Spin on life
This paper presents a marketing campaign undertaken by a group of three final-year students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University. It includes the research on brand marketing that steered the direction of the campaign, detailed strategies and...
Saved in:
| Main Authors: | , , |
|---|---|
| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2011
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/44991 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | This paper presents a marketing campaign undertaken by a group of three final-year students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University. It includes the research on brand marketing that steered the direction of the campaign, detailed strategies and tactics employed to achieve the client’s objectives, evaluation of the team’s efforts, as well as the valuable lessons the students have learnt from the entire experience.Approached by the client, local brewer Asia Pacific Breweries Singapore, the students were
tasked with raising brand awareness amongst the target audience of university students, aged 18
to 25, for one of the client’s brand of beer, Sol. Imported from Mexico, the client wanted the beer
to be positioned amongst the young, modern, urban, dynamic and social consumers. |
|---|