The allocated project is Christmas (and other celebratory) Ornaments so the report should be based on that.
Title page, table of contents, Introduction, Literature Review, Results, Recommendation & Conclusion, List of References, Appendices.
INTRODUCTION (400 words)
Provide a brief and fully referenced introduction to the report, including:
A brief overview of Hallmark Cards Australia.
Discussion of the broader product category as well as the Hallmark range.
Logical and clearly profiled consumer segments. Remember to utilise both consumers rooted and consumption‐specific segmentation criteria when developing your consumer segments (see p. 37 of the Schiffman textbook for more information).
Clear articulation of the consumer segment you will be targeting (as well as a justification for your choice)
LITERATURE REVIEW (1,350 words)
Provide a fully referenced literature review identifying at least two (2) facilitators and two (2) barriers to the adoption of the Hallmark product range you have been assigned. More information about how to identify facilitators and barriers can be found in the ‘Identifying consumer barriers and facilitators’ section above.
RESULTS (1,350 words)
Conduct a laddering interview with four members of your target consumer segment. The purpose of these interviews should be to test whether the issues you identified in your literature review do indeed apply to (i) your consumer segment; and (ii) your assigned product range.
In this section, make sure that you:
Clearly, identify that the respondents are members of the proposed target market. A table comparing the respondents’ characteristics to those of the proposed target market profile may assist in this regard.
Analyse the responses given by each of your consumer respondents as well as whether their responses are consistent with the barriers/facilitators you identified in your literature review. Use direct quotes from your respondent interviews to help illustrate whether your barriers/facilitators are consistent with the results generated through your interviews. Also provide hierarchical needs maps for each respondent.
Identify the marketing implications for Hallmark associated with whether or not your barriers/facilitators are identified as being present among your target consumer segment.
RECOMMENDATIONS AND CONCLUSIONS (400 words)
Provide recommendations to Hallmark regarding the future marketing of the product category you have been assigned (i.e., Keepsake ornaments or greeting cards). Make sure your recommendations:
Relate back to the barriers/facilitators you identified in your literature review.
Are based on the results you obtained through your respondent interviews.
Are strategic (i.e., provide clear recommendations for what Hallmark should do in the
months and years ahead). One way to do this is to align them with the marketing mix
Are well justified.