Brand Management Exercises:
Each Exercise is separate, so they should each be a separate page. Please list references as well. Each exercise should address criteria 1-4 as well as the corresponding requirements in each subsection. Company: Pepsi and Coca-Cola
- Select two different brands in the same product category marketed to the individual consumer. The brands could be a tangible good, (e.g. razor blades, soft drinks, computers etc.) or a service (e.g. insurance, banks etc.). No alcohol or tobacco products please.
- Make sure the brands are comparably similar. For example, if we were going to use the automobile market as a category, you can compare Ford to General Motors (both automobile manufacturers). You can compare a Jaguar to a Lexus (both luxury automobile brands). You would not compare Advil to Tylenol for children (two different products & markets). Advil could be compared to Aleve. Both are adult pain relievers.
- Base your analysis on the following – identify the customer, brand equity, brand elements, brand positioning, brand portfolio; targeting, segmentation and marketing mix.
- Identify which brand you feel is more effective and support the reasons for your decision based on branding principles. You will create a running report with response to instructor feedback from the previous Unit. Instructions: In this assignment, you will select two brands:
Exercise 1
- Segmentation
- Targeting
- The marketing mix
Exercise 2:
- How they are building the brand?
- How are they maintaining the brand?
- How are they measuring the strength of the brand?
Exercise 3
- Discussion on which brand you feel is more effective.
- Support the reasons for your decision based on branding principles.
