Marketing Communication

Please choose any existing product in the market and decide a new market segment to target on. You are required to be familiar with the theory of buyer readiness stages and formulate an effective Marketing Communications Campaign to promote the product. Situation Analysis Based on extensive research, justify the market segment you choose and its market opportunity with the followings: 1. Current Product Situation a. Product description b. Current market share, market size and any other relevant information c. Current target market(s) d. What is the new market opportunity? 2. New target market a. Description of new target market and precise consumer profile with appropriate analysis. b. Propose and justify a Unique Selling Point Communication Strategy Illustrate and suggest how you would want to implement the advertising and promotional campaign for this new target market. Create: 1. Marketing Communications Objective - justify with buyer readiness stages theory 2. Marketing Communications Strategy 3. A plan to carry out a Through the Line Marketing Communications campaign to promote the product to this new target market, supported by the theories of marketing communications. 4. Design an advertising storyboard.