The Pink Cod
Marketing
Agency
Project Brief
Project at a Glance
Client
Coffee de Cod
Coffee de Cod is an award winning coffee espresso bar with a reputation for
delivering superior roasted espresso coffee experiences, baked sweet treats and
award winning coffee blends.
Coffee de Cod now have 2 retail outlets located centrally in Albury and Wodonga.
The Wodonga espresso bar has been operating for approximately 12 - 18 months.
Similar to the Albury Espresso Bar customers are offered a selection of coffees (instore and/or take away), sweet treats and a wide range of coffee beans for home
consumption.
The store is open Mon – Frid 7am – 2.30pm and
Sat 8am – 12pm.
Traffic and sales revenue were strong in the first 12 months, however the manager
has noted a slight downward trend in sales in the last quarter. He wonders if his
customers are now turning to new competitor, Ruby Q or are returning back to
Coffee Zero
Current Situation
Recently, the Manager was approached by 2AY. The very persuasive sales rep has
suggested a radio campaign and spend of $10k will help bring back customers and
drive more traffic in-store. The Sales Reps from Win TV, AdMedia and Bushbag
Distributions and Jack Morton’s have also recently approached him in relation to
advertising and promotional packages. Wodonga Raiders has also approached them
for sponsorship.
The Manager has set aside a marketing budget of $25,000 for the second quarter.
Faced with so many advertising options, he is unsure what direction he should take.
He is also unsure if he should be targeting new or existing customers? Or both? If he
is to invest $25k in an advertising campaign, which product and offer should he
‘hero’ and drive?
Should he develop a special offer to drive traffic? Is radio the best medium to
advertise Coffee Mamma? Should he be driving brand or tactical messages? What
should his marketing strategy be?
The Pink Cod Marketing agency has been tasked to:
1. Provide Customer & Competitive Insights
2. Recommend Q2 hero product and offer
3. Propose an integrated marketing communications strategy
Team Leader
Insights lead
Product & Offer Lead
Campaign Lead
The Pink Cod Marketing Agency
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The Pink Cod
Marketing
Agency
Project Brief
Tasks
Insights Lead
Objective: To gain Customer & Competitor Insights
Insights Lead Tasks
Preface: Segmentation is about how we as marketers can divide the market into groups of similar customers, a
useful basis for segmenting consumer markets is to categorize in terms of 4W’s.
Who, What (they buy, what is of value to them), where (they buy) and why (they buy). Remember 3 basic
propositions 1. To be useful, customers must differ from one another, 2. Segment targets can be identified by
measurable characteristics, and 3. Segments can be isolated.
1. Customer insights
Using MIS systems and other qualitative methods at your disposal
1.
Identify your clients target market using one or a mix of: demographic, socioeconomic, stage of life,
lifestyle or psychographic approaches.
2.
Identify their attitudes, preferences and coffee drinking behaviors
3.
Can you identify the core features and benefits customers are seeking?
4.
Based on the above findings, build a profile of the customer(s).
5.
Working with the Marketing Lead recommend the primary and secondary targets, explain why you
have chosen them.
Be sure to work closely with your Product and Marketing leads to ensure you are aligned with their thinking.
2. Perform a Competitor Analysis (include the 2 primary competitors in your consideration)
Preface: Competitive analysis involves evaluating a “series of concentric circles of adversaries”. Typically, the
initial starting point will be to analyse direct competitors, commonly known as the “strategic group’. However, to
understand all potential rivals, an assessment of the current and potential rivals within the entire industry should
be undertaken (Hooley, Piercy Nicolaud, 2008). Quite potentially, indirect competitors who armed with
unexpected resources or skills will outflank incumbents and overcome entry barriers to gain access into the core
strategic group.
i.
Applying Porters 5 Forces Model, plot out anticipated competitors
OR
ii.
Examine Direct & Indirect competitors - consider the thinking of Lehmann and Winer (1991) who
advocate undertaking 4 levels of assessment that includes 1. Assessment of competitor’s objectives;
2. Assessment of their current strategies; 3. Evaluation of their resources and 4. Predicted future
strategy. TASK - Identify one direct and indirect competitor, what are their strengths and
weaknesses, what is their competitive advantage?
The Pink Cod Marketing Agency
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The Pink Cod
Marketing
Agency
Project Brief
Product Lead
Objective:
To identify hero product and consumer offer for Q2
Product Lead Tasks
1. Describe the core product that your client offers (include price points)
2.
Choose a ‘Hero’ product (or service). Identify the core, actual and augmented characteristics of the
hero product (Not sure how to identify these levels? If required Refer to page 300 of your text or
check out examples of others http://www.slideshare.net/patriciamla/starbucks-marketing-strategyesl. http://www.learnmarketing.net/threelevelsofaproduct.htm.
3.
Using the Boston Consulting Groups growth/share Model – Construct a BCG growth/share matrix of
your client’s products, categorizing them according to the strategic position you believe best
represents their market share/growth position
OR
4.
Using the ‘Ansoff’ Product-market matrix map out (1) potential strategic options you would
recommend.
Ansoff Product – Market
Growth Matrix
Existing Market
New Market
The Pink Cod Marketing Agency
Current Products
New Products
Market Penetration
Product development
(existing markets, existing products)
(existing markets, new products)
Market Development
Diversification
New markets, existing products
New markets, new products
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The Pink Cod
Marketing
Agency
Project Brief
Campaign Lead
Objective:
Propose an integrated marketing communications strategy
Campaign Lead Tasks
1. Recommend IMC strategy
a. Provide campaign overview
b. Identify Communications Strategy
c. Recommend Media/Promotion Mix
d. Plot out IMC schedule (timing permitting)
IMC Strategy (what do we want to achieve, what will be the measure of success – i.e., Positively influence
reputation, Drive incremental acquisition (sales), Fight Competitor activity
1.
2.
3.
Campaign Overview (I.e., the XX campaign is a 6 week ATL consumer promotion designed to drive incremental
sales and increase traffic to the store)
Who is the customer we are speaking to? Which people / segments will provide the growth we’re looking for?
What are their core needs & drivers in relation to the category / service?
What is their current behaviour? Who are they with? What are the reasons why they’re not already engaged in
the behaviour we’d like?
What do you need the customer to do? Outline the call to action here.
Communication Strategy
Outline the solution (offer)/ key message being promoted and how it uniquely benefits the customer? Be singleminded.
Hero product/offer features & Benefits (identify at least one)
Lead message: (decide on one hero product/offer benefits and identify key message you which to communicate)
The Pink Cod Marketing Agency
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The Pink Cod
Marketing
Agency
Project Brief
As a result of the communication what do we want the customer to?
Think?
Feel?
Do?
Promotion Mix: provide a brief summary of how this project will be promoted and recommended Media (i.e,
ATL, BTL, TTL)
TIMINGS (When do you want to be in market)
BUDGET (Include overall and per unit cost if this available or there is an expectation of this. Mandatory – the
creative and media agency will not be able to accept
The Pink Cod Marketing Agency
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The Pink Cod
Marketing
Agency
The Pink Cod Marketing Agency
Project Brief
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