University : University of South Australia UniLearnO is not sponsored or endorsed by this college or university.
Country : Australia

TASK:

Description
In this assessment task you will take on a role in the advertising department of a company and provide suggestions to management regarding an advertising campaign based on an informal briefing.
Advertising Scenario
You have recently been appointed Marketing Coordinator at Bickford’s Australia, managing brand and advertising activities for Bickford’s Premium Juice products. Planning has started for a new campaign in 2020, which you will be in charge of.
Bickford’s Australia is a family business founded over 175 years ago that today employs more than 140 people. Manufacturing facilities are located in our very own South Australia. Bickford’s portfolio of (non-alcoholic) beverages includes cordial, soft drink, juice, syrup, and water products.
Your boss, the Marketing Director, has identified the need to promote Bickford’s Premium Juice range in a highly competitive category that has been slowly declining over the last few years. The decline is attributed to growing sugar and nutrition concerns of consumers.
She informally briefs you that the company would like to build awareness of Bickford’s Premium Juice and generate interest to attract new customers, particularly among young health conscious females aged 18 to 32 years. She also wants to limit the campaign to focus on Victoria, where the juice
category is declining most rapidly. She has indicated that internal stakeholders want to see positive sales results for the Premium Juice range, which includes a national market share increase from 10% to 14% by the end of 2020.
Your boss also mentions that she recently attended a marketing conference where a very compelling consultant spoke about the importance of differentiating brands by building strong USPs, and targeting a specific group of highly loyal customers. Your boss feels that Bickford’s needs to work these strategies into the planning process and is seeking your advice on whether you also think this is necessary.
The budget for the campaign is $750,000, which includes creative development and media placement. In terms of media, your boss thinks that continuing to invest in YouTube and outdoor is the best option. However, she would like to see a stronger social media presence with greater impact (e.g., to
see consumers interacting with the brand online).
Your boss sees you as very knowledgeable about advertising, so she wants both your academic thinking and practical suggestions for the Premium Juice campaign in 2020. She asks that you provide written feedback on her ideas (as presented above) and if necessary, to suggest alternatives so long as they are well justified. She intends that this document will be used to steer internal strategic discussions moving forward, and be the basis for developing a briefing document for Bickford’s
advertising and media agencies working on the campaign.

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  • Uploaded By : Clay
  • Posted on : July 20th, 2018
  • Downloads : 211

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