Marketing Communication Authentic Assessment Case Isabella Hernandez was born in Cholula (called Cholula de Rivadavia), a small city in Puebla, Mexico. Cholula is renowned for its Great Pyramid temples, churches and incredible architecture. Isabella grew up a passionate supporter of her village; she is very proud of its culture, many festivals, and rich history. Isabella first trained as a chef, specialising in Puebla's traditional dish Mole Poblano (a thick sauce comprising about twenty ingredients). Isabella loves showcasing her culture and food heritage. She is a successful entrepreneur who launched her online brand, called Fiesta Hernandez, to sell Mexican food products. Fiesta Hernandez's current positioning statement is "The authentic taste of Mexico" and of the 50 or so products they sell, their best sellers are White Corn Tortillas, (30 in a pack, 14cm diameter), White Corn Chips in a Fiesta Size box (800grams) and Isabella's Special Sauce (Mole Poblano) in 150ml bottles. Isabella's mission is to bring Mexico to her customers, wherever they live. She developed a YouTube cooking channel which features her favourite recipes and interviews with growers, customers, and suppliers in the Mexican food industry. Fiesta Hernandez is the sixth biggest exporter of Mexican food, has growing export markets in the US, Canada and Vietnam and has seen steady growth over the last ten years. Four years ago, Isabella tried an online campaign but was unsuccessful. The message was muddled, and while it did promote Mexican food heritage, it did not achieve brand promotion or sales targets. Isabella would like to try again but has no idea where to start. Fiesta Hernandez currently employs four salespeople, two packaging and distribution staff, and a human resource manager. They do not have any in-house marketing people. In the last two years, Isabella has doubled her business operations and hired two manufacturing assistants to help with product creation and two more people to work in packaging and distribution. Isabella has her sights set on a global launch, and especially wants to target Australia as a new market. Isabella has two new products to launch. The first is Mateo's Natural Hot Green Habanero Sauce in 150ml bottles. Mateo is Isabella's Grandfather, and she used his recipe. Like all the other products in their range, it is preservative-free, gluten-free and vegan. The label features a picture of a young Mateo standing in front of the family home. The second new product is a Red Mole paste in a 210g bottle. This paste uses one of the most traditional Mole recipes from Puebla, Mexico and is also preservative and gluten-free and vegan. The label features a colourful watercolour of Zocalo de Puebla, the main square in Puebla, which Isabella's Grandmother, Maria Fernanda, painted when she was little.Isabella has set her sights on generating growth through innovation, and longer term, she wants her company to become a top global food brand. To achieve this goal, she began looking for a marketing communications expert, with the view to launching both new products in early 2|]23. As part of RMIT's Linkedln involvement, Isabella became aware of the signicant positive impact that Marketing Communications students were having on the marketing communications environment in Australia, and she was impressed by your resume. Congratulations, you are the newly appointed \"Marketing Communications Manager\" for Fiesta Hernandez. Fiesta Hernandez has always focussed on sustainable and vegan products and using locally sourced ingredients. Isabella rewards leading customers [based on annual spend with the company] with small gifts and personalised thank-you cards and features her suppliers and their families in the advertising. Your research has also uncovered these key insights: I The online food industry is increasingly competitive, with a Jture focus on urban farm produce and sustainability. Since Fiesta Hernandez has always had this focus, they are potentially well placed to showcase the local farmers that make up much of their supply chain. I The rising trend of Reducetarian Eating could provide a signicant competitive advantage for Fiesta Hernandez if they can capitalise upon it. Reducetarian eating is all about health and the environment, limiting animal-based foods and mindful dining consumption. I The rising trend of peppers and hot avours could also provide an opportunity. This is a global trend towards heat profiles and adventurous avours, including spiced-up versions of foods like mac and cheese and fried chicken. Given the increasing competition in the food products industry, you realise that Isabella needs to move fast. With this in mind, you begin the process of briefing a panel of respected full- service agencies to select an agency to assist you in formulating the appropriate campaign strategy and developing an integrated campaign idea. As part of this process, you must clarify the thinking that will form the foundation of the work. It is especially important that the successful agency Jlly understands integrated marketing communication and the myriad of tools (communication touchpoints) available. SECTION A: REQUIRED This section contains two compulsory questions. You are required to answer both of these questions in the order given. Each question is worth It! marks in total. Please read each question carefully and answer what is specically asked. Clearly state any assumptions you make. QUESTION ONE (1201} words maximum} QUESTION ONE identifying the optimal target audience for a launch campaign for either Mateo's Natural Hot Green Habanero Sauce or the Red Mole Paste launch campaign is going to be critical for success. Fiesta Hernandez customers are mostly women (HEW aged 3555 years. They love and have a deep connection with the brand. in part due to Isabella's use of countryoforigin and emotional appeals (all about food creation and family meals} in marketing communications. Their customers are loyal and will often try other products in the range based on their first trial experiences ifthey are prompted. Your first goal. as the new Marketing Communications Manager for Fiesta Hernandez:1 is to crack the lucrative Australian market. a} Clearly state and justify your recommended target audience for either Mateo's Natural Hot Green Habanero Sauce or the Red Mole Paste. Be sure to detail the key segmentation bases you would use to strengthen your optimal audience profile. [7 marks} You are a strong supporter of integrated marketing communications {IMC} and you believe it is important to work with agencies that believe in an overriding [MC approach. b} One ofthe five key features ofthe philosophy and practice of [MC is \"speaking with a single voice\". Clearly explain and describe with examples what 'speaking with a single voice3 will mean in the contest of the launch campaign for either Mateo's Natural Hot IGreen Habanero Sauce or the Red Mole Paste. [5 marks} c} Write (and explain] two communication objectives for the launch campaign either Mateo's Natural Hot Green Habanero Sauce or the Red Mole Paste. [6 marks} {7+ 5+ I5=18 marks}