2/10/2012
Submission date : 1st
March 2011.
TOPIC : Application of
communication model
to market a new brand
of chocolates.
By : Mahesh Fernando
MBA (ECU)AUS
PG. Dip in Mkt. SL
CPM Asia (AMF)
MSLIM
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2/10/2012
Task 01
You are the brand executive of International confectionaries Lanka (Pvt) Ltd. And the
company has launched a new brand of chocolates called “Choco wall nut” targeting the
youth and young adult segment in the local market.
Your marketing manager has requested you to come up with a communication model which
he believes can be helpful when setting the communication elements to market the newly
launch brand.
Explain the AIDA model with a diagram and justify with 3 reasons as to why the AIDA model
is suited for this purpose.
Task 02
After explaining the suitability of the AIDA model in task 01, now you are advice to explain
as to how the AIDA model can be used to communicate the new product, you need to explain
the AIDA steps in detail in this part.
Attention
Interest
Desire
Action
Task 03
In this task you are advice to use the AIDA model to convince the target audience to
purchase the new brand, explain as to how you will do this task using the model with
applicable illustrations and examples.
Please note : you need to give information as to how you will carry out this task in real life
scenario where you are the brand executive for the brand “Choco wall nut”.
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2/10/2012
Allocation of Marks
Task 01
20%
Task 02
20%
Task 03
40%
Following assignment guidelines
20%
Total
100%
You are the brand executive of International
confectionaries Lanka (Pvt) Ltd. And the company has
launched a new brand of chocolates called “Choco
wall nut” targeting the youth and young adult
segment in the local market.
Your marketing manager has requested you to come
up with a communication model which he believes
can be helpful when setting the communication
elements to market the newly launch brand.
Explain the AIDA model with a diagram and justify
with 3 reasons as to why the AIDA model is suited for
this purpose.
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2/10/2012
Response Hierarchy Models attempts to predict
the sequence of mental stages that a
consumer passes through on the way to a
purchase.
These models are useful in the sense that they
attempt to prioritize the communication
objectives in various stages of the buying
process.
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Attention
: The First Look U Make….
Interest
: U want to know about…..
Desire
: U like to get close to……
Action
: The Ultimate Move ……
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2/10/2012
After explaining the suitability of the AIDA
model in task 01, now you are advice to explain
as to how the AIDA model can be used to
communicate the new product, you need to
explain the AIDA steps in detail in this part.
Attention
Interest
Desire
Action
AIDA Model
Gaining the customer
Generating the Customer
Stimulating the Customer
Causing the customer to take
( to buy the product)
( Attention)
( Interest)
( Desire)
(Action)
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2/10/2012
In this task you are advice to use the AIDA model
to convince the target audience to purchase the
new brand, explain as to how you will do this
task using the model with applicable illustrations
and examples.
Please note : you need to give information as to
how you will carry out this task in real life
scenario where you are the brand executive for
the brand “Choco wall nut”.
AIDA Model
Gaining the customer
Generating the Customer
Stimulating the Customer
Causing the customer to take
( to buy the product)
( Attention)
( Interest)
( Desire)
(Action)
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Looking
at the AIDA process U may notice
that attention & interest stages Advertising
and publicity may have higher impact,
During
the desire and action stages sales
promotions, personal selling and direct
marketing will become more effective.
The set of tools available to a marketer to
execute it’s marketing communication
activities to it’s target audience in order to
market it’s products and services
effectively.
The Promotional MIX offers Five major tools for
Marketers to carryout it’s activities.
1. Advertising
2. Promotions
3. Public Relations( PR)
4. Personal Selling ( PS)
5. Direct Marketing (DM)
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2/10/2012
Stage
Promotional MIX Element
Attention
Advertising & PR
Show some images or write the story board
PR talk abut the benefits of the product via a known personality/Doctor
etc. via media
Interest
Advertising & PR
How will and advertisement create more interest towards the product
explain
Desire
Advertising – Show the product in real life
Sales Promotions – Offer special introductory offers
Action
Personal Selling
Selling-- Push the product to the channel
Sales Promotions – Offer special promotions
Direct Marketing – Do market sampling and group sales and
door 2 door sales etc.
Pl.
see the
assignment
sheet !
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2/10/2012
Follow assignment guide lines.
Format of
the assignment as per the assignment
sheet.
Please
read 3 times and understand each task and
write the same in your own language.
Get someone else
to read and explain the same to
you.
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