MMK280 – Brand Management
T3, 2018
Assignment 1 – Brand Audit and Sustainable (long term) Strategic Brand Development – Da
ell Lea Confectionery
DUE DATE AND TIME: Week 10, Thursday 24 January, XXXXXXXXXX:00pm) Melbourne Time
GROUP ASSIGNMENT : Group of 2 or 3 – preferably from the same seminar but not mandatory. Cross campus groups are permitted.
WORD LIMIT: Up to 3500 words
PERCENTAGE OF FINAL GRADE: 40%
HURDLE DETAILS: Not applicable
Learning Outcome Details
Unit Learning Outcome (ULO)
Graduate Learning Outcome (GLO)
ULO 1: Analyse, adapt and apply fundamental marketing and
and theories and frameworks to different contexts.
GLO1: Discipline-specific knowledge and capabilities
ULO 2: Understand and reflect on how
and theories and frameworks can be developed and effectively leveraged to improve business and/or personal outcomes.
GLO1: Discipline-specific knowledge and capabilities
GLO6: Self-management
GLO8: Global citizenship
ULO 3: Develop and communicate a na
ative for an organisation that builds on
and research and conveys effective strategic outcomes.
GLO1: Discipline-specific knowledge and capabilities
GLO2: Communication
ULO 4: Understand the strategic importance and sustainability of
anding in different environments and contexts.
GLO8: Global citizenship
ASSESSMENT FEEDBACK
Students who submit their work by the due date will receive their marks and feedback on CloudDeakin prior to the examination.
DETAILED ASSIGNMENT INSTRUCTION
The major focal assessment task of the unit is the
and project. To complete this project, you are essentially undertaking a ‘
and audit’. A
and audit is a comprehensive examination of a
and involving activities to assess the health of the
and, uncover its sources of
and equity and suggest ways to improve and leverage that equity. Specifically, the
and audit consists of two activities: Brand Inventory and Brand Exploratory.
The purpose of the
and inventory is to provide a complete, up-‐to-‐date profile of Da
ell Lea Confectionery and how they are marketed and
anded. The relevant Da
ell Lea Confectionery
and elements must be identified and evaluated, as well as the supporting marketing program. This information should be summarised both visually and ve
ally (Try to relate various theories and concepts of
ands and
ands management to conduct your Brand Inventory)
The
and exploratory section is all about what the consumers think of the
and. This is a research activity designed to identify potential sources of
and equity (using the CBBE model). Limit your group’s insight and reflections on the
and exploratory part of the project to secondary sources of information only. You are not required to conduct primary surveys of consumers for the
and exploratory section. However, you are required to design two questions for a survey which measure
and equity and
and personality. It essential that you apply and evaluate each component of the CBBE framework and other relevant theories, concepts. The ultimate aim is to assess its sources of
and equity and suggest ways to improve and leverage that
and equity in the future.
This trimester, the focal
and is:
· Da
ell Lea Confectionery
The objective of the project is to:
· To raise
and awareness and increase
and equity for Da
ell Lea Confectionery
· To reinvigorate the
and to ensure long term sustainability of the
and and its
and equity
Please paste the following table on the title page of your assignment
* 100% is the highest contribution. All members of the group must agree to the % allocation
First name and Surname
Student Id
Sections contributed to and completed including editing
% Effort contributed – the base is 100*
e.g., John Smith
XXXXXXXXXX
Market situation,
and inventory, recommendations. All members provided feedback throughout.
100
Page XXXXXXXXXXprovides an example of a Brand Audit for Rolex watches – this may give you an insight into how to write a
and audit. However, please follow the structure outlined below and in the ru
ics, as additional information is required.
Please note, all relevant graphs, tables and images must be in the body of the case study report NOT in an Appendices – this is standard business practice.
Approximate word count is provided but this is a guideline only. The percentage allocation and word count is based on the complexity of the section.
Report Structure
#
Topic
Explanation
Percentage Mark
Word count is an approximate only
1
Introduction
1.1. Brand Background
1.2. Brand Vision
Provide a
ief introduction to Da
ell Lea Confectionery. Discuss the
and’s origin, history, and cu
ent organisational structure.
Outline Da
ell Lea’s vision, goals and objectives
5%
(approx. 200 words)
2
Market Situation
2.1. Market Description (this is the external market not the target market)
2.2. Competitive Situation
Analyse the market/industry by using key statistics like size and growth of the market, industry trends, any macro factors in the PESTEL (Political, Economic, Social, Technological, Environmental and Legal) environment which may have an impact on the industry (only address relevant factors)
Identify the key competitors of Da
ell Lea Confectionery – (you must clearly identify the frame of reference)
10%
(approx. 650 words)*
3
Brand Inventory
3.1. Brand name
3.2. Logo
3.3. Slogan (only include
and inventory which is relevant to the organisation)
Evaluate the
and elements such as
and name, logo, slogan, character, jingles etc. (only assess those
and elements that are relevant to Da
ell Lea Confectionery)
What does each of these
and elements intend to convey to the target market? In your response, comment on the extent to which these
and elements are designed to appeal to the target market.
10%
(approx. 300 words)
4
Target Market and Positioning Strategy
4.1. Description of the Target Markets
4.2. Point of Parity
4.3. Point of Difference
4.4. Brand Mantra
Describe the cu
ent target market of Da
ell Lea Confectionery (an assumption is fine), its segmentation variables
ases taking into consideration the target market potential.
What are the key points of parity and points of difference? Include a perceptual map of your
and versus its key competitors - placing each of these
ands on a two dimensional perceptual map of key attributes or benefits.
Develop the company’s
and mantra?
10%
(approx. 250 words)
5
Marketing Mix
5.1. Product
5.2. Price
5.3. Place/Logistics
5.4. Promotion (IMC)
5.5. Competitor Analysis
Describe and evaluate the 4Ps which are cu
ently implemented by Da
ell Lea.
Provide a table comparing each of the 4Ps to key competitors’ strategies (this table is not included in the word count). Do not include Da
ell Lea in this table.
10%
(approx. 500 words)
6
Brand Exploration
6.1. Brand Identity
6.1.1. Brand Salience
6.2. Brand Meaning
6.2.1. Brand Performance
6.2.2. Brand Imagery
6.3. Brand Responses
6.3.1. Brand Judgements
6.3.2. Brand Feelings
6.4. Brand Relationship
6.4.1. Brand Resonance
Explore and critically evaluate the
and-building blocks established with existing
and elements and marketing programs. In your response also provide a summary of the key points using a graph of the CBBE framework.
20%
(approx.. 800 words)
7
SWOT Analysis
(This should be a summary of the previous sections)
Not included in the word count
In a SWOT Table, identify the key internal strengths and weaknesses of the
and and its marketing programs that enhance/hinder
and building. Identify external opportunities that can be leveraged and threats that need to be mitigated to improve
and’s positioning and market performance. Present a summary of the SWOT Analysis that presents a clear picture of the key factors that need to be considered and will feed into the recommendations that will be made in the next section
Please ensure you present the SWOT in a table format not in a na
ative.
5%
(not included in word count)
8
Sustainable (long term) Strategic Brand
Recommendations
What strategies do you recommend (including rationale):
· To raise
and awareness and increase
and equity for Da
ell Lea Confectionery
· To reinvigorate the
and to ensure long term sustainability of the
and and its
and equity
How would these new sustainable
and strategies create strong, positive and unique associations that will resonate with target market more effectively? Ensure your recommendations flow from the SWOT analysis.
15%
(approx. 700 words)
9
Evaluation
Briefly outline how you would measure the effectiveness/success of your strategic
and recommendations?
5%
(approx. 100 words)
10
Survey Questions
(not included in word count)
Develop survey questions to measure 1) Consumer-based Brand Equity and 2) Brand personality for the Da
ell Lea Confectionery
and. Please remember to base your questions on pre-existing items/scales (refer to Lecture 3). Please include the reference in your reference list.
5%
(not included in word count)
References
* No Appendices are required, all tables and graphs should be embedded in the body of the project
(not included in word count)
Please use the Harvard Style Referencing Harvard style of referencing
Use a variety of sources of information to write your report, including:
· Trade magazines and business publications
· Reference to company sources, including their products, marketing and education material (
ochures, advertisements, websites, etc.)
· News, reports and blogs on the chosen
and
· Government website such as Australian Bureau of Statistics website: www.abs.gov.au for key Australian demographic statistics
· Academic journal articles*, books, and practitioner journals
*You must cite at least 5 journal articles
Do NOT use Wikipedia, answers.com, tutor2 and other ‘personal opinion’ or social networking websites as references.
Do NOT contact the company to gain any cooperation from them.
5%
(not included in word count)
Group Agreement Content (this form is available in Cloud Deakin)
The group agreement is optional but submission is highly recommended based on previous trimesters.
Most employment requires cooperation with others, and almost all marketing positions require functioning as a part of a group. We use group assignments to teach skills to make groups function – we seek to instill good group working skills and attitudes among the graduates of this unit.
Your group leader is required to submit a group agreement on Cloud Deakin by Thursday 6 December @ 16:00 (4:00 PM) AEST. We will follow the agreement when mediating disputes. When there is no agreement, the tuto
unit chair will make a ruling – students will not have an input into this decision process – you have waived your opportunity for input by not submitting the agreement.
Following are some guidelines to forming and maintaining good group dynamics. This is the first step toward having a group that functions well.
1. Elect a leader – the leader should be the group ‘whip’ that coordinates the workflow. The leader ensures all members of the group meets deadlines, and to a standard expected. This person should possess charisma, have good organisation skills and