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Critically analyse the marketing of a selected brand

Assignment Help Marketing Management
Reference no: EM132217427 , Length: 3000 Words

Brief

For your individual assessment you are required to critically analyse the marketing of a selected brand or category (defined as '... a class or division of people or things regarded as having particular shared characteristics'), in at least two different markets (countries or regions).

Your analysis should make appropriate use of the concepts that we have covered in the module and demonstrate application of models such as Hofstede's 'Cultural Dimensions', the marketing mix (4Ps or extended marketing mix, 7Ps), branding tools (such as the brand onion') and relevant STP (segmentation, targeting, positioning) tools.

For example, you might choose to analyse FMCG toiletry brands such as 'Dove' or 'Nivea' (for women) or 'Axe' ('Lynx' in the UK) or 'Gillette' (for men) or luxury brands such as Gucci and Armani (though see comments below about the dangers of analysing a corporate brand) by analysing their brand positioning, their global marketing strategy (adaptation v standardisation), and differences in the way these brands are communicated in the countries that you choose for analysis, through the application of appropriate cultural theories.

It should be written as a report
- A cover page
- An executive summary
- A table of contents
- Main body text
- References and Bibliography
- Appendicies

2000 - 2500 words

Application of the marketing ideas and concepts covered in the course.
- STP
- Branding
- Marketing strategy
- International marketing
- Cultural awareness
Creativity
Critical analysis

The approach
Select a brand - it can be from any sector (FMCG / Luxury / Automobile ...)
Complete a ‘brand analysis'
- Brand history / heritage
- Brand statement.
- Brand positioning. Who are the competitors? How is the brand positioned (perceptual)? What is the brand image? What is the reputation? Who are the customers? How is the marketing mix used in the branding process?
Select two countries where the brand is marketed.
Analyse the differences in the way the brand is marketed in the two countries.
Applying appropriate theories (Hofstede / Hall / Trompenaars) compare and contrast the differences
- with particular reference to the marketing
communications (advertisements / print / digital).

How you might structure your report
Introduction (250 - 500 words)
- Which brand have you selected? Describe the sector: (Confectionery? Toiletry? Automobile? Fashion? Electronics?)
- Situation analysis for your brand: What are the major issues and the industry drivers? Who are the competitors?
How is the brand positioned in the market? What is the history / heritage? How has the brand changed / evolved?
Brand analysis (500 - 750 words)
- What are the features / values / essence of the brand? Introduce concepts such as the ‘brand onion'
- How does it communicate these values? How does it apply the marketing mix (4Ps / 7Ps) in the branding process?

International branding and brand management (500 - 750 words)
- How is the brand managed internationally? Analyse the international branding strategy (Global brand? Regional brand?)
- How is the brand communicated in two different countries? Select two countries - ideally where the brand is sold in both.
- Apply appropriate theories (Hofstede / Hall / Trompenaars) compare and contrast the differences.
Conclusions and Recommendations (250 - 500 words)
Reflect on your findings.

Reference no: EM132217427

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Reviews

len2217427

1/17/2019 1:55:33 AM

Your report should be: Single sided word processed Adequate left margin for binding Font should by Times New Roman or Arial (point 10 or 12) Line spacing should be 1.5 or double Written in the 3rd person (avoid "I", "you" etc) Written in an academic style (avoid journalistic/sales type of speech/slogans/slang etc) Written with enough clarity that someone OTHER than the marker will be able to follow the work you have done Spell checked & grammar checked Proof read Pages should be numbered

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