The Australian pie company "Pie Face" was examined and evaluated through applying marketing strategies. Finally, recommendations for focusing on a certain strategy and general implications are made in the paper.
Group project assignment for this paper was to describe the target market of the brand and prepare a perceptual map of the market, to briefly conduct an environmental scan by describing the key social, demographic, economic, technological, political/legal and competitive factors that affect the brand’s business and to identify and discuss two internal factors (personal/psychological) and two external factors (social/cultural/situational) that affect the choice of the brand.
Furthermore to discuss the current Integrated Marketing Communication (IMC) campaign of the brand.
What are the IMC tools and media that the brand is currently using? How effective are these tools in creating a positive attitude towards the brand considering the target market of the brand?
Table of Contents
Table of Contents
List of Figures and Tables
List of Abbreviations
Pie Face: Company Introduction
Target Market
Perceptual Map
Environmental Factors Analysis
Social
Demographic/Geographic
Economic
Technological
Political/ Legal
Analysis of Internal and External Factors
Internal Factors
Personal Factors
Psychological factors
External Factors
Cultural factors
Social Factors
Integrated Marketing Communication (IMC)
Evaluation
Differentiation
Overall cost leadership
Focus
General Recommendations for Pie Face to Implement
Sustainability
Crisis Management
Technology
Social Media and Brand Name
Alterations of Advertisement
Strategy recommendation
Reference List
List of Appendices
Appendices
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