Instruction
2. Situation Analysis
Company Background – History of the firm; nature of product/service offering (take pictures if the client permits); success and failures of past advertising and communication programs; current challenges and opportunities; description of the industry; details of competition (visit websites of competitors); Location of the business and its visibility from roads; details of existing logos, ads, announcements, posters and billboards (take pictures)
3. Segmentation & Positioning
Who is/are the company’s target market(s):
o Identifying characteristics (e.g., demographics, geography, values, psychographics etc.)
o Basic needs, preferences or requirements of the target market(s)
o Buying habits or preferences
o Provide a rationale or justification for why you are recommending the target markets
What positioning strategy would you recommend? How can the product be set meaningfully apart from the competition?