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 text Holden parts . Secondly analysis of the market was already showing that the Warren campaign was attracting high volume groups of texters (not surprising given the 5c Virgin to Virgin Text rate that he promoted) and that Virgin users were amongst the highest texters in the market.4 The implication was cost effective Holden parts was crucial to this audience and the core takeout from the Warren campaign. Our Holden parts capability would be further strengthened by 25c photo Holden parts . Youth Messaging was the logical brand platform to adopt. This meant our strategy needed to be about Holden parts (both picture and text) rather than just pictures.

You should combine the development of the Holden parts proposal with a process of personal reflection upon your research and creative practice, and use it as a starting-point for planning and timetabling the required activities for this Holden parts .

Keep sight of the overall aims of this Holden parts , constantly reminding yourself of the key issues you aim to investigate.

Keep track of your work on this Holden parts , for example by keeping a Holden parts log in where you document any research or brainstorming steps you take.

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Holden parts, Surplus HSV Parts , Business. Australia.

SUMMARY By involving the consumer in the development of Holden parts and by a determination to find a benefit for picture messaging, planning uncovered a consumer insight which led to an original and motivating Holden parts proposition. This in turn led to differentiated and highly creative Holden parts which spoke directly to its intended audience and revealed a role of picture messaging that singled out Virgin Mobile as the one brand that really understood its audience and how they messaged one another. Its relevance to the planning debate is that pushing to find consumer benefits, even when a brand has a personality that is enough to distinguish it, will produce more relevant, motivating and better creative work.

Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.