Brand positioning Analysis: Consumer Psychology- Report Writing Assignment Help

Internal Code: MAS7335

Report Writing Assignment Help:

Task: Assessment 1: Brand audit Assessment 1 requires you to engage in a brand audit. The purpose behind a brand audit is to analyse the influence of a brand’s strategy against performance. For this assessment task, you will analyse a brand strategy and evaluate how that strategy influences consumption and consumer perception. You are not evaluating performance, and you are not developing a strategy. For example, you will choose a fast moving consumable brand, such as Cadbury’s Marvellous Creations chocolate, and evaluate the strategy that Cadbury has created, has developed, in order to influence people to purchase Marvellous Creations chocolate as opposed to their Dairy Milk and any other chocolate brand in the marketplace. This assessment is a group task, is worth 25% of total marks, and the group is required to complete a group contract outlining the roles and responsibilities of group members. The group contract is to be submitted to your tutor in week 2. There is a structure for this assessment, which is aligned to the marking rubric. Assessment 1: Brand audit • 25% of course grade • Group assessment: 2-3 individuals • Word length: 2,500w maximum, including tables, images (references are excluded). • Report paper Assessment objective: For this assessment task you will be analysing a brand’s strategy and evaluating how the strategy is designed to influence consumption. You are NOT evaluating performance. You are NOT developing a strategy. Assessment 1: Brand audit Weighting: 25% Word length: 2,500w maximum, including tables, images (references are excluded). Summary analysis word count = 1,800 – 2,000 words, with an additional 500 words for tables/maps. Group assessment: 2-3 individuals maximum! Report paper: Submit your brand choice to your tutor no later than Week 2 workshop! Any assignments submitted withou having the brand choice approved by your tutor are in jeopardy of not meeting the ‘brand choice requirement’, and as a consequence the group may fail this assessment. Brand Audit task: You are required to audit a brand's positioning strategy relative to its competitors. The purpose behind a brand audit is to analyse the influence of brand’s marketing strategy against performance. For this assessment task you will analyse a brand’s strategy and evaluate how the strategy influences consumption and consumer perception. You are NOT evaluating performance. You are NOT developing a strategy. Choosing a brand: Your group will choose a single brand within a product category which you can find and collect brand-related information (e.g. advertisements, news/business articles, websites). The brand (good, service) is to be currently offered for sale in the Australian market today by a specific company (it need not be manufactured in Australia). 1. Choose a brand/product all group members purchase regularly – this will assist in creating the means-chain. analysis! 2. With multi-national organisations that comprise of many brand entities under the parent brand you are required to choose a brand entity, not the organisation, for example Nudie Juice as opposed to Nudie Yogurt or Nudie soup; Cadbury Marvellous Creations as opposed to Cadbury Dairy Milk or Cadbury Coco or Cadbury as an organisation; VW Golf not VW as an organization or other vehicle models within the VW offering). 3. However, a fashion brand such as Carla Zampatti, Collette Dinnegan or Kookai represents a single fashion brand. If the fashion brand has a sports and classical line you would then choose one of those. Section 1: Product overview and brand category specification Task: Identify the industry or category your brand is in and succinctly overview the brand/product entity (e.g: fashion retail, fast moving consumable, technological, niche brand, new market entrant, established brand with historical leverage (or not), established brand circa 1980 etc) 1) Example: Kookai overview Kookai is an established niche brand operating in the fast-fashion retail sector. Kookai, an Australian textile and clothing manufacturer, encapsulates the vibrant Australian culture with French style. Originally founded as a French fashion label the brand has transitioned to a bespoke fashion label which uniquely 1) creates in- house prints and fabrics and 2) vertically integrates production processes ensuring exclusiveness of design and manufacturing. The first brick and mortar store opened in 1992 with over 30 stores currently throughout Australia and New Zealand, and a web presence since 2002. The KOOKAÏ vision is centred around a designer collection accessible to all. Section 2: Psychographic profile of the brand’s target audience Task: Succinctly describe the brand’s target audience with emphasis on attitudinal and behavioural influences impacting decision-making. 2) Example: Psychographic profile of Kookai target audience KOOKAÏ attracts a customer who is looking for a "charming" style - whether she's student, professional or young mother. The KOOKAÏ young woman is feminine, chic, discerning yet edgy. Kookai’s key demographic is a 22-year- old female: “She is the most fickle, she is the most challenging, she tends to be the most interesting in terms of her social life and her spending habits; and they continuously want to push the boundaries in their personal goals and boundaries, and dress accordingly, yet with feminine flair. Section 3: (Insert brand name) brand associative network analysis Task: The objective of an associative network analysis is to decipher the value consumer’s associate with a brand and the influence impacting purchase behaviour. See below the associative analyse relating to health – note you are required to create an associative network analysis identifying and evaluating the drivers of your own ‘consumer behaviour’ related to your chosen brand. Summarize the key findings of your network analysis. Section 4: Brand positioning analysis Task: You are to evaluate your brand’s positioning strategy. Brand positioning is the marketing aspects that an organisation builds ensuring the brand occupies a distinctive place and value in the target consumer’s mind, which is otherwise known as the brand’s conceptual space that the organisation wants to own in the target audience’s mind. An effective brand positioning strategy maximises consumer relevancy and competitive distinctiveness. You will succinctly analyse the brand’s conceptual space addressing each of the following: 4.1) Analyse strategy elements associated with price, location/distribution, promotion, packaging aspects of your chosen brand; 4.2) Analyse brand characteristics of your chosen brand 4.3) Develop a perceptual map 1. Identify and justify the criterion on which you will develop a perceptual map for your chosen brand and 2 competitors. DO NOT use price and quality as criterion (why? They are overused and do not reflect robust analysis). Use your analysis to identify the criterion. 2. Develop the perceptual map 3. Summarize findings Use the tables below to aid synthesising information you have collected regarding your brand and 2 competitor brands. The categories in the tables below are indicative and may alter depending on the nature of the brand you have chosen. The objective of this analysis is to succinctly analyse the brand without using an essay format!