ASSIGNMENT BRIEF - · PDF fileExplain the AIDA model with a diagram and justify with 3...
Transcript of ASSIGNMENT BRIEF - · PDF fileExplain the AIDA model with a diagram and justify with 3...
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By : Mahesh Fernando
MBA (ECU)AUS
PG. Dip in Mkt. SL
CPM Asia (AMF)
MSLIM
Submission date : 1st
March 2011.
TOPIC : Application of communication model to market a new brand of chocolates.
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� Task 01
� You are the brand executive of International confectionaries Lanka (Pvt) Ltd. And the
company has launched a new brand of chocolates called “Choco wall nut” targeting the
youth and young adult segment in the local market.
� Your marketing manager has requested you to come up with a communication model which
he believes can be helpful when setting the communication elements to market the newly
launch brand.
� Explain the AIDA model with a diagram and justify with 3 reasons as to why the AIDA model
is suited for this purpose.
� Task 02
� After explaining the suitability of the AIDA model in task 01, now you are advice to explain
as to how the AIDA model can be used to communicate the new product, you need to explain
the AIDA steps in detail in this part.
� Attention
� Interest
� Desire
� Action
� Task 03
� In this task you are advice to use the AIDA model to convince the target audience to
purchase the new brand, explain as to how you will do this task using the model with
applicable illustrations and examples.
� Please note : you need to give information as to how you will carry out this task in real life
scenario where you are the brand executive for the brand “Choco wall nut”.
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Allocation of MarksTask 01 20%
Task 02 20%
Task 03 40%
Following assignment guidelines 20%
Total 100%
� You are the brand executive of International
confectionaries Lanka (Pvt) Ltd. And the company has
launched a new brand of chocolates called “Choco
wall nut” targeting the youth and young adult
segment in the local market.
� Your marketing manager has requested you to come
up with a communication model which he believes
can be helpful when setting the communication
elements to market the newly launch brand.
� Explain the AIDA model with a diagram and justify
with 3 reasons as to why the AIDA model is suited for
this purpose.
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Response Hierarchy Models attempts to predictResponse Hierarchy Models attempts to predict
the sequence of mental stages that a the sequence of mental stages that a consumer passes through on the way to a consumer passes through on the way to a
purchase.purchase.
These models are useful in the sense that they These models are useful in the sense that they attempt to prioritize the communication attempt to prioritize the communication objectives in various stages of the buying objectives in various stages of the buying
process.process.
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� Attention : The First Look U Make….
� Interest : U want to know about…..
�Desire : U like to get close to……
� Action : The Ultimate Move ……
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� After explaining the suitability of the AIDA
model in task 01, now you are advice to explain
as to how the AIDA model can be used to
communicate the new product, you need to
explain the AIDA steps in detail in this part.
� Attention
� Interest
� Desire
� Action
AIDA Model
Gaining the customer ( Attention)
Generating the Customer ( Interest)
Stimulating the Customer ( Desire)
Causing the customer to take (Action)
( to buy the product)
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� In this task you are advice to use the AIDA model
to convince the target audience to purchase the
new brand, explain as to how you will do this
task using the model with applicable illustrations
and examples.
� Please note : you need to give information as to
how you will carry out this task in real life
scenario where you are the brand executive for
the brand “Choco wall nut”.
AIDA Model
Gaining the customer ( Attention)
Generating the Customer ( Interest)
Stimulating the Customer ( Desire)
Causing the customer to take (Action)
( to buy the product)
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� Looking at the AIDA process U may notice that attention & interest stages Advertising and publicity may have higher impact,
�During the desire and action stages sales promotions, personal selling and direct marketing will become more effective.
The set of tools available to a marketer to execute it’s marketing communication
activities to it’s target audience in order to market it’s products and services
effectively.
The Promotional MIX offers Five major tools for Marketers to carryout it’s activities.
1. Advertising
2. Promotions
3. Public Relations( PR)
4. Personal Selling ( PS)
5. Direct Marketing (DM)
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StageStage Promotional MIX Element Promotional MIX Element
AttentionAttention Advertising & PRAdvertising & PRShow some images or write the story boardShow some images or write the story boardPR talk abut the benefits of the product via a know n personality/Doctor PR talk abut the benefits of the product via a know n personality/Doctor etc. via mediaetc. via media
InterestInterest Advertising & PRAdvertising & PRHow will and advertisement create more interest tow ards the product How will and advertisement create more interest tow ards the product explainexplain
DesireDesire Advertising Advertising –– Show the product in real lifeShow the product in real life
Sales Promotions Sales Promotions –– Offer special introductory offersOffer special introductory offers
Action Action Personal SellingPersonal Selling-- Push the product to the channelPush the product to the channel
Sales Promotions Sales Promotions –– Offer special promotionsOffer special promotions
Direct Marketing Direct Marketing –– Do market sampling and group sales and Do market sampling and group sales and door 2 door sales etc. door 2 door sales etc.
�Pl. see the
assignment
sheet !
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�Follow assignment guide lines.
�Format of the assignment as per the assignment
sheet.
�Please read 3 times and understand each task and
write the same in your own language.
�Get someone else to read and explain the same to
you.
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