Marketing Communication Strategy

Topics: Target audience, Target market, Marketing Pages: 6 (1161 words) Published: April 25, 2010
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SCHOOL OF BUSINESS Marketing Communication Strategy (BA 5128)

Content Page


Introduction to Bobblee 1

Target Market 2

Corporate and
Advertising Objectives 3

Message Strategy





Product : Boblbee

BOBLBEE - A unique and breakthrough backpack that provides a very versatile combination for transporting high-tech equipment together with soiled shoes or skates, while protecting both the contents and the carrier. The Urban Backpack was initially created by the young and dynamic designer Jonas Blanking who sees a need to protect his sports gear and work equipment from different hash environments he faced in everyday life. The The selling point of this unique bags lies within it’s Monocoque Hardshell strong and protective, yet light, comfortable and ergonomically sound. Together with Internal Cargo System and The External Cargo System came together as the first BOBLBEE™ Monocoque Hardshell Backpack in 1998.

The team is assigned to bring about the awareness of this innovative product and to create a different image from the other bag producers in the market. And to help to achieve the sales target set by the client

Target Group

The audience will be basically average males in their age of 18 to 25 years old. The trains (MRT) is their time saving machine, not forgetting the buses that allows a shorter cuts across the city. Being constantly on the go, they have full of passion and are curious about the innovative and technology world. They are gamed enough to experience the different savy new aged equipment that are on the market. It is essential to have multi and convenience products on their body that will help to project a impressive image to any others. They also enjoy reading hip and fashion magazines to keep themselves updated with the ever changing trends of fashion. The shopping malls and internet are their weapons for any knowledge that they seek to find.

The target group are usually youngsters in search of a outstanding identity, They are very knowledgeable and sensitivity towards the “what’s new” on the market. As the spending power had become stronger over the years, money is no longer a factor to getting anything that they wish to obtain. The boblbee backpack is a complete change over from the usual haversack we can find on the market. As the product has a sleek hard shell that stands out from the crowd, it does attract attention and project a new age look. On the whole the light backpack provides a multi functional and a kinder load to the user’s back.

Corporate Objective

“ To achieve a sales revenue of S$800K
in the first year and a total of S$74 million in the next 3 years(at 5% increment)”

Advertising Objectives

“Within a year, to inform and educate the target audience of males between 18 to 25 who are innovators, trendy and outdoor type. And to instill awareness”

As it is new to the market that we are presenting to, there is a strong need to established a ground for this innovative product for the first year. So the revenue for the first year will be slightly slower as the ideas are to inform and educate the target audience. The consumers are constantly exposed to the ever quick moving fashion trends, by setting up a class of it’s own, would allows a good, stronger mind perceptions in consumers. Thus to attract and maintain the sales income will requires lots of reminders in the later part of the product cycle.

Message Strategy

Product positioning statement

The “place” where a product occupies in a given market as perceived by the target audience is known as the product’s position.

Positioning involves determining the image we...
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