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Saint MKT562 midterm

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Question;Question;#1 (50 points) ?Anytime Fitness? is a chain of gyms that are available to their members;24-hours a day, every day of the year. Members get a key with their membership;and they can work out any time they want.;You have been hired to help create a unique brand image for this company. You;need to find something that goes beyond the convenience factor to make the;brand more robust.;1.1 In a few sentences, explain the brand image that Anytime Fitness;should try to create.1.2 Design and describe a brief TV commercial that will communicate this;image.1.3 Create a Twitter message (max length 140 characters) capturing the;company?s brand image and identity.Question;#2 (50 points)Travelmania is a new, Internet-based travel agency specializing in;customized exotic and adventure travel. The company has limited resources and a;very low level of awareness in the market. Even within the exotic and adventure;travel market, it has to deal with competition from the major online travel;companies and it needs to create a comprehensive differentiation and branding;strategy.;2.1 What segmentation variables would you use to segment the market and;which segment would you focus on?2.2 In the initial awareness promotional campaign, should the company focus;more on POPs or PODs? Why? Provide a list of the relevant POPs and PODs as part;of your answer.2.3 Create a Twitter message (max length 140 characters) capturing the;company?s brand image and identity.

 

Paper#47097 | Written in 18-Jul-2015

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