For this assignment, you are required to produce an individual 2500-word marketing communications plan which includes 2 pages of visual mock-ups.
You will develop your plan for your chosen brand (one of the brands provided below) using the OASIS framework (a communication planning framework that includes a series of steps for campaign planning – objectives, audience insight, strategy/ideas, implementation and scoring (evaluation).
A dedicated case study brief for each of the above assignment brands has been provided on Moodle. It is essential that you develop your plan based on this case study brief.
You will base your plan on one of the following brands:
• Beyond Meat
• LUSH
• Who Gives A Crap
Academic theory/models should be included in your plan. You should use academic literature, current industry and market reports. The plan should be fully referenced in line with referencing guidelines provided by Manchester Metropolitan University (Cite Them Right Harvard).
There will be opportunities for formative feedback within the teaching schedule and support available through one-to-one sessions as required.
LO1 Critically analyse marketing communications plans in practice.
LO2 Develop Marketing Communication plans using trends in Marketing Communication platforms, cross-cultural customer profiles and international diversity, to help organisations meet aims and establish differentiation.
This assessment will contribute to the achievement of the following Programme Learning Outcomes:
PLO 1.1.1 Identify and interrogate relevant data and literature sources using methods appropriate to level of study and to discipline.
PLO 4.1.2 Critically evaluate professional and commercial/corporate issues.
PLO 4.2.1 Identify and explain debates in their global and/or international context.
Assignment Details and Instructions
As part of your assignment, you will develop a marketing communications plan for your chosen brand using the OASIS framework.
You will choose one of the following brands:
• LUSH
A dedicated case study brief for each of the above assignment brands has been provided It is essential that you develop your plan based on this case study brief.
Within the plan, you will be required to undertake the following:
a) Objectives
(i) Develop three communications objectives for your plan aligned with your chosen brand’s challenge. Make sure your objectives are communications objectives (not marketing or business objectives).
b) Audience insight
(i) Identify and clearly articulate an appropriate target audience for your plan for your chosen brand. Discuss whether you need to change or influence their attitudes and behaviours. Highlight the barriers to change that exist.
c) Strategy
(i) Based on the Strategy On A Page (SOAP) formula, identify and clearly articulate the following:
Your chosen brand’s business problem.
The consumer problem.
The key insight you have identified.
The single-minded proposition you have developed.
(ii) Provide justification for your approach. Consider the audience insight you identified from section b, and the brand’s business problem, consumer problem and insight you identified in section c, and clearly articulate how your single-minded proposition will assist with the problem/s faced by your chosen brand
d) Implementation – Tactics
(i) Outline which communication tools you will use to effectively reach and engage your chosen target audience. Justify your choices based on their suitability for your chosen target audience.
e) Implementation – mock-ups
(i) Produce two A4 pages of visual mock-ups to show how the creative assets used in your plan will look. You can choose the formats of these mock-ups (e.g. social media posts, billboards (out-of-home), print advertising etc.) Ensure the mock-ups incorporate your single-minded proposition.
(ii) Provide a brief justification for the creative decisions you have made with your mock-ups.
f) Scoring (Evaluation)
(i) Provide detail on how you will measure the effectiveness of your marketing communications activity.
g) Academic referencing
Your plan should be fully referenced. Cite sources throughout your plan and provide a reference list in line with referencing guidelines provided by Manchester Metropolitan University (Cite Them Right Harvard).
CASE STUDY BREIF
Background
Consumers are increasingly using beauty products to feel good as well as look good which has led to blurred distinction between beauty and wellness (McKinsey, 2023). The beauty industry has also undergone a transformation in terms of its focus on embracing diversity and inclusivity in beauty standards (Reader’s Digest, 2023). Ethical beauty brands that cater to a wide range of skin tones, hair textures, and individual preferences are better poised to resonate with consumers seeking products that celebrate their uniqueness (Saunter and Shin, 2019). Equally, the global trend of conscious consumerism has led to increased demand for brands that align with ethical, environmental, and social values (Petro, 2022).
About LUSH
LUSH is a renowned global cosmetics retailer known for its handmade, cruelty-free, and ethically sourced beauty products.
What is LUSH’s challenge?
LUSH’s challenge lies in differentiating itself in the highly competitive cosmetics and personal care industry, expanding its customer base, and effectively communicating its value proposition to a socially and environmentally conscious audience. The brand needs to engage and educate consumers who prioritise cruelty-free, ethically sourced, and handmade products in a market crowded with beauty choices. LUSH needs to develop a campaign that clearly conveys the value of choosing its sustainable and ethically produced cosmetics over more mainstream alternatives.
References
Kim, P. (2022) Business Insider. Available at: https://www.businessinsider.com/personal- finance/ethical-consumerism?r=US&IR=T (Accessed: 7 September 2023).
McKinsey (2023) The beauty market in 2023: A special State of Fashion report. Available at: https://www.mckinsey.com/industries/retail/our-insights/the-beauty-market-in-2023-a- special-state-of-fashion-report (Accessed: 7 September 2023).
Petro, G. (2022) Forbes. Available at: https://www.forbes.com/sites/gregpetro/2022/03/11/consumers-demand-sustainable- products-and-shopping-formats/?sh=6dc300936a06 (Accessed: 7 September 2023).
Reader’s Digest (2023) The beauty industry’s shift towards inclusivity: The rise of gender- neutral beauty. Available at: https://www.readersdigest.co.uk/lifestyle/fashion-beauty/the- beauty-industrys-shift-towards-inclusivity (Accessed: 7 September 2023).
Saunter, L and Shin, J. (2019) WGSN. Available at: https://www.wgsn.com/assets/marketing/emails/2019/beauty/launch/Beauty_Whitepaper _Digital.pdf (Accessed: 7 September 2023).
