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MARKETING COMMUNICATIONS
C19MC
Tutorial 3
Learning Objectives:
Actively think and consider what marketing strategy, tactics and planning are.
Explore and understand the merits of the four approaches to marketing
communication strategy (Fill, 2013, p.148, see figure 5.1).
Critically analyse and apply theoretical concepts to practice as outlined in the
case.
Required Reading:
Background:
This topic considers issues relating to strategy, tactics and planning in a marketing
communications context which is a challenge as the academic literature tells us that it is
a clearly undefined area. Nevertheless, the intention is to explore concepts as they are
more often than not, contextually based. Strategy, in this instance, refers to the overall
emphasis of the activity whether the focus is on consumers, intermediaries or
stakeholders. There is a strong management view that positioning is the essence of
strategy formulation and direction. Fill’s (2013) approach is to combine both
perspectives into a 4-pronged framework. The marketing communications strategy of
Cravendale allows for consideration of the application of the 4-pronged approach.
Requirements:
Questions:
Within your group you are required to apply the principles of each of the 4-prong
approach presented in Table 5.1 (Fill, 2013, p. 148) to the Cravendale mini-case. Upon
completion, you will present your findings to the tutorial towards answering which of the
four interpretations of strategy explain the success of the Cravendale brand most
effectively.
1. What factors rendered the milk market attractive to new entrants such as
Cravendale?