Brand Equity Report - Doritos - Regression - Management Assignment Help

Assignment Task:

General Instructions

You will analyse quantitative data to report on the brand’s observed sources of equity and make recommendations with regards to brand strategy and integrated marketing communications.

•    To complete this assignment, you are required to write a 2500-word report that must be submitted via Blackboard. Please note that this word count is an absolute maximum. Filling pages without adding content is strongly discouraged. Every word/ sentence/ paragraph that can be removed without losing content should be removed.

Assume that you are the junior brand manager for one of those brands and that your role is to provide insights for your direct report – the senior brand manager - in the form of a brand equity report.

As part of this assignment, you will be provided a dataset and research questions. That is, you do not need to collect data yourself as part of this assignment. Rather, I provided a dataset via Blackboard, which you will need to analyse using Microsoft Excel. It will not be possible to complete this assignment without access to Microsoft Excel.

Note that you are required to incorporate three statistical tests in your analyses:
•    Independent Samples T-Test
•    ANOVA
•    Regression

That the meetings should be used to ask your tutor questions related to your research assignment. Since your questions might apply to the other students as well, we strive to answer as many questions as possible within the meetings or via Blackboard.

Your final research report should be written in a compelling way and clear communication is critical. While the marks allocated to professional communication may seem small in comparison to other sections in the CRA, particularly poor communication can decrease evaluation in other sections as it may interfere with the graders’ ability to assess your performance.

Please use Times New Roman, a font size of 12 and single line spacing. 

To complete this report, you will be assigned to one of two brands in line with the last number of your student number. You cannot freely choose.
•    Students whose number ends with 1, 2, 3, 4 or 5 choose Brand A - Doritos
•    Students whose number ends with 6, 7, 8, 9 or 0 choose Brand B – Lay’s

 
 
Imagine that a few months ago, Doritos launched a brand-extension specifically for female consumers. Given the competitive landscape and the global presence of the Doritos brand, this has consequences that affect other brands and consumers across countries. A few months later, your direct report, the senior brand manager asks you, the junior brand manager, to write a brand equity report that is supposed to address the following questions:

Brand A – Doritos

1. Do brand evaluations (the degree to which consumers perceive the new Doritos as bad vs. good in general) vary across countries? Due to cultural differences in gender expectations and the importance of these markets, there is a particular interest in understanding differences between French, UK and US consumers. 
2. The senior brand manager is worried that any change in consumer evaluations (positive vs. negative) is just a consequence of novelty. Consequently, she would like you to provide insights on whether evaluations differ for consumers that tried the new chips more recently.
3. The senior brand manager would like to know whether there is a difference in perceptions of femininity among male and female consumers.
4. Finally, there is a specific interest in whether there is a difference in perceptions of femininity among male and female US consumers.
    

Brand B – Lay’s

1. PepsiCo’s general management has voiced interest in learning about whether the company’s chips (irrespective of brand) are evaluated as more or less positive across markets such as China, the UK, and the USA.
2. The senior brand manager is interested in how chip evaluations (irrespective of brand) have changed over time. Have they become more positive or negative within the last 12 months?
3. PepsiCo’s general management has voiced concerns that Dorito’s brand extension could lead to cannibalization. Consequently, as a junior brand manager of Lay’s, you were tasked to provide insights on whether either the Lay’s or Doritos is perceived as different in terms of femininity.
4. There is a particular question about whether Lay’s or Doritos are perceived as more feminine in the US market.

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