PART B Short Answers (20 marks)

Instructions: Please answer 4 out of 6 all of the questions below in the space provided. Each worth 5 marks.

1. a) Andrea wants to spend $150,000 of the budget on advertising. Choose 2 different types of advertising and detail how you would use these mediums to promote the product. Justify your reasoning and allocate budget. Include 1 disadvantage of this medium.

Advertising Method	Explanation of Use (Where and How)	Justification (Why) and budget amount	Disadvantage of medium
		Budget Amount_____________
		Budget Amount_____________

2. Andrea would like to use $50,000 on a promotional element other than advertising. Which one would you recommend? Explain in detail how you would use this element and why it works for Illy coffee.

3. For the 1kg retail package of coffee beans, who do you think is the target? Describe one characteristic of each for this segment. Explain the reasoning for your assumptions.

1. Geographic:

2. Behavioural:

3. Demographic:

4. Psychographic:

Reasoning:

4. Andrea has thought about using the Illy brand on other products in the market including coffee machines, equipment and coffee pots. Do you think this is a good idea for Andrea? Give at least 2 advantages and disadvantages of this and apply it to the facts of the case.

5. Illy also expressed interest in growing his social media channels. Discuss the 2 that you would recommend with justification. Remember to discuss the target audience, the product and the advantages and disadvantages of the social network.

6. Both consultants feel that no matter what option they choose, Illy should list their product on Amazon Canada to increase growth and distribution. Andrea is not so sure. He would rather build his own website and sell direct there. Discuss what online channel you think would work best for the Illy brand and give a recommendation.