MARK5810 Marketing Communication and Promotion
You realise the importance of developing a clear message strategy for Oliveira given the cost to reputation and branding the company has already experienced. You have carried out some preliminary market research which has led to the development of several insights and you are now considering the creative brief elements.
Something you feel has been missing from Oliveira’s previous marketing campaigns is a clear positioning strategy and key benefit claim. One of your team is not familiar with these terms.
(a). First discuss the importance of positioning and write a positioning statement for Oliveira; then explain what a key benefit claim is and write one for either Padrão Estilizado (styled or changed pattern) or Estilo Sustentável (sustainable style). Explain your answer. (8 marks)
(b). Select either Padrão Estilizado or Estilo Sustentável and explain if a hedonic or utilitarian appeal would be most appropriate and why. (4 marks)
(c). One of your team is worried that directing market offerings to particular consumer segments may raise ethical dilemmas. How will you address your team member’s concerns In your experiences with integrated marketing communication (IMC) campaigns you have seen endorsers used very well and very badly.
(d) Discuss the role of endorsers in IMC campaigns. What types of endorsers can be used in marketing communications plans? Outline the characteristics of each type of endorser and their ability to influence consumer behaviour. (5 marks)
(e) What major issues regarding the selection of an endorser does Oliveira need to consider before making an offer to a potential endorser? Do you believe Oliveira should include endorsers in either or both of the new product ideas? Explain and justify your answer. (5 marks)
Oliveria has historically focussed on traditional marketing, but the rise in social media channels has also seen the rise of a new type of endorser: the so-called ‘social media influencer’.
(f) Using your knowledge of social media influencers, explain the categories of nano, micro, macro and mega influencers. Are any of these categories of social media influencer suitable for either Padrão Estilizado (styled or changed pattern) or Estilo Sustentável (sustainable style)? Be sure to justify your answer. (4 marks)