read the case summary attached
do additional research on:
The company’s/brand’s background and history. (With an emphasis on their approach, or lack thereof, to multicultural marketing)
The campaign’s history
The campaign’s reception by consumers, competitors, media and other institutions (e.g. government, nonprofit organizations, etc.)
Write a 2 page write-up addressing the following structure:
Introduction: in one paragraph introduce the company, campaign, target market and overall results of the campaign.
Background Research: briefly discuss the company’s and the brand’s historical approach to marketing and multicultural marketing. Include the buildup that lead to the company’s choice to launch the focal campaign.
Discussion: Reflect and discuss the following questions:
What is the brand’s current position in the market?
How does this campaign fit the rest of the company’s communications?
What would be a possible short term plan for the brand? (e.g. add more multicultural ads, maintain the current strategy, avoid ethnic ads) Why?
What would be a possible long term plan for the brand? Why?
What would be the brand’s best positioning going forward and what can you do to maintain that position? Why?
Submit your paper as a Word file.
Format:
Times New Roman Font size 12, 1 inch margins, 1.5 spacing.
All titles should be in Times New Roman size 14 and in boldface.
Any references should be included in a reference section following APA formatting.
Your write-up should include at least the following sections: Introduction, Background Research, Discussion, Conclusions, References
Reference page does not count for page limit.