Reference no: EM133935379 , Length: Word Count:3000

Assessment: Marketing Communication Authentic Assessment

INSTRUCTION:

This paper contains three multipart questions related to a practical scenario about a real emerging product, Swippitt. The questions are contained in email messages from the company's managing director to add to the authenticity of the task.

All questions are equally weighted in importance and your response will be graded according to the rubric in the assessment task that relates directly to Course Learning Outcomes 1, 2, 4 and 5.

CASE STUDY: The Launch of Swippitt Case Background:

Swippitt is an ultra-fast charging phone accessory revealed at CES 2025. Known as the "phone toaster" by tech journalists, Swippitt promises to charge your phone in under five seconds by storing a high-capacity charge in a desktop-sized device. The product consists of a 3,500 mAh battery case, and the Swippitt Hub swaps it for a fresh one. The hub will retail for $700 AUD, while the link will cost$200 AUD. While currently at the manufacturing stage, the brand has begun taking pre-orders is now preparing for a global consumer launch of their product(s), including in Australia.

As part of RMIT's LinkedIn involvement, Swippitt became aware of the significant positive impact that Marketing Communications students were having on the product development and marketing communications in Australia. Their board of directors was impressed by your resume and is seeking your expertise to craft an integrated marketing communication (IMC) strategy.

Congratulations - you are the newly appointed "Marketing Communications Manager" for Swippitt's Australian launch campaign.

REQUIREMENTS

You are required to provide answers to multi-part questions posed in the following three emails from the Managing Director. You are to respond to the emails in one short report that addresses all questions in the three emails. Please make sure that it is clear what question you are answering by numbering each part e.g., For question (a) from the first email write Question 1 (a) or Q1(a). It is also recommended that you start a new page for each of the three questions.

Please keep your total response to a maximum of 3,000 words.

It is important that you read each question carefully and answer what is specifically asked. Because you are new you won't have full information so you will need to clearly state any assumptions that you make.

QUESTION 1:

FIRST EMAIL

Subject: Defining Campaign Objectives, Segmentation & Positioning
Message: The Board understands the importance of marketing strategy at a broad business level and campaign level. They also appreciate that business-, marketing- and communication objectives serve different purposes within the broader marketing strategy. Setting clear objectives and selecting and defining clear target audiences are something the Board are keen to accomplish.
Explain the difference between business objectives, marketing objectives and communication objectives. What marketing and communication objectives would you set for the launch campaign of Swippitt?

Identifying and defining an optimal target audience is essential for campaign success. How should Swippitt segment and define its target audience for their product? Further, based on your thoughts about the ideal target audience, do you believe a hedonic or utilitarian appeal would be most appropriate.
For the launch, Swippitt needs a clear positioning strategy. The brand must decide if they want to have a unique selling proposition or make a key benefit claim that resonates with their target audience in Australia. The Board is not familiar with these terms so please outline the difference between a USP and KBC, and highlight which one of the two the company should use to position Swippitt with their target audience.

Thanks,

QUESTION 2:

SECOND EMAIL

Subject: Consumer Decisions, Appeals and Persuasive Communication

Message: It is important that the Board understands the various stages consumers go through in deciding to purchase our product. Given your knowledge of consumer behaviour, you know that the Hierarchy of Effects model and the Marketing Funnel are valuable consumer behaviour tools to help marketing communicators advertise and promote to individuals at the various stages. You also appreciate the importance of developing an optimal creative strategy to reach and persuade consumers at the relevant stages of their purchasing process.
Please explain to the board the difference between the Hierarchy of Effects model and the Marketing Funnel. Can you also help to identify the two most important stages in the funnel that you believe should be focused on as part of the product launch for Swippitt and justify your choice. Get top-notch online assignment help now.

Being mindful of the proposed positioning, the type of appeal and key target audience, what creative style or styles do you suggest to promote Swippitt, and would you recommend the use of a remote conveyor?

QUESTION 3:

THIRD EMAIL

Subject: IMC Mix and Campaign Success
Message: Once our creative approach is determined, we need to consider the media strategy or marketing communication mix (of media channels) for the launch of Swippitt. This involves an integrated approach that aligns with the campaign's goals and target audience. I would like you to consider what marketing communication mix should be executed and how we measure the success of this campaign.
For the Board's benefit, please describe and define the marketing communication mix. Applying the marketing communication mix elements to Swippitt, what marketing communications channels do you think are very important, not as important, not important at all, for this campaign?

There is some disagreement among the Board members about whether Swippitt should additionally use PR, sponsorship, or celebrity endorsers to support meeting the campaign goals? Can you select one and explain how it fits with the product and target audience?
Measurement and evaluation are a vital part of any IMC campaign. Can you suggest to the board how the launch campaign should be tracked and what metrics should use to evaluate the effectiveness of Swippitt's Australian IMC campaign? How can these metrics provide insights into the campaign's objectives and how are they relevant with regards to your preferred choice of IMC tools?

I will use your responses to all my questions to write a report to the Board, so I am happy for you to write in point form if you prefer as long as it is clear and flows logically.

This is a great opportunity to showcase your ability to apply your knowledge and skills. Of course, I recognise you are new so please state any assumptions if necessary.

Word count: 3,000 words (maximum across all questions). Please note that a minimum word count is not provided.