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Learning task
MAR4LH012
16 February 2016
Learning task 1
Trigger
Mountain Dew is a well-known brand that is consumed by millions of predominately young,
active, outdoor-oriented consumers and is the 4th highest selling soft-drink brand in the US.
On the market for more than 50 years, MD is positioned as a brand that stands for fun,
exhilaration and energy (FEE for short). Brand managers have been consistent over time
and across communication media in maintaining the FEE theme that represents the brand’s
core meaning – its positioning. Various advertising media, event sponsorships and
consumer promotions have been employed in an integrated way over the years to trumpet
the brand’s core meaning. The brand managers of MD use TV commercials as well as radio
spots to appeal to the brand’s target audience.
Event sponsorships provide another major communication medium for MD, which has
sponsored leading alternative sports competitions such as the Dew Action Sports Tour
(extreme sports tournament) and a series of ski and snowboard races held at various
resorts in the US. MD also hosts a variety of smaller events that draw audiences as small as
5000 people. Appealing give-away items (T-shirts, videos, branded snowboards..) are
distributed in these events to generate excitement and foster positive connections between
MD brand and its loyal consumers.
Much of MD’s continued success is attributable to its brand managers’ dedication to
presenting consistent messages about the brand, both over time and across communication
media. By contrast, many companies treat the various communication tools – advertising,
SP, PR etc. – as virtually separate activities rather than as integrated elements that work
together to achieve a common goal. Personnel in charge of advertising sometimes fail to
coordinate adequately their efforts with individuals in charge of SP or publicity.
Problem
Integrated marketing communication (IMC)
Integroitu markkinointiviestintä
Learning Objectives
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What is IMC (integrated marketing communication) and what does it mean
for a company to follow IMC (is it a strategic or operational tool)?
How does IMC work?
Who are in charge of IMC? What are the roles of different agencies
(marketing/brand/communication/advertising/media/research) and the
company itself in creating IMC?
Keywords
Integroitu markkinointiviestintä, integrated marketing communication, IMC
Sources
Books mentioned in the implementation plan
Relevant articles (also try scholar.google.com)
http://prfirms.org/resources/dawn-dishes-it-out-changing-consumers-perceptionson-value
Learning task
MAR4LH012
16 February 2016
Learning task 2
Trigger
IVANA Helsinki’s competitors are not only from the clothing/textile industry but also
from all sorts of pleasure industries, such as antique, decoration, design, and others. A
lot of new young designers have entered the market, a lot of interest has grown
towards innovations, and this cumulative effect also helps IVANA Hki. “The product
needs roots, and therefore our camping philosophy is important”, says Pirjo Suhonen.
Ideas for new products come from observing the world all the time (theatre, art,
cinema, nature, etc.) and from monitoring the visions from trend research companies. It
is important to observe the weak signals from all over the world. The new proud art
driven design from Scandinavia is still strong and has given IVANA the extra attention
especially in the United States, and the current sailor look in their new collection has
the name ‘Where the F is My Sailor’.
“Some people buy my clothes because they really like them and the ideology they
represent. Some people just like trendy things. At the moment, Ivana is in, and the next
moment it can be out”, says Paola Suhonen. IVANA’s products are designed for people
like Paola: city people, a bit bohemic, stressing ethical and ecological values, quality and
durability. Why couldn’t a piece of clothing be a classic product like the Aalto vase?
IVANA’s marketing communication mix consists of fashion fairs in different markets,
publicity in different forms, product presentations, projects with foreign partners,
internet pages and running a loyalty club. The most important channel is the shop in
Helsinki, allowing all sorts of events and marketing found interesting. The budget for all
this communication is unclear, as IVANA does not do any specific budgeting at all
(except for the fairs). They rather act according to the situation and choose attractive
projects fitting their own ideology. Often these projects are free of charge but require
time and resources, and in exchange IVANA gets publicity in different forms. A small
company is able to respond quickly. A good example of this was the creation of a popup shop in New York for a few months last year.
IVANA’s marketing communication doesn’t seem to follow any planned system, but they
have been doing very well. The success of their marketing communications is tested by
the intense contact with the retailers at the fairs and exhibitions and with the customers
in their own shop, and by the loyalty club and through the Internet, as no regular
measurement is used.
Problem
Communication planning process
Learning Objectives
 What are the stages are in the mc planning process as a whole?
 Compare the different communication planning process models.
 Understand the context analysis needed for communication planning.
 The importance of mc planning for different companies (b-to-b, b-to-c)?
Keywords
Marketing communication planning, marketing communications plan,
markkinointiviestinnän suunnittelu(prosessi), markkinointiviestintäsuunnitelma
Learning task
MAR4LH012
16 February 2016
Learning task 3
Trigger
Euro introduction represented a large and complex logistical project, it
involved the cooperation of several decision-making bodies and holders of
activities. Technical preparations for the introduction of the euro were the
responsibility of the 'Coordinating committee for technical preparations for
the introduction of the euro', a body set up on the initiative of the Ministry
of Finance and the Bank of Slovenia on Slovenia's entering the ERM II. The
Committee was composed of several working groups; among them was
also a working group for communication.
Provision of information for the public was one of the priority tasks of the
"Plan for the introduction of the euro". The communication campaign
strategy in support of the introduction of the euro was prepared and
adopted by the Governing Council of the Bank of Slovenia and the
Government of Slovenia in 2005.
The basic objective of the campaign was to inform and educate the publics
in the period before and during the introduction of the euro and to provide
follow-up advice. The goals of the campaign were also to build people's
confidence in the euro and to ensure a smooth changeover.
In its initial stage, the campaign had primarily been informative and
educational and had been focused on stressing the advantages of the
common currency, the common monetary area and operation of the
European Central Bank, Euro system operating rules, and getting people
acquainted with euro banknotes and coins.
The campaign was addressing the whole Slovenia's population as a whole
and was particularly focused on certain population groups (the vulnerable,
less informed, rural population, people with special needs, minorities and
ethnic groups, etc.).
In the last few months before the changeover, information activities
(getting people and technology ready for the changeover, identification of
counterfeits, preparing people for the new standard of value) were
upgraded by advertising. After introduction of the new currency, the
communication was to be followed by activities of advisory nature, since
the public needed assistance in the form of practical information, data,
advice, and instructions. Communication campaign ran under the headline
"Evro - za vse nas" (Euro - for us all) and had its visual graphical identity.
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Learning task
MAR4LH012
16 February 2016
The above article does not reveal any methods or plan to measure the
communication results. The success of the campaign remains unclear to
the reader.
Problem
Defining the target groups, objectives and measurements
Kohderyhmien, tavoitteiden ja mittarien asettaminen
Learning objectives
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Keywords
Sources
How to define the different kinds of mc goals/objectives?
How to measure the marketing communication objectives and why?
What kinds of hierarchical models are available (AIDA, Dagmar, etc.)?
How to define the target groups properly?
Learning task
MAR4LH012
16 February 2016
PBL Task 4
Trigger
Problem
Learning Objectives
Keywords
Sources