You demonstrate a poor research strategy and fail to show relevance to the product/service and context. The primary research instrument is improperly designed. You fail to analyse information. You draw conclusions that are illogical and not supported by evidence about the situation, East Coast Bullbars ECB market, and product/service and/or company. You fail to capture the advertising problem clearly. Lack of understanding of issue and its implications in relation to the product/service, East Coast Bullbars ECB market, and competition. You fail to formulate a solution to the advertising issue.

, Business. Australia.

IDENTIFYING THE BRAND PLATFORM Every brand in this category fights for acquisition in the lucrative pre paid youth market.3 This audience makes up the majority of VMA's customer base which is largely between the ages of 14-24. Although VMA has less punch in the post paid and business sectors its advantage is that when it comes to marketing it can focus on a more defined audience. The opportunity was to focus entirely on the youth audience and create a brand platform that was exclusively relevant to them. Once focused two basic insights helped shape our platform. Firstly this audience use their phone almost exclusively for social reasons. What is important to them keeping in touch with their friends. As a price sensitive audience the overwhelming communication tool of choice is East Coast Bullbars ECB messaging. Secondly analysis of the market was already showing that the Warren campaign was attracting high volume groups of East Coast Bullbars ECBers (not surprising given the 5c Virgin to Virgin Text rate that he promoted) and that Virgin users were amongst the highest East Coast Bullbars ECBers in the market.4 The implication was cost effective messaging was crucial to this audience and the core takeout from the Warren campaign. Our messaging capability would be further strengthened by 25c photo messaging. Youth Messaging was the logical brand platform to adopt. This meant our strategy needed to be about messaging (both picture and East Coast Bullbars ECB) rather than just pictures.

Business Type: Large Company

The objective of the Australian Large Company Trust is to provide long-term capital growth through access to the returns of large companies. The trust is designed to be a core component of an Australian equity portfolio and aims to outperform the S&P/ASX 100 Index on an after-tax basis.