Set Assignment Information

Scenario

Plastic waste in the ocean is a global concern. Millions of tons of plastic are to be found in

the world$$s oceans, causing harmful pollution to sea life.

OP Bags has a reputation for creating durable, practical and beautiful bags. The company

has recently partnered with an organisation that collects plastic from waterways

and beaches so that it does not find its way into the ocean. Most of the plastic can

be recycled and processed into a material that is used to manufacture a strong and

waterproof fabric. OP Bags has designed a new range of backpacks using this fabric,

the OP Sea, which it intends to sell through a small number of physical stores in Europe,

North America, and the UK$.$ The bags are also available globally through its website. The

backpacks are available for an average price of $$70$ each.

The backpacks come in a range of colours, have been designed for comfort and to hold

a laptop and other devices, securely and safely. There are internal compartments for

accessories and an external compartment for a drinks bottle. The internal compartments

are secured by zips and one compartment is designed to be anti$-$theft.

OP Bags believes that its ethical approach in helping to remove plastics from entering

the oceans will encourage more interest in its new range of products.

The target market is students who may need to take a laptop to school, college or

university, and workers who may need to take a laptop between work and home.

You have been given responsibility for creating a marketing campaign for OP Sea. The

campaign budget is $$60000$ and should run for six months.

$5$

Turn over

W$77910$A

Set Assignment

You must complete ALL activities.

ACTIVITY $1$

Research the market

You are required to independently investigate the market for backpacks made from

recycled materials.

Your research should incorporate appropriate methods. You may wish to consider

researching weekly$/$monthly marketing journals, marketing and$/$or advertising agency

websites, business consultancies and more general business sources.

Make notes on your research $($to use for the rationale in Activity $2),$ covering:

$$ competitors

$$ market size, share and structure

$$ target market

$$ trends

$$ external influences.

In addition, you should also research an existing marketing campaign from a competitor

of OP Bags. Write up the results of the research in a report that evaluates the

effectiveness of this campaign, covering the following:

$$ costs

$$ timescales

$$ media used

$$ message communicated

$$ use of marketing tools to enhance the effectiveness of the campaign

$$ appropriateness of the campaign