The Brand Strategy, Commercial Realty, Consumer Behavior & Brand Performance Metrics (BPMs), Mintel Report Writing - Management Assignment Help

Assignment Task -                 
 

Assignment

This assignment asks you to establish the commercial reality about your brand, and particularly about the underlying consumer behavior that is driving brand performance metrics (BPMs). It asks you to be the client in order to answer two questions: 
1-Where are we now? 
2-Where do we want to be? 
The answers to these questions will help you to understand a bit more about your brand performance and determine a role that advertising can play in delivering your objectives. The reason is that the research and analysis you undertake to answer these questions should define some fundamental barriers that the brand could break down by using advertising.  More detail will be added to this by the agency Account Planners (you, later, in assignment  2) when they work out exactly how to break down those barriers. 
In this first assignment, frameworks like SOSTAC or Chris Fill’s MCPF (see Lecture 2) are useful to structure your assignment, to define what you think the barriers actually are. You will describe the brand’s strategic fit and define your realistic aspirations for growth.  

What you will need to do this: get the facts. 
1.Watch Mark Ritson presenting the background to the Lidl advertising strategy 
In the first half from 0.00 to 4.52, he summarises the context for what turned into their advertising strategy. Stop the video at 4.52 and think about HOW he presented that story  as the strands of an argument. In essence, this is an example of your first assignment.  Then watch the rest to see how it all fits together. 
2.Use the latest Mintel Reports to understand the category your brand competes in: what is changing? What is new? Who is advertising? How much did they spend? Try and find examples of competitor advertising. Watch the Mintel training videos. 
3.You also have a set of Kantar Worldpanel panel data tabulated at the brand level, and a  second table showing the duplication of purchase analysis for the category.  - How is your brand currently performing?  
 What role is your band playing in the repertoire of its consumers? 
Using the tables, describe the competitive structure of the category and evaluate your brand’s competitive position. Are category and brand performance unusual in your opinion? What does this tell you about the current position? What barriers to growth do you see? 
4.Get to know your brand. Go to an online grocery retailer’s website and look at the brand in context, the way the consumer sees it. Key features to note are: • 

5-Can you get a sense of how people choose? If you are in store, do they make a big effort or rush by sweeping up the first thing they see? What can you learn by summarising findings as quantitative data (the table) and qualitatively (your impressions of how people buy the category and the brand)? Make links with the Brand  Management module you are studying. What does Keller’s Consumer Based Brand  Equity pyramid tell you (Keller et al., also in this reading list) about points of parity and points of difference? What does this mean for communications? 

6-What you will need to do then: synthesize! Where are we now?

7-What you will need to do next: set objectives and sell them! Where do we want to be? 
 

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