SECTION A: Answer ALL questions in this section
Q1. Case study –
a) Include your pre-prepare situation analysis here (not included in the 1400 word
count)
(5 Marks – 4 pages maximum)
b) Your task: As a member of the ASOS TOPMAN digital marketing team in the
UK propose a digital and direct marketing communications campaign to raise
awareness of the Topman Holiday Shop at ASOS. You wish to achieve 1.6
million unique visits to the Topman Holiday Shop landing page and acquire
500,000 sale at an average of £36 in a 6 month campaign within a budget of £6
million.
Include:
• your quantified campaign objectives;
• quantified target market and customer profiles;
• the message and content plan with collateral examples,
• the media you will use explaining your rationale for the choice
• details of expected scope and response rates;
• a breakdown of your budget
• how you will evaluate the campaign.
(25 Marks)
(Total: 30 Marks -1400 words plus 4 pages situation analysis)
[Questions continue on the next page]
Module Code: 7MARK004W Page 4 of 8
Q2 Compulsory Aviator Gin
In August 2020 British spirits giant Diageo — which owns notable brands like Johnnie
Walker, Smirnoff, and Tanqueray — announced its acquisition of Aviation American
Gin from Davos Brands. Aviation Gin is adored for its spicy, sweet, cardamom and
smoky flavour notes. This Gin is distilled at House Spirits LLC, Portland distillery,
United States and is the second largest and one of the fastest-growing brands in the
super-premium gin category in the US. In 2021 Diageo introduced Aviator Gin to the
UK market selling through ASDA supermarkets and online through Ocado. In the
summer of 2021 it wishes to consolidate its position in the UK craft gin market and is
planning a TV and social media campaign to raise awareness. You work in the UK
digital marketing department of Diago and to support the summer campaign you will
run an email campaign using a bought in mailing list designed to build the permission
database and drive trial.
Customers replying to the email with permission to receive a monthly newsletter will
be sent a £5 coupon which they can redeem in ASDA supermarkets. Aviator gin
sells for £35 in ASDAs who operate a 25% mark-up so with the cost of the coupon
Diageo will in effect receive £21.25 for each coupon sale.
Your task is to acquire 200,000 coupon redemptions within a budget of £450,000
over a three-month period.
Given the costs below
i) Draw up a grid indicating the CPS (cost per sale) for each list.
ii) Indicate which list/lists you should use, giving the rationale for your
choice
iii) How many people do you need to contact from the chosen list(s) to
achieve the orders within the given budget?
iv) What is the ROI of the campaign?
The criteria for the lifestyle list is for men and women who have purchased or shown
interest in craft gins within the last 6 months. This list is expected to generate good
response and conversion rates. An initial screening by the supplier suggests it has
13 million contact names in this category.
[Question 2 continues on the next page]
Module Code: 7MARK004W Page 5 of 8
.
Other costs
Fulfilment costs £0.15 per response
Mosaic list coding fee £10,000
SMS costs £0.15 per 1000
(Total: 20 Marks grid + 100 words)
N.B. The grid for this question will be found at the end of this OTA (online
timed assessment). You MUST copy this into your answer document before
you submit.
See guidance on blackboard for including a landscape grid page in a portrait
document.
[End of section A]
[Section B starts on the next page]
List prices per
1000 names
£/1000
Response
rate %
Conversion
rate
Generic cold rented list £8.50 0.8% 1 in 25
Mosaic rented list £10.50 3.5% 1 in 5
Lifestyle coded list
(13 million names available
only)
£14.50 4% 1 in 4
Module Code: 7MARK004W Page 6 of 8
SECTION B: Answer TWO questions from this section
Q3
Explain why understanding the customer journey is important in developing a digital
marketing campaign. Faith in Nature has been making vegan and organic based
toiletries since 1974. They claim “We’re proud that one of the things people love
most about our products is how wonderful they smell. But the credit should really go
to nature — because everything we make has 100% natural fragrance.” Using Faith
in Nature natural shampoos as an example, outline how they could vary their
message and the digital marketing media used at the different stages of the
customer journey.
(25 Marks 750 words)
Q4
Hotel Chocolat, the ethical luxury chocolate manufacturer has an ongoing
sustainability policy. Their claim is “For us, being ethical is about doing the right thing,
not just saying it, whether it’s making cocoa fairer for farmers, taking care of our
environment, or just being straight with people.” It has pledged to make all of its
packaging reusable, recyclable or compostable by 2021.
Your task: It is now July 2021 and as the Content Marketing Manager at Hotel
Chocolat, you are planning your digital content marketing strategy for the next six
months focusing on achieving its packaging pledge. Outline the content planning
process and your proposed strategy including the types of content you will include and
the different delivery formats you will use.
(25Marks 750 words)
Q5
The world has changed since Covid-19- in particular, the way consumers think about
and interact with the world and brands has changed. That means the way
organisations think about and interact with their customers must change too. Critically
evaluate the ways in which a brand can use social media to drive engagement and
experience with customers and how this might have changed since Covid. Use
examples to illustrate your answer.
(25 Marks 750 words)
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Module Code: 7MARK004W Page 7 of 8
Q6
Protein bars are an emerging factor in the adult snack market as consumers search
for healthier alternatives; the protein bar market is said to be worth £86million in the
UK and is growing at 21% per annum. While Grenade is one of the leading brands in
the UK, competition is high and there are many healthy alternatives. One such brand
is TREK who offer gluten free, plant protein flapjacks, nut bars and protein bars.
Your task: As the recently appointed Search Marketing Executive in your agency,
explain the importance of search in digital marketing and advise the TREK Marketing
Director how the company can improve their market awareness using search
marketing. You should:
a) Explain the difference between organic and paid search and how each
can be used
b) How TREK can improve their ranking through SEO;
c) If a PPC campaign is advisable and what it should contain
d) How they can evaluate their campaigns.
What advice will you give the Marketing Director? Justify your answer.
(25 Marks 750 words)
7MARK004W July 2021 OTA
APA
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