Assignment:
For this assessment, you will take on the role of an Independent Brand Consultant to identify and formalise a viable marketing proposal for a brand of your choice.
You then need to fully explore and research your chosen brand, then decide on a marketing campaign which will increase sales / increase customers.
Your report should be presented using SOSTAC.Consideringyour brand of choice, and the elements learnt throughout the unit, you will produce a professional report.
Situation analysis:
The brand audit must research your chosen brands current brand identity, sources of brand equity, all brand communication touch points and marketing activities and examine how these contribute to customer perception and consumers' experience. Please consider:
• A visual timeline illustrating key developments in products and brand identity over time
• Competitor analysis
• STP, Target consumer profile, visual &written
• USP: core values andcharacteristics
• Visual design and Aesthetics of the brand
• Marketing mix & productoffer
• Marketing communicationactivities
• Retailenvironment(if appropriate)
• Serviceexperience (if appropriate)
• Macro and micro research into economic, social and cultural trends through trend and market research data relevant to your brand and target market that identifies an opportunity for the brand extension or brand stretch
• SWOT
You must use brand models to support your research, and clearly identify the need for your marketing idea. Secondary research must be evidenced. Both qualitative and quantitative from databases (e.g. Mintel), trend prediction services (e.g. WGSN) must be used. Please identify and acknowledge all sourcesused.
Objectives:
SMART Objectives.
Strategy & Tactics:
The following should be considered, as appropriate:
• Brand
• Consumer
• Market
• Product
• Price
• Competition
• Place &Distribution / supply chain
• Retail
• Marketing communications
This section should not simply be subjective, but will need to clearly demonstrate your understanding of relevant management and branding theory as taught and contained in the reading list textbooks.
Action:
GANT chart of activities
Estimated budget
Control:
Evaluation of success
Word count:2500 words