Drushti is the owner of ICU Ltd , a chain of eyewear stores who is approached by a Corporate...

Question

Drushti is the owner of ICU Ltd , a chain of eyewear stores who is approached by a Corporate Responsibility and Marketing consultant, Mia with a proposal for a marketing campaign. The campaign would be aimed at socially conscious consumers and would use footage of eye clinics being held throughout the world in remote locations. As part of the marketing campaign, Mia emphasizes the need to come up with a compelling message. She suggests providing 100 free frames for the charity as well as paying $1,000 to use the footage. She says they could then use the tag line “Buy a pair, donate a pair.” “Hang on,” says Drushti. “we’re not going to donate a pair for everyone who buys one are we?” “Of course not,” says Mia. “It will drive sales and it’s obvious that you can’t be expected to give a pair for every pair you sell. Our market research states that more than half of all people know that.”

Atul · Accepted Answer

In this scenario, Drushti, the owner of ICU Ltd, is approached by Mia, a Corporate Responsibility and Marketing consultant, with a proposal for a marketing campaign aimed at socially conscious consumers. The campaign involves using footage of eye clinics held in remote locations worldwide. Let's break down the conversation and Mia's proposal:
Mia suggests that the marketing campaign should include a compelling message targeting socially conscious consumers. She proposes providing 100 free frames for the charity and paying $1,000 to use the footage. The proposed tagline for the campaign is "Buy a pair, donate a pair."
However, Drushti raises a concern about the tagline, questioning whether they are expected to donate a pair of eyewear for every pair sold. Mia clarifies that this is not the case. She states that it is obvious that ICU Ltd cannot be expected to give away a pair for every pair sold. Mia further mentions that their market research indicates that more than half of all people are aware of this fact.
Mia's response suggests that the "Buy a pair,

Drushti is the owner of ICU Ltd , a chain of eyewear stores who is approached by a Corporate Responsibility and Marketing consultant, Mia with a proposal for a marketing campaign. The campaign would...

Solution

Answer To This Question Is Available To Download

Related Questions & Answers

Submit New Assignment