Format: Report/ poster
Target Audience: Client – Apple
Resources:
Beats by DreLinks to an external site.
Marketing Issue
While incredibly fashionable and popular during the introductory and growth stage of the product lifecycle, Beats by Dre have now been in the maturity stage for a while. As such, there are multiple issues around growth development and subsequent profit. So much so, Apple, the owner of Beats by Dre are considering getting rid of Beats by Dre all together.
Task specifics
Calling on the elements of the 4Ps, suggest specific ways Beats by Dre can continue operating successfully despite the issues associated (e.g., established competitors in market) with being in the maturity stage.
Make sure your response is innovative, the client, Apple are always looking for innovative solutions.
Based on what you developed above, justify whether you think Apple should keep Beats by Dre or get rid of them.
Budget: $2 Million AUD
Task details
Word count: 1 page
Value: 7.5%
Layout: Use the 1 page as you wish, but remember professionalism is key, especially if going to a client
Submit via Turnitin
Key advice
We have spoken about the 4P flow-on effect. You need to consider this.
We are looking for a degree of “out of the box” thinking here. Churning out ChatGPT ideas won’t get you far (I’d insert a yawning emoji here if I could).
Category: Strategic Marketing
Format: Report
Target Audience: Client
Due date: 21/04/2024 at 11:59pm (AEST)
Marketing Issue: DiDi have poor top-of-mind awareness in Australia. You developed your strategy to deal with this, but guess what, another problem has emerged:
Marketing Issue Requiring a Pivot: The Australian government have just announced that interest rates have just gone up again. As such, DiDi are concerned that the original target segment you identified is no longer relevant and the campaign message you developed doesn’t align to the market’s needs. As such, you need to do the following:
Task specifics
1.Either pivot from your original target segment or convince DiDi why your original target segment selection is still the best segment to target despite these changing circumstances.
2.Based on the above, develop a new campaign message and media plan given the effect of this external macro force and briefly justify your rationale.
New Budget: $300,000
Key advice
Think things through from your first attempt.
How will you best shape your arguments in a succinct way
Have you considered what the impact is of this change on DiDi and Customers?
Does your new direction align with the problem?