Question 1 (Total: 50 marks)

Imagine you are freshly appointed to a new position in a marketing firm and your first task is to audit the recent marketing collaterals of a brand your firm is managing. The purpose of the audit is to understand if your recent marketing collaterals are consistent across the consumer journey (i.e. advertising, social media, product packaging and the website), to accurately communicate the positioning of the brand, to a singular target market. You need to complete the following:

Select a brand of your choice, firstly discussing the importance of utilising segmentation. Identify and define three segmentation bases used by the brand explaining what descriptors they encompass.

Then, find at least three different examples of the selected brand's marketing collaterals; such as advertisements, social media campaigns or product packaging (NO VIDEOS). You need to analyse the exemplar marketing collaterals by utilising the semiotics (signs, symbols, images, words) and how it informs to identify and describe a singular target market; linking this to your discussion for each chosen segmentation base.

Lastly, once you have analysed the marketing collaterals you clearly summarise how these inform and describe a singular target market.

You must include the images of the marketing collaterals used, to reference in your assessment. You should also have a minimum of three academic references (textbooks not included), and other non-academic references to support your discussion in this question.

Question 2 (Total: 50 marks)

A colleague approached you recently, stating that one of the clients your firm is managing is considering to launch a 'Made in Australia' or 'Organic' labelled product, as part of their existing range on the market. Your colleague asks you to assist and conduct some research to understand if either one of these is a viable option, based on current examples available on the market. The purpose of the research is to understand what factors influence consumer perception and ultimately decision-making to buy, or not buy these labelled products. This research will assist in influencing how the product is marketed to the consumer, if the developed goes ahead. You need to complete the following:

Select one of the labelling options, finding two current branded products that are on the market. Discuss the importance of understanding consumer decision-making, consider why this is important for marketers.

Then, define and explain two selected external marketing factors. Discuss how each of these factors influence consumer decision making and consider how each factor will influence the consumer to purchase, or not purchase the product. You need to discuss your answers in relation to your selected product label.

You must include the images of the product labels used, to reference in your assessment. You should also have a minimum of three academic references (textbooks not included), and other non-academic references to support your discussion in this question.