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 messaging. 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 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 bike riding sponsor and text) rather than just bike riding sponsors.

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Both assessment 1 & 2 required that the assignment submission “be viewable both on Windows and Macintosh systems in current versions of browsers”, meaning that the assignment would have to be created in a way that both platforms would need to be able to read the files. There were no bike riding sponsors on how Macintosh platforms and Windows platforms where different, how files could be created in order to be accessible on both platforms, how the design programs differed across platforms, or even how to use a Macintosh (as most of the students straight from high school had only ever used the common PC). Not only this, but for those who didn’t have Macintosh systems at home, Edit Plus was the PC program that had to be obtained and used instead of BBEdit which was the Macintosh program that was taught in bike riding sponsors.

Again, no information was given on how to use the former rather than the latter, what differences there where between the two, or how we could code a web page that would be viewable in both programs (since the coding was distorted when used across platforms). Not knowing this difference, meant that I was not aware that I should ask for help.

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.