Mnm3709
Strategic marketing
Assignment 2
Role player: Mothers (Target Customers)
(1) Practical description: Mothers with toddlers and young children who are the primary
consumers of Clover Danao products.
(2) Practical role: They make the purchasing decisions based on the product's appeal, nutritional
benefits, and value for their children. They are influenced by factors such as taste, health benefits,
and convenience.
Role player: Retail Outlets (Pick ‘n Pay, Spar, Shoprite)
(1) Practical description: Major retail chains including Pick ‘n Pay, Spar, and Shoprite where Clover
Danao products are sold.
(2) Practical role: Retail outlets provide the physical distribution channel for Clover Danao
products. They order, stock, and display the products, making them available to consumers. They
also play a role in promoting the product within their stores.
Role player: Above-the-Line Agency (Joe Public)
(1) Practical description: The advertising agency responsible for creating and executing above-the-
line promotional activities for Clover Danao.
(2) Practical role: The agency develops and produces the TV commercials, such as the double
happiness concept featuring cute laughing babies. They aim to create a compelling and engaging
advertisement that resonates with the target audience (mothers) and communicates the product's
benefits effectively.
Role player: Below-the-Line Agency (The Creative Counsel and breed)
(1) Practical description: The agency responsible for implementing below-the-line marketing
activities, including in-store promotions, demos, and online engagement.
(2) Practical role: The agency designs and executes in-store promotional activities to increase
product visibility, encourage trials through demos, and engage with consumers. They also manage
the brand's social media presence, such as the Danao Facebook page, to connect with moms and
build a community.
Strategic marketing
Assignment 2
Role player: Mothers (Target Customers)
(1) Practical description: Mothers with toddlers and young children who are the primary
consumers of Clover Danao products.
(2) Practical role: They make the purchasing decisions based on the product's appeal, nutritional
benefits, and value for their children. They are influenced by factors such as taste, health benefits,
and convenience.
Role player: Retail Outlets (Pick ‘n Pay, Spar, Shoprite)
(1) Practical description: Major retail chains including Pick ‘n Pay, Spar, and Shoprite where Clover
Danao products are sold.
(2) Practical role: Retail outlets provide the physical distribution channel for Clover Danao
products. They order, stock, and display the products, making them available to consumers. They
also play a role in promoting the product within their stores.
Role player: Above-the-Line Agency (Joe Public)
(1) Practical description: The advertising agency responsible for creating and executing above-the-
line promotional activities for Clover Danao.
(2) Practical role: The agency develops and produces the TV commercials, such as the double
happiness concept featuring cute laughing babies. They aim to create a compelling and engaging
advertisement that resonates with the target audience (mothers) and communicates the product's
benefits effectively.
Role player: Below-the-Line Agency (The Creative Counsel and breed)
(1) Practical description: The agency responsible for implementing below-the-line marketing
activities, including in-store promotions, demos, and online engagement.
(2) Practical role: The agency designs and executes in-store promotional activities to increase
product visibility, encourage trials through demos, and engage with consumers. They also manage
the brand's social media presence, such as the Danao Facebook page, to connect with moms and
build a community.
