Marketing- TCB AND IDU

Paper instructions:
Part A: Each student is expected to:
Justify why the brand you have chosen fits the allocated (brand awareness/brand attitude) context.
[1 mark]
Describe how the TCB/IDU* positioning analysis for this brand has been conducted, according to the
method set out in the text/lectures. (* Each group should aim to include data from 8-10 respondents
in compiling the IDU table). Be sure to show the IDU table. [8 marks]
Assign (no more than two) Marketing Objectives to the brand (you should be able to do so from your
understanding of the brand’s location in its market structure – e.g. is it the market leader, or a
challenger brand?/Is the product category in its introduction, growth or maturity phase?), for
example: Increase sales enquiries by 25%; increase re-purchase rates by 20%. [2 marks]
From the assigned Marketing Objectives, decide the campaign’s Target Audience(s), justifying your
selection. [2 marks]
Develop (SMART) Communication and Action Objectives for the campaign, which are appropriate for
your selected target audience(s), justifying your decision(s). [2 marks]

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