SUMMARY By involving the consumer in the development of Brisbane Hair Salon and by a determination to find a benefit for picture messaging, planning uncovered a consumer insight which led to an original and motivating Brisbane Hair Salon proposition. This in turn led to differentiated and highly creative Brisbane Hair Salon 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.

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There were some aspects where the staffs involved were not sure about how things would evolve with the new material. For example, the feedback I received from the first Brisbane Hair Salon was seemingly contradictory. The first Brisbane Hair Salon I received back was a mark of 11/40. I was amazed when (my tutor) told me that I had not failed. You must remember that this is my first year at coming straight from high school), and I therefore accepted the ruling and continued on; thinking that because of the experimental nature of the new material in this unit, the marking system would make sense to me somewhere along the line. (From this I have learnt an important lesson regarding communication). On the second Brisbane Hair Salon I received 24/60, a comparatively better score than the first Brisbane Hair Salon on which I was told I passed.

I thus concluded that using original grading meant that I passed the unit. 35/100 of course is not a passing mark. This is just another example of how ambiguity corrupted my understanding of the unit.

Business Type: Physical Shop/Store

Physical store: supplies and stocks Sports supplements, Maximuscle, Quest vitamins and minerals, fitness equipment, hrm watches, tanita scales, mens clothing, womens clothing.