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Final Team Project Assignment Fall 2017

Assignment: You and your team will create an integrated marketing communication (IMC)
campaign proposal for the reintroduction of Brut Shower Gel. This is a proposal in a plan
book-- that will be submitted to the management of Brut in order for your agency to win their
advertising account.
The Problem: Brut is relaunching a new advertising and integrated marketing communication
campaign for Brut Shower Gel. Sales of this brands product line have declined and stagnated
over the years as the dominant brands in the mens personal care market-- Axe, Old Spice, and
Dovehave continued to increase their market share.
The chief marketing officer and the advertising director at Brut are providing wide creative
latitude to the advertising agencyyou and your teamto position the product brand and
engage a target audience that will be most receptive to try the body wash gel from Brut. So,
you are beginning with a blank sheet of paper.
The only creative direction Brut has provided to you and your team is that they want to go in a
new direction creatively and do not want to continue with the creative, positioning, and
communication strategies and tactics that have not been working.
Competitors Axe, Old Spice, Dove, Nivea and others have already successfully positioned
themselves in the market of male body wash personal care products. Brut Shower Gel must find
a unique, new position in the market that is truly differentiating with brand benefitsrational
and emotionalengaging a new group of consumers. You will select, identify and recommend
the best target audience of consumers to reintroduce Brut Shower Gel. And you will propose
specific creative strategies, tactics, and implementations to support the market relaunch of this
brand.
Here are the objectives of the relaunch of Brut Shower Gel:
Advertising Objectives -- TELL: 1) Announce the relaunch of a Brut Shower Gelto a new,
identifiable target audiencecreate awareness of the new product; and 2) promote trial
purchase of the brand to this new target audience communicate brand benefits to the
consumer to encourage trial.
Marketing Objective -- SELL: Gain 5 % U.S. market share of mens body wash personal care
product category in 12 months.
The assignment requirements to be completed by the team are as follows:
1) Situation Analysis: This is a one to two-page overview of the assignment, the succinct
history of the product category and the brands development, and the objectives you
are trying to accomplish. Use the template provided in the assignment. 10 points

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2) Consumer Profile: This part of the assignment, one page, identifies and pinpoints the
targeted consumer audience for this IMC planthe ideal consumer you are advertising,
communicating to. You will write a profile of the ideal consumer for this brand
identifying their needs and wants demographically and psychographically. This is the
target audience to whom the advertising and promotion is directed. Use the VALS
system. 10 points

3) Brand Strategy Statement: This is a fully developed sentence or two that concisely
details the rational and emotional benefits of the brand to the consumer and why the
target audience should select the brand. 10 points

4) Creative Brief: Write a Creative Brief based on the template provided in the assignment.
The Creative Brief is the document usually written by the account planner in the ad
agency that is the blueprint and provides creative direction for the development of the
big idea of the campaign. 10 points

5) Print/Digital Advertisement: Design, layout, and write a full-page, (8.5 X 11 in)


advertisement that can be placed in print or digital media. Include headline, body copy,
and graphics (illustrations, photos) in this comprehensive layout. 10 points

6) TV Commercial: Develop 1) a 30 or 60 second TV commercial with a storyboard (use


provided template) and 2) a script (use script template) for TV broadcast. This video will
be used in digital media online. 10 points.

7) Social Media: Develop an IMC social media campaign using at least two social media
excluding Facebook. Your proposal for the social media campaign will be two-pages,
and include 1) objective of the campaign; 2) the strategy (how the social media
platforms used will accomplish the objective); and 3) tactics of each social media
describing and illustrating visually how each will function and work. 10 points

8) Promotional Event: Create an event or a sales promotion that may be linked to the TV
campaign and/or the social media campaign. This may be a contest, event, in-store
retailing or couponing providing pricing discounts for consumers to try the product.
10 points

9) Plan Book: Items 1-8 above will be placed in a hard copy binder that may be a three ring
binder, or spiral binding, or saddle-stitched that is the final product delivered to the Brut
Shower Gel client. No loose pages, unbound, or stapled papers will be accepted. The
cover page of the binder will list all student team member names. The remaining pages
will include items 1-8 with a well-written narrative description of each item and its
purpose within the campaign. 20 points
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