Highlights
Product And Branding Strategies
You will be required to research a nominated product for this assignment. The product must be agreed with your Lecturer. The purpose is for you to find out about a product in the market, the policies, and practices in relation to the major themes of the module. For instance, the module will discuss product and branding strategies and so students will be expected to find out what the product in the market has as their major product and branding policies, strategies, and practices. You will then look for gaps in the current offerings and make a suggestion. This could include a better targeting and segmentation approach, a better positioning, a better communication approach, or better/more specific product features or quality.
Total Product Concept
Choosing the product selected for your group project, discuss the relative theory, and report about the total product concept.
1. Branding Discuss the concept of a brand, including its various elements. Discuss how the product is branded. For example, is this product branded as an individual product or as part of a large family brand, or both? What are the brand’s strengths and weaknesses in relation to competitive brands?
2. Positioning What is the target customer of the product? How is the product positioned in the marketplace? What are the differences in the positioning and what variables are being used to develop the position of this product related to competitive products?
3. Communication Discuss different marketing communication methods utilized for your product. Collect as much visual information as possible on the product and discuss each of these in detail. What communication response(s) are being sorted?
4. Develop a campaign, including promotion mix, appeals, key message, new product features for your product that would gain maximum attention. Discuss any other aspects of the marketing mix specific to your product
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