Makao Melbourne Sustainability Engineering Firm Case Study Engineering Assignment Help

Assignment Task

Background
Having launched in July 2018, Makao Group is a Melbourne based sustainability engineering firm. We specialise in tackling complex building physics projects and providing environmentally sustainable design (ESD) advisory services in the real estate space.
Clients range from property developers, architects and urban planners to homeowners and business owners. We thrive on identifying opportunities and strategies for incorporating sustainable principles into new or existing developments.
The Market
The property market fluctuates from year to year depending on various economic factors. At the moment, our focus is on the residential construction market which is seeing a boom across all states. On average, the residential construction market contributes approx. $100 billion to the Australian economy (2020 data). Residential construction comprises detached dwellings, townhouses, and apartment buildings.
The Makao Brand
Makao sets itself apart by providing a personal touch to all consulting projects, an approachable tone of voice in all marketing comms, and investing in R&D to:
Deepen our technical expertise in engineering projects
Personal approach to project management
A library of educational content for clients and prospects (blogs, workshops, videos etc)
Our purpose is to help clients achieve their sustainability goals—both environmental and social.
Our values are distilled into two premises:
Trust: Focus on ventures and activities that will either increase or maintain a healthy level of trust from our clients and prospects. We achieve this through transparency and education content during various touchpoints of the customer journey.
Simplicity: make the complex simple. Our target market is largely not technical so we aim to simplify information so that they can easily interpret it and make the decisions that bring the biggest value to their projects.
Target Audience
Our target market is design teams (architects, building designers, town planners, and engineers) and property developers seeking to integrate sustainability principles into their projects.
Our Current Branding Strategy
Brand Attributes: Trustworthy, Approachable, Friendly, Expert, Quality, Sustainable, Environment, Care, Thought, Communication.
Brand Positioning
Bespoke “done for you” consultancy and advisory
Relationship centric company
Quality and exceptional customer service
Language/Copy: Avoid ambiguity and vagueness. Makao’s messaging is strengthened by being factual, clear and obvious. The language used focus on Makao being a service focused on client relationships and not a cheap service focused on price.
Tone: The language used in marketing Makao is intended to be:
Clear. No sensational language or pompous words - straight to the point.
Friendly. Have an approachable and warming tone
Honest. No stretching of the truth or making any exaggerated claims.
Brand Online Presence
Website: www.makao.com.auLinkedIn: https://www.linkedin.com/company/makaogroup/Facebook: https://www.facebook.com/MakaoEng
Instagram: https://www.instagram.com/makaogroup/
Podcast: https://anchor.fm/makao-group
Our Brand Challenges
What we need is to build a strong brand that stands out from the crowd in a competitive environment. Specifically:
How do we differentiate ourselves from other engineering consulting firms?
How do we ensure that our brand communication cuts through the clutter and resonates with the desired audiences to grow our brand?
How can we develop a clear and consistent brand message across all offline and digital platforms, building a brand that sings the same tune and can be easily identified?
How do we ensure our brand resonates with architects, developers and future homeowners that are enthusiastic about sustainability?
Your Brand Strategy Report Task
Towards addressing the client’s brand challenges, you are required to develop the following brand strategy plans for the client as your examination.
Brand Equity Analysis
Before you present ideas to improve any brand, you must first audit the brand and understand its equity. You must therefore first analyse the Makao brand to understand its sources of equity.
Using the CBBE pyramid, examine the brand equity of Makao. Your analysis must be detailed and insightful. You can draw on your experiences from doing Assignment 2.
Your evaluation of the brand’s CBBE should then guide the brand strategy you offer the brand.
Brand Positioning
You must provide the client with a positioning strategy that addresses all their brand challenges.
Your positioning strategy must include the following:
A clear and convincing product-related or non-product-related positioning that will resonate with the target audience. Consider the role of cultural narratives in your positioning narrative.
As part of your positioning for the brand, develop 1-3 brand associations that will concretely define the brand’s image for the target audience
Explain how the positioning and brand associations you propose will relate with and influence the brand’s marketing programs, including products/services, customer experience, price, people, and place
Clearly identify points of parity (PoPs) and points of difference (PoDs) from competition
Brand Elements
You must then provide the client with two of the following brand elements (towards addressing its first and second challenge):
Logo/Symbol
Slogan
Brand Sound/Jingle
Brand ritual
Character
You must justify your choice of brand element and how it is connected with and reinforces the brand positioning you have proposed.
Brand Communication
To address the client’s second and third brand challenge, you need to provide the client with a communication strategy. You must therefore come up with at least 3 practical and fully thought-out brand communication content for the brand. This can include any or all of (but not limited to):
Ads [videos for TV and social media], audio [radio and social media] and/or image and text [for outdoor, print, online and social media]
Events and Experiences
Direct Marketing
Your communication strategy must consider the following:
Clearly communicate the brand’s positioning and desired CBBE. Provide practical ideas on how to reach the target audience and achieve breadth and depth of awareness about the brand’s associations, PoPs and PoDs.
Identify and justify IMC approaches and media selection across offline and digital platforms that you will use in communication
Creatively integrate and justify relevant cultural narratives in communication to create engagement
The tone of communication must resonate with target audience and be consistent with brand positioning

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