MKT10009 Marketing and the Consumer Experience :Analytical Report

Part a. Individual Brand Report.

In Assignment 2 you will work alone to analyse one brand within the product category chosen by your Group. Companies are always trying to stay up to date with what is going on in the market, and the strategies of their competitors. Assignment 2 is where you conduct this “marketing intelligence” exercise. Then, in Assignment 3, you will work with your fellow Group members to compare and contrast the brands that you and your fellow Group members analysed in Assignment 2.

  Choosing your Brand and Product category

As soon as the group is formed you will go to Canvas > MKT10009 > Assignments > Assignment 2 and:

1. Choose one of the IBISWorld industry reports.  
2. EACH GROUP MEMBER then chooses ONE of the RETAIL brands from the table (NOT the Corporate owner/brand). Do NOT CHOOSE the SAME BRAND as another Group member. 
3. Coordinate with your groupmates to choose brands that target as many different consumers as possible.For  example, if one person chooses a brand that is targeting young consumers, then another could study a brand targeting more mature consumers.

   You will coordinate with your Group, but each member will work on their respective brand individually.

Further industry information is available from the Library > Search > Subject Guides > Login to Canvas > Business & Law >          Marketing & Advertising > Other Sources – Euromonitor Passport, Factiva, and Marketline in addition to IBISWorld.

Report content

The brand report must contain:

1. A summary of the brand with relevant background information of its presence in Australia.This may include (but not limited to) 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, brand positioning) that the brand (or its parent company) has in the product category that you have chosen. You should also present an overview analysis of the *Marketing Mix (“the 4Ps”), plus for “P” for Product you need to analyse the Three Levels – Core/Essence, Actual and Augmented. See Week 6 and Week 1 - Franz Schrepf explains the 4Ps and the 4Cs.
2. Anapplication of the Three Levels Theory – (Core/Essence, Actual and Augmented) of your product See Week 6.
3. An analysis of at least one macro and two micro environmentalfactors using the SIP-CCC & DENT-PC framework. (See Week 3) Choose factors that currently have the largest impact for your brand in Australia. For each factor, you will need to:
   1. Describethem and outline the role they play in relation to your brand
   2. Identifytrends in this factor that either represent a risk or opportunity for your brand.

Micro environment > SIP-CCC - Identify One Supplier AND One Intermediary (retailer, distributor or wholesaler – NOT Competitor or Customer) of importance to your brand: -

• Describe them and outline the role they play in relation to your brand.
  • Identify the key risks if the relationship between your brand and this Supplier or Intermediary broke down.
  • Identify a way this Supplier or Intermediary could be used to provide your brand with an additional opportunity.

Macro environment > DENT-PC – Identify at least one macro factor where trends will impact your brand: -

• 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.

1. A ‘persona’ of the ideal target consumer segment for your brand in Australia. A persona is a fictionalcharacter who represents a consumer segment (see Week 4) 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 best represent that segment. In addition, the persona should also list:
   1. Theconsumer’s motivations for using products in your category, what benefit does the consumer want from buying and using the product? What problem are they wishing to solve? What need are they are trying to satisfy?
   2. Theirfrustrations with the products currently on offer – for example, no low price no-caffeine coffee, no brands with fair trade or sustainably-produced ingredients, etc.

• theircriteria for choice amongst competing brands, and (See Week 2 Online Study - Consumer Decision Making Process Stage 3 and Class Activities regarding criteria, cut-offs and so on.)

1. Lifegoals that are relevant to the product category. Things such as “be healthy”, “have a happy and loving family”, “be wealthy”. 

Your persona needs to be supported by evidence and should not just be a product of your imagination. Complete a Table like the one below.  

1. You must also accompany your persona with an explanation of how the brand is triggering need recognition for that brand (See Week 2). Study the brand’s packaging and marketing communications and answer the question “What is the brand doing to make the persona want this product?”.