You have been assigned to study one of the following corporate brands, as a marketing consultant. Your assignment is to evaluate the brand’s current position in the market and develop a digital communication campaign that achieves the next year’s positioning objective(s).

The brand:

–           Ryanair

–           House of Fraser

–           Debenhams

–           Apple

Task instructions:

–           Identify the current challenge(s) the brand position is facing, and the target market.

–           Define the brand positioning objective(s) needed to face and overcome the challenge for the next 12 months.

–           Explain how the brand will connect with the target market/segment in the UK to achieve these objectives, that is the integrated marketing communication strategy.

–           Develop a potential digital marketing campaign that can lead, or be part of, the brand’s integrated marketing campaign.

–           Explain the campaign and justify your choices.

You are expected to demonstrate an in-depth understanding of the relevant marketing concepts and their applications in relation to the brand you are advising.

Critically evaluate the brand position and challenges. Conduct a comprehensive research around the brand and the relevant marketing topics and strategies. You may use titles, bullet points, figures, or tables where appropriate in your answers and in a meaningful way.

Recommended structure of the report:

1.         Executive summary, (written after completing the report to summarise the challenge(s) and your recommendations.

2.         The aim of the report, (as a consultant what are you set to achieve in this report, which is defined in the task above.

3.         Brand and company background, worldwide and in the UK.

4.         Brand SWOT analysis, in relation to the UK market.

5.         Segmentation and targeting, (define and describe the target market in the UK (consumer persona), and explain the segmentation criteria.

6.         Brand position analysis, (define the current brand position in the UK market and the challenges it is facing with evidence from your research.

7.         Brand positioning objective(s), (recommend how the brand position should change in the next 12 months to overcome the challenges you identified.

8.         Brand Communication objectives in the next 12 months, (write SMART communication objectives to achieve the positioning aim you are recommending.

9.         The digital campaign, (explain the digital campaign in details: channels, platforms, message, audiences, and potential impact on brand position, for the next 12 months; and explain how this campaign fits within the integrated marketing communication needed to achieve your objectives for the b

rand position.

10.       Conclusion, (summarise the report findings, objectives, and how they’ll be achieved briefly.