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Business Objectives

Objective: Increase brand awareness by 75% in Manchester 2013

Brand awareness is important, as it is a determinant of brand equit y. There has been noted links between brand awareness and brand equity. Fatso’s in Manchester has little brand awareness highlighted in the market research we carried out (figure 1). Increasing brand awareness will help achieve the objectives chosen. 





Identification of PSO

Chosen PSO: Delivery/collection service

There are 13million people who regularly order takeaways online, were looking to exploit this market, as Fatsos’ currently doesn’t offer this service.  A delivery service increases brand awareness and differentiates from competitors.  It can add value and increase profits for your business as consumers like convenience.

Digital Marketing Approach 

First Priority: Mobile App 

Global mobile advertising is valued at $53billion.

Mobile applications will help Fatso’s reach new market segments and increase viability of a delivery service. Mobile apps have become top priority for businesses, so Fatso’s should take on this approach to increase revenue.  We expect this would take 4 months and be most effective in increasing Brand awareness and healthy following.

Second: Social-Media Campaign

• Improve and increase coverage 
• Use Twitter and Facebook campaign.
• Can’t measure success

Third:  Website

Wouldn’t improve brand awareness as much in the short term.