Description: applied Project (2,000 words)
Description: applied Project (2,000 words)
Due: 31/08
This project focuses on the development of a digital branding strategy of a new innovative product such aspet food(alternatively, you can choose from the categoriesjuice,shower gelandtoilet paper) that will be considered as part of the specialty product category.
For example,pet foodhas been considered as a commodity with little differences between brands. However, the gap between pet food and human food has narrowed as pet owners value pet nutrition as highly as their own needs (https://www.petfoodindustry.com/articles/6232-pet-food-trends-industry-experts-forecast-for-2017).Pet owners think carefully about what they feed their animals and often seekfoods with preventative benefits(https://www.prnewswire.com/news-releases/5-trends-shaping-26-billion-pet-food-market-in-2018-and-beyond-300570983.html).
The pet food product category in Australia has seenan increase over the last few years with Australian pet owners spending over $3 billion on pet food a year(https://foodmag.com.au/pet-food-in-australia-not-quite-a-dogs-breakfast).In order to expand its pet food category and presence in Australia, companies like Hills Science Diet and Black Hawk are considering to introduce a new range of innovative pet food products (https://www.trendhunter.com/slideshow/healthy-pet-food). These specialty products are in sharp contrast to regular, staple items, which are usually sold in higher volumes. Specialty products are claimed to possess unique and novel characteristics and target a niche segment.
This project will assess students ability to research and develop a new specialty product range for eitherpet food,juice,shower gelandtoilet paperthat maximises a companys brand equity.
Peer evaluations
The mark assigned to the team for the report is the mark given to every individual in that team, unless it is made clear that the team believes the distribution of work was substantially uneven. To aid in this assessment, each team member will be required to make a confidential peer assessment of their own contribution and that of his/her colleagues to the teams work. A students mark for this assessment item may be adjusted or modified if it is clear from such peer assessment that his/her contribution was below team norm. The peer assessment evaluation forms will be available online via SPARK online system, and have to be submitted in the last week of semester.
Note:Please note that the mark on the sheet is based on the report submitted by the team and may not represent the actual contribution of individual team members.
Details:
A company of your choice (from the categories listed above) is considering to launch a new range of innovative products in the Australian market. The core emphasis of this assessment is to develop a digital brand strategy (Chapters 4-8; Keller 2019) for the new product range (Chapter 13; Keller 2019).
While the products are considered an essential part of consumer shopping, your chosen company is now interested in marketing a medium to high-priced, specialty, innovative product range.Your team is to design the digital brand strategy for the new product range. You will undertake secondary research, which includes netnographies regarding 1) consumers use of product category, 2) their perceptions of the product category, 3) consumers perceptions regarding expected/required benefits of of using this product category, and 4) challenges of branding this product category. This analysis is used to detect the basic mood, attitudes or emotions of current and potential consumers to existing and new products.
The key component of your report is the development of a brand strategy for your new product range, which should be based on your research findings.
Your report should have the following components:
1. Introduction (~100 words) The introduction should highlight the main purpose of your report. Further, it should guide the reader/examine on the structure of your report.
2. Description of target market (~250 words)
3. New brand strategy with focus on digital (this is the focus of your assignment) (~1400 words)
a. Description and justification of brand elements of the new product range.
b. Description and justification of relating marketing mix elements.
c. Highlighting of secondary brand associations.
d. Digital execution of brand strategy
4.Conclusion (~250 words)
5.References.
6. Appendix: Secondary research
a. Undertake netnographies on 1) consumers use of product category, 2) their perceptions of the product category, 3) consumer perceptions regarding expected/required benefits of using this product category, and 4) challenges of branding this product category. (Attach netnography summaries and results in the appendix).
b. Provide analysis and findings(A netnography is a written account resulting from fieldwork studying cultures and communities that emerge from on-line, computer mediated or internet-based communications. It observes general guidelines and traditions of ethnography).
Details Digital PosterPresentation of developed brand strategies is done via a digital poster. The digital poster has to demonstrate the new developed digital brand strategy including brand strategy elements, secondary brand associations within the overall marketing strategy and its digital execution.While designing the digital poster, teams must remember to focus on:
* Graphics and colour.
* Placement of the brand elements.
* Information provided.
* Visual appeal, concisely communicating the identified brand strategy elements.
