Management - Assistant Brand Manager for an FMCG Case Study Assessment Answer

Internal Code: 1AGGDG

Management Assessment Answer

Assignment Task: You are the Assistant Brand Manager for an FMCG brand of your choice. You have been tasked to write a plan to revive and grow your brand. In order to do so, you must produce a comprehensive report. Your report should include all of the following: a. Outline the history of the brand, the brand’s role within the organization and its position in the market) b.Describe in detail the nature of its difficulties and provide reasons for these difficulties. You may use the Customer-Based Brand Equity model by Keller as a framework for your analysis. c.Based on your analysis, prepare a brand plan for the next two years, aimed at overcoming the current difficulties and improving upon the brand’s market position. d. should provide a detailed explanation and justification of your intended brand management strategy for the future, stating specific decisions in relation to: (i) pursuing a market differentiation strategy v. aiming for market distinctiveness. (ii) which secondary associations. (e.g. co-branding, brand extension/stretching, endorsement, etc.) you plan to leverage one A final discussion of the implications of your brand management strategy For each of the assignment’s components above you will receive the required ‘training’ in the form of in-class activities across the duration of the module, thus creating a portfolio/skills set suitable to a junior brand management position in the industry. You can, therefore, use such activities as a guide for compiling your assignment. However, it is essential that you expand this portfolio with additional research and reading (e.g. by using relevant academic papers and textbooks in support to each section of the report).

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