Campaign Planning Brief
The Campaign Planning Brief – Country Road Bags | 2010 | The campaign planning brief provides an overview of the marketing program which will be used in this year’s up and coming Country Road bag campaign. This brief will also cover and enlighten the potential ways in which Country Road will approach their target audience and its large university student market. | |
University of Technology Sydney – 24510 Advertising Research Kohei Himura - 10732307
Table of Contents Marketing Objective 3 Communication objective 3 Target Customer Description/Profile 3 Barriers to purchase 4 Important and Unique Benefit Claims 4 Customer Motivations 5 Principal Competition/Competitive Offers 5 Current and Desired Perceptions 6 Creative Strategies and Tactics 6 The Customer Promise 6 Tone and Manner 7 Other Marketing Communications’ Activities 7 Response and Monitoring Measures 7 Mandatories 7
Marketing Objective
Country Road has simple marketing objectives, which is easy to follow and can be very achievable with the current barriers and target market which is presented for the Country Road bags. This includes the following; * Create an image to gain positive attitude amongst the target audience, hopefully allowing Country Road to increase market share by 10% * Inform target audience about features and benefits of our product and its competitive advantage, leading to a 25% increase in sales in one year. * Decrease or remove potential customers ' resistance to buying our product
The objective listed above to occur in 1 years time from the start of the campaign
Communication objective
As established through the thorough research conducted on Country Road bags, the product has already had a lot of exposure and the target audience is very aware of the existing product and brand. Knowing this the Country Road bags will be conducting an attitude based campaign, which will allow the campaign to be more successful as the target
University of Technology Sydney – 24510 Advertising Research Kohei Himura - 10732307
Table of Contents Marketing Objective 3 Communication objective 3 Target Customer Description/Profile 3 Barriers to purchase 4 Important and Unique Benefit Claims 4 Customer Motivations 5 Principal Competition/Competitive Offers 5 Current and Desired Perceptions 6 Creative Strategies and Tactics 6 The Customer Promise 6 Tone and Manner 7 Other Marketing Communications’ Activities 7 Response and Monitoring Measures 7 Mandatories 7
Marketing Objective
Country Road has simple marketing objectives, which is easy to follow and can be very achievable with the current barriers and target market which is presented for the Country Road bags. This includes the following; * Create an image to gain positive attitude amongst the target audience, hopefully allowing Country Road to increase market share by 10% * Inform target audience about features and benefits of our product and its competitive advantage, leading to a 25% increase in sales in one year. * Decrease or remove potential customers ' resistance to buying our product
The objective listed above to occur in 1 years time from the start of the campaign
Communication objective
As established through the thorough research conducted on Country Road bags, the product has already had a lot of exposure and the target audience is very aware of the existing product and brand. Knowing this the Country Road bags will be conducting an attitude based campaign, which will allow the campaign to be more successful as the target
References: DR. G BELCH, DR. M BELCH ADVERTISING AND PROMOTION - An Integrated Marketing Communications Perspective Eighth Edition 2009, Pg 18-25, 42-60, 299-302, 314-342, 388-402, 424-436, 612-644 Appendix A – Print Advertisement (See Next Page)