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Questions Unicaf

The document outlines key components of a marketing plan and campaign, emphasizing the importance of objectives, target audience, messaging, and execution strategies. It discusses various marketing approaches, including above-the-line campaigns, market research processes, and the significance of cross-functional teams. Additionally, it highlights the need for inclusivity and diversity in marketing efforts while providing insights on measuring campaign success through relevant KPIs.

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LImbani
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2 views

Questions Unicaf

The document outlines key components of a marketing plan and campaign, emphasizing the importance of objectives, target audience, messaging, and execution strategies. It discusses various marketing approaches, including above-the-line campaigns, market research processes, and the significance of cross-functional teams. Additionally, it highlights the need for inclusivity and diversity in marketing efforts while providing insights on measuring campaign success through relevant KPIs.

Uploaded by

LImbani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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1. What constitutes a marketing plan?

– A document that Outlines an organization’s


marketing strategy for a specific period, typically a year. To achieve marketing objectives
with business goals.

2. What constitutes marketing campaign? – A coordinated set of activities and strategies


designed to promote a product, service, brand or idea to a target audience.

a. Objectives
b. Target Audience
c. Messaging
d. Distribution Channels – Digital, Traditional, Experiential (Events)
e. Content Creation
f. Budgeting
g. Timeline / schedule
h. Call to action
i. Metrics and KPI’s – Return on investments, Engagement levels
j. Execution Plans

3. What are Above the line campaigns – Promotional activities that target a broad
audience using mass media platforms. Example; A tv commercial: for a soft drink aired
during a soccer match, - Media Channels – TV Radio, Print, Outdoor Billboards,
Transit Ads.

Mass reach, media channels, Brand awareness, High costs, Limited personalization.

4. How do you approach creating a Marketing strategy for new product or service? It
requires a structured approach.

a. Understand the product –


i. Features and Benefits
ii. Value proposition
iii. Life cycle stages
b. Market Research
i. Identification of target audience
ii. Competitor analysis
iii. Industry trends
c. Objectives
i. SMART Framework
1. Specific, Measurable, Achievable, Relevant and Time-Bound
2. Achieve x% market penetration in 6 months
d. Define marketing Mix (4P’s) – Product, Price, Place, Promotion
e. Go-to-market strategy
i. Launch plan
ii. Messaging and positioning
iii. Channel strategy
f. Leverage on Digital Marketing
i. Build an online presence
1. Dedicated landing page or website
2. Social media
3. Paid advertising
g. Pre-launch Activities
i. Teaser campaigns
ii. Beta testing
iii. Partnerships and influencers
h. Launch the product
i. Launch event
ii. Promotions
iii. PR and Media coverage
i. Monitor and optimize
i. KPI’s – Sales and revenue, website traffic, Conversion rate
j. Long term engagement – email marketing, loyalty programs, social media
engagement, collect reviews

5. An example of Out of the box marketing idea you executed


How did it perform? Launching of Castel beer. – explain, Sauti Sol, The Tagline, use of
celebrities

6. Stakeholders conflict priorities – Castel Malawi website, owners of the company


wanted to develop the website but they are French.
How did I resolve it? – meeting, they developed half of it

7. What are Cross functional Teams (Marketing, Creative) How did you ensure
alignment
a. These are internal and external teams that work together and are essential for
delivering cohesive marketing and branding strategies, that resonate with diverse
audience and drive results. Out source of marketers and designers.
b. Why
i. Enhanced creativity
ii. Customer centric strategies
iii. Holistic Branding approach
c. Examples
i. Product launch
ii. Rebranding initiatives
iii. Digital transformation in marketing
d. Challenges
i. Communication barriers
ii. Conflicting Goals
iii. Coordination Issues
iv. Accountability

8. How to measure the success of a marketing campaign, Which KPI’s to prioritize?


a. KPI’S measure the success of a marketing campaign
i. For Brand Awareness, Digital Marketing
1. Impressions
2. Reach TIPs
3. Brand Mentions  Align KPI’s with
4. Share of Voice Goals
5. Engagement rate  Set Benchmarks
6. Conversion rate  Track regularly
7. Sales revenue  Actionable KPI’s
8. Retention Rate  Avoid Vanity
9. Net promoter score metrics
10. Content views
11. SEO Rankings

9. Process of conducting market research and understanding target audience


a. Define the problem at hand
i. Key questions
ii. Set clear objectives
iii. Research Scope
b. Research plan
i. Primary
ii. Secondary
iii. Sampling technique
iv. Timeline and budget
c. Data collection Tasks
i. Qualitative
ii. Quantitative
iii. Tools and platforms
d. Data analysis
i. Organize data
ii. Analyze trends
iii. Visualize results
e. Conclusion and recommendations
f. Findings implementation
i. Marketing plan
ii. Stakeholder communications – to share findings
g. Monitor and review
i. Tracking of outcomes
ii. Gather feed back
iii. Iteration

10. What are my Greatest strengths and how they relate to this position

a. Creativity – when launching products, I love developing creative content as


opposed to purchasing content online, local relationship
b. Research – I’m am very good at data collection and analysis

11. How can you market an existing product or service in a new way?
a. Redefine target audience
i. Identification of untapped segments
ii. Adjust positioning
iii. Persona creation
b. Highlight new use cases
i. Reframe the product or services
ii. Customer testimonials
iii. Demonstrate versatility
c. Leverage on emerging platforms
i. Social media
ii. Influencers
iii. Interactive campaigns
d. Refresh the brand Messaging
i. New taglines
ii. Emotional story telling
iii. Sustainability or social causes
e. Create a new visual identity
i. Packaging
ii. Rebrand campaign
iii. Immersive content – Animations
f. Introduce limited time offers
g. Build community engagement
h. Tap into nostalgia
i. Collaborate and cross campaign
j. Emphasize on innovations
k. Use data driven insights

12. How would you balance short term marketing objectives with long term brand
building?

 Clearly define short-term and long-term goals


 Align campaign with brand values
 Invest in customer relationship management
 Diversify marketing strategies
 Leverage on Data and analytics
 Use content to bridge the two goals
 Prioritize brand consistency
 Foster emotional connections
 Test and learn
 Build a sustainable budget
 Balance sales and value
 Monitor and adjust.
Eg short term product launch events and ads driving immediate sales

13. How do you ensure inclusivity and diversity in my marketing campaign?


a. Understand your audience
i. Conduct research
ii. Create personas
iii. Identify unique needs
b. Build a diverse team
i. Internal representation
ii. Collaborate with experts
c. Avoid stereotypes
i. Focus on authenticity
d. Use inclusive language
i. Avoid bias
ii. Embrace naturality
e. Represent a range of lifestyles
i. Diverse casting
ii. Inclusive imagery
f. Ensure accessibility
i. Content Accessibility
g. Partner with diverse influencers
i. Amplify voices
h. Test for Bias
i. Diversity review
i. Celebrate multicultural events
i. Recognize key moments
j. Monitor feedback and learn
i. Encourage Dialogue
k. Measure and report progress.
i. Track representation metrics

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