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The new product or service which I want the write to discuss about is the use of personal mobile
charges for electrical vehicles (EV’s) in United Arab Emirates (UAE), which can be handled by any EV
owner. (example open the link: SparkCharge Introduces ‘The Roadie’ Portable EV Charging System
There is an increasing demand for the use of electrical cars in UAE and the current infrastructure for
charging the same is either not sufficient or is time consuming due to long queue, and to address the
need for charging EV’s especially for owners residing in apartments,
Using the SOSTAC planning framework (Smith and Taylor), write an integrated marketing
communications campaign based on launching a new product or service (the personal mobile EV
charger) for a company of your choice (SparkCharge) based in a UAE.
The assignment will be in the form of a business report and should be typed or wordprocessed;
The aim of the assignment is to show your understanding of a number of marketing
communications concepts covered in the module and your ability to apply those
concepts in a meaningful way. You will be asked to develop a marketing
communications campaign based on launching a new product or service for a
company of your choice operating in a country of your choice. There are NO wrong
answers here. You will be using your judgment based on your understanding of the
key concepts and on the evidence from your research into the scenario.
Using the SOSTAC planning framework (Smith and Taylor), write an integrated
marketing communications campaign based on launching a new product or
service (this does not need to be a real product or service) for a company of
your choice (this must be a real company) based in a country of your choice.
When engaging with the task all elements of the SOSTAC framework should be
considered with the ability to implement the campaign being crucial to gain a good
mark (and not just covering the headings).
Market trends, current marketing communications strategy and performance, PEST
factors, etc. Must be driven from the consumer behaviour (high/ low involvement).
5 things the instructor wants to see in this section are:
1. PEST model, presented in a table then described in a paragraph
2. Overview of current marketing communications – compared to a direct competitor
3. Customer persona
4. Customer journey (presented as a flow chart)
5. TOWS matrix https://www.smartinsights.com/marketplace-analysis/swot-analysis/swot-analysis/
3 SMART objectives, AIDA model ATR etc.
Appropriate for the IMC challenge. STP? IMC evidence. Expect Fill’s 3Ps
Chose only one model: IMC model; push-pull; RACE model (if it’s a digital
campaign); alternative model based upon your further reading
Tactics –Communication Plan
Objectives, promotional tool selection, media selection, timings, creative positioning
and message. Creative strategy (IMC) – brief, feasibility and originality of creative
Chose 2 different tactics and provide more details
Implementation, project management, Critical Path, Gantt Chart etc . Full costing
required of solutions.
Identification of resources and budget/project control including marketing research
and its objectives.
Structure, written expression, accuracy of Referencing, reading, application of theory
and relevant frameworks, recommendations well justified, presentation and
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