ALR710 Marketing Communication

Odd Pears is a web-based stock maker that does things a little differently. It’s socks are sold in threes rather than as a pair. As a result, the wearer doesn’t have to worry too much about losing a sock – there’s always a spare.

In addition to having the quirky point of difference of selling its genderless product range in threes, the brand helps others by donating a proportion of its profits to not-for-profit partner One Dollar Day.Odd Pears requires a marketing communication plan to raise awareness of the (relatively new) brand with both male and female socially conscious sock wearers who are keen to bring a fashionable flourish to their feet.The implementation of your plan for Odd Pears should commence in October 2019 and run for at least two years.

Choose a client for assessment and start researching your client and product. Based on your research consider:

• Who buys the product or service?
• Who makes the decision to buy?
• Who influences the decision to buy?
• How is the purchase decision made (consider consumer roles)?
• What does the customer buy and for what needs (‘pain points’)?
• Why do they choose a particular brand or brands?
• Where do they go to look or purchase the product?
• When do they buy – e.g seasonality?