Case layout of a marketing case

1. Brand:
Lifebuoy
Product Segment:
Lifebuoy handwash
Target Audiences:
As a result of the brand & product segment selected - who are your key consumers.
Define the demographics of the audience.
List Your Selection

2. Behaviours with respect to the Category:
Which products do they buy/ not buy.
How frequently do they buy.
What are their key challenges/ tensions when it comes to this category
Needs/ demands from the category:
Benefits are they seeking from the products in the Category. This could be a specific product
attribute or functional / emotional benefit as-well.
What do they think about the brand?
Are they aware of product segment and the brand? What are their initial impressions about
it?
Why are they buying or not buying the brand?
State their mindset about your brand - what makes them buy your brand, or has stopped
them from buying it. If they buy from a competitive brand, list down the key reason of why
they buy that brand(s).
State Your Audience Understanding

3. Key Product Attributes:
Characterise of a product that define the key elements of the product.
Key Brand Benefit:
What benefit do the product attributes lead to. Ex: 12 MP front camera is the
attribute. Functional Benefit is Great selfies and Emotional benefits can be clear
memories for a lifetime. Ensure that attribute of the product is deeply connected
with the brand benefits.
Reason for selecting this Product Attribute & Brand Benefit:
Why this attribute and brand benefit has been selected. Why does this make
sense to your TA?
Define the Brand’s key benefit.

4. Human Truth:
What does the consumer believe in. Has to be connected to the category.
Tension:
What are the challenges in their life, that are connected to the way the category
currently operates.
Consumer Insight:
As a result of the human truth and tension stated above what insight have you
unearthed that would help you create a strong communication.
Define the Consumer Insight

5. Selected Gaming Platform/Mediums:
Mobile Games / Browser Gaming
List of Games:
List upto 3 games for the integration.
Key Reasons for the Platforms & Games:
Give a clear reasoning for selecting the medium and game.
List Of Gaming Platforms

6. How would the Brand integrate with the Game(s)
Explain the Mechanics of Gaming Integration.
Explain mechanics of the brand integration.
How does it add to the game, and not deter the gaming experience for the user.
Define Your Gaming Integration

7. How does this gaming integration help communicate the Brand’s Key Benefit?
And therefore, how does this Gaming Integration help you achieve the ‘Key job to
be done’. Feel free to detail out one reason clearly or state multiple reasons here.
Reason for Designing this Gaming Integration work

8. Add videos / screenshots/ images that visually define the flow of the gaming
integration and also help us visualise the brand integration in the game.
Visual Representation of the Gaming Integration: