INSTRUCTIONS: ANSWER QUESTION ONE (1) AND ANY OTHER TWO (2) QUESTIONS 1. Tommy Brown Group of Companies Limited, located in Accra, has been producing and marketing various canned fish products in Ghana and West Africa since it was established in 2010. The company has about three thousand (3,000) workforce and that makes it one of the biggest private employers in the capital city. Tommy Browns products have been certified by the Food and Drugs Authority as being of high quality. Unfortunately, the marketing department of the company has been experiencing dwindling sales in the last three (3) years. This situation has resulted in the market share of the company falling from 20% to 11% over the period. Management has established some of the reasons for the companys poor performance including its considered belief that the company does not have a strong identity and visibility in the market as its products are popular in only six (6) regions in Ghana. The management of Tommy Brown, therefore, decided to embark on a communication campaign to increase awareness of its products. The outcome should see an increase in sales by at least 10 % annually over the next three (3) years and regain its market share of 20% by the end of the period. As the head of Cardiff & Associates ( a public relations firm), you have been approached by the company to develop a comprehensive communication strategy that will focus on customer confidence and wider publicity of its products for high patronage. Based on your general knowledge of situational analysis and problem statement, respond to the clients request by undertaking the following: a. State three (3) objectives (awareness, acceptance, action- one each) that will guide your campaign strategy.

b. Briefly discuss three (3) proactive strategies you would employ to ensure the campaign success.

c. Explain three (3) tactics you think will be appropriate to achieve the objectives of the company.

d. Given that there is stiff competition on the market, how does Tommy Brown Group of Companies Limited want to be positioned? e. i. Explain three (3) ways by which you can monitor the campaign during the implementation process.

ii. Explain three (3) ways by which you will evaluate the campaign to justify your firms performance.