W74336A - Research and Plan a Marketing Campaign Assignment

Assignment Task

Scenario

HiMeals provides a meal box subscription service. Customers select from a range of menu choices, catering for different dietary requirements. Customers choose the number of people that the meals should serve and the day on which delivery should be made. The necessary ingredients and instructions for the customer’s chosen meals are delivered to their home. These can be used to prepare home-cooked, nutritious meals. All ingredients are high quality from trusted suppliers who provide locally-sourced ingredients where possible. The ingredients are all packaged using recyclable materials. Ordering is through the website, there are no physical stores.

HiMeals has noticed that there is a trend for baking at home, with some families baking together and others within their communities. HiMeals has decided to add to its product range and wants to launch HiBake. This service will offer a choice of items such as biscuits, bread and cakes that customers can bake at home. The relevant ingredients and instructions will be delivered to the customer on their day of choice. The target market is families or communities who want to bake together. You have been given responsibility for creating the marketing campaign for HiBake. The campaign budget is $60,000 and should run for four months.

Activity

1. Research the market

You are required to independently investigate the market for home baking delivery kits. Your market research should incorporate appropriate methods. You may wish to consider researching weekly/monthly marketing journals, marketing and/or advertising agency websites, business consultancies and more general business sources.

Make notes on your research (to use for the rationale in Activity 2), covering:

• Competitors
• Market size, share and structure
• Target market
• Trends
• External influences

In addition, you should research an existing marketing campaign from a competitor of HiMeals. Write up the results of the research in a report that evaluates the effectiveness of this campaign, covering the following:

• Costs
• timescales
• Media used
• Message communicated
• Use of marketing tools to enhance the effectiveness of the campaign
• appropriateness of the campaign.

2. Produce a marketing campaign rationale

Based on the research you have carried out in Activity 1, prepare a rationale for your marketing campaign for HiBake. You should use marketing tools and models and cover:

• Marketing Aims And Objectives
• Research Data On The Market To Include:
• An Analysis Of Your Research, Using Appropriate Tools
• Target Market
• Size, Structure, Trends
• Competitor Analysis
• Judgements Relating To The Reliability And Validity Of The Information Researched
• Reasons For The Approach You Have Taken In The Rationale.

3. Produce a marketing plan

Based on the rationale from Activity 2, you must produce a plan for the marketing campaign for HiBake. This should include an appropriate:

• Campaign Budget
• Timescale
• Marketing Mix
• Marketing Message
• Selection And Justification Of Media.

4. Produce a report

Produce a formal report for the directors of HiMeals giving details and reasons for your decisions and the approaches used in the plan for the marketing campaign.

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