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While an expectant mother and after giving birth to her baby, Katie came to realize that the clothing for fashion-conscious expectant and new mothers was not great. In particular the range of clothing that enables new mothers to breast-feed their new babies in public discreetly was woefully lacking. Being a market-oriented type of person Katie has spotted a potential gap in the market and wants to come up with a marketing plan to launch a new range of clothing to fill this gap. As a start-up company there would be limited funds available for the launch and therefore creativity regarding marketing communications is a requisite. The country in which to launch the company is the UK.
Task Questions 1) Provide an executive summary for the campaign. This should include a) a company name b) a company brand statement c) details and justification of your target audience(s) 2) Using the SOSTAC (Smith and Ze Zook, 2011) framework, develop a plan for the launch (the route to market is direct to consumers). You should consider what proportions of their marketing spend in your opinion should be devoted to on-line and off-line media and justify these in terms of a coordinated approach and the new company’s overall on-going strategy. 3) Using examples from other campaigns critically evaluate the strengths and weaknesses of your campaign. GUIDELINES Please Note: the questions should take the form of a PowerPoint presentation with accompanying ‘imagined voiceover’ in the form of written notes accompanying each slide. The maximum number of slides is 20. Important: the PowerPoint slides themselves should emphasize the visual nature of this medium, therefore do NOT overload the slides with words. The explanation of each slide should be in the form of notes beneath each of the slides. You MUST underpin your analysis and evaluation of the key issues with appropriate and wide ranging academic research and ensure this is referenced using the Harvard system. Maximum Word Count: The assessment should be presented in the form of a 3,000 word PowerPoint presentation with accompanying ‘imagined voiceover’ in the form of written notes accompanying each slide. The word count excludes the executive summary, reference list and appendices. Content To Be Used For The Assignment Please see the other PDF files for detailed content.
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