Starry Soft Drink (Pepsi).

Case Analysis Plans Book

Title Page

Give your advertising agency a name, something catchy. Also, give the Plans Book a title -- not Case Plans Book. Include each group members name on the title page and provide the date of the project.

Marketing Issue (The Introduction)

Provide an overview of the company and the marketing issues it faces. This overview should include a brief history and report several descriptive statistics (e.g., market share, units sold, demographics of key segments, or other industry-related statistics). This introduction should allow the client to conclude that the agency is well aware of his or her companys history, its competitive industry, and future directions. The introduction should conclude with a thesis statement in which the agency introduces its pivotal consumer insight (i.e., theoretical concept) that will be used to form the companys creative concept.