What are the Perceived Promotional Strategies being Employed by the Chosen Brands?

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  • Segmentation
  • Competition
  • Placement

 

SKU: Repo876311

This is an individual assignment to develop practical research, critical thinking, reasoning and evaluation skills. This piece of assessment covers theory and practical applications presented in a professional format that reflects a postgraduate level of information delivery, writing and understanding.

Purpose: You will be given a selected product category from the list below by the convenor for which your marketing mix project will be based on. You will only evaluate one of the following topics.

Who and what you choose in reference to your allocated topic/category is up to you. It may be of benefit to run your idea/brands via the course convenor.

  • Pizza (e.g., Dominos versus Eagle Boys)
  • Motor vehicles (e.g., Ford versus Toyota)
  • Beer (e.g., Pure Blonde versus a craft beer)
  • Wine (e.g., Brown Brothers versus Penfolds)
  • Coffee (e.g., Zarraffas versus Coffee Club [service] or Nescafe versus Maccona [good])
  • Mobile Phones (e.g., Virgin versus VodaPhone)
  • Airlines (e.g., Tiger Air versus Jet Star)
Tip: when choosing the two brands within the same category, it may be advantageous to choose two brands which display dissimilarities so that you can clearly evaluate each against one another.

 

1.Introduction: The introduction should clearly state the following:

  • What industry does the brand/product belong;
  • Provide some briefing about the industry (i.e., statistics etc.); and
  • What two brands are the focus of your evaluation;
  • Any other relevant information (only if needed).

 

 2.Segmentation:

  • Define what Segmentation is?
  • Describe the attributes relevant to the theory of segmentation;
  • Why is segmentation important?
  • What are the perceived segments relevant to the two brands chosen?
  • Provide evidence to support your claims i.e. give examples relevant to the brands under investigation.

 

3.Competition:

  • What is competition? (direct and indirect competition) and why is it important?
  • What is the perceived competition relevant to the two brands chosen?
  • Provide evidence to support your claims i.e. give examples relevant to the brands under investigation.
  • Are there different competitive strategies being used by the two brands? Which and why?

The next section requires a mix of theory and practice/s to compare and contrast across the four marketing mix elements of Product, Price, Promotion and Placement.

 

4.Product or Service (Note: if you are basing your evaluation on a product, address the product questions; however if you are doing service, address the service related questions).

Product/good:

  • Define what is a ‘product’ and ‘brand’?
  • Describe the attributes of products/brands?
  • Why are products/brands important within a particular industry/category?
  • What are the brands, sub-brands, model names within this industry (you may want to place this in tabular format)
  • Provide evidence to support your claims
  • After each practice is covered for each brand, please indicate which brand is best and why.

Service:

  • Define what a service is?
  • What are the unique attributes which are incumbent within services?
  • Why are services important?
  • What are the perceived service strategies being employed? Are there different strategies for different brands?
  • Provide evidence to support your claims
  • After each practice is covered for each brand, please indicate which brand is best and why.

 

5.Price:

  • What is price?
  • What are the different pricing strategies used?
  • Why are pricing strategies important?
  • What are the pricing strategies adopted by the two chosen brands?
  • Provide evidence to support your claims.
  • After each practice is covered for each brand, please indicate which brand is best and why.

 

6.Promotion:

  • What is promotion?
  • What are the attributes of promotion?
  • Why is promotion important for brands?
  • What are the perceived promotional strategies being employed by the chosen brands? Do these differ to other brands in the market place? How and why?
  • Provide evidence to support your claims.
  • After each practice is covered for each brand, please indicate which brand is best and why.

 

7.Placement:

  • What is place?
  • What are the different attributes of place?
  • Why is place important?
  • Where is your product/service placed in the marketplace?
  • Provide evidence to support your claims.
  • After each practice is covered for each brand, please indicate which brand is best and why.

 

8.Summation:

  • Evaluate the overall marketing strategy employed by each brand. Which brand is best and why?
  • Provide any relevant recommendations for the future direction of each brand based upon the section listed above.

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