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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?
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