This unit introduced me to the top-level of marketing and was one of the most enjoyable and challenging parts of third year. It had a significant impression on my affinity towards advertising and widened my future employment perspectives.
In the past I had been fairly sceptical of academic models in relation to their relevance in practice. Whereas, through applying PR Smith’s SOSTAC® framework and various other analysis tools in this unit, I found my opinions of theory to favourably change.
In a group of three, my task was to fully apply SOSTAC® to Nestle, specifically its baby food division. We first conducted a situation analysis and then using this information, justly proposed objectives, creative targeted actions and controlling measures.
The initial situation analysis process required logical, problem-solving thinking. We needed to weigh up: which market, product and consumer would provide the most value in targeting. While taking into account extenuating circumstances involving boycott actions against Nestle.
Through extremely comprehensive analysis, my group was able to use data to justify almost all of our decisions. The only bias decision was the choice of the UK market, which admittedly, was chosen due to the favourable amount of data available regarding this market.
The thorough analysis set us up very well for the more creative stage of SOSTAC®, the actions. We were able to brainstorm innovative marketing tactics that took full advantage of the market and consumer trends in the UK, while conforming to the regulations associated with baby food advertising and the impact of the boycott.
The main challenge my group encountered when formulating this report, was the sheer vastness of data we had gathered. Being introduced to a wide array of models, coupled with my tutor granting great freedom through the choice of any market or product we could justify, meant the process of narrowing our work down to fit the 10-page limit was extremely challenging. This is highlighted by the report’s word count, just under 12,000 words. Admittedly, this was an excessive amount to squeeze onto 10 pages and possibly hindered our mark.
However, the challenges of this task provided me with a valuable learning experience. Good research is largely useless if the uncovered bits of gold are not communicated to managers effectively. Communication is at the heart of advertising. If the marketers themselves are unable to communicate internally, what hope do they have of engaging externally.
Overall, I greatly enjoyed conducting such a comprehensive assignment. Using logical thinking in determining which pathway to create ideas around was extremely satisfying. In second year, I had been fairly one-track-minded in believing my goal was to be a ‘creative’ in an agency, however, this unit opened my eyes to the affinity I have towards analytical research and widened my scope in considering these roles as well.
My group and I received 74% for this assignment.
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