This assignment is being done in co‐operation with Hallmark Cards Australia. You will be working on an actual project for them.

Marketing
ASSIGNMENT TASK
This assignment is being done in co‐operation with Hallmark Cards Australia. You will be working on an
actual project for them. Hallmark will provide us with a video briefing and during the trimester, there
will be a Q&A session. The best students will get feedback from Hallmark at the end of the trimester and
may have the opportunity to present their findings directly to the Hallmark team. So this is a real world
project that will teach you how to apply what you learn in consumer behaviour to the real world of
marketing. It will also look fantastic in your portfolio and on your CV. The most insightful projects could
well lead to Hallmark changing its marketing practices!
As your Report may be read by Hallmark, it is important that it looks highly professional. Layout, spelling
and grammar should be carefully checked. Where relevant, diagrams and pictures should be included.
A Report template is provided that you may wish to use. See the MMK266 Cloud site for the Template
document.
UNDER NO CIRCUMSTANCES SHOULD YOU CONTACT HALLMARK CARDS DIRECTLY.
Place questions on the Cloud or attend the Q&A session and ask your questions then. It would be unfair
to the company to have a large group of students contacting them directly.
HALLMARK’S PROJECT BRIEFINGS
Your seminar tutor will allocate you to one of two projects provided to us by Hallmark. The projects are
as follows:
Project 1: Christmas (and other celebratory) Ornaments
Hallmark has a long‐standing brand called Keepsakes, which are premium Christmas Ornaments that
carry that year’s date, whereby consumers purchase new ones every year to signify events and
milestones. In this way they can continue to celebrate family traditions and memories. This is an
extremely large and successful business for Hallmark US but is relatively small for Hallmark Australia.
For several years the brand was experiencing growth but then started to decline and last year remained
flat compared with the prior year. As this is a key franchise for the business, we would like the students
to delve deeper into these shoppers to understand how they celebrate Christmas and family traditions
and how these behaviours are changing. The product is only available at Target, so further analysis on
where consumers shop will also be important. The majority of the products in the range are also licensed
(Disney, Lucas, Marvel), therefore an understanding of the ‘collectable’ aspect would also be beneficial.
We have product samples for the group to share.
Project 2: Future Generations
Unlike the above, this is a deep dive into a specific consumer group and how they interact with the
greeting cards category to gain a better understanding of how to recruit the next generation (specifically
kids aged 4‐12 years). We wish to learn how families involve kids in the process of giving cards at
seasonal times (e.g., Father’s Day, Kids Birthdays, or at other times). We also want to learn how Hallmark
can develop a communications plan, products or service to ensure these participants are active in the
category in 5‐10 years’ time, when they can be independent purchasers of greeting cards. We have
product samples to provide to the group.
PROJECT TASKS
The tasks you have to complete for the two projects are as follows:
Project 1: Christmas (and other celebratory) Ornaments
Details about the US‐version of the Keepsake ornaments can be found at the following link:

MMK266 ‐ T2, 2016 Assignment 3
https://explore.hallmark.com/keepsake‐ornaments/#
Your task is to:
 Identify a specific consumer segment that you wish to target. Be sure to justify your choice. Note
that international students make elect to identify a consumer segment from their home country.
 Examine two or more needs‐based facilitators and two or more needs‐based barriers that may
be associated with the adoption of Keepsake ornaments by consumers in the target segment.
 Conduct needs‐based interviews using the laddering technique with four consumers in the
target segment that explore these barriers and facilitators.
 Come up with recommendations for a needs‐based marketing strategy that Hallmark could use
to increase adoption of the Keepsake ornaments by consumers in the target segment.
Project 2 Future Generations
PLEASE NOTE: Under no circumstances are you to interview children under 18. We only have ethics
approval for you to interview adults.
You will need to focus your assignment on the parents of children aged 4‐12 years. Your task is to:
 Identify a specific consumer segment that you wish to target. Your consumer segment must
include the parents of children aged 4‐12 years (and remember that the greeting card is being
purchased by the parent on behalf of the child). Be sure to justify your choice of target segment.
Note that international students make elect to identify a consumer segment from their home
country.
 Identify two or more needs‐based facilitators and two or more needs‐based barriers associated
with the purchase of greeting cards by consumers in the target segment.
 Conduct needs‐based interviews using the laddering technique with four consumers in the
target segment that explore these barriers and facilitators.
 Come up with recommendations for a needs‐based marketing strategy that Hallmark could use
to encourage parents in your target segment to purchase greeting cards on behalf of their
children.
ASSIGNMENT TIPS
Identifying consumer barriers and facilitators
A central element of this assignment involves identifying a set of needs‐based factors from the academic
literature that may act as barriers (i.e., discourage purchase) or facilitators (i.e., encourage purchase) to
the Hallmark product range you have been allocated. It is highly unlikely that you will be able to find
academic articles that specifically identify the consumer needs associated with Keepsake ornaments or
Hallmark greeting cards. Instead, you will have to identify from the general consumer behaviour academic
literature a set of needs‐based factors that may be relevant to the Hallmark product range you have been
allocated and then justify why these factors are potentially relevant.
To make this process clearer, consider for a moment that you were asked to identify needs‐based barriers
and facilitators to purchasing the Tesla, an all‐electric car. Potential needs‐based facilitators to purchasing
a Tesla car could include the following:
 Some consumers have an underlying need to demonstrate their status to others. Conspicuous
displays of environmental behaviour are one way that consumers can demonstrate their status
to others, providing a potential motivation for purchasing environmentally friendly vehicles, such
as a Tesla


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