conducted, according to the method set out in the text/lectures. (* Each group should aim to include data from 8‐10 respondents in compiling the IDU table). Be sure to show the IDU table.
Assign (no more than two) Marketing Objectives to the brand (you should be able to do so from your understanding of the brand’s location in its market structure-e.g. is it the market leader, or a challenger brand?/Is the product category in its introduction, growth or maturity phase?), for
example: Increase sales enquiries by 25%; increase re‐purchase rates by 20%.
From the assigned Marketing Objectives, decide the campaign’s Target Audience(s), justifying your selection.
Develop (SMART) Communication and Action Objectives for the campaign, which are appropriate for your selected target audience(s), justifying your decision(s).
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