ST SEMESTER : MARKETING COMMUNICATIONS …imm-gsm.s3.amazonaws.com/docs/Assignment_Q_2013_1/MC_Assign_Q_2013...ASSIGNMENT 1ST SEMESTER : MARKETING COMMUNICATIONS (MC) MARKETING

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© IMM Graduate School of Marketing Assignment: 1

st Semester 2013 MC / MC201

ASSIGNMENT 1ST SEMESTER : MARKETING COMMUNICATIONS (MC)

MARKETING COMMUNICATIONS 2 (MC201)

CHAPTERS COVERED : CHAPTERS 1 - 10 DUE DATE : 3:00 p.m. 19 MARCH 2013 TOTAL MARKS : 100 CASE STUDY : LIQUE-FRUIT

INSTRUCTIONS TO CANDIDATES FOR COMPLETING AND SUBMITTING ASSIGNMENTS The complete ‘Instructions to Students for Completing and Submitting Assignments’ must be collected from any IMM GSM office, the relevant Student Support Centre or can be downloaded from the IMM GSM website. It is essential that the complete instructions be studied prior to commencing your assignment. The following points highlight only a few important notes.

1. You are required to submit ONE assignment per subject.

2. The assignment will contribute 20% towards the final examination mark, and the other 80% will be contributed by the examination, however, the examination papers will count out of 100%.

3. Although your assignment will contribute towards your final examination mark, you do not have to earn credits for admission to the examinations; you are automatically accepted on registering for the exam.

4. Number all the pages of your assignment (e.g. page 1 of 4) and write your name and surname, student number and subject at the top of each page.

5. The IMM GSM requires assignments to be presented in a typed format, on plain A4 paper. Unless otherwise specified, this assignment must be completed within a limit of 1500 words, excluding the bibliography. Students who exceed the word limit may find that only part of the submitted assignment will be marked.

6. A separate assignment cover, which is provided by the IMM GSM, must be attached to the front of each assignment.

7. Retain a copy of each assignment before submitting, in case the original does not reach the IMM GSM.

8. The assignment due date refers to the day up to which assignments will be accepted for marking purposes. The deadline is 3:00 p.m. on 19 March 2013. Late assignments will be accepted, but 25 marks will be deducted from the maximum mark, if received after 3:00 p.m. on 19 March 2013 and up to 5:00 p.m. the following day, after which no assignments will be accepted.

9. If you fail to follow these instructions carefully, the IMM Graduate School of Marketing cannot accept responsibility for the return of the assignment. It may even result in your assignment not being marked.

Results will be available on the IMM GSM website: www.immgsm.ac.za on Friday, 3 May 2013.

http://www.imm.co.za/

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Read the various sections of the case study relevant to each question and answer ALL the questions.

References are to the prescribed textbook: Shimp, T.A., 2010. Integrated Marketing Communications in Advertising and Promotion. 8th ISE. South Western College.

QUESTION 1 [8]

Assume you are the marketing manager of Liqui Fruit. One of the brand’s marketing objectives is to obtain more strategic partners for the Liqui Fruit iCan initiative. You are familiar with the ‘marketing decision-making model’ and would like your team to use this model when developing the overall marketing plan to achieve the above-mentioned marketing objective. However, you need to explain this model to your junior marketing team. Your focus today is to only explain the implementation decisions that form part of this overall model.

(Reference: Shimp, 2010, Chapter 1) QUESTION 2 [12] Take Liqui Fruit iCan as a brand and, referring to Figure 2.3 in your textbook (brand leveraging), explain how the brand could build positive associations, thereby enhancing its equity, by linking itself to (a) places, (b) things, (c) people, and (d) other brands. (Reference: Shimp, 2010, Chapter 2)

QUESTION 3 [19]

3.1 Which of the three (3) categories of basic consumer needs would you

consider using for positioning the Liqui Fruit iCan brand? Explain why. (4) 3.2 Considering your explanation of the chosen positioning for the Liqui Fruit iCan

brand as provided in your previous answer (3.1), describe the relevance of the consumer processing model to this positioning. (12)

(Reference: Shimp, 2010, Chapter 5) 3.3 Indicate which of the five (5) brand-related personalities as explained in your

prescribed textbook are portrayed by the content provided in the Liqui Fruit iCan brand case study. (3)

(Reference: Shimp, 2010, Chapter 5)

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QUESTION 4 [13] 4.1 Based on the information provided in the case study, set four (4) specific

marketing communication objectives for the launching of the Liqui Fruit iCan marketing campaign. (Ensure that these objectives adhere to the requirements for setting suitable marcom objectives.) (4)

4.2 Apply the hierarchy-of-marcom effects framework to the introduction of the

Liqui Fruit iCan to the market by explaining how to move prospective customers through the various stages of the framework. (9)

(Reference: Shimp, 2010, Chapter 6)

QUESTION 5 [10] As it is your responsibility to manage Liqui Fruit iCan’s marketing communications plan/strategy, identify five (5) contact methods (include no more than two forms of mass media advertising) you might consider using to reach your target audience. Explain why you have selected these five contact methods. (Reference: Shimp, 2010, Chapter 1) QUESTION 6 [18] 6.1 Evaluate the Liqui Fruit iCan product packaging using the VIEW model for

evaluating packaging effectiveness. Ensure you cover all four components of the model (8)

6.2 Read through the case study again and explain the package design process

steps that were followed in your opinion, by the Liqui Fruit packaging design team. (10)

(Reference: Shimp, 2010, Chapter 3) QUESTION 7 [10] Describe circumstances when each of the five advertising functions described in Chapter 7 of your prescribed textbook might be more important than the others. Base your circumstances on Liqui Fruit iCan as a brand (Reference: Shimp, 2010, Chapter 7)

PRESENTATION [10]

ASSIGNMENT TOTAL: 100

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Liqui-Fruit's new campaign helps to create smiles

May 21st, 12:59

Liqui-Fruit’s new campaign helps to create smiles. [Online] Available at: http://www.fastmoving.co.za/activities/ [Accessed: 8 June 2012] “A smile is the key that fits the lock of everybody’s heart” (Anthony J. D’Angelo) and thanks to Liqui-Fruit’s iCan campaign, R1 from each new Liqui-Fruit iCan sold will be donated to Operation Smile South Africa to help give children born with facial deformities their smiles back. The Cipla Miles for Smiles Foundation funds Operation Smile that provides free corrective surgery to those born with cleft lips and cleft palates, and any other correctable facial deformity. The collaboration between Liqui-Fruit and the Cipla Miles for Smiles Foundation hopes to inspire and challenge more individuals to go out and make a difference in the lives of those around them. David Grier, the founder of the Cipla Miles for Smiles Foundation, has already challenged himself and successfully ran the length of the Great Wall of China and other gruelling adventures. Although not everyone can do what Grier does, everyone can make a difference to the lives of these children and give them a life changing smile. In his quest to support the Cipla Miles for Smiles Foundation, David Grier truly believes in drinking only 100% grape juice when training for his adventures. He says, “There are many synthetic drinks on the market that one can use for rehydration and to replenish reserves after exercise. I have always taken the natural route. I like to know exactly what I am putting into my body. My choice has always been red grape juice and Liqui-Fruit’s two new iCan flavours are rich in Vitamin C and immune-boosting grape seed extract, making them the perfect beverages.”

http://www.fastmoving.co.za/activities/liqui-fruit-s-new-campaign-helps-to-create-smiles-1460

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Liqui-Fruit’s two new tantalisingly delicious iCan flavours, Dark Grape and Red Grape & Pomegranate, are 100% sparkling grape juice and are free of preservatives. Furthermore, the new easy-to-hold 275ml slim can has the iconic words “iCan” splashed across it in a burst of colour. Michelle van Schalkwyk, Liqui-Fruit’s Marketing Manager says, “With Liqui-Fruit iCan, we make it possible for all consumers to make a difference in the lives of children born with facial deformities. In addition, consumers get the intrinsic benefits of a 100% juice with added grape seed extract and the benefit of sustainable energy.” Sarah Driver-Jowitt, Operation Smile South Africa’s Regional Director for Southern Africa, adds: “It is initiatives such as this that proves that anyone, no matter the size of the challenge, can make a difference. Even the small donation of R1 can help us provide free surgery to those who cannot afford it.” The pack design, as well as the design of the shrink wrap of the 6 packs, was designed by Just Design. The Liqui-Fruit iCan packaging was manufactured by Peninsula Packaging and Bevcan supplied the cans. The case configuration of the new Liqui-Fruit iCan range is 4x6x275ml. The new flavours will be in-store from May 2012 and will retail for approximately R8 each. Liqui-Fruit is a brand in the Ceres Beverage Company stable and is South Africa’s favourite fruit juice brand (*Sunday Times Top Brands Survey 2011). The Ceres Beverage Company is one of the largest fruit juice packaging operations in Africa with a world-class manufacturing facility and presence in all five continents. It is a division of Pioneer Foods (Pty) Ltd, one of the largest food companies in South Africa.

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Make a difference:

[Online] Available at: http://www.liquifruit.co.za/ican/ [Accessed: 8 June 2012].

http://www.liquifruit.co.za/ican/

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Product information:

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Supported charity:

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Partners: Liqui Fruit would not have been able to bring this product and campaign to their customers without the help and support of their partners that have volunteered their services. The following partners have all contributed to helping them make a difference:

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ST SEMESTER : MARKETING COMMUNICATIONS …imm-gsm.s3.amazonaws.com/docs/Assignment_Q_2013_1/MC_Assign_Q_2013...ASSIGNMENT 1ST SEMESTER : MARKETING COMMUNICATIONS (MC) MARKETING