Report 3
I have prepared a formal business report for the directors of Sondy Pillows, it will the
decisions and approaches that I took with the plan for the marketing campaign. This
involves: it will explain the purpose of the campaign, the decision for the marketing
message, why I chose the 3 SMART objectives, the decision to use situational analysis tools:
SWOT and PESTLE analysis, why I conducted a CRAAP test and other main decisions and
approaches that I took. Furthermore, I will analyse this decisions and approaches that I
made- highlighting why I think those were the correct decisions and finally, justifying and
evaluating these decisions. Identifying the possible disadvantages and advantages of the
decisions and approaches.
To begin with, I will examine the purpose of the marketing campaign. I was asked to create
a marketing campaign that will run for 5 months in order to achieve the company’s aim of
launching a new product. The set budget given for this campaign was $50,000. I will be
explaining, analysing and evaluating each of these points in the same paragraph.
Explanation- why these decisions were made
Firstly, I had to develop a marketing message. This marketing message would be used
when communicating with customers regarding the product. For instance, in
advertisements- when said in the form of a line or displayed next to the logo of the Sondy
Pillows brand. This marketing message is ‘Comfort Redefined, Health Embraced ‘. I chose this
marketing message because it shows that SP Travel has embraced consumer health and
taken it into consideration as well as provided them with a different, more applicable
meaning to comfort. I believe that this was the right decision to make and is a benefit to the
business.
Secondly, the SMART objectives I chose linked in with the marketing campaign and the
purpose. They were: 1. Increase in social media following across Instagram, TikTok and
others by gaining over 300,000 followers for Sondy Pillows, more specifically SP Travel. This
is to be achieved within a period of 3 months. 2. Obtain a minimum of 250 customer reviews
through online feedback surveys and interactions on social media. This is to be achieved
within the last 2 months of the campaign. 3. Secure 4 partnership/collaboration deals with;
travel bloggers and influencers, celebrities advertising the product. This is to be achieved
within the time frame of 5 months. Each of these SMART objectives will lead to the success
of the marketing campaign. They help increase visibility, and outreach to more people. This
is an advantage for Sondy Pillows.
Thirdly, within SWOT I identified the strengths: high quality, innovative materials, the
weaknesses: limited product range and the lack of a physical store, the opportunities:
growing travel market and partnerships and the threats: competition and economic
challenges. As for the PESTLE, I identified trade policies, interest rates, demographics,
technological IP rights and sustainability. The approach to carry out SWOT and PESTLE was a
good decision as
I have prepared a formal business report for the directors of Sondy Pillows, it will the
decisions and approaches that I took with the plan for the marketing campaign. This
involves: it will explain the purpose of the campaign, the decision for the marketing
message, why I chose the 3 SMART objectives, the decision to use situational analysis tools:
SWOT and PESTLE analysis, why I conducted a CRAAP test and other main decisions and
approaches that I took. Furthermore, I will analyse this decisions and approaches that I
made- highlighting why I think those were the correct decisions and finally, justifying and
evaluating these decisions. Identifying the possible disadvantages and advantages of the
decisions and approaches.
To begin with, I will examine the purpose of the marketing campaign. I was asked to create
a marketing campaign that will run for 5 months in order to achieve the company’s aim of
launching a new product. The set budget given for this campaign was $50,000. I will be
explaining, analysing and evaluating each of these points in the same paragraph.
Explanation- why these decisions were made
Firstly, I had to develop a marketing message. This marketing message would be used
when communicating with customers regarding the product. For instance, in
advertisements- when said in the form of a line or displayed next to the logo of the Sondy
Pillows brand. This marketing message is ‘Comfort Redefined, Health Embraced ‘. I chose this
marketing message because it shows that SP Travel has embraced consumer health and
taken it into consideration as well as provided them with a different, more applicable
meaning to comfort. I believe that this was the right decision to make and is a benefit to the
business.
Secondly, the SMART objectives I chose linked in with the marketing campaign and the
purpose. They were: 1. Increase in social media following across Instagram, TikTok and
others by gaining over 300,000 followers for Sondy Pillows, more specifically SP Travel. This
is to be achieved within a period of 3 months. 2. Obtain a minimum of 250 customer reviews
through online feedback surveys and interactions on social media. This is to be achieved
within the last 2 months of the campaign. 3. Secure 4 partnership/collaboration deals with;
travel bloggers and influencers, celebrities advertising the product. This is to be achieved
within the time frame of 5 months. Each of these SMART objectives will lead to the success
of the marketing campaign. They help increase visibility, and outreach to more people. This
is an advantage for Sondy Pillows.
Thirdly, within SWOT I identified the strengths: high quality, innovative materials, the
weaknesses: limited product range and the lack of a physical store, the opportunities:
growing travel market and partnerships and the threats: competition and economic
challenges. As for the PESTLE, I identified trade policies, interest rates, demographics,
technological IP rights and sustainability. The approach to carry out SWOT and PESTLE was a
good decision as
