This project will be your opportunity to demonstrate your ability to apply the online promotion and advertising knowledge in a real-life situation.

Assignment Scope:

You are assigned the challenge of building market share for one of the key brands mentioned in this brief: Lipton.

Students from odd team numbers will be preparing a marketing communications plan for Tetley and from even team numbers will prepare a plan for Lipton, a competitive situation.

The mandate is to prepare a 1-year marketing communications plan for your brand.

The client wants you to develop and umbrella campaign (family campaign) that presents a compelling reason for consumers to buy your brand of tea.

The campaign will be designed to attract consumers to the brand, not a specific type of tea within the brand franchise. The benefits of the campaign will have an impact on the various sub-brands in the brand family.

1. Recommendation

Make a specific recommendation to resolve the problem. Proper justification must accompany the recommendation, and the recommendation must consider company objectives, marketing objectives, and the resources of the company.