Summarize the major decisions involved in developing an advertising campaign. How might Qantas have approached its advertising campaign differently?

/in /by

7.3 – Assignment: Case Study – Facing Some “Home” Truths (PLG1)

Facing Some ‘Home’ Truths: Brand Backlash and the Case of Qantas
Airline flying above the clouds.Analyze the following case study from the Hunt Library: Baumann, C., Bretherton, T., Troy, S., and Taksa, L. (2017). Facing Some ‘Home’ Truths: Brand Backlash and the Case of Qantas. Links to an external site.In SAGE Publications.

The case describes the challenges associated with building and maintaining a brand through promotional branding efforts. After reading the case study, address the following topics:

Three key stakeholder groups—Qantas corporate interests, workers, and customers—provide qualitative commentary about Qantas and its recent marketing. How do their perceptions differ? Are there any areas of shared understanding or perception of the Qantas brand held by all stakeholders?

While the sentimental narratives of homecoming and family reunion have been long-standing features of Qantas branding since the 1980s, based on the stakeholder commentaries presented here, the “Feels Like Home” campaign has failed to connect with many key aviation industry stakeholders. Why has this disconnect occurred? Identify the strengths and weaknesses in the “Feels Like Home” television campaign approach used by Qantas to re-invigorate the brand.

A gap appears between corporate representations and understandings of a brand (the brand “identity” held by a company) and diverging stakeholder perceptions of brand (brand image) that can have significant implications for the success of an advertising campaign. In the context of this case study, how can qualitative analysis of these different commentaries help to shed light on the gap between “brand identity” and “brand image?”

Summarize the major decisions involved in developing an advertising campaign.

How might Qantas have approached its advertising campaign differently?

Visit the Qantas News Room and evaluate the role of public relations (PR) as a component of the promotional strategy.

Requirements
Include the following requirements in your case study assignment:

References using current APA Links to an external site.in-text citations.

Written in essay format with at least three sections: a 150 word introduction, body content, and a wrap-up or summary.

Based on your experience, you can perhaps share with us some practical solutions from working life reflecting the theoretical framework(s) and marketing processes described in the course text.

/in /by

8.3 Assignment

Topic Selection
The marketing strategies used to create and communicate customer value. Based on your experience, you can perhaps share with us some practical solutions from working life reflecting the theoretical framework(s) and marketing processes described in the course text.

Describe the direct and digital marketing tactics the brand uses to tailor offers and content to the needs and interests to defined segments or individual buyers to build customer relationships, a brand community, and/or sales.

/in /by

8.2 Connecting to the Customer

Discuss
In your initial post, describe the direct and digital marketing tactics the brand uses to tailor offers and content to the needs and interests to defined segments or individual buyers to build customer relationships, a brand community, and/or sales.

Examine and summarize the crisis situation.

How did the organization handle the crisis using online marketing channels?

Select one topic from the table and play the role of a marketing manager. What would you do? Explain which ethics philosophy is guiding your decision.

/in /by

9.2 What Would You Do?

Discuss
Select one topic from the table and play the role of a marketing manager. What would you do? Explain which ethics philosophy is guiding your decision.

Write a well-sourced paper not to exceed 2 pages on how you plan to price your product? What are competitors prices and strategy. How does your products unique offering relate to the price and your target audience?

/in /by

The Plan-Pricing

Write a well-sourced paper not to exceed 2 pages on how you plan to price your product? What are competitors prices and strategy. How does your products unique offering relate to the price and your target audience? Use the outline provided as a guide.

Identify two or more subcultural groups to which you belong. Describe how you identify with these subcultural groups and how those groups affect your consumption patterns.

/in /by

Subcultural groups

Think about some of the subcultures to which you belong.

  1. Identify two or more subcultural groups to which you belong.
  2. Describe how you identify with these subcultural groups and how those groups affect your consumption patterns.

 

Identify your brand knowledge structure of the first three brands that come to mind from within your assigned category. What do you know about the brands, and how do those pieces of information connect?

/in /by

Brand Position Group Discussion: Brand Knowledge Structure

This is a group activity. For more information on groups, see About Group Work.
3-2 Brand Position Group Discussion: Brand Knowledge Structure You have been assigned to a specific product/service category group by your instructor. Go to the Group Discussion topic for your assigned group and create a thread that contains the following:

• Identify your brand knowledge structure of the first three brands that come to mind from within your assigned category. What do you know about the brands, and how do those pieces of information connect?

• For each of your selected brands ask two to four people outside of the class what they “know” about that brand, then share your research findings in your post.

• In your response to peers, discuss any similarities or differences in your initial brand perceptions, and whether your research findings changed your perceptions in any way.

Identify specific opportunities for improvement with regard to the content in the initial posting. Provide supporting rationale for your stated position, as well as concrete suggestions and guidance intended to strengthen the effectiveness of the content.

/in /by

Unit 6 Peer Response 2 MBA630 sm

Use the following as headers for your peer responses:

1. Strengths: Point out what you perceived to be the strengths of the initial posting along with supporting rationale.

2. Opportunities for Improvement: Identify specific opportunities for improvement with regard to the content in the initial posting. Furthermore, you should provide supporting rationale for your stated position, as well as concrete suggestions and guidance intended to strengthen the effectiveness of the content.

3. Strategic Implications: Identify the larger strategic implications found in common between your post and your peer’s post (Use attached discussion labeled JCDiscussion6 to compare)

What is the product? Why is the product needed? Who are the customers for this product? In a few sentences, explain the company’s current situation and the purpose of this marketing plan.

/in /by

Module 16 Executive Summary on Electric Cars

Executive Summary on Electric Cars

  1. Start by briefly describing the good or service you’re marketing (electric cars), why your product is needed, and the customers who are likely to buy it. Also describe the company’s situation and what you want to accomplish with this marketing plan. Save these answers and be prepared to refine it into two paragraphs later in this project. In the final assignment, your overview will become part of the Executive Summary.
    1. What is the product? Electric Cars
      1. Example: a highly durable mountain bike, a nutritious and tasty snack product, or a scanning service for digitizing fragile photos.
        The global trend of sustainable transport of Electric Automobiles may be the future of transportation.
    2. Why is the product needed?
      1. Example: needing a sturdier bike for rocky terrain, needing a snack that’s healthy and convenient, or needing a way to save old photographs by scanning them.
        Needing an energy efficient, eco-friendly electric automobile for sustainable transportation which requires low maintenance.
      2. Who are the customers for this product?
        1.  Example: mountain-biking enthusiasts, parents buying snacks for children, or people who want to digitally preserve fragile family photos.
        Target market is those who are highly interested in social change. It is also aimed at urbanites whose income brackets is middle-to-upper class.
    3. In a few sentences, explain the company’s current situation and the purpose of this marketing plan.
      Example: a startup company preparing to launch an innovative new product; a division of a major corporation putting more marketing support behind a particular product; or an international company planning to introduce a product in the United States.
      An electric vehicle company preparing to launch an innovative new product of the future.
      It becomes even more essential when we consider the rising levels of pollution, diseases caused by pollution, and global warming. In addition to promoting the use of electric vehicles, car manufacturers must follow the example set by my electric car company in ensuring they are designing e-vehicles that are user and ecofriendly. With the advancement of technology, electric vehicles appear to be the best alternative. Created a top electric car line that concentrates on the luxury vehicle market segment of the automotive industry.

Create a Social Media Marketing Plan for a fictitious company.

/in /by

 Social Media Marketing Plan

You are to create a Social Media Marketing Plan for a fictitious company. Below is a list of what is to be included in your project. You are to provide me with a written plan done in Word. You are also required to prepare a presentation of your plan in PowerPoint. This project is in place of your final exam.
For the paper, you must use Arial 12 font and the paper is to be single-spaced.

The social media plan and presentation should be inclusive of the following:
1. Title Page
2. Table of Contents
3. Executive Summary
4. Overview (an overview of the client’s current social media presence, a competitive analysis, goals, strategies, target market, tools, implementation, monitoring, and budget)
5. Social Media Audit
6. SWOT Analysis
7. Target Market
8. Competitor Assessment
9. Goals, Objectives, and Metrics
10. Social Media Strategy and Platform Selection
11. Roles and Responsibilities
12. Content Strategy
13. Distribution Strategy
14. Employee Advocacy Program
15. Social Media Policy and Critical (Crisis) Response Plan
16. Influencer Program
17. Advertising Strategy
18. Results
19. Recommendations