Assessment Type ：Proposal / Plan – Report Format

Length 3000 words (+/- 10%) (excluding executive summary, TOC, appendix)

Purpose

The purpose of this assignment is to assess students’ knowledge of discipline theory, models, concepts, and proficiency in their application, while using their knowledge and skill specialisation within the Marketing Discipline. Furthermore, they need to work as a team and bring their own business related Global and Cultural Perspectives to the assessment. This assignment offers the opportunity for you to tap into different concepts and theories covered on an applied basis to develop a deeper understanding of the key areas of branding

Description

As a brand consultant, you have been invited by a large international corporation to provide a report on a new brand they wish to develop or extend, and market into a single geographic market.

You can choose any one organization from the following industry:

1. Female fragrance industry
2. Energy drinks Industry
3. Telecommunication Industry
4. Sporting Apparel Industry

This organization plans to develop or extend a new brand within each of the three product categories. You are required to provide a brand plan for a twelve month period. This organization will need advice and reasoning behind all aspects of the brand’s development and marketing. You must clearly outline any assumptions you have made and incorporate academic literature to support/justify your ideas. Unsubstantiated statements will not provide credibility to your discussion (marking schedule on Blackboard).

Assessment Criteria

• Executive Summary
• Introduction
• Assumptions
• Positioning Strategy
• Target Market
• Competitor Analysis
• POPs and PODs
• Building Brand Equity
• Brand Awareness
• Selection and justification of brand elements
• Brand Image
• Brand Associations (core, secondary, brand mantra etc.)
• Communication Strategy
• Message and Creative Strategy (e.g., appeal used)
• Media Mix (e.g., TV, magazine, product placement etc)
• Measuring Brand Equity
• Assumptions and Recommendations
• Conclusion