Question 3 (Marks: 30) Considering the scenario, propose an Alternative Communication Channel as a brand touch point. This alternative brand touch point needs to be original and suitable for Decadent Desserts. Use the rubric to guide you on the specific criteria for the alternative communication medium. (You may need to use/design graphics or images to demonstrate the effectiveness of the Alternative communication medium.)

Case study Decadent Desserts Decadent Desserts was the brainchild of sisters Leah and Tanya Jorrison who had a passion for baking and had always dreamt of having their own business. Decadent Desserts started as a hobby for these two sisters from the kitchen in their mothers house. Every Thursday and Friday, the sisters would bake cakes, tarts and other home industry treats, which would then be sold at their local home industry market on a Saturday morning. Leah loved interacting with the customers and Tanya enjoyed working with the numbers to see how much profit they made each Saturday. During the holiday seasons, the market became very popular and Leah and Tanya created a plan to prepare for the increase of visitors by increasing the number of items on offer and ultimately increased their profits. After many weekends at the market and making an asserted effort to save their profits, the Morrison sisters finally opened their first Decadent Desserts shop at a shopping centre in their neighbourhood. Their baking goods were extremely popular and their store was always busy. In fact, they were so busy that in just a year of opening their first original bakery they opened another two shops in locations close by. Leah and Tanya put a great deal of effort into their business and had hired a handful of employees. They could see the potential that their business had, however they did not have the knowledge and time to effectively grow Decadent Desserts as a big business and brand. There were many competing bakeries in the area and developing a clear business and marketing strategy seemed to be challenging. In early 2018 Sifiso Mawasha, the Market Development Manager of Trideca, a new multiband food and restaurant franchising corporation, approached the Morrison sisters to acquire Decadent Desserts as one of their subsidiary brands. Trideca owns three other subsidiary brands: 21 2021 The Independent Institute of Education (Pty) Ltd 2021 Page 6 of 34 Juiced Up specialising in the manufacturing of fresh fruit juice and bottled water; Right Start manufacturing breakfast cereals, breakfast bars and breakfast shakes; Roasted Distributors of coffee beans, instant coffee powders and coffee pods. Mr Mawasha started talking to Kaylee and Jennifer about Decadent Desserts product line, company brand, integrated marketing strategy and potential growth for the business. Trideca offered to acquire Decadent Desserts as a subsidiary brand of Trideca, with an attractive purchase offer for the Morrison sisters, while still offering them the positions of CEO and CFO for the brand. Once Leah and Tanya had analysed the numbers and carefully thought about the future of their business, they accepted the offer and started the paperwork for Decadent Desserts to be acquired by Trideca under their stable of business brands. Thereafter, Trideca and sisters Leah and Tanya, in their now roles, thought that it would be imperative to develop and implement a new Integrated Marketing Communication Campaign to support the overall mission and goals for the business going forward.