New approach for designing a campaign based on market analysis taking into account customer needs and trend analysis.

Desired outcome

We would like to invite students to face the challenge of designing a modern marketing campaign based on a detailed market analysis. The problem we want to solve concerns the increasing demands of consumers in a rapidly changing world and the need to adapt marketing strategies to dynamic market trends. In the age of globalisation and digitalisation, traditional methods of running advertising campaigns are becoming increasingly ineffective and must be replaced by innovative and more personalised approaches. As part of the challenge, students will have to conduct a comprehensive market analysis, focusing on changing customer preferences and needs. In addition, we expect the team to identify key marketing trends that will shape future promotional activities. Students will then design a marketing campaign that is not only creative and innovative, but also aligned with the identified trends and customer expectations.

Initial Problem Description

We want to invite students to face the challenge of designing a modern marketing campaign based on a detailed market analysis. The problem we want to solve concerns the increasing demands of consumers in a rapidly changing world and the need to adapt marketing strategies to dynamic market trends. In the age of globalisation and digitalisation, traditional methods of running advertising campaigns are becoming increasingly ineffective and must be replaced by innovative and more personalised approaches.

As part of the challenge, students will have to conduct a comprehensive market analysis, focusing on changing customer preferences and needs. In addition, we expect the team to identify key marketing trends that will shape future promotional activities. Students will then design a marketing campaign that is not only creative and innovative, but also aligned with the identified trends and customer expectations.

Context

Nowadays, in the face of dynamic market changes, companies have to meet the growing expectations of consumers and keep up with changing marketing trends. Traditional approaches to promoting products and services are losing their effectiveness in the age of digitalisation, globalisation and personalised communication. The marketing campaign of the future must be based on an in-depth analysis of the market and an understanding of customer needs, as well as keeping up to date with trends such as personalisation, social media marketing, automation or sustainability.

Today, PLAST-FARB is a significant player in the market for plastic packaging and the production of safe products. PLAST-FARB offers a wide range of products - courier and security envelopes, security and courier (airport) bags, security and sealing tapes, as well as advertising bags and sacks. All PLAST-FARB products form one product group, which falls directly under the production of plastic packaging:
1. Envelopes and security bags - technologically advanced products intended for transporting money and/or other confidential documents which require appropriate protection; envelopes are manufactured in various sizes and film thicknesses, in transparent film or coloured film versions, with perforations, vents, pockets, bubble film inserts and/or paper labels; Highly sophisticated envelopes also include ‘breathable’ safety envelopes (with Tyvek material), medical envelopes, 95kPa pressure envelopes - products designed to withstand 95kPa without the contents escaping; the product is made from a non-standard foil structure, which has a strong and tight adhesive seal, making it ideal for transporting demanding shipments.
2. Envelopes and courier bags - product with or without handle, flap with glue path (hot melt) welded on the sides; envelope can be printed with 8 colours, made of LDPE, MDPE, HDPE foil, with perforation, pocket for delivery note, individual numbering, barcodes, bubble foil insert inside and paper labels; the product is aimed at companies involved in logistics, shipping and mail order; all parameters of the envelope including the printing are individually designed and adjusted to the needs of PLAST-FARB customers.
3. airport bags - plastic bag with handle, special safety tape, welded along 3 sides with 15mm wide flat seams, equipped with receipt pocket and individual numbering and bar codes; PLAST-FARB is on the list of ICAO (International Civil Aviation Organisation) airport bag manufacturers;
4. Safety and sealing tapes - safety packaging tape is a BOPP film product with a width of 50mm and a roll length of 50m; any attempt to unstick the tape produces a permanent mark in the form of warning signs; use in the following industries: electronics, clothing, cosmetics, pharmaceuticals, food; the tapes are made of extremely break-resistant polypropylene BOPP film, siliconised spacer, and aggressive adhesive in blue or red; several widths of PLAST-FARB articles are available, depending on the size of the parcels - 30, 35, 40 and 45 cm.

For more information about PLAST-FARB products, visit https://www.plast-farb.com/en/security-envelopes/.

As an innovative packaging company, PLAST-FARB recognises the need for continuous improvement in marketing strategies. Therefore, we want to involve young innovators and students in the process of creating a marketing campaign that not only responds to current market challenges, but also sets the direction for future promotional activities.

Connection to cross-cutting areas

Our activities are strongly linked to the areas of digitalisation, sustainability and market trend analysis.

Sustainability: Modern marketing needs to be aware of its impact on the environment. When designing a campaign, participants will have to consider environmental aspects, such as minimising the use of printed materials or promoting environmentally friendly products.

Digitalisation: As part of the challenge, students will analyse modern digital communication tools and channels, such as social media, e-commerce platforms or IoT-based solutions. In today's digital world, an effective marketing campaign must incorporate advanced data analysis tools and audience targeting methods.

Trend analysis: Modern marketing is heavily influenced by current and future consumer trends. Analysis of marketing trends such as personalisation, marketing automation or interactivity will be a key part of this challenge.

Input

The design of the marketing campaign of the future will be based on several key steps that will underpin the process of creating and implementing an innovative marketing strategy. Below is a more detailed description of the tasks that need to be completed as part of this challenge:

1. market analysis with a focus on customers:

- Market segmentation: Carry out market segmentation to identify key target groups. Analyse the different customer segments in terms of their needs, preferences, purchasing behaviour and the value they derive from the products or services offered by the company.
- Consumer behaviour analysis: Delve into the latest market research and consumer trends to understand what factors influence customers' purchasing decisions. The team should consider aspects such as purchasing patterns, preferred communication channels, price sensitivity, loyalty factors and customer service expectations.
- Competitor analysis: Examine the marketing activities of competing companies operating in a similar market segment. The analysis should include both traditional forms of advertising and digital activities such as social media campaigns, content marketing or SEO activities. The aim is to identify competitors' strengths and weaknesses and find unique ways to differentiate the company's offering in the market.
Customer satisfaction and needs research: Conducting surveys, interviews or analysing customer feedback (e.g. on social media, e-commerce platforms) to better understand their expectations and problems. Such analysis will provide the data necessary to create personalised marketing messages.

2. trend analysis:

- Identification of current and future trends: Analysis of current marketing trends, such as personalisation, automation, real-time marketing, influencer marketing, e-commerce, or green efforts. The team should also anticipate future trends that may shape marketing campaigns in the years to come.
- A combination of trends and future customer needs: Determine how current and future trends are likely to influence customer expectations for products and services. The team should analyse which marketing tools and strategies will be most effective in building customer relationships in the context of a rapidly changing market.
- Campaign support technology analysis: Explore modern technologies (such as AI, Big Data, IoT) that can be used to better target campaigns, personalise content, automate customer communications and analyse campaign performance.

3.Marketing campaign design:

- Campaign creative concept: Based on the results of the market and trend analysis, the team will develop a creative campaign concept that is unique, innovative and attractive to the defined target groups. The campaign should contain a coherent message that highlights the value of the company's offering and responds to customer expectations.
- Developing a communication strategy: Define communication channels (e.g. social media, email marketing, online advertising, offline events) and identify ways to reach different customer segments. The strategy should include the timing of content releases, types of messages and ways to engage audiences.
- marketing action plan: Create a detailed action plan including the selection of marketing tools, content publication schedule and campaign budget plan. The team should provide suggestions for promotional materials (e.g. graphics, video, social media posts) and describe how the effectiveness of the campaign will be measured (e.g. using KPIs such as conversion rate, audience engagement, reach).
- Implement personalisation elements: Include personalisation elements in the campaign, such as tailoring content and offers to specific audiences based on their behaviour, preferences and previous interactions with the company.

4 Process design:

- Kick-off meeting: To begin, the team holds a kick-off meeting to discuss the project objectives, scope of work, timeline of activities and division of responsibilities within the team.
- Regular team meetings: During the course of the project, the team holds regular meetings to monitor the progress of the work, discuss problems encountered and make any adjustments to the action plan.
- milestone meetings: Once key project milestones have been completed (e.g. market analysis, strategy development, campaign implementation), the team holds milestone meetings to present results and discuss next steps.
- Gantt Chart: The team will develop a detailed schedule in the form of a Gantt chart, showing the different phases of the project, milestones and deadlines for tasks.
- closing meeting: At the end of the project, a wrap-up meeting is organised to present the final results and conclusions on the progress of the project and the designed marketing campaign.’

Expectations

Our aim is that the solution developed through this challenge will evolve into a modern and integrated marketing campaign that responds to current market and consumer needs.

We expect that:

- the team will propose a creative and out-of-the-box approach to the marketing campaign, using the latest communication tools and channels.
- the team will perform a thorough market analysis and identify key marketing trends that may shape future promotional strategies.
- the team will take into account sustainability aspects, proposing solutions that minimise the negative impact on the environment.
- students will be flexible and ready to adapt, responding to new information and changing market conditions. We also expect an openness to feedback and iterative refinement of the developed solution.’

Desired Team Profile

The challenge team should have a set of skills and knowledge that will be crucial to the success of the project. The following competencies are welcome:

Digital marketing and communications: Knowledge of digital marketing tools and strategies, including running social media campaigns, content marketing and web analytics.

Data and trend analysis: Ability to analyse market data, identify consumer trends and draw conclusions based on the information gathered.

Creation and design: Creativity in designing marketing campaigns, including creating promotional content, graphic materials and planning effective communication strategies.

Additional Information

1 The competitive situation in the sector: The digital marketing industry is highly competitive and dynamic.Companies from various sectors are investing in modern marketing solutions in an effort to meet growing customer expectations and to stay ahead of the competition.

2 Market and technology trends: There is currently a strong trend towards personalisation, automation and the use of artificial intelligence in marketing campaigns.Analysis of these trends will be key to designing an effective marketing campaign.

3. Legal regulations and industry standards: Teams need to be aware of data protection regulations (RODO) and ethics in digital marketing.

4. Market potential: A modern marketing campaign has the potential to attract new customers and build loyalty among existing customers. Teams should focus on identifying target groups that can most benefit from innovative marketing solutions.

5 Competitive differentiators: An innovative approach to marketing that integrates digitalisation, sustainability and trend analysis can become a key asset in gaining a competitive advantage in the market.

Related Keywords

• Industrial Technologies
• Industrial Products
• Manufacturing
• Packing products and systems