Description
Task One: You are working as a marketing consultant. You have been instructed to undertake research into the current promotional techniques, targeting UK residents. The company you are going to do is 02 the telecommunications company.
Your research should form part of a portfolio and this must include written summaries, video or website screenshots, pictures you take, and promotional campaigns you discover. No content should be older than two years old. this is important.
Include promotional activity that occurs:
• At customer facing touchpoints (i.e. store/ offices/ reception areas)
• In external spaces (i.e. advertising billboards). • Via digital platforms (i.e. websites, social media).
Through third parties (i.e. news articles, analyst reports).
(60 marks) 1800 words for task one and more description in the assignment brief.
Task Two: As part of the promotional mix portfolio, you must support your practical work with a formal report. This report should apply the theoretical aspects of the promotional mix used in your chosen telecommunications which is O2 company and evaluate the effectiveness of these tactics.
Apply 2 of the following marketing theories to the same company used in task one and critique how effectively they have been implemented, in the last two years. Twenty (20) marks will be available for each theory you choose:
• AIDA
• Above / below the line
• Push and pull strategies
• The communication process
An evaluation of the effectiveness of these tactics is required. This must include objective measurable data that reflects the impact of the applied theory on the company (i.e. financial or social media KPI outcomes).
(20 marks + 20 marks = 40 marks in total) 1200 words
Also try apply some theories examples Porter’s Five Forces, Keller’s Brand Equity Model
