saint MKT562 midterm exam

Question #1 (50 points)

“Anytime Fitness” is a chain of gyms that are available to their members 24-hours a day, every day of the year. Members get a key with their membership and they can work out any time they want.

You have been hired to help create a unique brand image for this company. You need to find something that goes beyond the convenience factor to make the brand more robust.

1.1 In a few sentences, explain the brand image that Anytime Fitness should try to create.

1.2 Design and describe a brief TV commercial that will communicate this image.

.0001pt;line-height: 200%”>1.3 Create a Twitter message (max length 140 characters) capturing the company’s brand image and identity.

.0001pt;line-height: 200%”>Question #2 (50 points)
Travelmania is a new, Internet-based travel agency specializing in customized exotic and adventure travel. The company has limited resources and a very low level of awareness in the market. Even within the exotic and adventure travel market, it has to deal with competition from the major online travel companies and it needs to create a comprehensive differentiation and branding strategy.

2.1 What segmentation variables would you use to segment the market and which segment would you focus on?

2.2 In the initial awareness promotional campaign, should the company focus more on POPs or PODs? Why? Provide a list of the relevant POPs and PODs as part of your

.0001pt;line-height: 200%”>2.3 Create a Twitter message (max length 140 characters) capturing the company’s brand image and identity.

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