MANM017 - Buyer Personas and Value Proposition for Adidas Assignment

Assignment Task

Introduction

You will critically analyse the marketing strategies of one of the brands below. For both assessments (group work and individual report), you will need to choose only one brand, which will remain the same for both assessments.

Focus on the current situation and the marketing the brands are currently using. The brands are international but to provide more focus, in both assessments, you can concentrate on their activity in one country such as USA, UK or China etc.; or focus on part of their business e.g., women’s fashion.

Word count SBS policy – Max word/slides count

The word count policy is a max word count followed by a 10 points penalty. The penalty will be applied by the module leader and addressed in the individual student feedback.

• The word count INCLUDES everything (i.e., main text, headings, and sub- headings).
• The word count does NOT INCLUDE abstract/summaries, table of contents, tables, figures or images, and references/bibliographies.
• For this module, you are NOT ALLOWED to add appendices beyond the instructed analyses and tables.

Group Work Assignment Brief - 40% of the module mark

As a group, you have to

1. Understand. The marketplace, the company, the consumers (materials that support this section are from weeks 1-4)

Step 1. Choose your brand and your focus –if you want you can concentrate on their activity in one country such as USA, UK or China etc.; or focus on part of their business e.g., women’s line for Nike or Mobile Phones from Samsung. Whether you will go for an international or more focused perspective, no differences in grade will result from this choice.

Step 2. Who is your company? Conduct a critical review of the company’s position (situation analysis) in the industry by employing the following tools: SWOT and PEST(EL).

Step. 3 Who are their customers? Critically identify two of the company Buyer Persona

(Which characteristics they have? What they want? Demographics? Psychographics?).

Step. 4 What’s the company value proposition? Identify the value proposition and the unique benefit that the company offer to them, use the positioning statement to explain how this brand is different from the others and what is its positioning.

1. Implications. So What? What are the opportunities?

Step. 5 Identify specific, feasible and consistent recommendations based on the evidence from the analysis for potential future STP (segmentation, targeting and positioning) strategies of the brand.

Individual Assignment Brief - 60% of the module mark

As individual, you will write one 1500-words report to critically review and evaluate the marketing strategy of the Same brand you analysed in your group work. What you have to do:

1. Analyse. What is their marketing strategy? (materials that support this section are from weeks 5-9; approximately 1000 words).

Step 1. Choose the 2 areas you want to analyse. You can focus on TWO of the following marketing areas:

1) Product/Service     2) Pricing strategy       3) Integrated Marketing Communication

4) Distribution/ Channel management

Step 2. Conduct an in-depth marketing strategy. Based on the two areas you will choose, you are expected to use frameworks and theories seen during the module. It is also expected that you will use insights from your group analysis in this step.

1. Implications. So What? What are the opportunities? (Approximately 500 words)

Write specific, feasible and consistent recommendations about the two areas you focused on based on the evidence from the analysis.

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