- MNM3710 BRAND MANAGEMENT –
2021
ASSIGNMENT 01
LIFE BUOY SOAP
“Saving Lives: Wash Hands 10 for 20”
by
Name Student number
Date of submission:
2021-04-29
Page 1
, Table of Contents
1. Executive summary..................................................................................................2
2. TASK 01: PRODUCT LUNCH..................................................................................3
3. TASK 02: Campaign design.....................................................................................4
3.1. CAmpaign name................................................................................................4
3.2. cAMPAIGN SUMMARY.....................................................................................4
3.3. integrated MARKETING COMMUNICATIONS PLAN.......................................5
3.3.1. Step 1: Identify the Target Audience...........................................................5
3.3.2. Step 2: SWOT Analysis...............................................................................6
3.3.3. Step 3: Marketing Communication Objectives............................................6
3.3.4. Step 4: Develop Strategies and Tactics......................................................7
3.3.5. Step 5: Budget.............................................................................................8
3.3.6. Step 6: Evaluate Effectiveness....................................................................8
4. TASK 03: INFLUENCE OF MEDIA FRAGENTAION ON BRANDING....................8
4.1. the new media environment...............................................................................9
4.2. social branding THROUGH SOCIAL media......................................................9
4.2.1. Blogs..........................................................................................................10
4.2.2. Social Networks.........................................................................................10
4.2.3. Content Communities................................................................................10
4.2.4. Forum/ bulletin boards...............................................................................11
4.2.5. Content Aggregators.................................................................................11
5. CONCLUSION........................................................................................................12
6. REFERENCES.......................................................................................................12
1. EXECUTIVE SUMMARY
Page 2
2021
ASSIGNMENT 01
LIFE BUOY SOAP
“Saving Lives: Wash Hands 10 for 20”
by
Name Student number
Date of submission:
2021-04-29
Page 1
, Table of Contents
1. Executive summary..................................................................................................2
2. TASK 01: PRODUCT LUNCH..................................................................................3
3. TASK 02: Campaign design.....................................................................................4
3.1. CAmpaign name................................................................................................4
3.2. cAMPAIGN SUMMARY.....................................................................................4
3.3. integrated MARKETING COMMUNICATIONS PLAN.......................................5
3.3.1. Step 1: Identify the Target Audience...........................................................5
3.3.2. Step 2: SWOT Analysis...............................................................................6
3.3.3. Step 3: Marketing Communication Objectives............................................6
3.3.4. Step 4: Develop Strategies and Tactics......................................................7
3.3.5. Step 5: Budget.............................................................................................8
3.3.6. Step 6: Evaluate Effectiveness....................................................................8
4. TASK 03: INFLUENCE OF MEDIA FRAGENTAION ON BRANDING....................8
4.1. the new media environment...............................................................................9
4.2. social branding THROUGH SOCIAL media......................................................9
4.2.1. Blogs..........................................................................................................10
4.2.2. Social Networks.........................................................................................10
4.2.3. Content Communities................................................................................10
4.2.4. Forum/ bulletin boards...............................................................................11
4.2.5. Content Aggregators.................................................................................11
5. CONCLUSION........................................................................................................12
6. REFERENCES.......................................................................................................12
1. EXECUTIVE SUMMARY
Page 2
