MKT5200IndividualAssignment21.docxMKT 5200 Principles of Marketing
ASSESSMENT AND PROJECT BRIEF
Word count:2500 words
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. Considering your 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 and characteristics
· Visual design and Aesthetics of the brand
· Marketing mix & product offer
· Marketing communication activities
· Retail environment (if appropriate)
· Service experience (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 sources used.
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 text books.
Action:
GANT chart of activities
Estimated budget
Control:
Evaluation of success
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GUIDANCE ON STRUCTURE: Below is suggested structure and content that you are expected to use for your Plan.
Title Sheet Course title and year Your name Title of your Business Plan indicating your brand name
Executive Summary Usually written last 200-250 words (excluding from report word count) on one page A short summary of report including the main features, as well as conclusions & recommendations
Contents Page Shows each section of the report and the page number on which it starts List of tables/illustrations (if any) indicating all numbered tables (or charts, graphs, etc.) / illustrations and their respective pages in the report NB: Page one comes immediately after the contents page or the list of tables/illustrations
Each section and sub-section is numbered, e.g. I. Introduction 1.1 1.2
SOSTAC Main body of the report, formatted in a logical way. Your report should not simply be subjective, but will need to clearly demonstrate your understanding of relevant theory as taught and contained in the reading list text books. May include diagrams, graphs and flow charts to help to convey your information concisely.
Appendices Appendices should contain material/documents referred to in the main body of the report They should be cross-referenced
Pages in the appendices do not need to be numbered, but each appendix should have a reference number, e.g. Appendix One Refer the reader to the appropriate appendix by its reference number For example, ‘Research by Mintel (see Appendix Three) shows that…’
References Include all cited publication in the text. Should follow Harvard referencing
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