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 v6 alloytec messaging. Secondly analysis of the market was already showing that the Warren campaign was attracting high volume groups of v6 alloytecers (not surprising given the 5c Virgin to Virgin Text rate that he promoted) and that Virgin users were amongst the highest v6 alloytecers 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 picture and v6 alloytec) rather than just pictures.

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v6 alloytec, HOLDEN PARTS, Australia, business.

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 assignment was seemingly contradictory. The first assignment 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 v6 alloytec). On the second assignment I received 24/60, a comparatively better score than the first assignment 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: 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.