Coursework 1- DOVE
This first coursework required a group to:
-Choose a brand
-Find the business problem
-Find a Solution in terms of Advertising
The final pitch was to be shown to the London based agency, 'Arena'.
For this piece of work, we looked at Dove. Their advertising has been highly effective in the past however they seem to stick to the same market. From our research we found that they could have a possible new market. As they were owned by Unilever, we found that Unilever alone did not have a product targeted at this market. From this, we came up with new product ideas and an Ad campaign in order to attract this new market for Dove. This was planned with Dove's original brand values and beliefs. This taught me a great deal on how to research in-depth into a brand and its target market. What a brand might think they attract, may be different to the actual audience they are attracting. It is highly important for a brand to know who exactly is buying their product and whether or not there are more opportunities out there for them. This was the first real time I had used the database 'TGI'.It was used a great deal to find the target market and their lifestyle. Following the research, our pitch was presented to 'Arena' Agency. Happily, we won the pitch. This helped boost my presentation skills and how to put a presentation together. This allowed us to gain confidence in market research and devising a marketing campaign.
Coursework 3: Marlow FM
Marlow FM was a new a soon to be released radio station in a town nearby (Marlow). Our task was to look into the local area, see who their target market is, see if they listen to radio and see what they want from a local radio station.
A lot of experience was gained with this project as we went out on the streets of Marlow to interview the locals. It showed me how to gain information first hand, find the business problem and then solve it. One of our biggest tasks was finding a way to engage the consumer with the radio station. All our findings were presented to the client in which was overwhelmed by all the insight they gained.
Module: Communication
A brief from the 'Buckinghamshire Fire & Rescue' Service was given to us in order to minimise the amount of arson attacks around Buckinghamshire and its surrounding areas. This project allowed us to work alongside the 'Creative Advertisers'. Therefore we were required to produce a separate brief for them to come up with the actual advertisement. A lot of primary research was carried out for this project along with market research into the target market (teenagers). After market research, a brief was given to the Creatives including the mediums of advertising we would use to attract the audience. After multiple meetings and disagreements we came to a final conclusion and the advertisements were made. This related strongly to the HEATH theory as we look into the sophisticated consumer today. We really had to look at the average teenager in todays day and age and get into their minds. We had to find out what they would be attracted to and what would really scare them and hit the spot. The whole idea of the ads were to shock them, thus refraining them to cause arson attacks.
Above are two examples of what our finished posters would have looked like.
Coursework 3: Brand Book
I was very pleased with my final grade and product with this assignment. Here, we were required to look into almost every aspect of a company. Mine was 'Currys'.The idea for a brand book is to allow anyone to pick it up and after reading, know everything about that company. A lot of primary and secondary research was carried out for this task. I even went into the shop along with it's competitor's shop and compared the two together. One of the things I looked for in my investigation was whether or not they kept promises they made in terms of value of service. Topic areas researched included:
-Introduction
-Electrical Retailing UK
-Recession-Impact
-Energy Saving
-Consumer Trends
-Outside the Market
-SWOT
-PESTEL
-History
-Ashridge Mission Model
-Past Advertising
-Shoppers
-TGI Gatherings
-In-Store Primary Research
Marmite Pitch
In teams we were required to target Marmite's business problem and tackle them with the use of a new and effective marketing campaign. This was a challenge as a lot of in depth research was needed in order to precisely come up with the right medium of advertising. After our campaign was put together, we then pitched it to Unilever & Marmite and their current ad agency, 'Mindshare'. This helped boost our confidence in pitch presenting and marketing campaigns.
Module: Digital Marketing Communications
This module required a lot of digital magazines. For the first coursework we looked into 'The Role of Online Marketing to Students'. The second coursework allowed us to expand our knowledge and look into 'The Role of Online Marketing for Student Career Development'. Finally, for our final coursework we were required to produce a website based on our findings in the first two pieces of coursework. Here we decided to produce a website for students and businesses online.
This module has been highly beneficial to me as I have learnt a great deal about presenting to possible investors, gaining full insight into a market segment and then using that information to produce a product/service. Below are two links to two of our online magazines:
1.
2.
Apprentice Challenge
For the second year running, I had taken part in the Apprentice challenge in hopes for making it to the final round. With 2 years of experience in marketing behind me, I felt I had a fairly good chance. Like our first year, we decided to use the same local doughnut bakery. As an improvement to the first year, we now knew how to make our stand look better than out competitors and stand out from the crowd. We got through to the second round however lost during our pitching process to Eden's marketing team (Eden Shopping Centre in High Wycombe).
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