Problem Statement\/Assignment:<\/strong><\/p>\n\n\n\nYou are the owner of a small-but-growing marketing agency. A leading brand in the fast\u0002moving consumer goods (FMCG) sector has invited your agency to pitch for a campaign to promote one of its products. Ahead of the pitch, you are required to submit a Briefing Paper outlining your campaign and its concept. The overall budget you have to work with, excluding agency fees, must fall within the \u00a375k to \u00a3120k range.<\/p>\n\n\n\n
For the purposes of this assignment, you may choose any FMCG brand you find interesting, along with a key product in its portfolio. Try to be specific in terms of the product in order to make the proposal realistic. For example, if your client brand was Dairy Crest, you would be invited to pitch for a specific product such as Cathedral City Cheddar, rather than for the broader category of Cheese. Similarly, if the client was Samsung, you may be invited to pitch for the Galaxy Z Flip4 Smartphone, rather than for the broader category of Samsung Smartphones. <\/p>\n\n\n\n
Whatever the brand and product selected, your campaign proposal MUST fall into one of the following categories ONLY:-<\/p>\n\n\n\n
EITHER A shopper marketing campaign <\/p>\n\n\n\n
OR An influencer marketing campaign <\/strong><\/p>\n\n\n\nYour Briefing Paper should draw on appropriate literature and relevant tools and concepts from the module, together with your own desktop research into your brand\/product category. The module makes extensive use of below books: <\/p>\n\n\n\n
Palmer, M. (2021). What Your Customer Wants And Can\u2019t Tell You. Mango. Russell, A. (2020). <\/p>\n\n\n\n
The Influencer Code. Hatherleigh Press. <\/p>\n\n\n\n
Cialdini, R. D. (2021). Influence: The Psychology of Persuasion. Harper.<\/p>\n\n\n\n
The following is a suggested guide to the key sections your Briefing Paper might be expected to contain. You are free to customize this suggested template, however, to suit the requirements of your chosen client brand and product. Please note that as all brands\/products are different, there is no fixed allocation of word-count per section. <\/p>\n\n\n\n
Suggested Sections <\/p>\n\n\n\n
\u2022 The SMART goal for the campaign <\/p>\n\n\n\n
\u2022 Target audience and\/or market segment <\/p>\n\n\n\n
\u2022 For a shopper marketing campaign, the retail channels to be used <\/p>\n\n\n\n
\u2022 For an influencer marketing campaign, the influencers to be used and criteria <\/p>\n\n\n\n
\u2022 How you will approach the selected retailer\/influencers and the terms offered <\/p>\n\n\n\n
\u2022 The messaging to be used, the behavioural elements to be included within that messaging, and the overall creative bandwidth \u2022 Metrics to be used to evaluate campaign progress and outcomes <\/p>\n\n\n\n
\u2022 Outline budget <\/p>\n\n\n\n
\u2022 A draft press release to announce the campaign <\/p>\n\n\n\n
\u2022 Draft marketing materials and\/or social media posts <\/p>\n\n\n\n
\u2022 Timeline and key activities<\/p>\n\n\n\n
You are free to use appendices as required to include aspects of your proposal such as draft messaging and creative concepts.<\/p>\n\n\n\n
Performance for this module will be judged against the following criteria: \u2022 Organisation, structure and presentation \u2022 Depth of understanding \u2022 Analysis and discussion \u2022 Use of sources and referencing \u2022 Overall conclusions
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