Marketing Communications in the Digital Age
Write a research essay based on the following:
1.Research the positioning of three different supermarket groups; then in 550 words analyse and compare the positioning strategy of each.
2. Read the three-page Wall Street Journal article ‘What the Chinese Want’ and complete the following two tasks.
build up a profile of the Chinese consumer.
form make notes on:
a) the types of marketing communications – advertising, public relations, sales promotion, direct marketing – that may be useful to reach the Chinese consumer, and
b) the ‘approach’ – copy, positioning, imagery – that would be advisable in promoting foreign brands.