Branding of Specialty Products - Consumer Perceptions - Management Assignment Help

Assignment Task :

Overview: “Branding of specialty products” 

This project focuses on the branding of a new and innovative product such as pet food, hair care, tissue paper and body lotion that will be considered as part of the specialty product category. Teams consisting of 4-6 members are formed in Week 2. The assignment consists of a written report of 2,000 words (excluding cover page, any figures, tables, appendices, exhibits and reference list), and the design of a brand box. The report should be typed in single line spacing on one side only of single sheets of A4 using 12 pt size type with 2cm margins. The report and brand box are due by 9am on Monday, 19 October 2020 (Week 14). 

Traditionally, product categories such as pet food have been considered as a commodity with little differences between brands. In order to expand their product category and presence in Australia, companies like Hills Science Diet are considering to introduce a new range of innovative products. These specialty products should be in sharp contrast to regular, staple items, which are usually sold in higher volumes. Specialty products are claimed to possess unique and novel characteristics and target a niche segment. This project will assess students’ ability to research and develop a new “specialty”product range that maximises the company’s brand equity. 

Each team is required to purchase a post box from Australia Post (310 x 225 x 102mm), turn it into a “brand”and write a report. 

Peer evaluations 

The mark assigned to the team for the report is the mark given to every individual in that team, unless it is made clear that the team believes the distribution of work was substantially uneven. To aid in this assessment, each team member will be required to make a confidential peer assessment of their own contribution and that of his/her colleagues to the team’s work via SPARK. A student’s mark for this assessment item may be adjusted or modified if it is clear from such peer assessment that his/her contribution was below team norm. Information regarding SPARK will be available via vUWS and email notification. 

Note: Please note that the mark on the sheet is based on the report submitted by the team and may not represent the actual contribution of individual team members. 

Details: Brand report 

A company of your choice is considering to launch of a new range of innovative products in the Australian market. The core emphasis of this assessment is to develop a brand marketing strategy (Chapters 4-8; Keller 2020) for the new product range (Chapter 13; Keller 2020). While these product categories are considered an essential part of consumer shopping, your chosen company is now interested in marketing a medium to high-priced, specialty, innovative product range. 

Your team is to design the brand strategy for the new product range. You will undertake secondary research, which includes netnographies on

1) consumers use of the product category,

2) their perceptions of the product category,

3) consumer perceptions regarding expected/required benefits of of using this product category, and

4) challenges of branding this category. This analysis is used to detect the basic mood, attitudes or emotions of current and potential consumers to existing and new products. 

The key component of your report is the development of a brand strategy for your new product range, which should 11

be based on your research findings. 

Your report should have the following components: 

1. Introduction 

 a) Discuss how the marketing of specialty products is different to the marketing of commodities and staple products? [You are expected to consult different sources of information, including scholarly articles / books, consumer trend reports, etc.] 

b) Discuss the opportunities for the branding of specialty products. Explore consumers’ views regarding the product category and what exactly is the value proposition for them. Is there an attractive segment for your company to target? Explore the competitive environment [You are required to present real facts and figures to justify any new investments]. 

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