marketing campaign a2 business studies unit 3. creating a marketing campaign scenario: you are...

Marketing Campaign

A2 Business Studies Unit 3

Creating a Marketing Campaign

Scenario: You are marketing executives, working at Saatchi & Saatchi, one of the world’s largest marketing agencies based in West London. You have been given the task of creating a marketing campaign which must be presented to your client. You can chose from the following clients to create a campaign for:

• Innocent Drinks• Topshop / Topman• O2• Converse

Client’s Specification

Your Campaign Should be Completed as follows:

• SMART Marketing Objectives• A ‘Mood Board’• An Advertising Poster• A basic advertising video - optional• Moving Averages Analysis• Market Analysis Featuring Extrapolation• Primary Market Research• A SWOT analysis• A clear marketing strategy – related to Ansoff’s Matrix

Month Converse Sales Converse M.A Innocent Sales Innocent M.A Topman/shop Sales

Topman/shop M.A

J 800,000 567,678 2,567,098

F 800,067 456,765 2,456,456

M 748,230 345,767 2,311,211

A 645,456 567,989 2,000,005

M 634,657 786,988 1,986,324

J 756,798 900,786 1,563,324

J 896,987 1,435,456 1,856,987

A 956,006 1,567,898 2,110,112

S 1,978,067 1,287,222 1,546,989

O 687,987 1,000,465 1,234,657

N 654,765 800,444 1,119,999

D 546,768 723,450 1,800,767

Moving Averages

• Calculate and display 3 month moving averages on Excel.

• Input a line of best fit.• Write an analysis of the trends/sales

data for your firm.• Indicate what you predict via your

extrapolation for the following months sales figures and include in analysis.

Client’s Specification

Your Campaign Should be Completed as follows:

• SMART Marketing Objectives• A ‘Mood Board’• An Advertising Poster• A basic advertising video - optional• Moving Averages Analysis• Market Analysis Featuring Extrapolation• Primary Market Research• A SWOT analysis• A clear marketing strategy – related to Ansoff’s Matrix

Primary Market Research

• Design a questionnaire to gauge consumer response to your marketing campaign.

• Upload on to www.surveymonkey.com .

• 40 respondents.

• Analyse the results using the websites tools.

Plenary

What has been completed?

• SMART Marketing Objectives• A ‘Mood Board’• An Advertising Poster• A basic advertising video - optional• Moving Averages Analysis• Market Analysis Featuring Extrapolation• Primary Market Research• A SWOT analysis• A clear marketing strategy – related to Ansoff’s Matrix