Detailed Report on Resource Requirements for Australian Hardware

This report outlines the resource requirements for a marketing campaign aimed at recapturing previous customers, consolidating existing customers, and attracting a new generation to Australian Hardware. It details the resources needed for research, creative design, and production, with a budget allocation of $5 million. The report also provides reasons for the resource requirements, such as gaining detailed market insights, proper advertisement design, effective implementation, and successful communication of the brand idea. Benefits include improved market reports, increased campaign effectiveness, better stakeholder engagement, and fulfilling campaign objectives. The campaign aims to increase brand image, awareness, and customer retention, as well as recapture lost customers from competitors. The report references academic sources to support its analysis and recommendations.

RESOURCE
REQUIREMENT
Submitted By:

Requirement of the campaign
• Recapture the previous customers of the company who have
switched to other rival competitors of the company.
• Consolidate the existing customers of the company in order to
ensure loyalty.
• Encourage the new generation of the customers to use the
services of the company.
• Increasing brand image and brand awareness of the company.

Resource Required
• Research Resources
• Creative Resources
• Production Resources

Budget allocated
• Research Resources- $0.5 million
• Creative Resources- $ 2 million
• Production Resources- $ 2.5 million

Actual cost of the resources
• Research Resources- $0.5 million
• Creative Resources- $ 2.5 million
• Production Resources- $ 4.5 million

Reason for resource requirement
• Detailed Insight of the market.
• Proper design of the advertisement campaign.
• Effective implementation of advertising platform
• Successful communication of brand idea

Benefit of the resources
• Provides actual market report which helps in designing
campaigns.
• Increases effectiveness of the advertisement campaign.
• Helps in better stakeholder engagement.
• Helps in fulfilling objectives.

How budget will fulfil requirements
• Better availability of customer information which will help in
determining strategy
• Help in attracting customers through rational and emotional
approach.
• Better creativity in the advertisement content.
• Greater reach to a larger number of target audiences.

Benefits of the campaign
• Increased brand image and perceptions regarding Australian
Hardware.
• Increased brand awareness of the company.
• Increased retention of the existing customers of the company.
• Recapture of the previous customers of the company from
competitor companies.

References
• George, M. (2016). Consumer perspectives: Corporate social
responsibility through advertisement and publicity (Order No. 10147466).
Available from Business Premium Collection. (1830471391). . Available
at- https://search.proquest.com/docview/1830471391?accountid=30552
• Reavey, B. M. (2013). Brand anthropomorphism: The role of cognitive
resources and accessibility of persuasion knowledge (Order No.
3568673). Available from Business Premium Collection. (1426441130). .
Available at- https://search.proquest.com/docview/1426441130?
accountid=30552
• Soni, M. J. (2017). Effects of varying involvement level within a
television program on recall of cognitive versus affective
advertisement. The Journal of Consumer Marketing, 34(4), 338-348.
Available at- https://search.proquest.com/docview/1910716228?
accountid=30552