Analyze markeing strategy in consumer psycology of resort such as Disney Land, universal and Chimelong

/in /by

Analyze markeing strategy in consumer psycology of resort such as Disney Land, universal and Chimelong

Demonstrate how your new product could be feasible, reach its intended demographic and what place it would have in the market

/in /by

Bringing a successful product or service to market requires a sound understanding of marketing theory & sales concepts.
Following feedback from the panel on your pitch they would like to see greater detail to assess how your product could be marketed & sold. Your marketing plan is an opportunity to demonstrate how your new sustainable/ethical service or product could be feasible & how it would be launched.

You are required to produce a 2,500 word-marketing plan based on the concepts presented to the panel in your previous assignment. The plan is an opportunity to demonstrate how your new product could be feasible, reach its intended demographic and what place it would have in the market. You should provide an overview of campaign planning to include timescales, budgets, segmentation and ethical considerations. Your audience are the panel members.

Please note:

1. This is an expansion of my last assignment order (Hybrid Aircraft from Airbus)

2. The plan is an opportunity to demonstrate how your new product could be feasible, reach its intended demographic and what place it would have in the market

3. You should provide an overview of campaign planning to include timescales, budgets, segmentation and ethical considerations. Your audience are the panel members.

Give a full analysed, well explained and evaluated pestle analysis on the e sports industry in the U.K..

/in /by

Give a full analysed, well explained and evaluated pestle analysis on the e sports industry in the U.K.. after the pestle analysis are done research on a business called TEAM OCUPPOLA which includes secondary data on Competitors, market size, share and structure, target market, trends, external influences.

What can be done to create a ‘buzz’ and excitement around the brand?

/in /by

This individual assignment – to provide a Brand Strategy & Plan for Orchard Pig in order to compete effectively in its respective market is worth 60% of the final mark for the course. This individual assignment allows you, as a Brand Manager, to assess, evaluate and recommend a Brand Strategy & Plan for Orchard Pig and win the chance to present this plan at the Live Grand Final (date tbc).

Task

Your role (acting Assistant Brand Manager for Orchard Pig – owned and operated by C&C Group) is to propose a Brand Strategy and one year Brand plan as to how the brand should compete within its respective market.

In this respect, you need to:

  • Undertake a Brand Audit, diagnosis and evaluation of the brand and its existing strategy
  • Understand the market in which it operates (ie trends, competitors, customers etc)
  • Provide a sound and viable Brand strategy and plan and use of the Marketing Mix which will enable your brand to succeed.
  • Consider the budget of £500,000 (Maximum)

Your role is to advise the company (C&C Group) and propose whatever brand strategy and plan you deem suitable, but you must ensure it is sufficiently justified from analysis, evidence, reasoning and the use of wider reading, secondary data, use of data supplied by C&C Group (if applicable) and relevant theories to help underpin decision making. Below is an overview of the brand along with some of the main challenges the company has identified for the brand:

Brief Brand Overview

Orchard Pig is a premium cider brand from Somerset that has taken the cider category by storm since it started life in 2007 in the garden shed of its founder, Andrew Quinlan.

Orchard Pig is a bold and mischievous brand like no other in the market and our mission is to become the most talked about cider by adding character to the mainstream. Orchard Pig is a cider for free-spirits and their thirst to explore and discover new things. It’s a cider for everyone and anyone but plays in the young and affluent space, alongside brands such as Brooklyn, BrewDog and Rekorderlig, typically attracting younger (18-34), more affluent, urban dwelling, cider lovers who are repertoire drinkers.

Once described as ‘the craft beer of the cider space’, Orchard Pig has a quality liquid that is respected by consumers and customers alike and the provenance and craft credentials to be able to steal volume from more ‘traditional ciders’ such as Thatchers, & Westons Vintage.

Some elements to consider

  • How can you ensure the message of the brand is heard?
  • What can be done to create a ‘buzz’ and excitement around the brand?
  • What can the brand do to disrupt the category and be noticed by target consumers across the UK?
  • What does the brand need to communicate to help position the brand in the mind of the affluent consumer and to continue to command a higher price point vs competitors?
  • How can you encourage those consumers who don’t buy, try the brand and its respective products?

The above are just some of the challenges the brand faces but it is up to you to identify what the strategic priorities should be and where the focus should lie. Where are the opportunities? What threats does the brand need to mitigate against?

It would not be feasible to address every challenge in one year due to limited resources (ie money and time) so a further challenge for you is to provide rationale as what to do in year one and perhaps what the brand may consider in the future. However, the immediate priority is to create a Brand Plan for April 2021/22. This exercise requires you to collect your own secondary data from multiple online and offline sources in order to understand the environment, the company as well as the consumer and you are free to do your own secondary research / data gathering although some information will be provided for you on myplace. You MUST NOT contact the brand owner / company in question or any associated staff/employees of the business or undertake any Primary Research of any kind.

The key to doing well is as follows:

  • Demonstrate your knowledge and understanding of Branding principles and theories
  • Be informative, engaging and visual in your presentation
  • Persuade the Brand Manager (Zoe Atkinson) that your plan is the best course of action for the brand.

 

Provide a summary of the findings for each journal prescribed below. Select a single finding from each journal and describe a recent service experience that demonstrates it.

/in /by

Description of Assessment Task and Purpose:
Provide a summary of the findings for each journal prescribed below. Select a single finding from each journal and describe a recent service experience that demonstrates it. Consider your experience in relation to the appropriate literature
1. Read the three journals. Each relates to one of the 3 P’s in the extended marketing mix; People, Process and Physical Evidence.
• People: Hur, W., Moon, T., and Jung, Y. (2015) Customer response to employee emotional labor: the structural relationship between emotional labor, job satisfaction, and customer satisfaction. Journal of Services Marketing. 29 (1), 71-80
• Process: Bilgihan, A., Kandampully, J., and Zhang, T. (2016) Towards a unified customer experience in online shopping environments: Antecedents and outcomes. International Journal of Quality and Service Science. 8(1), 102-119
• Physical Evidence: Lin, I. (2016) Effects of visual servicescape aesthetics comprehension and appreciation on consumer experience. Journal of Services Marketing. 30(7), 692-712
2. Provide a summary of the main findings from each journal.
3. Select 1 finding from each journal and describe a recent service experience that demonstrates it.
4. Consider your experiences in relation to the literature
The purpose of this assignment is to develop your skills at interpreting the literature and written critical analysis.
Learning Outcomes Assessed:
LO1 To interpret and summarise the main points of selected academic literature.
LO2 To interpret and apply concepts developed in services marketing to real and simulated situations.Assessment length: 1500 words +/- 10%

Submission: Go to the blackboard site, click ‘Assessment Assessment 1 – Report

Format for Assessment:
Submissions must include a front cover. Please use appendix 6
Please follow to the formatting guidelines:
– Font / Size: Arial or Times New Roman / 12
– Spacing / Sides: 1.5 / Single Sided
– Pagination required? Yes
– Margins: At least 2.54 to left and right and text ‘justified’
– Referencing: Full compliance with Harvard protocols

What differentiates Pequignet watches from Swiss watch brands?

/in /by

Final Assignment

Part (A): Short Answer Questions

  1. Retailing: What is a “pop-up shop” and why is this retailing format getting popular? Can you give me an example of pop-up shop to illustrate your points?
  2. IMC: Why is experiential marketing (events and sponsorships) becoming more important? Please give an example to illustrate your understanding of this type of promotional mix.
  3. PR: Car companies often announce product recall to bring their cars back for repair. Some argue that such product recalls hurt the brand while others disagree, saying that these are done to protect their customers so it should be viewed positively. What do you think? Here’s an example of such product recall:
    http://media.toyota.ca/categories/recalls
  4. Social marketing: YouTube’s greatest success is PewDiePie, a Swedish game commentator who posts barely edited films. He has over 100 million subscribers, even Red Bull, Coca-Cola and McDonald’s cant match. Spend a few minutes to check out his YouTube videos and then answer these 2 questions:
    1. In your opinion, how come PewDiePie was able to attract so many subscribers?
    2. Do you think Seneca should hire this person to promote its academic programs? If yes, why? If not, can you name another influencer who should be hired and explain rationale?

Part (B): Case Study – Pequignet

Read the Pequignet case study and answer these questions:

  1. The new Moorea collection made use of the Japanese-made Seiko calibre instead of the equivalent from Switzerland. Is this a problem for Pequignet?
  2. The Calibre Royal-powered Manufacture collection has received mediocre success. Should Katz stop the expensive haute horlogerie experiment and target the fashionable, inexpensive watch market instead?
  3. What differentiates Pequignet watches from Swiss watch brands?
  4. Should Pequignet acquire or merge with any other independent watchmakers? Why or why not?
  5. What top three marketing priorities should Pequignet focus on? Explain your answers.

What will be the role of the marketing communications?

/in /by

The creative brief steers creative ideas down specific media considerations. Some agency cultures do not permit media being mentioned however, for fear of media bias compromising creative flexibility and maximization. But we need to present media channels for this assessment.

Topic: IKEA: expansion plan for IKEA into Chile.

1. What will be the role of the marketing communications? (Clearly state objectives AND strategies per objective). What’s our overall campaign aim (related to our requirements above, i.e. what are we trying to achieve with this MARCOMs campaign in terms of, e.g. acquisition and/or retention? State your objectives, e.g. “To attain…” and your strategies per objective, e.g. “By…”.

2. What is our current ‘brand idea’ AND ‘tone of voice’ (TOV)? And what’s the brand’s vision? (This is the core brand idea to guide the tone and messaging of any piece of communication we do for the brand. )

3. What do they think now? (What kind of problems/frustrations/challenges does your audience have currently? What is their perception of the brand, product/service. Be particularly honest and critical. Apply consumer insight, buyer-behavior and consumer journey thinking.)

4. What do you want them to think? (After they see/read/hear/engage with your campaign, what do you want them to think about for your B, P/S as a result?)

The Creative Brief, a real, industry TEMPLATE from the global marketing communications agency sector
Assessment Context with the MARCOMS agency industry real world:
In the real world, Creative Briefs are worked on amongst a plethora of other creative and client duties, proposals, report writing, communications and management of various projects, teams, partners and suppliers, new business pitches, finance and budgeting, as well as client billings, a deadline of no longer than 5 days to come back with ‘concepts’ is often enforced within an agency protocol. These documents are usually put together by account team ‘suits’ in 3-5 days (with other duties and deadlines, across different client brands) before this 5 day creative ticking clock ends, leading to a creative concepts development for a further week to then present to clients.

This is NOT about writing reels and reels of words. Keep to the point! Unlike this brief!

In the mind of the client-brand manager, the creative team is the whole agency team in many ways, including the suits, you in the context of this assessment. Brand managers can find it challenging to select one focused overall benefit in the offering.

There’s often little in the way of a genuine USP. Brand managers and clients’ businesses invest a huge amount of time, energy and money into creating as many benefits and features as possible in portfolios.

The Creative Brief is an agency document, which then develops between the marketing communications agency and its internal, relevant departments, client and media department/agency and must be prepared to develop, negotiate, disagree and agree along the journey of its development, to the final signed-off creative brief. In effect, a ‘creative contract’ between all stakeholders.

In the agency account manager’s mind, the creative team, in the creative department, requires this creative brief to be presented to an allocated creative team for approval and is made up of the concept team, classically consisting of an art director and copywriter, who report into a creative director. They are supported by designers, offline production teams and online digital producers, as well as art buyers for e.g. photography, locations, props, actors, models, etc.

on the file Wk9, creative brief sample and sample 2 there are samples of what you have to do, you will see different questions but mine are related to question 3,4,6 and 7.

Analyse the venture at the point it was first launched. Briefly summarise the key historical facts that led up to the launch.

/in /by

 

Assignment 2: The Case Study

Weighting 25%

Each student is required to prepare an analysis of a venture launched by an entrepreneur.

Ideally you should select an organisation where you are able to include primary research and interview the entrepreneur that founded the organisation. Alternatively, you can undertake secondary research and analyse a venture using information in the public domain.

You should try to select a venture which in some way relates to one or more of the potential business concepts/ideas which are being considered by your group. For example, you could select a venture that operates in the same or similar market, or adopts a similar business model, or uses similar technologies to the ventures that you are considering.

There are four questions we would like you to address are:

  1. 1. Analyse the venture at the point it was first launched. Briefly summarise the key historical facts that led up to the launch. Describe key factors such as product or service, target market, USP, ownership, human resources, funding and any other factors that your analysis shows to have been critical to the subsequent success or failure of the venture. (Guideline is 20% of marks).
  2. Analyse the key strategic decisions made by the venture/entrepreneur in its early years using theories and concepts presented on the module (Guideline is 35% of marks). It is important that you focus on strategic decisions such as target market, needs fulfilled, brand management, pricing strategy, route to market insource vs. outsource, e-strategy, funding or whatever else was critical to the success or failure of the venture.
  3. Evaluate those decisions and reflect on what they tell you about entrepreneurs and entrepreneurship, linking your comments to theories and concepts presented on the module and derived from your wider reading (Guideline is 35% of marks).
  4. In conclusion, show how your findings can help the development of your concept and/or that of your group (Guideline is 10% of the marks).

You must use academic theories in your analysis. The report should be clearly presented and formatted as a professional business report with appropriate use of headings and sections.

The report is to be a maximum of 2,000 words (including in-text references but excluding a reference list and title page). There is no 10% allowance, and there are to be no appendices. There is no need for an Executive Summary.

The report must be submitted to the Turnitin drop-box on the Moodle site by 1:00pm Thursday 10th December.

NOTE: You must provide your seminar leader/consultant with a draft plan (maximum of 1 page) for this assignment, including the name of the venture that will be analysed so that he or she may provide feed forward and approve your choice of organisation

Assignment Format

Assignment reports must be presented in the following format:

  • Word-processed in a format suitable for a business report with appropriate headings and structure.
    • The assignment must have a front cover stating: o Module number
    • o Module name
    • o Title of the assignment
    • o Submission date.
    • o Word count
    • An Executive Summary is not required.
    • Be submitted within the stated word count, which does not include title or contents pages or reference list. There should be no appendices.
    • For academic purposes ALL secondary research material must be carefully referenced using the Harvard Standard.

Assignment reports not complying with this format may be left unmarked. If in any doubt you should post questions on the relevant forum on the Moodle site before submission.

How effective is the case study’s overall approach to recruitment and selection, and how far does their approach to recruitment

/in /by

PLEASE NOTE: We mark anonymously which means you MUST NOT PUT YOUR NAME on any of your assignments. We don’t want to be able to identify you.
FORMATIVE PLAN – UNMARKED
The formative assignment plan is designed to support you to develop your thinking about how you will address the assignment– the report. In particular, the assignment plan will help you think how you will address the marking criteria for the report .
What you have to do:
FORMATIVE ASSIGNMENT – THE PLAN (no marks) –
Write a FIVE PART PLAN – 300 words in the ASSIGNMENT FORMAT:
Part 1) Introduction: Indicate your case’s study’s purpose (ie business objectives or similar) and values (Learning outcomes 1 and 2)
Part 2) Discussion: the people management approach of your selected case study
Part 3) Discussion: How effective is the case study’s overall approach to recruitment and selection, and how far does their approach to recruitment and selection support the organisation’s purpose, supported by appropriate theory and examples from the case study. (Learning outcomes 1 and 2)
Part 4) Conclusion: that is based on Part b) that demonstrates a decision about the case study’s approach to recruitment and selection and how it supports the organisation’s objectives (Learning outcomes 2 and 3)
Part 5). Recommendations: THREE practical and realistic recommendations that are based on previous discussions and evaluation discussed in b) c) and d) above (Learning outcomes 1,2,3)

Describe, explain and research the attitudes of generation Z towards sustainable consumption and explore these in a qualitative study”.

/in /by

You are to conduct a qualitative study on one the following contemporary issue:

Generation Z Consumer’ attitudes towards sustainable consumption

Your task:

For this assessment, you are required to add to existing research in attitudes of generation Z by exploring the specific topic of ‘sustainable consumption”. Your question, in summary, is to:

“Describe, explain and research the attitudes of generation Z towards sustainable consumption and explore these in a qualitative study”.

There is plenty of research on attitudes towards sustainable consumption across various sectors/product categories. You are therefore required to narrow down by choosing any ONE of the following sectors and ONE product segment within the chosen sector