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By : Mahesh Fernando

MBA (ECU)AUS

PG. Dip in Mkt. SL

CPM Asia (AMF)

MSLIM

Submission date : 1st

March 2011.

TOPIC : Application of communication model to market a new brand of chocolates.

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� Task 01

� You are the brand executive of International confectionaries Lanka (Pvt) Ltd. And the

company has launched a new brand of chocolates called “Choco wall nut” targeting the

youth and young adult segment in the local market.

� Your marketing manager has requested you to come up with a communication model which

he believes can be helpful when setting the communication elements to market the newly

launch brand.

� Explain the AIDA model with a diagram and justify with 3 reasons as to why the AIDA model

is suited for this purpose.

� Task 02

� After explaining the suitability of the AIDA model in task 01, now you are advice to explain

as to how the AIDA model can be used to communicate the new product, you need to explain

the AIDA steps in detail in this part.

� Attention

� Interest

� Desire

� Action

� Task 03

� In this task you are advice to use the AIDA model to convince the target audience to

purchase the new brand, explain as to how you will do this task using the model with

applicable illustrations and examples.

� Please note : you need to give information as to how you will carry out this task in real life

scenario where you are the brand executive for the brand “Choco wall nut”.

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Allocation of MarksTask 01 20%

Task 02 20%

Task 03 40%

Following assignment guidelines 20%

Total 100%

� You are the brand executive of International

confectionaries Lanka (Pvt) Ltd. And the company has

launched a new brand of chocolates called “Choco

wall nut” targeting the youth and young adult

segment in the local market.

� Your marketing manager has requested you to come

up with a communication model which he believes

can be helpful when setting the communication

elements to market the newly launch brand.

� Explain the AIDA model with a diagram and justify

with 3 reasons as to why the AIDA model is suited for

this purpose.

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Response Hierarchy Models attempts to predictResponse Hierarchy Models attempts to predict

the sequence of mental stages that a the sequence of mental stages that a consumer passes through on the way to a consumer passes through on the way to a

purchase.purchase.

These models are useful in the sense that they These models are useful in the sense that they attempt to prioritize the communication attempt to prioritize the communication objectives in various stages of the buying objectives in various stages of the buying

process.process.

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� Attention : The First Look U Make….

� Interest : U want to know about…..

�Desire : U like to get close to……

� Action : The Ultimate Move ……

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� After explaining the suitability of the AIDA

model in task 01, now you are advice to explain

as to how the AIDA model can be used to

communicate the new product, you need to

explain the AIDA steps in detail in this part.

� Attention

� Interest

� Desire

� Action

AIDA Model

Gaining the customer ( Attention)

Generating the Customer ( Interest)

Stimulating the Customer ( Desire)

Causing the customer to take (Action)

( to buy the product)

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� In this task you are advice to use the AIDA model

to convince the target audience to purchase the

new brand, explain as to how you will do this

task using the model with applicable illustrations

and examples.

� Please note : you need to give information as to

how you will carry out this task in real life

scenario where you are the brand executive for

the brand “Choco wall nut”.

AIDA Model

Gaining the customer ( Attention)

Generating the Customer ( Interest)

Stimulating the Customer ( Desire)

Causing the customer to take (Action)

( to buy the product)

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� Looking at the AIDA process U may notice that attention & interest stages Advertising and publicity may have higher impact,

�During the desire and action stages sales promotions, personal selling and direct marketing will become more effective.

The set of tools available to a marketer to execute it’s marketing communication

activities to it’s target audience in order to market it’s products and services

effectively.

The Promotional MIX offers Five major tools for Marketers to carryout it’s activities.

1. Advertising

2. Promotions

3. Public Relations( PR)

4. Personal Selling ( PS)

5. Direct Marketing (DM)

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StageStage Promotional MIX Element Promotional MIX Element

AttentionAttention Advertising & PRAdvertising & PRShow some images or write the story boardShow some images or write the story boardPR talk abut the benefits of the product via a know n personality/Doctor PR talk abut the benefits of the product via a know n personality/Doctor etc. via mediaetc. via media

InterestInterest Advertising & PRAdvertising & PRHow will and advertisement create more interest tow ards the product How will and advertisement create more interest tow ards the product explainexplain

DesireDesire Advertising Advertising –– Show the product in real lifeShow the product in real life

Sales Promotions Sales Promotions –– Offer special introductory offersOffer special introductory offers

Action Action Personal SellingPersonal Selling-- Push the product to the channelPush the product to the channel

Sales Promotions Sales Promotions –– Offer special promotionsOffer special promotions

Direct Marketing Direct Marketing –– Do market sampling and group sales and Do market sampling and group sales and door 2 door sales etc. door 2 door sales etc.

�Pl. see the

assignment

sheet !

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�Follow assignment guide lines.

�Format of the assignment as per the assignment

sheet.

�Please read 3 times and understand each task and

write the same in your own language.

�Get someone else to read and explain the same to

you.

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