ASSIGNMENT MEMORANDUM : MARKETING COMMUNICATIONS (MC)

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1 Page 1 of 6 ASSIGNMENT MEMORANDUM SUBJECT : MARKETING COMMUNICATIONS (MC) ASSIGNMENT : 1 st SEMESTER 2009 Source: Adapted from QUESTION 1 [20] (Reference: Chapter 2) See Shimp, pp Brand excels at delivering the benefits customers truly desire. Brand stays relevant Pricing system is based on consumer s perceptions of value Brand is properly positioned Brand is properly positioned Brand is consistent Brand makes use of and coordinates a full repertoire of marketing activities to build equity Discussion with example The brand s managers understand what the brand means to consumers Discussion with example The brand is given proper support and that support is sustained over the long run Discussion with example

2 Page 2 of 6 The company monitors sources of brand equity QUESTION 2 [30] (Reference: Chapter 4) 2.1 Reference: Chapter 4 See Shimp, (page 94 95). The Yankelovich MindBase segments are: 1. I am expressive I live life to the fullest and I m not afraid to express my personality. I m active and engaged and I embody a true live in the now attitude with a firm belief that the future is limitless and that I can be or do anything I put my mind to. 2. I am Driven my motto is Nothing Ventured, Nothing Gained I m ambitious with a drive to succeed both personally and professionally. I think of myself as self-possessed and resourceful, and I m determined to show the world I m on top of my game in all I do, from career ambitions to family, home and my social life. 3. I am at Capacity my motto is Time is of the Essence My life is very busy and I m looking for control and simplification. I am a demanding and vocal consumer, and I m looking for convenience, respect, and a helping hand so I can devote more of my time to the important things in life. 4. I am Rock Steady my motto is Do the right thing I think of myself as a positive individual. I draw energy from my home and family. I m dedicated to living an upstanding life and I listen to my own instincts in terms of making thoughtful decisions in my personal life and in the marketplace. 5 I am Down to Earth my motto is Ease on Down the Road I m cruising down life s path at my own pace, seeking satisfaction where I can. I m looking to enhance my life, stretch myself to try new things and treat myself through novel experiences and products along the way. ( 3) 6 I am Sophisticated my motto is Sense and Sensibility I am intelligent, upstanding and I have an affinity for the finer things in life. I also have high expectations both for myself and for the companies I give my business. I am dedicated to doing a stellar job at work but balance my career dedication with passion for enriching experiences.

3 Page 3 of 6 7 I measure Twice my motto is An ounce of prevention I m a mature individual and I like to think of myself on a life path of actualization and fulfilment. I live a healthy, active life. I m dedicated to ensuring that my future is both secure and highly rewarding and vitalized. 8 I am devoted my motto is Home is where the heart is I m traditional and rooted in the comforts of home. I m spiritual and content with my life. I like things the way they have always been and I don t need novelty or novelty s sake or unproven newfangled technology. 2.2 (Reference: Chapter 4) See Shimp, (pp ) Students need to choose one of the above and provide a detailed explanation why they have selected that specific segment to fit the Nando s brand. Based on the information at hand in the case study it seems that the "I am Expressive" Mindbase Segment may fit the Nando s brand the best. 2.3 (Reference: Chapter 4) See Shimp, (pp ) Students need to choose one of the above and provide a detailed explanation why they have selected that specific segment to fit the Kingsley Holgate brand. Based on the information at hand in the case study it seems that the "I am Expressive" Mindbase Segment may fit the Kingsley Holgate brand the best. QUESTION 3 [10] 3.1 (Reference: Chapter 5) See Shimp, (page ). The three categories that should be explained are: 1. Functional needs Attempts to provide solutions to consumers current consumption-related problems or potential problems by communicating that the brand possesses specific benefits capable of solving those problems. 2. Symbolic needs Positioned in terms of their ability to satisfy non-functional or symbolic needs and attempts to associate brand ownership with a desired group, role or selfimage. Appeals to symbolic needs include those directed at consumer s desire for self-enhancement, group membership, affiliation, altruism and other abstract need states that involve aspects of consumption not solved by practical product benefits. 3. Experiential needs Represent consumers desired for products that provide sensory pleasure, variety and in a few product circumstances cognitive stimulation. Brands

4 Page 4 of 6 positioned towards experiential needs are promoted as being out of the ordinary and high in sensory value (looking elegant, feeling wonderful, tasting or smelling great etc.) Category selected: Based on the case study at hand symbolic needs would be the benefit positioning category most closely associated with Nando s provide explanation why 3.2. (Reference: Chapter 5) See Shimp, (page ). The two categories that could be explained are: 1. Product related Sleeker product design, superior materials, more colour options etc. 2. Non-Product Related: Usage and User Imagery Unique usage symbolism or the kind of people who use the brand. Depicts the brand in terms of specific usages that become associated with it. Based on the case study at hand this would be the attribute positioning most closely associated with Nando s. OR QUESTION 4 [30] (Reference: Chapter 9) (See page ) 1. Informing Makes consumers aware of new brands, educates them about a brand s distinctive features and benefits and facilitates the creation of positive brand images. Explain plus example 2. Influencing Effective advertising influences prospective customers to try advertised products and services. Sometimes advertisers influence primary demand and more frequently advertising attempts to build secondary demand Explain plus example 3. Reminding and Increasing Salience Advertising keeps a company s brand fresh in the consumer s memory. When a need arises that is related to the advertised product, past advertising impact makes it possible for the advertiser s brand to come to the consumer s mind as a purchase candidate. Explain plus example 4 Adding Value Three basic ways to add value to offerings: innovating, improving quality and altering consumer perceptions. These three value-added components are

5 Page 5 of 6 completely interdependent. Advertising adda value to brands by influencing perceptions. Effective advertising causes brands to be viewed as more elegant, more stylish, more prestigious of higher quality etc. Explain plus example 5 Assisting other company efforts Advertising s primary role is at times to facilitate other marcom efforts for example, advertising may be used as a vehicle for delivering coupons and sweepstakes and attracting attention to these and other promotional tools. Explain plus example (Reference: Chapter 10) (See page ) Unique selling proposition creative style With the USP style an advertiser makes a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit. The main feature of USP advertising is identifying an important difference that makes a brand unique and then developing an advertising claim that competitors either cannot make or have chosen not to make. The translation of the unique product feature into a relevant consumer benefit provides the USP. Best suited for a company with a brand that possesses a relatively lasting competitive advantage such as the maker of a technically complex item. Explain plus example 2. Brand Image Creative style Involves psychosocial rather than physical differentiation. Advertising attempts to develop an image or identity for a brand by associating the brand with symbols. Developing an image through advertising amounts to giving a brand a distinctive identity or personality. This is extremely important for brands that compete in product categories where there is little physical differentiation and all brands are relatively homogenous. Brand image advertising is transformational in character, that is, associating the experience of using an advertised brand with a unique set of psychological characteristics that typically would not be associated with the brand experience to the same degree without exposure to the advertisement. Explain plus example 3. Resonance creative style A Resonance creative style advertisement resonates (patterns) the audience s life experiences. A resonant advertising strategy extends from psychographic research and structures an advertising campaign to extend from psychographic research to pattern the prevailing lifestyle orientation of the intended market segment. Resonant advertising seeks to present circumstances or situations that find counterparts in the real or imagined experiences of the target audience. Explain plus example

6 Page 6 of 6 4 Emotional creative style Much contemporary advertising aims to reach the consumer at a visceral level through the use of emotional strategy. Products are often bought on the basis of emotional factors and appeals to emotion can be very successful if used appropriately and with the right brands. Could include appeals to romance, nostalgia, compassion, excitement, joy, fear, regret. Explain plus example 5 Generic creative style An advertiser employs a generic style when making a claim that could be made by any company that markets a brand in that product category. The advertiser makes no attempt to differentiate the brand from competitor s offerings or to claim product superiority. Most appropriate for a brand that dominates a product category. Explain plus example 6 Pre-emptive creative style Is employed when an advertiser makes a generic-type claim but does so with an assertion of superiority. This approach is most often used by advertisers in product or service categories where there are few functional differences among competitive brands. Explain plus example Based on the case study at hand Brand Image Creative Style would be the creative advertising style most closely associated with Nando s in this regard. Explain reasons why. PRESENTATION [10]

Segmentation is taking the entire market and breaking it down into smaller groups that share similar characteristics. This is discussed in more depth

1 2 3 4 Segmentation is taking the entire market and breaking it down into smaller groups that share similar characteristics. This is discussed in more depth on the next slide. 5 Homogeneous Members of