Assignment 2 Cadbury pitch Project Charter Example Answer PDF

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PM5001 Project Management Introduction: Assignment 2: Cadbury Pitch Project Charter

PM5001 Cadbury Pitch Project Charter Team name Team members Date BACKGROUND We have been given to opportunity to pitch to Cadbury marcom director to create a TV advert for any of Cadbury’s products. It is a competitive pitch against other agencies and takes place on 11th November 2016.

WHAT – PROJECT DEFINITION The aim of this project is to win the commission of a full TV commercial campaign for Cadburys. This will be achieved by delivering a pitch that will win us the commission. The pitch must convince Max Morrel that: • • •

we understand the Cadbury product selected; its target market; and the concept is capable of enhancing Cadbury’s brand image and increase market share.

In scope: development of the concept; detail advert design; pitch narrative, pitch slides; mock of the advert concept as a video file. Out of scope: the actual tv advert

THE DELIVERABLE/PROJECT PRODUCT DESCRIPTION The deliverable is a pitch to produce a 30-90 second TV commercial for any of the Cadbury products. 1

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PITCH COMPOSITION Be an absolute maximum of 10 minutes. Presentation on the aim of the commercial with a verbal pitch that will convince Maximilian Morrel, Cadbury Director of Marketing Communications that we know the product and are capable of producing a commercial that will increase its sales. A storyboard of the commercial, probably using Powerpoint. A mock up version of the commercial as a windows media video file available on DVD playable on a PC.

DEVELOPMENT

SKILLS REQUIRED Advert concept; storyboard visualization; pitch narrative skills; presentation skills; set creation; acting, directing; video filming, production and editing;

CUSTOMERS

QUALITY EXPECTATIONS The utmost professional standards.

OUTLINE BUSINESS CASE KEY

REASONS Key reason to generate revenue and profit for the agency. Cadbury is iconic British brand with reputation for bold and creative advertising. Cadbury has a large marketing budget and this is our first opportunity to access it. Cadbury is directly in our target market and plays to our strengths of creativity and innovation. We have the in-house capability to deliver the pitch and produce a highly successful TV commercial campaign for the client.

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ESTIMATED

VALUE OF THE PROJECT This is based on our historic success rate for competitive pitches of 20%.

PROJECT APPROACH Will be run as a formal project using PRINCE2 methodology and techniques including: Brief, formal plan in MSProject and a risk register. Formal meeting minutes will be taken and regular progress reports made to Dan Kerney. The project will be run from our offices in Egham and use all in-house resources.

PROJECT MANAGEMENT TEAM STRUCTURE Client contact: Max Morrel Sponsor: Dan Kerney Partners/Suppliers: none Project Manager: TBD Mock advert producer: TBD Pitch lead: TBD Team members with roles to be determined: ???

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QUALITY ASSURANCE Formal project management documentation will be maintained and reviewed by Dan Kerney. Intermediate deliverables will be peer inspected. A full rehearsal in front of senior agency staff will be used to maximize the chances of success.

KEY RISKS Risks that might prevent us from delivering successfully include: • • • •

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New team so potential for conflict and underperformance Team members have other commitments to other sponsors that may conflict with time on this project Story board too technically ambitious for available skills and technology Limited Acting and producing experience for creating mock advert leading to under estimate of time required.

TOP LEVEL PROJECT STAGE SCHEDULE Project stages and milestones.

DOCUMENT HISTORY Version A.01 A.02 1.00

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Date 7/10/16

Summary of changes Initial Submitted

Approval DK...