Marketing Strategy & Planning Report
Detailed description of assessment
5.2.1 Individual Market Report
Individual Market Report and Proposed Integrated Marketing Campaign
- You are required to focus on one chosen brand, and to conduct research into the market sector within the hospitality industry that is relevant to the chosen brand. You will need to utilize sufficient breadth and depth of research to enable you to produce a 3000 words
- Primary and secondary research should be conducted into this market sector, and a thorough analysis of your findings should be incorporated.
- Based on the outcome of this analysis, you will produce an integrated marketing campaign in a digital format for the brand, which appropriately communicates the brand message and ultimately generates AIDA (Attention, Interest, Desire and Action).
Below are the headings and contents you need to produce in your report
Title Page to include your name, unit code (EFMM4008) and title of report
Contents Page – including page numbers, section subheadings and sub-numbers
Executive Summary
- Your executive summary should be no more than a page
- It should summarise all of the other sections of your report
- It should be the last thing you write even though it’s usually the first thing read by others
- Its concise length and summary format will enable the reader to quickly understand the outcome of your report
1. Introduction
- Purpose of the report and why the report was written
- Sources of information you have used for your report
- Limitations of your research
- How you conducted your research (primary and secondary)
2. The Market Sector – introduce the market sector
2.1 Current market analysis (size and performance)
2.2 Key external influences – written and visual analysis of PESTEL
2.3 Marketing trends – use LSN, WGSN and other reliable sources for examples
3. The Brand within the Sector (Taco Bell UK)
3.1 Introduce the brand – history, mission statement/values and products/services
3.2 USP (Unique Selling Proposition) – brand identity/signature/logo
3.3 Current financial performance KPIs (Key Performance Indicators)
3.4 Target consumer/customer profile – segmentation and demographics
- Key competitors – plot your brand and key competitors on a Price / Style Matrix; highlighting your brand and key competitors with a circle
- Product – categories, signature key pieces and prices
- Place – multi-channel retailing including on-line and physical stores, national and international presence – (number of stores and which brands are they located next to if applicable)
- Search Engine Results Page (SERP) – Screenshot the search engine results page and analyse the brands SEO (Search Engine Optimisation)
- SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of the brand including the micro and macro environment
4. Proposed Integrated Marketing Campaign
This section of the report should be visually produced following your Adobe Software classes and include bullet points and explanatory text to navigate the reader through your proposal.
You are required to propose, and create, a new integrated marketing campaign for your chosen brand based on your research of key marketing trends and market analysis.
Your campaign should include the following promotional tools –
4.1 Content Marketing – consider the relevance of your curated content to broadcast through advertising including video, billboard, TV and online
4.2 Digital Marketing – demonstrate and visualise social media campaigns and / or mobile marketing
4.3 Direct Marketing – consider CRM (Customer Relationship Management) strategies – using the correct tone of voice for your brand, write-up and visualise an email to consumers and / or leaflets / SMS / on-line chat through owned media (e.g. own website)
4.4 Affiliate Marketing – Blogger outreach and / or websites
4.5 PR activities – launch event and / or celebrity influencers
4.6 Marketing Plan – schedule the marketing activities with a timeline (calendar dates) and discuss the financial implications of the proposed marketing campaign. What measures have been put in place to measure the effectiveness of it?
5. Conclusion
Your conclusion should include the main findings of sections 1 – 3, and discuss your integrated marketing campaign section 4, bringing your report to a logical end.
6. Appendices
Additional information to support your report such as articles and academic writing. Please include the results of your primary research i.e. evidence of survey and/or focus group.
Tips for a Successful Report
- Presentation is very important. Your report must be produced in Adobe InDesign (not Word) using digital media as required.
- Use bullet points where appropriate and avoid large chunks of unbroken text.
- Concise editing and writing style – the ability to get a message across clearly and succinctly is a key skill required in marketing.
- Illustrate using relevant photographs, product images, charts and graphics and infographics, making your report as visual as possible.
- Always write in the third person singular, avoiding the use of first person I.