3.2Are you only targeting one audience or two? It is not clear 3.3Media strategy should be considered much alter 4.1eat fresh doesn't mean the same as healthy options - please don;'t use current campaigns because they don'tprovide correct responses based on subject content. This was intentional... 4.2Not really up to KBC - that decision is determined AFTER positioning strategy, approach, Strategic options andof course the key benefit. 4.3but which archetype? 4.4please use IDU table only - differentiation means you focus on ONE benefit only ... 5.1category need is not what you have stated. Look at competitors in table - convenient food may be the need.. notall competitors are healthy and if that is the category need, it is not wise to complete on that need as your keybenefit because everyone else can (because they also meet that need....) I hope that makes sense. 5.2use IDU table, not existing options... yes perhaps should have been in IDU, but wasn't so focus on dataavailable to demonstrated knowledge of subject content. 5.3quadrant - transformational - user-oriented. That's all that is required. Knowledge of subject content applied toyour brand. 5.4For hungry consumers, Subway is the fast food that offers the healthiest options....6.1this is not part of task - need to put key benefit claim here based on your key benefit presented earlier -what doyou want customers know about 'healthy' in 6 words or less. "Who says 'fast' can't be good for you" (admittedlymore than 6 words, I know... )6.2objectives are goals not tactics or strategies - we need something to measure against to see how successful wehave been 6.3just state objectives for your target audiences... separately 6.4probably better to use the readings you have been given ... 7.1refer to the tutorial - I wrote objectives for you ....???? 7.2your key benefit is healthy -not fresh. They actually do mean different things ... 7.3I did say a celebrity is NOT a remote conveyor - why - because they promote many brands and you will haveconflicting associations. This celebrity can be an endorser or source for the ad (an execution technique)8.1execution techniques? 8.2really? Not families? Why do they offer kids meals? You should not just arrive at profiles like this withoutevidence - it is also the reason why you weren't to focus on demographics upfront. Here you do but not this way.8.3differentiate between your two audiences please. Refer to marking guide.
Index of comments9.1why? 9.2address audiences separately - refer to marking guide. Otherwise you should not have segmented in the firstplace... 10.1good to see your audiences noted in this section - clearly focussed on all elements of task. Good work. 11.1however very limited - where does Subway's Facebook page belong? What about the sales promotions? 11.2Should be groped - not treated separately. 4S[IVIH F] 8'4(* ±[[[²XGTHJ²SVK³