MARK2010 - Marketing Analytics - Marketing Analytics Assignment Help

Assignment Task

Course Objectives being assessed:

• CO1. Explain aggregrate (market and brand) level empirical generalisations

• CO3. Apply knowledge about market structure to market data in order to give it context and meaning

• CO5. Demonstrate Business Enterprise Skills in the context of the Marketing discipline:

i) Problem Solving (intermediate level);

ii) Teamwork (intermediate level); Written Communication (intermediate level).

Task - Delicious Pty Ltd (“The Client”) plans to grow its brand in the confectionary category. In the confectionary category, there are six brands of chocolate that compete with each other, and Delicious Pty Ltd owns Brand D. You have analysed a dataset of 2,000 shoppers, which reports for each shopper his/her purchases of a set of brands over one year. To generate an informed report for The Client, as a team, you need to:

1) Discuss the overall fit of the Dirichlet Model to the data.

(a) Describe the Double Jeopardy (DJ) Pattern and use tables and/or graphs to discuss whether the DJ Pattern is evident in this category.

(b) Define niche brands. Are there any niche brands in this category?

2) Evaluate Brand D’s performance in this category: What marketing strategy would your team recommend for The Client to increase the market share of Brand D? In other words, should The Client focus on selling more to existing customers or attracting new and light customers? [Use theories covered in your UniSA Online Marketing Analytics course as well as the results of data processing to support your recommendations].

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