What is it all about?
This is an exclusive opportunity to submit a Marketing Strategy proposal targeting the Student Market sector, which will be reviewed by the Marketing Manager & Managing Director of Fudge Kitchen. The winning plan could be made reality and implemented in the Canterbury store, with the potential to roll it out across the whole Company.
Who are Fudge Kitchen?
Fudge Kitchen have been retailing and producing luxury fudge products for 30 years and have 8 shops throughout the UK. Their customers are predominantly passersby and Tourists and there is scope to grow the appeal of the brand to the student market, especially now that the product range has diversified to include Drinking Fudge and Fudge Sauce which are more suited to a younger demographic.
Fudge Kitchen Value Proposition: To produce the finest quality, indulgent fudge products delivered with service excellence in an entertaining, friendly and professional environment.
Find out more here: www.fudgekitchen.co.uk
Visit our Facebook Page.
What do you need to do?
All you need to do is to write a short marketing strategy proposal (maximum of 1,000 words)
The objectives are:
- To increase awareness of the Fudge Kitchen brand amongst Canterbury students and to be seen as quirky, fun and the “go to place” for an indulgent treat
- To create promotional ideas & marketing initiatives which convey the Fudge Kitchen brand values and sell products to the Student market
- To consider the most effective marketing communications methods applicable to the Student market and come up with ideas of how best to utilise these
The Prize?
To work with the Marketing Manager of Fudge Kitchen to make your Marketing Strategy a reality & lots of free fudge of course!
The deadline for entries is the Monday 11th March with the winner announced on Monday 25th March. Those who have submitted entries will be invited to the Fudge Kitchen Canterbury in the evening, where we will announce the winner. This information will also be posted on Fudge Kitchen Canterbury, Kent Business School and Kent Enterprise Network’s Facebook Pages.
This competition is open to all stage 2 and stage 3 KBS students, and your entries can be emailed to Emily Murren , Marketing & Business Development Manager, by Monday 11th March. Her email Address is: emily@fudgekitchen.co.uk. Remember to include a covering Email.
The Proposal
It is suggested you split your proposal into the following 3 sections:
Marketing Campaign
Come up with an idea for a single Marketing Campaign. Take into consideration the amount of time it would run, any materials that would be needed and what the intended outcome is / how you would measure its success.
Marketing Communications
Suggest how your campaign would be communicated. Give consideration to Student Magazines, Blogs and any other media you can think of that will increase brand awareness or drive traffic to the shop to make your campaign a success.
PR & Social Media
Create an idea for each Facebook , Twitter and Youtube. This could be a competition, a # tag or a series of videos that are filmed at the University or in the shop.
Initiatives already in place:
The following initiatives are already in place:
a) The Student Card – stamp for every purchase
b) Fudge Friday – Double Stamps on a Student Card
c) Fudge Kitchen Canterbury Facebook page
These can be included and used within your plan and modifications & adaption’s are welcome.
Things to consider:
There is no fixed budget for this, but be mindful that your intended plan must at least cover its costs. For example, printing leaflets or posters must generate extra sales.
Keep it simple! Avoid anything expensive or over complicated – some of the simplest ideas are often the best!
Word Limit: Absolute maximum is 1000 words. Credit will be given to those who present their ideas concisely.
Good Luck.
