Marketing

Task: Volkswagen is launching a new range of Smart vehicles. You are the marketing managers and need to

decide on one of the potential new vehicles in terms of product/brand name (decided already, look

down), the target market and where you want the product to be positioned when it launches. You need to

write a brief for your communications agencies.

The product is going to be an eco-friendly scooter which is going to be launched by Volkswagen. The

name is going to be VolkScooter. The scooter will also have a feature that will enable the scooter to

park by itself.
This is not an essay, it is a business work where everything has to follow this plan (full plan is on

the attached photo):
1. Company Name
2. Communication context (very important part)
3. Objectives (very important part)
4. Target timeline
5. Key evaluation criteria

These questions have to be answered by the end of the work:
What is the product? Where are we now? Where do we want to be? What are we doing to get there? Who do

we need to talk to? How will we know if we have arrived? Practicalities?Approvals? (see this on Fill’s

p.84 of 2009 book or p.219 of 2013 book, it is figure 7.2 in the 2013th).

These 3 sources are enough:
Essential:
Fill, C. (2013), Marketing Communication. (6th Edition) Harlow: Prentice Hall

Additional:
Blythe, J. (2008) Marketing Communications. 3rd Edition, Harlow :Prentice Hall
Shimp T. A and Andrews J. C (2013) 9th edition. Advertising, Promotion and other aspects of Integrated

Marketing Communications Cengage Learning