Creating a Perceptual Map and Value Proposition Canvas For this assignment,define the Scope of Analysis ,choose 10 branded products in the mobile devices industry.

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Creating a Perceptual Map and Value Proposition Canvas For this assignment, please follow the steps below.

Step 1: Define the Scope of Analysis Choose 10 branded products in the mobile devices industry. Assign two dimensions about which you want to gather customer data. For example, you may want to discuss the durability and design of mobile devices.

Step 2: Interview Customers Interview three customers about the following: Ask them to rank the 10 branded products from 1–9 on each dimension. Ask them to rank how much they value each dimension from 1–9.

Step 3: Create a Perceptual Map Create a perceptual map using the Perceptual Map Excel Template formPreview the document to facilitate the process. Plot the average of the rankings of interviewees’ perceptions of each product. Using the responses to each customer value response, plot the location of the customers’ “sweet spot(s)” on the map.

Step 4: Create a Value Proposition Canvas Using the information gleaned from the perceptual map and customer interviews, create a value proposition canvas for one of the product brands above. Use the Value Proposition Canvas templatePreview the document to generate an image similar to the ones depicted earlier in this lesson.

Step 5: Interpreting the Tools Create a well-written seven-paragraph essay indicating potential opportunities that exist within this market. Be sure to state which brands appear to have the best and worst positioning based on customer perception and preference. Write a value proposition for the brand you chose in Step 4. Organize your essay with meaningful introductory and concluding paragraphs. Be sure to insert your map and canvas into the written document.

Describe the various religious subcultures and their implications for marketing and compare with the company. Explain the role of geographic regions as subcultures and they affect the marketing strategy of the company that you are researching.

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This paper should be the continuation of your previous paper. Therefore, you need to prepare the following information about your company (or previously chosen by you for last paper) and answer the following questions:
● How you understand subcultures and their influence on unique market behaviors
● Analyze and provide information about the culture and subculture and the unique marketing aspects it entails. Is your company being influenced by culture and subculture? Provide with some advantages and disadvantages of being influenced by cultural differences.
● Describe the various religious subcultures and their implications for marketing and compare with the company.
● Explain the role of geographic regions as subcultures and they affect the marketing strategy of the company that you are researching.

Analyze and provide information about the culture and subculture and the unique marketing aspects it entails. Is your company being influenced by culture and subculture?

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This paper should be the continuation of your previous paper. Therefore, you need to prepare the following information about your company (or previously chosen by you for last paper) and answer the following questions:
● How you understand subcultures and their influence on unique market behaviors
● Analyze and provide information about the culture and subculture and the unique marketing aspects it entails. Is your company being influenced by culture and subculture? Provide with some advantages and disadvantages of being influenced by cultural differences.
● Describe the various religious subcultures and their implications for marketing and compare with the company.
● Explain the role of geographic regions as subcultures and they affect the marketing strategy of the company that you are researching.

What kind of digital tools were effectively or ineffectively utilized to create the brand awareness?

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Hints on report writing
Consider that there is no one right answer or approach. You have the freedom to focus on specific aspects of Digital Marketing, in order to avoid presenting a shallow answer. So, for example you may wish to focus on:
In this coursework, you are asked to write a 3000-word report addressing the following: 1. Select a branded Digital Marketing campaign of your choice. 2. Then, undertake a critical analysis of the campaign’s: brand Identity, Image, Personality, Social Media footprint, and Engagement, using: – Secondary data, tables, charts, and diagrams – More than one academic theory and model – applied specifically to this case – A selection of references to academic journals, books, trade press, and websites 3. Finally, propose a new strategic Digital Marketing approach to improving and enhancing their existing marketing activities.
Guidance: Remember to dedicate your discussions and analysis to the brand and Digital Marketing tools – rather than just describing the functionality and design of the product or service. Consider:

Who are the desired target audiences and what emotional and social relationship do they have with the brand? You will be expected to define and focus on two consumer segments. There needs to be a clear definition of several unique attributes of each consumer segment. Beyond this, also offer an appreciation of how they think, feel and do – mapped specifically to the brand.

What are the key facts and pieces of information communicated by the branded product or service explicitly, implicitly, and tacitly – that give messages and meaning to the offering and that are transferred and acquired by the consumer?

What kind of digital tools were effectively or ineffectively utilized to create the brand awareness?

What is the creative approach? Consider for example the use of semiotics, colours, typography, humour, celebrity endorsement etc.

Where does the branded offering communicate these elements? What are the integrated marketing channels and social media platforms and where are the touch-points and moments of truth? What are the respective strengths and weaknesses of each of these?

Why do you feel that these audiences have been worth targeting?  How is effectiveness judged?

 Social media advertising reinforcing top-of-the-mind brand awareness and preference  Native influencer and celebrity rich content to enrich the brand personality through association  Digital cause-related marketing and events sponsorship using immersive Virtual Reality (VR) or Augmented Reality (AR)  Natural language processing, digital personal assistants, in-store analytics, AI, SEO, behaviour analysis, data visualization, text analytics, facial expression analysis, and blockchain techniques
…etc are to name a few – but think bigger and wider.
A key element of this report is to present a novel approach, whilst capturing the essence of a strategic imperative spearheaded by Digital Marketing – using stepwise and layered narratives. A clear case, rationale and story should be presented, which is grounded in evidence and strong conceptual arguments – but you do not need to present a detailed marketing campaign plan.
Furthermore, you should make use of technical terms appropriate for a marketing professional, and at every stage link findings to relevant theory, academic thinking and current news stories.
The report should be well structured, grammatically correct and fluent. To convey your ideas clearly, you can use suitable images, diagrams, tables, etc [but not directly copied from elsewhere] in moderation. When you use external resources, you should quote and reference them properly. The 3000-word limit is strict [excluding the references].
You should aim to provide the big picture about the topic and communicate your views clearly. The report should not be solely based on the content referenced externally. In the report, all the relevant Digital Marketing tools supporting your arguments should be linked and described in sufficient detail. While elaborating on these, you can develop your ideas in more detail and explore future trends and applications related to the topic.

Discuss marketing’s role in the competitive positioning of the business. Evaluate a range of marketing strategies that can contribute to organizations competitive advantage.

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Instructions

You have scheduled a presentation meeting with the Board of Director of CraftSupplies. You have set the following topics in your presentation and advised the board that the presentation would not last more than 25 minutes during which you will:

  • Explain the role of marketing to an organization and what the relationship is between marketing strategy and corporate strategy.
  • Describe how a marketing strategy can lead to competitive advantages, and the type of competitive positioning an organization can adopt.
  • Explain how a marketing strategy is developed.
  • Discuss marketing’s role in the competitive positioning of the business.
  • Evaluate a range of marketing strategies that can contribute to organizations competitive advantage.
Delivery
  • 1x prepared presentation
  • The presentation should come with an executive summary and be supported byPowerPoint
Submission
  • 1x PowerPoint slide presentation
  • 1x executive summary
  • 1x lecturer feedback form

Task 2 of 3 –Brochure (AC2.1, 2.2 & 2.3)

Instructions

You must also put together a brochure detailing your services as a marketing firm. Your firm’s strongest point being market research, your brochure should have 3 sections:

  • 1 section covering how internal and external analysis can be used to decide on strategic options
  • 1 section covering the different approaches to internal environment analysis.
  • 1 section covering several approaches to external environment analysis.

Note, although the prices for each internal and external approach should not be included as it would need further discussion, you should make it clear in the brochure that different approaches will be priced at different levels.

Delivery and Submission
  • 1xbrochure

Task 3 of 3 – Individual Blog Entry (AC3.1 and 3.2)

Instructions

In addition to your service, your company has its own blog and you have been asked to write an individual blog post. You should read the business section of newspaper and write a blog entry reviewing at least 3 strategic marketing decisions made at corporate level, weighing their pros and cons. You are also asked to evaluate approaches to competitive positioning of businesses. Finally, you should also reflect on how strategic marketing decisions influence marketing at lower levels within organizations.

Your blog reflection must be backed up by theory which must be appropriately referenced.

Delivery and Submission
  • 1x blogentry
Summative delivery and submission for all taskstogether
  • Collective assignment totalling 3000words

Demonstrate reflection on the course, its goals and objectives and how this project helped fulfill those.

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For this project, please answer questions 4-6 below. This project is part of a bigger project. Attached titled “Macbook Pro” is the first half that answers 1-3. Please match and stick to the topic. Please use the attached booklet chapters 1-15 as the primary reference, if only reference.
The object am using for the project is the MacBook Pro

Semester Project

The purpose of this assignment is to have you connect the different parts of the course. In addition, now that you have an understanding of consumer involvement as discussed in this module, the time is appropriate to begin your semester project. The assignment is an approximately eight- to ten-page paper. It begins with identification of a product or service with which you have a high level of involvement and ends with you discussing the value of the project to learning.
4. What Influences Attachment – Describe the (a) internal and (b) external factors that influences your liking of the item or set of items you selected. When discussing internal influences you can discuss such issues as motivations and underlying needs, individual values and beliefs, experience, learning, knowledge, attitudes, and perception. When discussing external factors you can discuss such things as culture, trends, economic and social influences, household and family influences, reference group or interpersonal influence, market influences, etc.
5. Implications for Marketing – Now briefly describe how what you have discovered about yourself could be used by marketing analysts and strategists to influence your behavior. Some issues you could discuss would be types of research methods to get into customers heads, how consumers like you evaluate satisfaction, and strategic decisions including segmentation, targeting, positioning, and the marketing mix.
6. Value of Project to Learning – Demonstrate reflection on the course, its goals and objectives and how this project helped fulfill those.

Base your analysis on the following – identify the customer, brand equity, brand elements, brand positioning, brand portfolio; targeting, segmentation and marketing mix.

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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

  1. 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.
  2. 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.
  3. Base your analysis on the following – identify the customer, brand equity, brand elements, brand positioning, brand portfolio; targeting, segmentation and marketing mix.
  4. 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.

Critically analyze the impact of relationship marketing in developing a cohesive and effective strategy to create an effective service.

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Assessment Information/Brief

To be used for all types of assessment and provided to students at the start of the module.

Information provided should be compatible with the detail contained in the approved module specification although may contain more information for clarity.

Module title Services and Relationship Marketing
Level 6
Assessment title Assignment 2: Case Study: Customer Loyalty and Relationship Marketing in Franchises
Weighting within module This assessment is worth 50% of the overall module mark.
Submission deadline date and time

How to submit

You should submit your assessment electronically via Turnitin on the module’ blackboard
Assessment task details and instructions

Targeting, acquiring, and retaining the “right” customers is at the core of many successful service firms. It is important that firms carefully choose desirable, loyal customers within the chosen segments and then take pains to build and maintain their loyalty through well-conceived relationship marketing strategies. The objective is to build relationships and to develop loyal customers (whether B2B or B2C) who continue to do a growing volume of business with the firm in the future.

From the above brief on service delivery, you are asked to:

Read the attached case- CRM at C. Fun Parks and produce a well-researched report supported by the relevant academic literature, models/frameworks. You are the CRM consultant, address the following:

1. Critically examine the existing literature on franchisor-franchisee relationships, its merits and demerits for each party to the relationship with application to the case and discuss ways in which franchisee satisfaction and loyalty can be improved. (50 marks).

 

2. Ultimately, the objective of the franchise is to improve customer satisfaction and loyalty of the final consumer. Taking into consideration the issues presented in the case, discuss and make recommendations regarding key strategies the franchise can employ to build long term relationships and improve customer bonds with the organization. (50 marks).

· You are required to produce a written report to include the following: Arial 12 font size, front sheet, abstract, contents page, introduction, main findings, conclusion, recommendations, and bibliography (Harvard format in line with School policy).

· You may include an appendix section if required.  Please print your word count at the end of your report.

· Refer to the guidance on report writing by visiting the University’s Study Skills general URL at www.edu.salford.ac.uk/studyskills. 2
Assessed intended learning outcomes

On successful completion of this assessment, you will be able to:

Knowledge and Understanding

1. Appraise the marketing process in services

2. Critically evaluate and analyze the relationship between marketing management and strategic management.

3. Critically evaluate and analyze the application of theories and concepts of services marketing in a range of different situations.

4. Critically analyze the impact of relationship marketing in developing a cohesive and effective strategy to create an effective service.

Practical, Professional or Subject Specific Skills

1. Demonstrate conceptual and critical thinking, analysis, synthesis and evaluation.

2. Exhibit relevant personal and interpersonal skills.

3. Have a wide knowledge and understanding of the broad range of areas of service marketing and management and the detailed relationships between these and their application

4. Practice consistently demonstrate a command of subject-specific skills as well as proficiency in generic skills and attributes

Transferable Skills and other Attributes

1. Acquire and develop a range of cognitive and intellectual skills relevant to the management of the service relationship in different organizational and work contexts and within different national settings

2. Locate, analyze and synthesize information from a range of published literature and electronic sources, with acknowledgement and referencing of sources

3. Capacity for independent and self-managed learning, as well as working in small groups, to clarify objectives, exchange ideas and knowledge, and evaluate data in terms of problems presented

4. Relate skills to future learning needs and employment requiring the exercise of personal responsibility and decision-making
Module Aims

1. To enable students to understand the nature of services within the business environment.

2. To develop a detailed understanding of the marketing process adopted by a range of public and private sector service organisations.

3. To develop an understanding of relationship marketing and how it contributes to the effectiveness of service organisations whether it be Business to Customer or Business to Business

4. To explore the current issues which impact (or have the potential to impact) on the practice of  marketing in Services
Word count/ duration (if applicable)

· Your assessment should be 2,500 words with +/- 10% tolerance. This is between (2,250 and 2,750).

· Front sheet, Abstract, Contents page, Figures, References/Bibliography and Appendices are not part of the word count.

· Students to decide for themselves the appropriate word length for each part of the task.
Penalties for exceeding word count/duration

Markers will cease considering content for the purpose of grading and feedback once the stated maximum length has been exceeded. Content beyond this point will not contribute to the determination of the awarded mark and will not be commented upon in feedback.
Feedback arrangements

You can expect to receive feedback

· Marks will be available on Blackboard. You will need to log into the full site to access the written feedback. The mark and feedback will be released at 16:00hours.

· Email: Dr Sean Chung s. uk or Dr  Michael Evans one-to-one feedback if you want tutorial support following results.
Support arrangements

You can obtain support for this assessment:

Formative Feedback:

NB: Students can discuss their assignment with Sean or Michael before the submission date. Should note that, we will be able to look at your draft in person and NOT via email.

· Support for this assignment is available during the weekly timetabled drop in sessions.

· Additionally, you can come to our respective offices during office hours.

· Further information is available under Assessment on Blackboard.

· Contact Michael Evans by email on mea.uk  or Sean Chung s.uk if guidance is needed to complete the assignment.

· A reply can be expected within 24 hours if you do not receive a reply please email again stating that the email is a second request for support

askUS

The University offers a range of support services for students through askUS.

Good Academic Conduct and Academic Misconduct

Students are expected to learn and demonstrate skills associated with good academic conduct (academic integrity). Good academic conduct includes the use of clear and correct referencing of source materials. Here is a link to where you can find out more about the skills which students require https://www.salford.ac.uk/skills-for-learning/home/using-and-referencing-information

Academic Misconduct is an action which may give you an unfair advantage in your academic work. This includes plagiarism, asking someone else to write your assessment for you or taking notes into an exam. The University takes all forms of academic misconduct seriously.  You can find out how to avoid academic misconduct here https://www.salford.ac.uk/skills-for-learning/home/using-and-referencing-information

Assessment Information

If you have any questions about assessment rules, you can find out more here.

Disability and learning support: https://www.salford.ac.uk/askus/our-services/disability-and-learner-support

Late submission: https://www.salford.ac.uk/askus/academic-support/student-handbook/your-studies/course-support/assessment-and-feedback

Personal Mitigating Circumstances

If personal mitigating circumstances may have affected your ability to complete this assessment, you can find more information about personal mitigating circumstances procedure https://www.salford.ac.uk/askus/academic-support/pmc

Personal Tutor/Student Progression Administrator

If you have any concerns about your studies, contact your Personal Tutor or your Student Progression Administrator.

 

 

Assessment Criteria

You should look at the assessment criteria to find out what we are specifically looking at during the assessment.

See attached assessment Criteria.

The guidance provided here is in addition to general assessment criteria guidelines for degrees contained in your level handbook. Your attention is also drawn to the School policies on plagiarism and referencing.

70% > Very good to excellent use of lecture material, presented to a very high standard, and incorporating both wider, directed reading and other published material. Additionally, very good evidence of original thought on and around the topic.  Definitions of the main subject areas provided with references. Clear indication of the importance of customer loyalty in driving profitability and business growth in service firms. Very sound analysis of the nature of the franchisor and franchisee relationship in services operation with appropriate examples and a very good understanding of the links between the academic literature and firm practice. Demonstration of very good understanding of loyalty building strategies and practices such as tiering to enhance business-to-business- relationships and business-to customer relationships in service franchises. Very good integration of contemporary marketing strategies to build closer relationships with relevant market segments. Clear introduction and justification of conclusions and recommendations drawn. Accurately referenced with a complete bibliography.

60 – 69% Good to very good use of lecture material, presented to a good standard, and incorporating both wider, directed reading and other published material. Additionally, good evidence of original thought on and around the topic.  Definitions of the main subject areas provided with references. Good indication of the importance of customer loyalty in driving profitability and business growth in service firms.   Good analysis of the nature of the franchisor and franchisee relationship in services operation with appropriate examples and a good understanding of the links between the academic literature and firm practice. Demonstration of good understanding of loyalty building strategies and practices such as tiering to enhance business-to-business- relationships and business-to customer relationships in service franchises. Good integration of contemporary marketing strategies to build closer relationships with relevant market segments. Good introduction and justifiable conclusions drawn. Good text referencing and bibliography.

50-59% Fair to good use of lecture material, presented to a fair standard, and incorporating both wider, directed reading and other published material. Additionally, some evidence of original thought on and around the topic.  Some definitions of the main subject areas provided with references. Fair indication of the importance of customer loyalty in driving profitability and business growth in service firms.  Fair analysis of the nature of the franchisor and franchisee relationship in services operation with appropriate examples and a fair understanding of the links between the academic literature and firm practice. Demonstration of fair understanding of loyalty building strategies and practices such as tiering to enhance business-to-business- relationships and business-to customer relationships in service franchises. Fair integration of contemporary marketing strategies to build closer relationships with relevant market segments. Fair introduction and justifiable conclusions drawn.  Satisfactory text referencing and bibliography.

40-49% Basic use of lecture material, presented to a reasonable standard, and incorporating both wider, directed reading and other published material. Some basic definitions of the main subject areas provided with references. Reasonable indication of the importance of customer loyalty in driving profitability and business growth in service firms.  Basic analysis of the nature of the franchisor and franchisee relationship in services operation with appropriate examples and a basic understanding of the links between the academic literature and firm practice. Demonstration of reasonable understanding of loyalty building strategies and practices such as tiering to enhance business-to-business- relationships and business-to customer relationships in service franchises. Reasonable integration of contemporary marketing strategies to build closer relationships with relevant market segments. Basic introduction and justifiable conclusions drawn. Adequate text referencing and bibliography.

30-39% An unsatisfactory piece of work which demonstrates lack of understanding of the concepts and models of customer loyalty and relations marketing. A weak understanding of the nature of the franchisor and franchisee relationship in services operation with little or no examples provided, or efforts made to make a link between the academic literature and firm practice. No valid definitions of the main subject areas provided with no references. Little or no indication of the importance of customer loyalty in driving profitability and business growth in service firms. A weak understanding of loyalty building strategies and practices such as tiering to enhance business-to-business- relationships and business-to customer relationships in service franchises. Limited or poor attempt of integrating contemporary marketing strategies to build closer relationships with relevant market segments. Poor introduction and weak justification of conclusions and recommendations drawn. Poor structure and bibliography format.

20-29% Poor work and failing to pay attention to detail. Inadequate and inaccurate knowledge displayed with a poor ability to interpret the task in hand. Limited effort and planning evident.

10-19% Virtually no relevant knowledge displayed. No apparent structure or meaningful discussion of the task at hand.

The pass mark for this module is 40%

You should consult your Blackboard Module site for detailed grade or mark descriptors.
In Year Retrieval Scheme

Your assessment is not eligible for in year retrieval. If you are eligible for this scheme, you will be contacted shortly after the feedback deadline.
Reassessment

If you fail your assessment, and are eligible for reassessment, you will need to resubmit on or before x August 2020. For students with accepted personal mitigating circumstances, this will be your replacement assessment attempt.  Students should be aware that there is no late submission period at reassessment (this includes those students who have an accepted PMC request from a previous attempt).

· Be able to take the assignment following the next exam board.

· The re-take assignment will be the same as the main assignment brief.

· Submission period will be in August 2020 (Specific date to be confirmed by the examination office)

 

SRM: Assignment 2 – Case Study – CRM at C. Fun Parks

Background

  1. Fun Parks is a concept that was developed by Theodore Brook in 1985. The aim was to give people a short break, to take away their worries and give them a safe place to visit, where everything is provided for their comfort and entertainment, and also their family and/or friends, and all close to home!

From 1985 onwards Brook experienced a great demand for his service proposition.  In only a few years he was able to open more than thirty of these resorts in the Netherlands, Belgium, Germany and France.

The first resorts were company owned, managed and operated.  But soon Brook found that his resources were limited, and this hindered a rapid expansion; the launch of a franchising concept provided a solution.  At present, 85 per cent of the resorts are owned and managed by franchisees.  Twice a year there is a meeting between the franchisees and the franchise organisation.  During the last franchisee meeting, Brook was asked to develop and present a CRM plan.  The franchise organisation was, in the franchisees’ opinion, lacking a clear CRM vision and strategy, and invested in a rather ad hoc way in CRM systems.

The franchising concept

Characteristic of C. Fun Parks is the resort’s main building that houses the reception, a restaurant, a (tropical) swimming pool, a bar, a terrace, a game hall and a convenience store.  Apart from the central building, the resorts contain several bungalows, with accommodation available for four to sixteen people.

Guests can choose between several service packages.  The budget pack does not include bed sheets, towels, cleaning, welcome food and beverage package, etc., whereas the premium pack will provide these services.

Also, in the park several activities are organized for guests, ranging from horse riding, bingo and soccer games to nature walks.  Outside the park, there are ample opportunities for enjoying a short holiday.  The park provides guests with information so that they can enjoy and explore the local environment.

Franchisees have little decision-making freedom over the park.  The park’s general manager also must follow and pass a professional hospitality management programme and a special quality management system has to be implemented in his/her organization.  Furthermore, s/he will have to participate in the joint marketing programme.

Franchisee performance

About 70 per cent of the franchisees have been able to increase the customer satisfaction rates over the past five years.  However, the improvements in profitability and sales show a less satisfying trend over the past three years.

Of course, the market has changed, but even if the franchisees take account of external events, they state they ‘need more’.  Occupancy rates have dropped to 85 per cent; this, although still acceptable, has been higher in the past.  Furthermore, guests often delay their choice of a short beak, leaving the decision as to whether to book a holiday until the last minute.  French guests are known for their impulsive behaviour; a substantial percentage does not reserve a bungalow and arrive at reception asking for a place to sleep.  During guests’ stay, the spending pattern has also shown a negative trend: they spend less during their stay in the restaurant, in the convenience store, on organized activities, on services, etc.  Not all the facilities are particularly profitable either.  Although it might not be desirable to hold each facility accountable, there is a need to exploit the tropical swimming pool, for instance, in a more economic way.

Identify which brand you feel is more effective and support the reasons for your decision based on branding principles.

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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

  1. 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.
  2. 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.
  3. Base your analysis on the following – identify the customer, brand equity, brand elements, brand positioning, brand portfolio; targeting, segmentation and marketing mix.
  4. 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.

What recommendations can be given to South Korean hip hop artists to attract western hip hop fans?

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Aims and research questions
This research project aims to analyse the extent to which South Korean hip hop is heard and perceived in western contexts and to explore recommendations on how western audiences are easily made aware of this. In order to achieve this aim, there will be a review of literature on market demands and a primary research will look to answer the following research questions:
– Are Western hip hop music genre fans aware of South Korean hip hop artists? Which artist is the most known in South Korea?
– What perception does western countries have on hip hop music? How is it different from South Korean hip hop?
– What recommendations can be given to South Korean hip hop artists to attract western hip hop fans?

This is the aims and research questions

Below there is a Disseration handbook which gives the perfect mark scheme please look carefully on that!!!! Also, I am uploading Dissertation research proposal which is already been marked. It is a proposal so that you can elaborate it from here. There are feebacks from the proposal regarding the proposal so please elaborate from the feedback professor have given
Also, there is a file of survey done. The survey questions are attached with the proposal and in the file of survey result it is written in order so do look at the survey questions and results together