Marigold Peel Fresh

INDIVIDUAL ASSIGNMENT FOR BM214 INTEGRATED MARKETING COMMUNICATIONS

SEMESTER 2, ACADEMIC YEAR 2010/2011

MARIGOLD PEEL FRESH PRINT ADVERTISEMENT

REPORT PREPARED FOR Professor Lam Shun Yin

PREPARED BY Ngui Jia Min (U0910165C) Seminar Group 2 25th March 2011

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Table of Contents

1. Introduction .................................................................................................................................... 2 2. Company Background ................................................................................................................... 2 3. Major Competitors ........................................................................................................................ 3 4. Identification of Problem .............................................................................................................. 5 5. Current Advertisements ................................................................................................................ 7 6. Intended Positioning of Product ................................................................................................... 8 7. Target Audience ............................................................................................................................. 8 8. Advertising Objectives................................................................................................................... 8 8.1 Strengthen brand image and promote brand recall ............................................................... 8 8.2 Appeal more to younger consumer segments ....................................................................... 9 8.3 Generate more sales revenues for MARIGOLD Peel Fresh products .................................. 9 9. Message Strategy............................................................................................................................ 9 9.1 Using Image Advertising...