Marketing

Marketing

Maxxium have approached you as a consultant inviting you to re-establish After Shock as the alternative challenging shot to other high ABV brands with a message that is distinctive and relevant to your chosen target consumers. You should then propose an integrated marketing communications mix for this re-established image.

Working individually you are required to prepare a 2000 word written marketing communications mix report, which includes the following:

You are required to define who you believe to be the ideal target consumers based on looking at the market trends, and provide the promotional message most appropriate to re-establish this brand and distinguish it from competing drinks. Then using the tools available within the marketing communications mix (including branding and packaging), excluding advertising, in the role of a consultant you should propose and justify an innovative integrated marketing communications mix to make an emotional connection with the target consumer. Your recommendations must be based on marketing communications theories and concepts.