YOUR TASK:
Welcome to Kailo, the future of pain relief. Nanotech bio-antenna that interacts with electrical
signals in your body, naturally relieving pain. Kailo is a nanocapacitor device that looks and acts
like a patch. Kailo can be placed directly on the skin, or close to the body but separated by
clothing or a placement accessory. Kailo does not have to touch the skin to be effective.
You can find more about the product in this link and the video uploaded in VUC.
https://www.indiegogo.com/projects/kailo-the-future-of-pain-relief#/
Your role as an IMC Manager is to develop an IMC campaign for Kailo specially dedicated to a
potential target market. Kailo needs a ‘tagline’ that will drive the whole campaign and it is your
job to create the main IMC objective (s) of the campaign as well as, to design the whole
campaign to fulfil those objectives but in two parts A & B. This is an IMC assessment and
therefore, it is expected that you illustrate your ideas with plenty photographs and figures. You
can most definitely utilise applications such as canva (https://www.canva.com/) which is a free
application that can boost the quality of your report.
The assignment brief of part A is described here and a template is also available from the
similar folder in VUC:
The idea is to obtain background information about Kailo, actual product, potential target
market and how best to communicate with their audiences by following these issues:
Unique issue 1-Situation Analysis of the organisation: In this case the company and the
product are Kailo. As the information of the company is limited, you will just need to focus
your analysis on the actual product brand. Provide general information about the industry
characteristics, if possible, size and sales volumes. Find out Kailo’s target market (s) and its
positioning and how kailo survives in a very competitive industry, especially in Australia.
Review how Kailo and others(competitors) have introduced such product. Investigate how
Kailo has been communicated to the target audience. This section should be as brief as 200-
400 words and good examples can be found in Ch14).
Attachments:
BHO2265–Temp….docx
BHO2265-2019-….pdf
