Brand and product management

1 HEP: HEP: NSW5028/CRICOS Provider Code NSW00246M MKT304A Individual Case Study Assessment 3 Brief T3 2015

Assessment Brief

Program Bachelor of Business

Subject code MKT304A

Subject name Brand and Product Management

Assessment title Assessment 3 - Case Study Analysis

Group or individual assessment Individual

Length 2500 words (+/-10%)

Learning outcomes addressed

This assessments addresses the following learning outcomes:

a) Analyse the role of brand and product strategy in the organisation.

b) Identify problems and questions in relation to contemporary brand and product management.

c) Discuss the issues and challenges businesses face in successfully

d) Assess the marketplace in terms of the consumer, competitors, trends and organisational objectives.

f) Evaluate brand and product performance through the application of relevant key performance indicators and other metrics.

Submission date 11:55pm Friday of Week 11

Total marks 100 Marks

Weighting 40%

Results

2 HEP: HEP: NSW5028/CRICOS Provider Code NSW00246M MKT304A Individual Case Study Assessment 3 Brief T3 2015

Assessment Brief:

Section 1

The Brand Report Card Report by Kevin Lane Keller.

Available here: https://hbr.org/2000/01/the-brand-report-card

Please read.

Section 2

Using the information in the Brand Report Card by Kevin Lane Keller and the theory you gained during this trimester please select a brand from the list and answer the following 10 questions. Each question is worth 10 marks.

Brand Selection

Qantas

McDonalds

Pepsi

Boost Juice

Myers

Questions

1. How does the brand excel at delivering the benefits customers truly desire?

2. How does the brand stay relevant?

3. How is the pricing strategy based on the consumers’ perception of value?

4. Is the brand positioned properly?

5. Is the brand consistent with their marketing program?

6. Does the brand portfolio and hierarchy make sense?

3 HEP: HEP: NSW5028/CRICOS Provider Code NSW00246M MKT304A Individual Case Study Assessment 3 Brief T3 2015

7. Does the brand make use and co-ordinates a full repertoire of marketing activities to build brand equity?

8. Do you believe the brand understand what it means to the consumers eg “who am I?

9. Do you believe the company who owns the brand or the brand itself offers proper ongoing marketing programs to support the brand?

10. In your opinion do you see evidence that the brand monitor’s its sources of brand equity?

Marking criteria

Excellent

10-9 Good 8-7

Average 6-5

Not adequate 4-3

Poor 2-0

Each of the 10 questions are worth 10 marks

Clear information provided, well

answered, shows strong evidence of

independent thought used supported by

relevant examples

Good information provided,

shows some independent thought and examples

Basic information provided,

small independent

thought

Lacking in information

and independent thought but

some information

provided

Not enough information

provided

Total points /100 points