Please Answer all the questions in the boxes given in the assignment. No Plagiarism or AI generated answers please. Include Harvard reference style for each and every question.
HI5015 Final Assessment T2 2023 Final Assessment Unit Details Name Marketing Code HC1082 Year, Trimester 2024 Trimester 1 Assessment Details Name Final Individual Assessment Due Date & Time 21 June, 2024 11.59 pm Student Details Student Number First Name Family Name Submission Declaration Integrity Declaration I have read and understand academic integrity policies and practices and my assessment does not violate these. Full Name Submission Date ALL SUBMISSIONS MUST INCLUDE YOUR STUDENT DETAILS AND SUBMISSION DECLARATION. IF THESE DETAILS ARE NOT COMPLETED YOU RISK BEING PENALISED Instructions Academic Integrity Information Holmes Institute is committed to ensuring and upholding academic integrity. All assessment must comply with academic integrity guidelines. Important academic integrity breaches include plagiarism, collusion, copying, impersonation, contract cheating, data fabrication and falsification. Please learn about academic integrity and consult your teachers with any questions. Violating academic integrity is serious and punishable by penalties that range from deduction of marks, failure of the assessment task or unit involved, suspension of course enrolment, or cancellation of course enrolment. Format & submission instructions · All answers must be entered in the answer boxes provided after each question. · Your assessment must be in MS Word format only. · You must name your file with the Unit Code and Student ID example: HC1082 – ABC1234 · Check that you submit the correct document as special consideration is not granted if you make a mistake. · Your student ID & name must be entered on the first page. · Submission declaration must be completed on the first page. · All work must be submitted on Blackboard by the due date and time. Late submissions are not accepted. · You have two attempts to submit. The final submission will be marked only. Penalties · Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using Holmes Institute Adapted Harvard Referencing. Penalties are associated with incorrect citation and referencing. · For all other penalties, please refer to the Final Assessment Instructions section on Blackboard. All responses must be entered in the answer boxes at the end of each question Read the following case study and answer the questions that follow. P&G "Thank You, Mom" Case Study Erin Lane Senior Account Coordinator Published Oct 21, 2019 As a consumer goods corporation, Procter & Gamble needed a way to target their primary consumers: mothers. While the company produces a range of products used every day by most Americans, the brand saw an opportunity to create a long-lasting, emotional connection to create a new type of relationship with consumers. With the 2010 Winter Olympics occurring in the coming months, P&G chose to take a risk and sign a sponsorship with the U.S. Olympic Committee, beating their competition Johnson & Johnson to the decision. With a last-minute decision made, the company began work on a campaign with less than a year to implement the program. Background Information and Research Once the company signed the contract and began to work on the concept for their Olympic campaign, P&G reached out to one of America’s best advertising agencies, Wieden+Kennedy. Initially, the company wanted to focus on the athletes who make up the United States Olympic team to cultivate a connection between those competing and those watching. Upon further evaluation, the plan was altered to focus on their primary market, mothers, and put them in the spotlight and create an attachment with them. During research, P&G discovered when people knew that brands were from P&G, they felt more comfortable with the brand. With this in mind, Procter and Gamble’s goal was to combine all brands under one name while displaying mothers using the products to drive more emotion behind the commercial. Campaign and Results Although at first P&G does not have an obvious connection with the Olympics, they used mothers as a middleman to connect the company to the event. This focus drove the creation of the “Thank You, Mom” campaign, which premiered in 2010 during the Vancouver Olympics. While many other brands were focusing on the athletes, P&G completely shifted the conversation to the mothers who raised the competitors. The first video in the “Thank You, Mom” campaign is a one-minute long video titled “Kids” displaying Olympic athletes as younger versions of themselves competing in the Olympics and their mothers watching. The main purpose of this video was to create the association and establish the tagline “P&G, Proud sponsor of Moms”. Along with the premiere of the video, P&G created a platform for consumers to thank and honor their moms to bring this campaign back to the customer’s home. Lastly, they built the P&G Family Home, which was created for all the U.S. Olympic athletes and their moms, and flew them to Vancouver. This three-part campaign was the most successful global campaign in P&G’s history, with a $500 million increase in sales. The video itself was viewed over 74 million times with 46 billion media impressions, along with over 370 million Twitter interactions. Procter & Gamble saw this as an opportunity to extend the campaign further and develop it for future Olympic games. There are now five videos involved in the “Thank You, Mom” campaign, and the project is seen as one of the most impactful marketing campaigns of all time. Conclusion While this opportunity was intimidating to the company at first, all the hard work and creativity paid off purely based on the impact they had on customers around the world. Although the focus lies more on the message and less on the products, the portrayal of their message hits home because of the impact mothers have on their children, and “Thank You, Mom” has now become a global phenomenon. You are required to read the case study provided above, watch 3 videos in the link provided below, and answer the questions on the following pages: Link 1: P&G 'Thank You Mom - Olympic Games (London, 2012 ) Source: https://www.youtube.com/watch?v=BnBvlz8EaZ0 Link 2: P&G - Thank You, Mom - The Winter Olympics (Korea, 2018) Source: https://www.youtube.com/watch?v=sUg6s-uIp1w Link 3: P&G - Thank You, Mom - The Paralympic Games (Sochi, 2014) Source: https://www.youtube.com/watch?v=6gs6RAmTTqY Question 1 (10 Marks) In your opinion, why did P&G decide to sponsor the Olympic Games but not the other sports games? You need to focus your discussion on the target audience, buyers, and users. (500 words) ANSWER: (box will enlarge as you enter your response) Question 2 (10 Marks) Search the information from the Internet and provide some background information about the competition between P&G and Johnson & Johnson. (500 words) ANSWER : Question 3 (10 Marks) The three videos are about the Thank You Mom campaign, however, they have different themes. After watching the videos, provide and discuss the theme of each video from the marking perspective. (500 words) ANSWER: Question 4 (10 Marks) In your opinion, why did P&G create a different theme for each video? What are the connections between these themes? (500 words) ANSWER: Question 5 (10 Marks) Based on the steps in developing effective marketing communication provided in Lecture 10, discuss the effectiveness of their campaign. (500 words) ANSWER: END OF FINAL ASSESSMENT Marking Rubric Criterion Referenced Grading Question Excellent Very Good Good Slightly deficient Unsatisfactory 1 Insight into decision making clearly explained and applied comprehensively Insight into decision making well- explained and applied correctly Insight into decision making explained and applied Insight into decision making not explained or not applied Insight into decision making not discussed as taught at Holmes 2 Background information re P&G and J&J clearly explained and applied comprehensively Background information re P&G and J&J well- explained and applied correctly Background information re P&G and J&J explained and applied Background information re P&G and J&J not explained or not applied Background information re P&G and J&J not discussed as taught at Holmes 3 Information about themes clearly explained and applied comprehensively Information about themes well- explained and applied correctly Information about themes explained and applied Information about themes not explained or not applied Information about themes not as taught at Holmes 4 Reason for difference of each video theme clearly explained and applied comprehensively Reason for difference of each video theme well- explained and applied correctly Reason for difference of each video theme explained and applied Reason for difference of each video theme not explained or not applied Reason for difference of each video theme not as taught at Holmes 5. Discussion of reasons for marketing communications clearly explained and applied comprehensively Discussion of reasons for marketing communications well- explained and applied correctly Discussion of reasons for marketing communications explained and applied Discussion of reasons for marketing communications not explained or not applied Discussion of reasons for marketing communications not as taught at Holmes HC1082FIA T12024