Reference no: EM132702123

Introduction: Market insights (based on available secondary data and primary data with convenient sampling) on needs for branded reusable containers which will be eco-friendly container.

Use (ShareWares) company ideas
Brand Audit:
1. A summary of exemplar brands in the domain (e.g., brands with a sustainability focus) and best practices.
2. Develop a brand identity and position for reusable container brand: takeout containers is the product we choose to work on
brand name : Green House
brand logo : Clover leaf (5) and a little explanation on why choose this as logo and colour of logo is green
brand colour : white (takeout container for meals should be white)
brand element, tagline, typography, images
3. Integrated Marketing Communication Plan:
Core target markets discussion: direct - brands/companies; indirect - general public, consumer awareness for pull strategy
An IMC to promote the new brand and its core product types to the target markets, digital strategy, social media campaign with sample creatives on takeout containers.
4. The Brand Identity Matrix:
i. value proposition: what are key offerings and how do we want them to appeal to customers and non-customers stakeholders?
ii. Relationships: what should be the nature of our relationship with key customers and non-customers stakeholders.
iii. Position: what is our intended position in market and in hearts and mind of key customers and non-customer stakeholder.
iv. Expression: what is unique or special about the way we communicate and express ourselves making it possible to recognize us at a distance.
v. Brand Core: what do we promise and what are the core values that sums up what our brand stands for.
vi. Personality: what combinations of human characteristics or qualities forms our corporate character.
vii. Mission and Vision: what engages us beyond the aim of making money (mission), what is our direction and inspiration (vision).
viii. Culture: what are our attitudes and how do we work and behave.
ix. Competences: what are we practically good at and what makes us better than the competition.
5. Segmentation Strategy:
i. Demographic
> Age/ Generation: 18-35 years
> Income: $18000 - $24000
> Occupation: college students and business man
> Ethnicity:
ii. Psychographic
> Activities:
> Interest:
> Lifestyle:
iii. Behavioral
> Usage:
> Use/purchase frequency:
iv. Geographic : METRO VANCOUVER