Reference no: EM132863932

MKT10007 Fundamentals of Marketing - Swinburne Business School

Assessment - Analytical Report

Purpose or Overview
• To develop understanding of marketing management tasks and of how marketing fits into other business functions within anorganisation
• Use research information and apply marketing concepts to propose ethical, creative solutions

Detailed Assignment instructions

Assignment Overview
For Assignments 2 and 3 you will form a Group of 3 or 4 people. This document explains Assignment 2 - your Individual report. Assignment 3, which follows, is a Group assignment, where the Group will work together using the Group members' Assignment 2 information.

First, as a group you will decide on what industry and product category you would like to focus

Part a. Individual Brand Report.

In Assignment 2 you will work alone to analyse one brand within the product category chosen by your Group. Companies are always trying to stay up to date with what is going on in the market, and the strategies of their competitors. Assignment 2 is where you conduct this "marketing intelligence" exercise. Then, in Assignment 3, you will work with your fellow Group members to compare and contrast the brands that you and your fellow Group members analysed in Assignment 2.

In Week 3, as a Group, you will choose one from the following product categories available on Canvas under the Assignment 2 tab. (Your Group must choose a specific product category and the choose brands that directly compete with one another. For example within the Pasta, Cereal and Baking Mix industry you must choose one of the categories, such as "baking mix" and then a specific product category such as "cake mix" or "biscuit mix". Then the Group will then decide which brand within that product category each individual group member will analyse for their Assignment 2.

IBISWorld industry reports for the above industries are available on Canvas >Assignments >Assignment 2. Further industry information is available from the Library > Search > Subject Guides > Login to Canvas > Business & Law > Marketing & Advertising > Other Sources - Euromonitor Passport,Factiva, and Marketline in addition to IBISWorld.

Choosing your brand: - You are analysing the brand, not the company.

- Each Group member will choose a separate brand within the same product category. Some companies own more than one brand in the same category, with different brands targeting different consumer segments. Preferably, choose brands owned by different companies. However you can choose brands offered by the same company if they are aimed at entirely different consumer segments (for example, Maybelline and Lancome are both owned by L'Oréal, but they target completely different segments, and so have different brand identities).
- Coordinate with your groupmates to choose brands that target as many different segments as possible. For example, if one person chooses a perfume brand that is low-end and targets adolescent males, then another could do a high-end perfume brand targeting mature males.
Fig 1. A company may have multiple brands in multiple categories, as this OXFAM 2012 report shows. From: You will coordinate with your team, but each will work on their respective brand individually. The brand report must contain:

a. A summary of the brand with relevant background information of its presence in Australia. This may include things such as the brand's history in Australia, market size, recent performance trends, and other relevant marketing information. The analysis should also include a display of all relevant offerings (sub-brands, product lines, variants,brand positioning) that the brand (or its parent company) has in the product category that you have chosen. You should also present an analysis of the *Marketing Mix ("the 4Ps") for your brand, plus for "P" for Productyou need to analyse the Three Levels - Core/Essence, Actual and Augmented.See Recorded Presentation 6 and Online Study-6- the first two videos are about Core (or "essence"). For *Marketing Mix analysis; the 4Ps - Lectures 6 to 9and also see Online Study-1 > Franz Schrepf explains the 4Ps and the 4Cs.

b. An analysis of at least one macro and one micro environmental factorthat currently has the largest impact for your brand in Australia. See Recorded Presentation 3 and Online Study-3.

Micro environment > SIP-CCC - Identify at least one key Supplier and/orat least one Intermediary (retailer, distributor or wholesaler) of importance to your brand:-
• Describe them and outline the role they play in relation to your brand.
• Identify the key risks if the relationship between your brand and this player broke down.
• Identify a way this player could be used to provide your brand with an additional opportunity.
Macro environment > DENT-PC - Identify at least one macro factor where trends will impact your brand:-
• Identify risks and opportunities that these trends present for your brand. The macro factor might contain several different trends. For example, the Demographic macro factor will include decreasing family size and shift in age-group as two separate trends.

c. A ‘persona' of the ideal target consumer segmentfor your brand in Australia. A persona is a fictional character who represents a consumer segment (see Recorded Presentation 4 and Online Study-4)who would be most attracted to your brand. Your persona must include the consumer's demographic characteristics (gender, age, income, Family Life Cycle stage etc.)and a picture of a person that represents that segment. In addition, the persona should also list the consumer's motivations for using products in your category, their frustrations with the products currently on offer, their criteria for choice amongst competing brands, and life goals that are relevant to the product category. Your persona needs to be supported by evidence, and should not just be a product of your imagination. Below are two examples of the variety of ways the persona could bepresented.
• demographic characteristics; such as gender, age, income, Life Cycle Stage, occupation, place of residence, anything else relevant
• a picture of a person
• the consumer's motivations, frustrations, and life goals. What benefit does the consumer want from buying and using the product?
• the consumer's motivations for using products in your category - such as the problem they are wishing to solve, the need they are trying to satisfy,
• their frustrations with the products currently in the market -- no low price no-caffeine coffee, no brands with fair trade or sustainably-produced ingredients, etc.
• their criteria for choice amongst competing brands, and (See Lecture 2 Stage 3 of the Consumer Decision Making Process and Online Study 2 regarding criteria, cut-offs and so on.)
• Life goals that are relevant to the product category. Things such as "be healthy", "have a happy and loving family", "be wealthy".

d. You must also accompany your persona with an explanation of how the brand is triggering need recognition for that consumer segment. In other words, you need to answer the question "what is the brand doing to make the persona want what the brand is offering?"Use Step 1 Trigger Need of the Consumer Decision Making Process (CDMP) framework(See Recorded Presentation 2 and Online Study-2)to guide your work in thissection.

Attachment:- Fundamentals of Marketing.rar