Marketing

Project guide
The promotional campaign A case study

Conf. univ. dr. Amalia Dutu

Economics Faculty
University of Pitesti
 I. Company presentation/Product presentation
Company
1. What company
2. What the company is doing
3. The history of the company
4. What are the markets in which company operates
Brand
1. What bend
2. Describe the more important aspects of the brand regarding the
current marketing communication: how the brand is advertized, what
message, and so on.

Describe the company that you choose and the brand of the company. Select
an advertizing campaign that company implemented for the brand.
Make a general description of the campaign.
II. The campaigne projection
A. The ovjectives of the campaign

What were the objectives pursued in the campaign?

Examples:

The increase of the sales volume

The development of the brand image
The transition of some information to the customers (to inform them about
the brand)
To rise the notoriety of the brand (the awareness degree)
Etc.

Describe the objectives of the camping the you chose for your case
study.
II. The campaigne projection
A. The targeted audience
Describe the target audience of the campaign

The target audience contains all the customers that the message will reach.
.

Describe the public audience of the campaign using some selected

variables as:
Geographic: Region, Residence environment etc. Regiunea, Populaia
oraelor, Mediul de reedin;
Demographic: Age, Gender, Income, education etc.;
Psychographic: Social class, Lifestyle, personality etc
Behavior: expected advantages, purchasing experience and frequency,
loyalty etc.
II. The campaigne projection
A. Positioning strategies
What strategy was used in the analyzed campaign ? What tip of positioning
was uesd? Identfy and Explain.

positioning strategies :

1. positioning function of product attributes: the message will underline the

product attributes as safety, quality and so on.
2. positioning function of product benefits: the message will underline the
benefits that product offers to the customers, for instance RedBull offer
energy.
3. positioning function of utilization: the message will underline the tips of
usage of the product, for instance, the fitness cereals can be used during
the entire day.
4. positioning function of utilization: the message will underline the
category of consumers that will use the product, for instance the bright
kids, the powerful women.
5. positioning function of quality-price ratio: the message will underline the
best ratio in the market.
6. positioning function of prestige and tradition: the message will underline
the long experience in the market, performance, prestige and tradition.
II. The campaigne projection
A. positioning strategies vectors of positioning

Vectors

The toothpaste will remove the spots and will regain the
natural white of your smile.

Offers protection for:

cavities
plaque Benefits
gum disease
sensitive teeth
tartar
enamel erosion
Bad breath
Sursa: http://romaniancopywriter.ro/analiza-public-tinta/
II. The campaigne projection
A. The mesage

Describe the message the company transmitted during the campaign.

Describe what channels and methods was used in the campaign
describe the communicational mix.

What was communicated? How was communicated?

Final remarks regarding the analyzed campaign and

additional relevant information.

Good luck!