12 May DESCRIBE THE CHARACTERISTICS OF THE CUSTOMERS (YOUR TARGET MARKET) YOU THINK WILL BE ATTRACTED TO YOUR NEW PRODUCT RANGE.
Marketing communications are becoming increasingly important for retailers to reach their
customers, where competition and increasingly more sophisticated customers ensure a
more hostile trading environment.
TMA 02 requires you to produce a report on the differing types of marketing
communication tools which retailers could use to connect with their customers.
TMA 02 consists of two parts. Marks are allocated as follows:
l Part I – a report (90 marks)
(a) Before any retailer can develop a marketing communication campaign, they need
to understand the product that they plan to sell. This helps them understand the
product’s features and potential benefits that they might wish to communicate in
their promotional campaign.
Describe the details of the new product range that you are going to promote, giving
an indication of its quality, design features, price and colour range.
Word count: approximately 150 words.
Part (a) refers to ‘The product offering’ in your report.
(10 marks)
(b) Having identified the features and potential benefits of the new product range that
you are going to promote, think about who is going to buy this product range.
TMA 02
Describe the characteristics of the customers (your target market) you think will be
attracted to your new product range.
Word count: approximately 250 words.
Part (b) refers to ‘Potential customers’ in your report.
(20 marks)
(c) Having identified the features and potential benefits of the new product range that
you are going to promote, and the characteristics of the customers who are likely to
purchase them, think about developing a marketing communication plan.
You need to outline, using various communication tools, your marketing
communication plan. This requires you to justify your choice of communication
tools to effectively reach your target market.
Word count: approximately 800 words.
Part (c) refers to ‘Communication tools’ in your report
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