You are all Public Relations (PR) Trainees. You work in the PR department of a medium-sized food production company called Just Desserts in the South East of England. It specialises in making desserts, cakes, ice cream, etc. and it employs about 50 staff. It normally sells to retail outlets (i.e. supermarkets and shops) but also to large institutions such as schools. The CEO, Ms Helen Wright, wants to increase the size of the company and the range of products. As part of this plan, Ms Wright is looking for innovative product ideas.
Write an individual (1,000 word) report and email for your CEO. (Assessment 3)
Your line manager, the PR Director, Mr Darian Sharman has asked you to propose new ice cream products for two or more of these consumer groups: you decide.
1 children under 11
2 families with children under 20
3 young professionals with no children (20s and early 30s)
4 teenagers and students
5 primary schools looking for an inexpensive way to brighten school lunches
Explain which target consumer/s you are considering and why, why the product/s would appeal to them at that price level, how the marketing would work in practice and why it would be effective, and what the possible risks or drawbacks are, including:
• product: flavours, colours, decoration/presentation, quantity/size, including any gimmicks such as sauces, sprinkles, toys, etc.
• price category: high income (luxury products), medium income, low income (budget products)
• packaging: size, appearance, materials & structure, images, colours, slogan/s & messages, serving suggestion, etc.
• marketing: ideas for publicising, promoting and advertising it.
And why for all the reasons.
Seduce target customer
The report and the email together should be 1,000 words (+/- 10%)
1 Report (900 words including headers, names, etc.): Write your proposal as a formal report addressed to the CEO and to your line manager, the PR Director. Use ideas from the reading and listening you have done for this BC3 module and from your wider reading. Reference your sources using APA 6th edition.
2 Email (100 words, including Subject but not email addresses, etc.) Imagine you are emailing your report as an attachment to the CEO. Copy in your line manager. Assume that the CEO does not know who you are or why you are emailing. Write the email.
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