市场学作业Deakin MMK393.docx
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市场学作业Deakin MMK393.docx
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市场学作业DeakinMMK393
TeamNo:
002
Organization:
KidsgoforyourlifeandMelbourneVictory
Teammember
StudentID
Contributionproportion
1.JessyMoningkai
800599645
100%
2.TingYang
800375993
100%
3.MingZhang
800347192
100%
4.HoiMingWong
800664622
100%
CancerVic“Kidsgoforyourlife”
1.PositioningStrategy
Targetmarket:
Thetargetmarketsaremothersbetweenagesof18-45,andchildrenbetweentheages0-12,andareinearlychildhoodeducation.Thesegenerationsofchildrenhaveunhealthydietsandaresufferingweightissues.
Slogan:
Ourgoalofthiscampaignisthatparentsandchildrenworktogethertoensurethattheyhaveaconsistentandbalancedstructureofhealthyeatingandphysicalactivity.Thisistoassurethatthisgenerationofchildren,andthosetocome,willhavehealthierlifestyles.Parentswillplayasignificantroleinthiscampaign,especiallymothers.“Kidsareamirrorimageofyou”,explainsthatchildrenarelargelyinfluencedbytheirparents,ifparentslivehealthylifestyles,throughfoodconsumptionandexercise,theirchildrenwillfollowsuit.
Positioningstrategy:
Campaignpositioningwillfocusontheinteractionbetweenthemothersandtheirchildren.Childrenwillbeabletoeasilyfollowprograms,ifthereisalsoconcurrentparticipationfromthemothers.Differentiationfromotherhealthprograms,“Kidsareamirrorimageofyou”willfocusonmothershavingahealthylifestylealongsidetheirchildren.
Motherswillgainmoreinformationandknowledgefrommediumssuchas;magazinesandradio,abouthealthyeatingandphysicalactivityprogramsthentheywillworktogetherwiththeirchildren.Acookingcompetitioninvolvingmothersandtheirchildrenwillalsobelaunched;thisisafunandexcitingwaytolearnaboutcookinghealthyfoodforthemselves,aswellaschangingtheiroveralleatinghabits.
2.Mediavehicle–magazines
Asourcampaignpositioningstrategywillfocusonthemothers,promotingtheprogramdetailsinwomenmagazineswillbethebestwaytodeliverourmessage.AustralianWomen’sWeeklyandWoman’sDayarethetwobestsellingmagazinesinAustralia(Belchetal.2009,P382).Thesetwomagazinesarereadpredominantlybyfemalesbetweentheagesof20-39and30-64,andaremotherswithyoungchildren;thesedemographicsareourprincipaltargetmarket.Accordingtothedata,femalesaremostconcernedabouttheirfamily’swelfare,healthandhappiness(ACPMedia,2010).Aftercomparisonofthesetwomagazinesoftheircirculationfiguresandthecostsofpromotion,wehavedeterminedthatWoman’sDaywouldbeanidealchoicetopromoteourcampaigntoourtargetmarket.
Wecalculatedthecostper1,000peoplereachedbythemagazine,ifwehaveafull-pageandfullcoloradvertisementinAustralianWomen’sWeeklyitwillcost$10,000,andAustralianWomen’sWeekly’sreadershipis604,000people,thecostofreaching1000peopleisabout$16.ThesameadvertisementinWoman’sDaycosts$9,000andreadershipis793,000people,thecostofreachingper1000peopleisabout$11(ACPMedia,2010).ResultingWoman’sDayhaslowercostonadvertisementandreachesmoretargetconsumers.
AnotherreasonwewouldgoforWoman’sDayisbecauseitisaweeklymagazineunlikeAustralianWomen’sWeeklywhichpublishesmonthly,soourtargetmarketwouldgetmoreupdatedinformationintheweeklymagazine.
3.Mediavehicle–radio
Asmothersarealwaysbusyinfamilypreparation,theymaynothavetimetositdownandwatchthetelevision,radiowouldbeagoodchoiceandlowercosttodeliveryourmessage,becausetheycanturnontheradioanywhereandatanytimetogetupdatedinformation.Thebesttimetodeliverourmessageswouldbewhentheydrivechildrentoschool,andpickthemup;anotheradvantageisthattheycanlistentotheradiotogether.Between5:
30am–9:
00amand12:
00Noon–4:
00pm,arethehighesttimeratiosthatwouldbeperfectforthetargetmarketsofthiscampaign,thereforeanidyllicchoice.
AccordingtotheNielsenMediaResearch,FOXFMandNOVA100arethehighestlisteningratiobydemographicagesbetween18and40(TheNielsenCompany).Aftercomparisonwiththesetworadiostationsatthespecifictimeandthedeliveryapproach,ithasresultedthatNOVA100wouldbethebetteroption.
Although,FOXFMhasahigherlistenershipthanNOVA100atthesespecifictimes,wehavedeterminedthatNOVA100hasabetterdeliveryapproach.Theyhaveamediacentrewhichprovidesthelatestnews,andadiscussionboardontheirwebsite.Whenourtargetmarketlistenstotheradioandacquirethemessage,theycangetmoreinformationfromtheNOVA100website,whereasFOXFMdoesn’thavetheseadditionalalternatives.Belchetal(2009,p.377)saythiswouldbeagoodcombinationwithsynergisticeffectingeneratingawarenessandcommunicatingthemessage.
4.Communicationtool–PublicRelations
PublicRelationsistobuildagoodrelationswiththecompany’svariouspublicsbyobtainingfavorablepublicity,themaintoolsareincludingnews,speechesandspecialevents(Kotleretal.2009,P469).
Moreover,ourcampaignpositioningstrategywillfocusontheinteractionbetweenmothersandchildren,whichmeansbyusingseveralPublicRelationstoolsthatwillhelpmotherstobuildcloserrelationshipswiththeirchildrenandguidethemtoahealthierlifestyle.
Oneofthetoolswewoulduseisaspecialevent,wewouldrunacompetitionthatisorganisedbythefoodindustry,forexample,PancakeParlorhasinvitedmothersandtheirchildrentojoinacompetitiononhowtomakeahealthypancake,throughthiseventitwillgiveanopportunityformotherstointeractwiththeirchildrenondifferentlevels,andsubsequentlychildrenwillgainmoreinterestandknowledgeinourcampaign.
AnotherPublicRelationstoolwewoulduseisnewsoutlets.Thiswillcreateinteresttoourtargetmarkets,sowewouldcreatefavorablenewsaboutourcampaigntogivethemmoreinformationandincreasetheirknowledge.Aswewouldfocusonmothers,publishingthenewsindailyorweeklyfoodmagazineswouldbeanoptimaloption.WecouldprovidehealthyrecipesinmagazinessuchasColes,Woolworth,somotherswillgetmoreknowledgeofhowtocookahealthyfoodthatcanbuildaconsistentandbalancedeatingfortheirchildren.Forlongterm,childrenwillhavegoodeatinghabits.
5.SocialNetworking
Inrelationtoourcampaignpositioningstrategy,socialnetworkingsitessuchas,FacebookandTwitter,canassistmothersinfindingactivitiesthatherchildrenmayfindinterestingandfun,butalsoprovidethenecessaryexerciseforherchildren.Throughthesewebsites,motherscanbuildrelationshipswithothersbyformingagroupsuchas“ExchangeHealthyCookingRecipe”or“EverydayExercise”.Thiswillleadtoincreasedexposureofthecampaign,informationflowbetweenconcernedparties;itwillalsobuildcredibilityinthecampaign.
Inaddition,thismaybuildthegeneralpublic’sinterestabouthavingnutritiousfoodandpartakinginphysicalactivities,motherscanhavealsohavedirectdiscussionswithbusinessesthatprovidetheirlifestyleneeds,anditwillalsobeeasierforthemtogainaccesstoinformationfortheirchildren’sdietaryneeds.
Oneadvantagetotheuseofsocialnetworkingsitesistopromoteourcampaignwidely,inthisfreemedium,withcostbeingminimal,buthavingtheabilitytoreachmillionsofinternetusers.Furthermore,Twitteralsocanbeused,inTwitter’scase;motherscanviewstatusupdatesfromcompanies,thisallowsforknowledgetoflowmorefreelyfromorganisationtoconsumer.Inaddition,Shifler(2009,P.50)states,FacebookismoreinterestingthanTwitterbecauseFacebookisthefastestandvideoisprovided.Therefore,webelieveusingFacebookisthebestmethodformotherstogainknowledge,andgatherinformationfromcompanies;thismayincluderecipes,physicalactivities,products,andotheradditionalinformation.
6.SearchEngineMarketing(SEM)andSearchEngineOptimization(SEO)
Inrelationtoourcampaignpositioningstrategy,SearchEngineMarketing(SEM)andSearchEngineOptimization(SEO)companiessuchasGoogleandYahoo,canassistmothersinobtainingmoreinformationandknowledgethroughtheinternetandconnectionstootherrelevantcontent.HowSEOwillassistusiswhenpeoplesearchwordssuchas,“obesechildren”,“eatinghealthy”and“mirrorimage”,thiswillresultinre-directingtheseuserstoourcampaignwebsite,relatingourcampaigntothesekeysearchwordswillincreaseourwebsiteusertraffic.Also,oneadvantageofusingSEOisthatpeoplewillnotneedanypasswordstoaccesstoourwebsite.
Inouropinionthisisgreatforthecampaignbecauseitallowspeopleeasyaccesstoourwebsitebytypingkeywords.Furthermore,throughthewebsite,wewillalsoprovidelinkstootherwebsitesonourhomepagethatarerelevanttoourtargetedviewer,byaccessingthesepartsofthewebsite,forexample,oursocialnetworkingmedium-FacebookandTwitter,motherscanchatwithotherconcernedpartiesaboutexchanginghealthyrecipes,upcomingspecialevents,updatedcampaigninformation,andtutorialvideosfordoingphysicalactivities.
Inaddition,bothSEOandSEMareverydifferentfromoneanother.SEOisalong-termoptionandmustbeconductedcarefullyalongsideSEM;thiscombinationcangenerateresultsimmediately,providedit'scarefullymanaged,(Lancaster,2010).AlthoughSEOisamoreexpensiveoption,itisagoodwaytoreachthetargetmarketandachievecampaigngoals.ThatiswhyinouropinionthecompanyshouldusingSEOtopromotetheirproductsthroughinternetsearchengine,ratherthanusingSEM.
MelbourneVictory
1.PositioningSt
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