This assessment requires the analysis of a brand communication strategy in the Australian market for a specific company and brand. This analysis should enable an Australian-based firm to assess their...

WRITTEN ASSIGNMENT
Table of contents
Introduction    3
Market Opportunities/Threats    3
Consumer Needs & Trends Relating to Brand Communication Strategy    3
Analysis of Competitors' Brand Communication Strategies & Trends with a Focus on Digital    4
Market and Target Segments    4
CBBE framework    4
Assessment of Cu
ent Brand Communication Strategy    5
Marketing Mix Analysis    6
SWOT Analysis    6
Brand Equity Analysis    7
Customer Journey Analysis    7
Opportunities for a New Brand Communication Strategy    7
Conclusion    8
References    9
Introduction
This report analyzes the
and communication strategy of OMO in the Australian market for the laundry detergent category. The report aims to provide insights to Australian-based firms to assess opportunities and success rates for developing a new
and communication strategy, including digital. The report will begin with an overview of the market opportunities and threats in the laundry detergent category, highlighting changing consumer needs and trends. Next, the report will identify the target segments of OMO and assess its cu
ent positioning and value proposition. The report will then analyze OMO's competitors'
and communication strategies with a focus on digital. Finally, the report will provide recommendations for a new
and communication strategy that can capitalize on the identified opportunities while addressing the potential threats.
Market Opportunities/Threats
The laundry detergent market in Australia is highly competitive, with major players such as Procter & Gamble, Unilever, and Reckitt Benckiser dominating the market (da Costa Rocha et al., 2021). The market is mature, and the growth rate is low, making it difficult for new entrants to gain market share. However, there are still opportunities for growth in the market, such as expanding into niche segments or developing eco-friendly products. One of the significant trends in the laundry detergent category is the growing demand for eco-friendly products. Consumers are becoming increasingly aware of the impact of their actions on the environment and are willing to pay more for products that are environmentally sustainable (Chen, Wang & Lin, 2019). This trend is likely to continue in the future, and
ands that can position themselves as eco-friendly and sustainable are likely to gain market share. Another trend in the market is the growing focus on health and hygiene. Consumers are more concerned than ever about keeping their clothes clean and germ-free. Brands that can offer superior cleaning performance and highlight their hygiene benefits are likely to be successful in this market.
Consumer Needs & Trends Relating to Brand Communication Strategy
In terms of
and communication strategy, consumers are increasingly turning to digital platforms for product research and purchases. Social media has become a critical channel for building
and awareness and engaging with consumers. Furthermore, consumers are looking for
ands that align with their values, and they are more likely to be loyal to
ands that demonstrate social and environmental responsibility. Brands that can create engaging content that resonates with their target audience are likely to be successful on social media platforms (Aguiar & Steinhäuser., 2019). Additionally,
ands that can partner with influencers to promote their products are likely to gain market share. Influencers can help
ands reach a wider audience and build credibility with consumers.
Analysis of Competitors' Brand Communication Strategies & Trends with a Focus on Digital
OMO's major competitors, such as Tide and Persil, have em
aced digital marketing as a critical component of their
and communication strategy (Wu et al., 2022). These
ands use social media platforms to create engaging content and build relationships with consumers. Additionally, these
ands leverage influencers to promote their products and build
and awareness. Tide, for example, has partnered with TikTok to create engaging video content that resonates with its target audience. The
and has also created a strong presence on Instagram, where it shares user-generated content and highlights its sustainability initiatives. Persil has also em
aced digital marketing and has created engaging content on its website and social media channels. The
and has also partnered with influencers to promote its products and build
and awareness.
Market and Target Segments
OMO targets families with children, who are the primary users of laundry detergent (Tinashe, 2019). The
and's value proposition revolves around superior cleaning performance, and it positions itself as a reliable and trustworthy
and. OMO's pricing is in line with its major competitors, and the
and is widely available across retail channels.
CBBE framework
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