Unit Title :- Marketing Brand Analysis Report
Assessment Type :- Assignment
Word/time limit :- 1500 words (+/- 10%)
Companies are always trying to stay up to date with what is going on in the market and the strategies of their competitors. You will conduct a marketing intelligence exercise. You will analyse one brand from one of the following categories.
Marketing Brand Analysis Report Assignment
C1112 Poultry Processing in Australia—refer to the IBIS World Industry Report
C1131 Milk and Cream Processing in Australia—refer to the IBIS World Industry Report
C1133A Cheese Manufacturing in Australia—refer to the IBIS World Industry Report
C1162 Cereal Pasta and Baking Mix Manufacturing in Australia—refer to the IBIS World Industry Report
C1173 Biscuit Manufacturing in Australia—refer to the IBIS World Industry Report
Marketing Brand Analysis Report Assignment
Some companies own more than one brand in the same category with different brands targeting different consumer segments you should only select one of these brands for example Maybelline and Lancôme are both owned by L’Oréal but they target completely different segments and so have different brand identities)
Marketing Brand Analysis Report Assignment
You will analyse your selected brand and write a report which contains the following.
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 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 Product you need to analyse the three levels of product core product or essence actual product and augmented product.
1- An analysis of at least one micro and one macro environmental factor that currently has the largest impact for your brand in Australia.
a) Micro environment > SIP-CCC: Identify at least one key supplier and/or at least one intermediary (retailer, distributor or wholesaler) of importance to your brand:
i. Describe them and outline the role they play in relation to your brand.
ii. Identify the key risks if the relationship between your brand and this player should break down.
iii. Identify a way this player could be used to provide your brand with an additional opportunity.
a) Macro environment > DENT-PC: Identify one macro factor where trends will impact your brand:
i. 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
2- A positioning map for your brand in Australia, comparing prominent brands in the category on characteristics important to the consumers. This should be based on an objective measure of the competing brand’s characteristics, such as price, caffeine or sugar content.
3- A persona of the ideal target consumer segment for your brand in Australia. A persona is a fictional character who represents a consumer segment 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 any 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. For example you might present your persona as follows:
Marketing Brand Analysis Report Assignment
o demographic characteristics, such as gender age income life cycle stage occupation place of residence any thing else relevant
o a picture that represents the persona
o the consumer’s motivations frustrations and life goals such as what benefit does the consumer want from buying and using the product?
o the consumer’s motivations for using products in your category the problem they are wishing to solve and/or the need they are trying to satisfy
o the consumer’s frustrations with the choice of products currently in the market e.g. no low price no-caffeine coffee no brands with fair trade or sustainably produced ingredients etc.
o their criteria for choice amongst competing brands (refer to the Consumer Decision Making Process, CDMP)
o their life goals that are relevant to the product category such as ‘be healthy have a happy and loving family’ be wealthy’.
Marketing Brand Analysis Report Assignment
4- 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 CDMP frame work to guide your work in this section.
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