Breakfast Cereals My Brand is Kellogg's Nutri Grain - Management Assignment Help

Assignment Task:

Task:

My brand is Kellogg's Nutri-Grain. The other two brands are Carman's, and Freedom Foods Applying branding principles to build Mental Availability of a brand
This assignment builds on Course Objectives and draws on the knowledge you have gained on why Mental Availability is important and How Brands Grow. All students will be allocated a brand to focus on for the assignment. It is important that your assignment is based on how to build the Mental Availability of the brand and market you were allocated.
Overview: You have recently joined a branding team where the objective is to increase brand sales.

Part One: Brand Performance and Opportunities for Growth (estimate 400 words):
• Your first task is to provide a brief introduction of your brand that outlines key brand milestones, such as how long it has existed, its current owner and markets it operates within both inside and outside of Australia.
• Identify key competitors for the brand and present in a table that shows their brand share. Justify your choice of two to compare and contrast with your brand.
• Identify the current challenges to growing brands in the allocated market and the performance of your brand based on industry data available via the library's marketing guide.
• Briefly explain how to build Mental Availability for the brand.
• Draw on the text, course references and library sources (use the Marketing guide Company and Industry information to search for relevant information to support your discussion.

Part Two: Brand Audit (estimate 800 words):
Draw on industry publications and conduct an online brand audit of campaigns and other activities that could build Mental Availability for your brand and the two chosen competitors. Industry publications can help with your critique of marketing campaigns or branding efforts, e.g. B&T, Advertising Age or articles from the WARC database. The brand's website, YouTube and social media sites should also be examined as part of the brand audit for Part Two. Please note that social media is only one aspect of a brand's integrated marketing campaigns, so it is important to consider activities in all media channels for a review of Mental Availability. Add examples into an Appendix (not included in word count) and in the report consolidate details into a summary that covers the following points:
• Begin the audit with a brief overview of marketing efforts of the brand to grow Mental Availability, critique efforts against evidence on how to grow brands (refer to examples in your appendix of all three brands reviewed - at least five examples of marketing activities for each brand to give a minimum of 15 examples across all brands).

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