Assignment:
Research Background
Research the selected brand using both its Web site and articles in the AIU Library's full-text databases, and address the following: Brand is going to be Icy Hot with Shaquille O'Neal
What does the brand mean in today's market?
How has it evolved over time?
What is the target market(s) for the brand? Has that changed from the past?
How is the competition positioned?
This section of the assignment requires the use of articles from the AIU Library's full-text databases. Articles are found in periodicals. These are not to be confused with eBooks or reference books. The most popular databases in marketing are: ABI Inform Global, Academic Search Premier, and Business Source Premier. This section of the paper should be at least 2 pages in length.
PART 2: Application
Marketing is not all serious research involving scholarly, statistical, and practitioner resources; it is also about trends, buzz, and pop culture of the day. Actors, models, musicians, athletes, and reality stars of the moment are hounded by the press. Their lives unfold in the media, and many are seen wearing, carrying, eating, or driving a particular brand. For this section, you may research the following in any media outlet:
What celebrities endorse your brand? Why are they a good fit? To what target market do they connect?
What other famous characters could be connected to your brand? Explain why.
What about the competition? What kind of endorsers do they use?
This section of the paper should be at least 2 pages in length.
Your report must include a reference list. Your assignment should contain an abstract page, and a reference page in addition to the body. The body of the paper should be 4-5 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 7-8 pages in length.
Here is the way I would like it to be written please. The brand is going to be Icy Hot with Shaquille O'Neal.
Abstract
Introduction
Remember to always indent the first line of a paragraph (use the tab key). The introduction should be short (2-3 sentences).
The brand in today's market
The brand's evolution
The brand's target market: today and yesterday
Positioning of competitors
Other possible endorsers for the brand
The competitors' endorsers
Conclusion
Last page References