MKTG1266: Identifying the optimal target audience for the upcoming Food Truck and Home Wares amalgamation of the campaign: Marketing Communication Casestudy, RMIT, Singapore

Question 1

Identifying the optimal target audience for the upcoming Food Truck and Home Wares amalgamation of the campaign is going to be critical for success.

a) Demographically, the target audience for Amahle’s Food Trucks are young people aged 25- 34, mostly consuming snacks and fast foods. Her other target market, which has been rapidly growing over the last four years, is retirees, aged 68 and over, mostly buying full meals and paying extra for contactless scooter delivery. Which of these would you recommend Amahle identify as her primary target audience for the upcoming Food Truck and Home Wares
amalgamation, and why? Explain what other key bases for segmentation you would also apply to further understand the primary audience?

b) A clear positioning strategy is vital for this next phase of Amahle’s Food Truck business.
Explain why positioning is important for Amahle and outline your recommended positioning strategy for her brand, including a positioning statement in your response.

You are a strong supporter of integrated marketing communications (IMC) and belief in an overriding IMC approach.

c) One of the five key features of the philosophy and practice of IMC is ‘speaking with a single voice. Clearly explain and describe – with examples – what ‘speaking with a single voice’ will mean in the context of the launch campaign for the Food Truck and Home Wares amalgamation campaign.

Question 2

The ongoing rapid adoption of digital communication has certainly benefited Amahle’s company. One key outcome is that modern digitally active consumers have become more in control of marketing communication messages directed at them.

1. How could Amahle’s Food Truck best take advantage of individualization and interactivity for a contemporary target audience as part of a launch campaign for the inclusion of homewares and kitchen items for sale in the food trucks?

Once, we considered media in terms of traditional and new media. A newer approach, considers media in terms of Paid, Owned, and Earned.

2. Explain the categories of paid, owned, and earned media and contrast their relevance to both traditional and new media. In doing so, describe how Amahle’s Food Trucks could potentially integrate paid, owned, and earned media as part of its IMC campaign.