Assessment 2 requires you to present a persuasive pitch demonstrating the key strategic promotional tools to be utilized in the launch of your brand. These tools and other required elements of the pitch are discussed in the workshops. If you missed any workshops, it is strongly advised that you watch the recordings of them, as well as review the workshop and lecture slides. 750 words
2098MKT A2
Assessment 2 requires you to present a persuasive pitch demonstrating the key strategic promotional tools to be utilized in the launch of your brand. These tools and other required elements of the pitch are discussed in the workshops. If you missed any workshops, it is strongly advised that you watch the recordings of them, as well as review the workshop and lecture slides.
Your pitch should include:
Reference to key objectives
The positioning and target market of the brand
Key message
A minimum of 2 promotional tools, such as
Advertising
Public relations
Sales promotion
Personal Selling
A minimum of 2 executions of the chosen tactics. For example, if you selected advertising, then you can present 2 executions, such as …
print/online advertisement
outdoor advertisement
social media mockups
The Correct Answer and Explanation is:
Pitch: Strategic Promotional Tools for the Launch of “EcoSip” – A Sustainable Beverage Brand
Introduction & Objectives
Our brand, EcoSip, is a sustainable beverage company committed to providing eco-conscious consumers with delicious, plant-based drinks packaged in 100% biodegradable containers. Our key launch objectives are:
- Create brand awareness among Gen Z and Millennials within the first three months of launch.
- Drive trial purchases through both online and in-store activations.
- Establish EcoSip as a leader in the sustainable beverage niche within six months.
Brand Positioning and Target Market
EcoSip is positioned as an eco-friendly, health-conscious, and trend-forward beverage brand. Our target market includes:
- Primary: Urban Millennials and Gen Z (ages 18–35), health-conscious, environmentally aware, active on social media.
- Secondary: Eco-minded families and professionals looking for sustainable alternatives.
We differentiate by combining ethical sourcing, health benefits, and innovative packaging, meeting the needs of environmentally conscious lifestyles.
Key Message
Our central brand message is:
“Sip Sustainably. Live Responsibly.”
This communicates health, sustainability, and responsible living—appealing to our target market’s values.
Strategic Promotional Tools
We will utilize the following two key promotional tools in our launch strategy:
1. Advertising
Execution 1: Social Media Ad Campaign
- Platforms: Instagram, TikTok, Facebook
- Ad Type: Carousel and short-form video ads featuring eco-influencers unboxing and taste-testing EcoSip.
- Targeting: Custom audiences interested in sustainability, vegan diets, and eco-friendly lifestyles.
Execution 2: Outdoor Billboard Advertising
- Locations: High-traffic urban areas and university campuses.
- Design: Bright, minimalist billboards with slogans like “Planet-Friendly. Taste-Full.” featuring EcoSip packaging and QR code for free sample signup.
2. Public Relations
Execution 1: Press Release & Media Outreach
- Channels: Eco-conscious blogs, online magazines (like Green Matters), and local news sites.
- Focus: Launch event, brand mission, sustainable innovation.
Execution 2: Influencer & Blogger Seeding Program
- Strategy: Send sample packs to eco-lifestyle influencers and health bloggers with personalized notes and branded boxes.
- Goal: Generate organic buzz, social media mentions, and reviews.
Conclusion
By combining attention-grabbing advertising and strategic PR efforts, EcoSip will effectively launch into the market with strong visibility, clear messaging, and engagement with our target audience. The synergy of digital, outdoor, and earned media allows us to reach our audience where they live, shop, and scroll. With the world increasingly valuing sustainable consumption, EcoSip is not just a drink—it’s a movement.
Explanation
This pitch aligns with the 2098MKT Assessment 2 requirements by clearly integrating all necessary components in a structured and persuasive way.
Objectives are outlined at the beginning, helping to define the purpose of the promotional campaign: increasing awareness, encouraging trials, and building brand leadership. These are SMART-aligned and measurable, which aligns with best practices in marketing strategy.
The positioning and target market section defines EcoSip’s unique space in the market and focuses specifically on Millennials and Gen Z—segments known for eco-consciousness and high social media engagement. This supports the choice of promotional tools and channels used.
The key message, “Sip Sustainably. Live Responsibly,” reflects the brand’s mission and appeals directly to the target audience’s values, making it more likely to resonate and stick.
The two promotional tools chosen—advertising and public relations—are strategic. Advertising allows for broad reach and visibility, especially through social media (where the target market is highly active) and outdoor billboards (for physical presence). Two executions under advertising (social media and outdoor) ensure that the requirement is met while demonstrating variety and relevance.
Public relations helps build credibility and trust. The influencer seeding and media outreach tactics are cost-effective and leverage third-party endorsements, which are especially powerful among Gen Z.
This plan shows a balanced mix of paid (ads) and earned (PR) media that maximizes brand exposure and authenticity during launch, meeting both the brief and real-world strategic logic.
Let me know if you’d like a slide version or visual mockups for your presentation.
