Propose a brand transformation plan for a real-world

Assignment Help Marketing Management

Reference no: EM131342395

GROUP ASSIGNMENT

My selected topic is jet airways.

As a group comprising 4 students, you are required to choose a brand and to propose a brand transformation plan for a real-world business problem.

The group course work includes:

a group presentation

PRESENTATIONS: Q

When?

How long?

Which format?

How many slides?

What do I need to present?

Are there any questions after the presentation?

Each student should present?

When will I receive the presentation mark/feedback?

YOU NEED TO CHOOSE A BRAND -

Consider these areas first:

Brand awareness: Is your brand one of the top of mind set?
Perceived quality: Are customers happy with the brand quality?
Brand associations: Is your brand linked to positive/favourable things?
Customer loyalty: Are customers loyal to your brand?

If the answer is yes to all these questions, your task might be difficult.

If the answer is no to one or more, that's a good starting point for your coursework.

Focus on this area(s), and ask why, how, ...

1. SWOT: WHY?

1. To identify the main considerations for your transformation plan

2. The way any company has operated in the past is a starting point to determine where it will go and where it should go

3. Where we are currently, the factors that have contributed to this, and a review of what has been going well and what has been going badly and is in need of attention.

SWOT OUTCOMES?

What competitors will you face?
What's your differentiation point?
What are the opportunities?
What is going on that could dramatically change things?
How might that lead to a fresh positioning of your brand?

2. IDENTIFY THE DRIVERS OF BRAND CHOICE

Drivers of brand choice refer to how consumers might choose between different brands within a product category. What drives their brand selection?
Consumer research can help you identify the different drivers of choice in the product category (here the focus should be the category your brand belongs to)
What are the features (drivers, attributes) customers consider before buying a product?
BUT do companies need to gain customer insights?

3. SELECT THE MARKET SPACE

You need to select the market spaces that are most attractive and feasible for the brand to target and own
The goal is to identify specific opportunities that are financially attractive and also available to capture
Ideally, these are "white spaces" (not already owned by any existing brand) or are adjacent to where the company's brand currently plays.

Attachment:- Assignment.zip

Reference no: EM131342395

Questions Cloud

Historical information regarding human development : The report should include historical information regarding its human development and use, scientific information regarding which microbes are involved in the fermentation and what fermentation products are produced

Write a report proposing sound research-based solutions : For this business report assignment research a problem (My problem is: Animal testing on products) and write a report proposing sound, research-based solutions.

Thoughts on the potential proximate : We all see animals in our day to day lives. Choose a behavior you saw exhibited by an animal. Explain your thoughts on the potential proximate and ultimate causes of the behavior.

What is meant by product diversity : Describe the two-stage process associated with plantwide overhead rates.- Describe the two-stage process for departmental overhead rates.

Propose a brand transformation plan for a real-world : MKT2236 GROUP ASSIGNMENT. As a group comprising 4 students, you are required to choose a brand and to propose a brand transformation plan for a real-world business problem. To identify the main considerations for your transformation plan

Hetero-and homo-dimers allow combinatorial control : Challenge question: How might having gene regulatory proteins act as hetero-and homo-dimers allow "combinatorial control" which increases the number of different genes regulated by these proteins? (Hint: remember that there can be PER and TIM h..

Explain how costs are assigned to activities : What is an overhead consumption ratio?- What is activity-based product costing?- What is an activity dictionary?- Explain how costs are assigned to activities.

How is coral bleaching related to the el nino events : How is coral bleaching related to the El Nino events?

What is the implied interest rate on the gic deposit : A bank accepts a cash deposit now of $200,000 and promises to pay $ 293866 in 5 years. its a guaranteed investment contract GIC. the bank then invest the 200,000 by buying coupon-paying bonds that are selling @ par each bond is $1000 par 8% annual co..

User Account

All Pages