QUESTION TWO You realise that media strategy is important given previously unsuccesle campaigns over the last decade. Your media strategy will need to ensure that you are putting your efforts into the correct platforms and at the correct times. a) Define and explain traditional and new media. When planning which media to use (or not use) several considerations are important. Explain the media-planning process with specic application to the Antionio Kit. Outline potential media that could be utilised in the advertising of the Antonio Kit. Make sure you explain and justify your answers. b) There are several issues when we set media obiectives. Summarise three of these and apply each to the Antonio Kit for Ateitado Baratos. In conducting your audit of previous advertising campaigns employed by Afeitado Baratos, you realise that Internet or Online marketing has not really been used. In fact, in the company's current marketing campaign. there is no digital marketing section at all. You believe this is a missed opportunity, but your team is not convinced. c) Outline the steps in a digital marketing strategy and highlight how such a strategy could be used at Afeitado Baratos with a view to convincing your newr team. REQUIRED: This section contains two questions. You are required to answer ONE of the two questions. Answer the sub questions in the order given and clearly mark which question you are attempting. Each question is worth 14 marks in total. Please read each question carefully and answer what is specifically asked. Clearly state any assumptions you make. OPTION ONE: QUESTION ONE You understand that the coordination of traditional media with digital media is critical to campaign success. Your research into Afeitado Baratos' previous online campaigns has shown poor results. You believe their social media campaigns, in particularly, were poorly planned. a) Scholars have developed the P.O.S.T. framework. Explain the steps, or vital components, in the P.O.S.T. framework, using examples other than for Afeitado Baratos. b) How do you think the P.O.S.T. framework should be best integrated into the IMC campaign for Afeitado Baratos Antonio Kit.REQUIRED: This section contains two compulsory questions. You are required to answer both of these questions in the order given. Each question is worth 18 marks in total. Please read each question carefully and answer what is specifically asked. Clearly state any assumptions you make. QUESTION ONE A key client strategic decision centres around product positioning. Product positioning creates an image of the company's products in the minds of the target consumers. When done correctly, positioning highlights the most important benefits that differentiate the product from similar products in the market. Given the current competitive situation faced by Afeitado Baratos, positioning is crucial. a) Positioning outlines the key feature, benefit and image that the brand stands for in the target audience's collective mind. Brand positioning is essential to a successful marketing communications campaign. An effective positioning statement must achieve three goals. Define the term "positioning statement", explain these three goals with specific application to the Antonio kit and write a positioning statement for Afeitado Baratos - Antonio. In your answer, also include a target audience description (with justification) for the Antonio Kit. b) When considering brand image, we have the option of building in types of brand associations through attributes, benefits or overall evaluation (attitude). There are three types of benefits positioning in which a marketing practitioner claims a specific feature or benefit in order to appeal to consumer needs. Explain the three types of benefit positioning with specific application to the Antonio kit. In your answer, explain and justify which type of benefit positioning is most appropriate for the Antonio Kit. c) Why do marketing practitioners reposition a brand? Outline and explain each reason. Is a repositioning of brand required here? Why or why not?The company's main priority has been about making a name for itself in the highly competitive men's grooming market. Most of the products they sell are made by other companies and re-sold by Afeitado Saratos {Cheap Shaves}. The brothers have focussed on buying locally made products for reselling under their brand umbrella. As a result. both types of razor. shave butter. wet wipes and moisturiser. are all made in Spain. Country of origin (locally made. locally run. locally staffed] was an integral part of the early marketing campaign for the company. As part of RMiT's lntemational involvement. the Afeitado Saratos [Cheap Shaves] marketing department became aware of the signicant positive impact that Marketing Communications students had on product development and the marketing communication environment in Singapore and were impressed by your resume. Congratulations. you are the newly appointed \"Marketing Communications Manager" for Afeltado Saratos in Singapore. After undertaking a thorough analysis of the situation facing Afeitado Baratos. you discover that the company has three main issues. First. is rising competition. in the last decade. Afeitado Saratos (Cheap Shaves} has faced increasing competition and have realised that they will need to become innovative if they are to successfully compete. Consultants. hired by the brothers. suggests that the global razor market size is valued at USD 1|l2 billion {as at 2C1 B} and this gure is expected to group by 3.5% from 3.122 to EMS. Such growth is fueled by several factors. predominantly by growing focus on men's grooming and rising awareness among consumers related to personal hygiene. Second. while disposable razors. such as those sold by Afeitado Saratos. are in demand. however. electric shavers are growing in popularity because of their durability. easy usage and more positive implications for the environment. The product range has not really changed since the company started. Third. the company does not have as strong a digital media presence as its current competitors and new entrants to the markets are stronger in their digital strategies. The focus over the years has been on developing a strong email marketing footprint. originally a traditional mail campaign approach. The marketing strategy has been about reaching the target audience and developing a strong club feeling to ensure customer loyalty. Afeitado Saratcs does not reward referral business provided by existing customers and has not changed the product range since the company rst started. This is your chance. as the new Marketing Communications Manager. to have a real impact on this company. IWith the assistance of your product development team and your full-service agency. you are looking to develop a response to competitors and industry trends to develop a leadership position. The product development team have identied three new Spanish-made products which could be launched by Afeitado Saratos. The rst is a shaver that is made from recycled materials. the second is a moustache and beard styling gel. and the third is a black texture comb. also made from recycled plastics. The plan is to include these products in a third plan for customers. called The Antonio Afeitado. named after Santiago and Alejandro's Grandfather. Antonio Hernandez was known amongst his family and friends as having a unique sense of style. You realise that you will need to work fast if Afeitado Baratos is to remain competitive in this industry. You conduct an audit of Afeitado Baratos's previous campaigns and realise that in the last ten years+ the campaigns have not periomied their best. Your research leads you to believe that two key problems have caused this previous underparfom'lanca. First. poor segmentation and targeting, leading to poor positioning and second. an inability to break through the clutter that is the highly competitive men's grooming products category. Witt'l this in mind. you begin the process of brieng a panel of respected full-service agencies with the intent of selecting the agency that both assists you to forrnalisa the appropriate campaign strategy and integrated campaign idea to launch the Antonio Afaitado. As part of this process, you must clarify a range of thinking that will form the foundation of the work. it is especially important to you that the successful agency fully understands integrated marketing communication and the myriad of tools (communication touchpoints] available. - The case is based on fiction and provided as a means to enable you to answer the questions that follow. - With regards to referencing, as your work is submitted via our plagiarism checking software, you should reference your work If necessary. It Is recommended that you rely on your own teaming and acquired knowledg responding - that Is, there should be no need to go outside the material you s already been provided to respond. You need to demonstrate your understanding of the topics and answer the questions as asked. In State any assumptions you make when answering. Marketing Communication Authentic Assessment Case Afeitado Baratos (translated as Cheap Shaves) is a Spanish business \"Mich delivers razors and other related personal grooming products to customers via mail delivery. Its products are delivered each month. The company was started in late 1999 by brothers Santiago and Alejandro Hernandez, based out of their parents home in Leon. Both brothers had been complaining of the high cost of razors and started their company with their own and family money. In 2995, the brothers were able to expand operations with the help of a Spanish seed investment program, designed to support and encourage Spanish entrepreneurs. This investment money was used to expand the mail distribution side of the business to all of Spain and some of the nearby countries including France, Portugal, Germany, Switzerland, Italy and Luxembourg. In 2919, the brothers\" business was backed by venture capitalist funding and they were able to offer their products throughout Europe. Afeitado Baratos (Cheap Shaves) offers two main levels of customer plan, there is a basic plan and a more expansive plan. In the basic plan, members receive five \"la afeitadora basics" {translated as "the staple shaver\") razors, which feature two plades per razor and a container of shave butter. The more expensive plan is called the "Diego Velazquez", named after a famous Spanish painter who was known for his individualistic style. In this plan, customers receive ve Artista Afeitadora {translated as the Artist Shaver) which has six blades per razor, a container of shave butter, 3 packet of wet wipes and a tube of moisturiser. From the humble beginnings of a homebased company, the brothers expanded to a local warehouse in 2995, where they enlisted the help of friends and family to keep up with initial demand. In 2912, the entire facility was reloaded to a thirdparty logistics centre in Madrid. As of 2929, the company has 1.1 million subscribers. The company primarily markets its products to men