Developing a marketing promotion

You are a brand manager who has been tasked with the re-launch of a dormant Brand. The brand to be taken in this case is

Special requirements

You are a brand manager who has been tasked with the re-launch of a dormant Brand. The brand to be relaunched is JET AIRWAYS. To re-launch the Brand you must develop a Marketing Promotion campaign to revitalize an existing brand. You are NOT allowed to change the core product in any form, however, you have the liberty to change the packaging and augmented product, if need be. You have a budget of 20 crores for the entire campaign. You must prepare a plan of how much would you spend on the development of promotion creatives including TVC and print and how much would you spend on media. You are also required to present a very detailed media plan describing campaign objectives, message strategy, media vehicles, broadcast schedule, and measurement criteria.

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Process:

• You need to prepare a report explaining the 5 Ms of the Marketing Promotion model

 

o Market and Mission

 Target market definition

 Objectives to be achieved

 Relation of goals to the Decision Making Process of the target market

 

o Message

 Creative Brief for your message to the advertisement agency

 Message Strategy and its relation to the Decision Making Process of the target market

 Message Appeal

 Message execution elements

 Message Source

 

o Media

 Choice of media with justification

 

o Money

 Factors affecting the allocation of your budget

 The method used for allocating budget

 Explain the break-up of the budget with respect to media planning and content creation

 

o Measurement

 Metric used for measuring the success of the campaign

 Relate the metric of measurement with the campaign objective

 

 

• Any other industry-specific learning

• Key takeaways from the project

 

Remember the brand to be relaunched in JET AIRWAYS. Kindly refer to the top airlines in India currently for comparison

make it within 500 words

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