Assignment Task:
MKT10007: Fundamentals of Marketing Assignment Help

Part a. Individual Brand Report.
Companies are always trying to stay up to date with what is going on in the market, and the strategies of their competitors. The first part of this assignment is you conducting this “marketing intelligence” exercise. In Week 3, you will be assigned into groups of 3 or 4 people to form a company. You will then agree to choose one industry/product category from a predetermined set of choices during the tutorial (for example: male perfumes). You will then discuss among yourselves
which brand within that product category each individual would like to do their marketing intelligence report on. Keep in mind that one company may have different brands and product lines in the same category, targeting different markets in Australia.

IMPORTANT:

- You are analysing the brand, not the company.

- Group members are advised to take a brand each from different companies where possible, however you can take two brands offered by the same company, if they are aimed at entirely different markets (e.g Maybelline and The Body Shop are both owned by L’Oreal but have completely different identities)

- If there are multiple brands by the same company, or multiple target markets feasibly targeted by one brand: Choose only one by coordinating with your groupmates to try and cover as much variety, e.g if one person does a perfume brand that is low-end and targets adolescent males, then another could do a high-end perfume brand targeting mature males.

- Avoid choosing a product category that is too niche (e.g “horse food”) because your chosen brand and product category will be an important part of Assignment 1b. You might be painting yourself into a corner by choosing a category that is too specific.

 

MKT10007: Fundamentals of Marketing Assignment Help

You will coordinate with your team, but each will work on their respective brand individually. The brand report must contain:

a. A summary of the brand with relevant background information of its presence in Australia. This may include things such as the brand’s history in Australia, market
size, recent performance trends, and other relevant marketing information. The analysis should also include a display of all relevant offerings (sub-brands, product
lines, variants) that the brand (or its parent company) has in the product category that you have chosen. You should also present a marketing mix analysis of the brand of your choice.

b. An analysis of at least one micro and one macro-environmental factors from the SIP-CCC & DENT-PC framework, that currently has the largest impact for the brand
of your choice in Australia. You may expand sub-factors in your analysis (e.g Demographic may have decreasing family size and shift in age-group as two separate
trends), but you still have to retain at least two main factors in your analysis.

c. A ‘persona’ of the ideal target market for that brand of your choice in Australia. A persona is a fictional character sheet representing a consumer segment who would be most attracted to the brand of your choice. Your persona must have the consumer’s demographic characteristics and a picture of a person that represents that segment. In addition, the persona sheet should also list the consumer’s motivations, frustrations, and life goals that are relevant to the product category you are researching. We expect that the information given should be sensible and supported by evidence wherever possible, and not just a product of your imagination. Below are two examples of the variety of ways the persona could be presented.

d. You must also accompany your persona with an explanation of how the brand is triggering need recognition for that consumer segment. In other words, you need
to answer the question “what is the brand doing to make the persona notice that they need what the brand is offering?” We encourage you to use parts of the Consumer Decision Making Process (CDMP) framework to guide your work in this section.

 

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  • Posted on : November 28th, 2018

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