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launch a new product red wine/ white wine/ sparkling all low/ non alchol…

- - - - what does your client need to know about the market?
        where is the opportunity to be successful?
        
        competitors, competition influence, market size, market segment, spending group, customer mix, market share, market age or maturity
        
        象限圖也可以畫 p23
        
        personal observation
    - - what kind of consumer are you trying to reach and engage?
        
        how to describe my TA?
        
        psychographic profile
        (lifestyles, hobbies, attitudes, values, personality)
        
        media habits
        (what kind of media do they use?)
        
        buying habits
        (how do they buy? frequency, trying new things?)
    - - what is the "image" of my brand?
        how will your brand 共鳴 with your TA?
        
        how will this be differentiated from competitiors?
        how to explain to the clients?
        what does the brand stand for, represent?
  - - - achieveing awareness?
        stimulating trial purchase?
        increasing awareness?
        changing attitudes?
        influencing purchase intent?
        driving brand switching?
  - - - what will help you meet your objectives?
        what is relevant for your target audience?
        what is appropriate for your brand image/ positioning/ story?
        others: textbooks p36
      - apply the principle IMC week5&6
        the possible "touchpoints" in your campaign (between customer and the brand)
  - - - which are most appropriate for your campaign? (objectives, techniques, media)