Purpose
This simulation-based assignment guides students through a series of decision points to develop an effective marketing communication campaign. Each decision impacts the outcome, allowing students to practice key aspects of communication strategy development—from identifying target customers to measuring campaign effectiveness
Task
- In this scenario, you are the marketing director for a new product launch at a mid-sized consumer goods company. Your task is to create a communications strategy for the product's entry into a highly competitive market. You'll face six key decision points that reflect crucial steps in campaign development. These decision points are highlighted below in Simulation Pathways.
For this scenario, use one of the following mid-sized consumer goods options below. Additional information on each is provided in the Appendix at the bottom of this page.- Burt's Bees
- Method (household products)
- RXBAR
- MAM Baby
- GoPro
- Spotify
- Upon completing the entire Simulation Pathway, students should submit one 500-word report single-spaced. This report should summarize:
- The choices made at each decision point and the rationale behind them.
- An assessment of how the chosen strategies align with the target audience and campaign objectives.
- A final reflection on how they might adjust the campaign if results indicate underperformance in certain areas.
Simulation Pathways
- Define the Target Customer
- Crafting the Communication Message
- Defining Communication Objectives
- Choosing the Media Mix and Developing a Media Plan
- Creative Strategy Development
- Measuring Communication Effectiveness
Scenario
Your first task is to identify the ideal target customer profile. You have access to several market segments, each with distinct characteristics (e.g., age, lifestyle, values).
Objective
Choose the segment that aligns with the product's unique benefits and positioning
Decision Options
- Option A: Young Professionals (tech-savvy, urban dwellers, high disposable income)
- Option B: Familes with Children (value affordability, high product reliability)
- Option C: Environmentally Conscious Consumers (seek sustainable, ethical brands)
Submission
The Marketing Communication Simulation: Crafting an Effective Campaign assignment is due by Tuesday at 11:59 p.m. ET.
Criteria for Success
This assignment is worth 100 points.
- Strategic Alignment (40%) – Clear reasoning behind decisions, alignment with target audience needs, and campaign objectives.
- Creativity and Feasibility (30%) – Creativity in approach, considering practical constraints like budget and media effectiveness.
- Critical Analysis (20%) – Ability to critically assess the likely outcomes of chosen strategies.
- Conciseness and Professional Presentation (10%) – Clear, professional, and concise summary report.
Appendix
The information below may help as you work through the decisions in the Simulation Pathways for this assignment.
Helpful Background Information on Mid-Sized Consumer Goods
- Burt's Bees
- Method
- RXBAR
- MAM Baby
- GoPro
- Spotify
- Brand Positioning: Burt’s Bees focuses on natural and sustainably sourced personal care products, positioning itself as a more affordable yet high-quality alternative to luxury organic brands, perfect for targeting eco-conscious consumers.
- Market Presence: While recognizable, Burt’s Bees is smaller than giants like L'Oréal or Estée Lauder, giving it a unique standing where it can compete both with smaller organic brands and larger, conventional brands.
- Customer Targeting Opportunities: Burt’s Bees appeals to a wide range of consumers, from young adults interested in natural skincare to parents seeking gentle products for their families, creating multiple paths for segmentation.
- Creative Marketing Strategies: Known for its simple, nature-inspired visuals and messaging around sustainability and authenticity, Burt’s Bees is an excellent case for exploring creative, media, and content strategies that align with its mission and appeal.