Contents

• Introduction
• CONCEPT OF OPINION FORMERS AND OPINION LEADERS
• CONSUMER BEHAVIOUR
• MARKETING COMMUNICATION MESSAGE
• METHOD OF COMMUNICATION RESEARCH USED
• MARKETING COMMUNICATION TOOL
• Conclusion
• Bibliography

Description

This assignment meets the below given criteria –
You work for the new agency and have been asked to advise Eliana on the following issue, critically analysing academic/theoretical thinking…
• Regarding the concepts of opinion formers and opinion leaders, critically applying these concepts to Eliana’s Kitchen.
• Of buyer behaviour, identifying the 3 main influencers on Eliana’s Kitchen consumer buyer behaviour
• Behind brand positioning, identifying a relevant marketing communications message for Eliana’s Kitchen.
• Regarding quantitative and qualitative research and how ONE method of communication research can be used to develop the above message at Eliana’s Kitchen.
• Finally, you are to critically analyse ONE marketing communication tool and identify how you would integrate it with Point of Purchase material in the first year of Eliana’s Kitchen launch.
Eliana’s Kitchen is a reputed company, well known in the field of manufacturing organic baby foods. The company has grown well over the past few years and now wants to go for an expansion drive by launching new products that will make the children eat healthy food from a young age. The company wants to know the various marketing strategies and tools used in the marketing of organic baby food and the consumer behavior in the purchase of organic baby foods.