Title: Terms of Reference (TOR) for Procurement of Marketing Consultancy Services

1. Background: The company, XYZ Inc., is planning to launch a new product line targeting young
professionals in urban areas. To ensure a successful market entry, the company seeks to procure
marketing consultancy services to develop and execute an effective marketing campaign.

2. Objectives of the Task or Assignment:

• Develop a comprehensive marketing strategy and campaign for the new product line.

• Increase brand awareness among the target audience by 30% within six months.

• Achieve a 15% conversion rate among the target demographic within the first year.

3. Scope of the Task or Assignment:

• Conduct market research and analysis to identify target audience demographics, preferences,
and behavior.

• Develop a detailed marketing plan outlining strategies for branding, advertising, and digital
marketing.

• Execute the marketing campaign across multiple channels, including social media, digital
advertising, and traditional media.

• Provide recommendations for monitoring and evaluating the campaign's effectiveness.

4. Duration and Phasing:

• Phase 1: Market research and strategy development (Duration: 2 months)

• Phase 2: Campaign execution and monitoring (Duration: 8 months)

5. Specifications of the Skills and Expertise Required: The consulting firm should possess the following
qualifications:

• Proven experience in developing successful marketing strategies for consumer products.

• Expertise in market research, digital marketing, and campaign execution.

• Strong analytical skills and the ability to provide actionable insights from data.

6. Reporting Requirements:

• Weekly progress reports during the campaign execution phase.

• Monthly presentations outlining campaign performance metrics and recommendations for

improvement.