MKT304A

Brand and Product Management

Assessment 2: Brand Strategy Development Report

Due: 14th August 2022

Weighting: 30%

Lecture: Elaine Lau

Presented by:

Table of Contents

Introduction 3

New Brand and Target Audience 3

Brand Description 3

Brand Elements 4

Prototype 4

Target Audience 5

Brand Identity 5

Situation Analysis 5

SWOT Analysis 5

PESTEL 6

Competitors Analysis 7

Brand positioning 7

Objectives 8

Strategies 8

Campaign activities 8

Budget 8

Timeline 9

Evaluation 9

Referencing 10

Introduction

Provide an introduction to your report that includes its purpose and a succinct overview of what will be covered.

 

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New Brand and Target Audience

 

Provide an explanation about the new brand that you have decided with the group that you will be building from scratch. Please note it should not be an existing brand in the market. Explain the reason why your brand was created in the first place. What are the core brand values? What does your brand set out to accomplish? What needs does your brand meet? How will it make life better for those targeted customers who use its products or services? The answers to these questions make up your brand’s mission and vision. While your mission statement defines what your brand seeks to accomplish at the present moment, your vision looks toward the future and defines how your brand seeks to make the future better for your audience. Please note product and brand are two different things. For instance, a product that is a shoe can have brand names like Nike, Adidas and Puma. Brand and product are combined in phrases like Nike shoes, Adidas shoes and Puma shoes.

 

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Lower price than a indoor gym

Enjoy the outdoors (Sun and fresh weather)

Calisthenics – minimal equipment

The possibility to get routines which can be made from

 

https://www.fitnessinsideout.com/melbourne-personal-trainers/

https://www.runitbykate.com.au

https://healthyswitch.com.au/personal-training/

https://goddessoutdoorfitness.com.au

 

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Brand Elements

Brand elements are used to express, represent, identify and differentiate the brand. The consistent use of brand elements in an organization helps to communicate the brand character to the target customers. The brand name, logo, slogan, jingle, and packaging style are all examples of Brand Elements. Develop the following brand elements from the scratch for the chosen new business and explain how these brand elements are used to identify the brand. These brand elements should be visually presented and discussed here. – Brand Name – Brand Colors – Logo – Slogan – Packaging.

Include an image of the logo that you have developed from scratch and provide an explanation about how the logo is used to identify the brand. Some of the assorted band elements, such as slogan, packaging, URL, character, colour, brand name and etc, can be visually presented and discussed here.

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Wild Health & Fitness, The real adventure

https://www.colorhexa.com/fd721b

 

 

 

 

 

Prototype

A replica or model of the product how it will be manufactured. It will include details such as logo, colour, packaging and etc. Discuss the visual presentation of the prototype.

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Target Audience

Describe the target market (group of potential customers) the brand and product aimed at. Target Market Describe the target market (group of potential customers) that is suitable for the brand that you have created. How does this brand fulfill customers’ needs and wants?

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Brand Identity

The process of how the brand is positioned in the customer’s mind. How to make the brand memorable, valuable, highly visible and much loved by the target customers.

What is the unique value your brand offers its target customers? This should be answered in your brand’s value proposition. A value proposition states the benefits (both physical and emotional) of your brand. It briefly explains how your brand stands out from the competitors’ brand, how the brand solves customers’ problems, and ultimately, why your brand is the best choice.

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Situation Analysis

To do the SWOT and PESTEL you need the IBISWorld Industry Report:

https://my-ibisworld-com.torrens.idm.oclc.org/au/en/industry/r9111/about

SWOT Analysis

Situational analysis of the company and the Australian market where the company operates.

Table 1. SWOT Analysis

Strengths

Characteristics of the business that give it an advantage over others.

Weaknesses

Characteristics that place the business at a disadvantage relative to others.

Opportunities

Elements in the environment that the business could exploit to its advantage.

Threats

Elements in the environment that could cause trouble for the business or project

 

PESTEL

Political Factors

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Economic Factors

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Social Factors

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Technological Factors

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Legal Factors

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https://www.melbourne.vic.gov.au/community/sports-recreation/sports-ground-use-permits/Pages/personal-training-permits.aspx

Environmental Factors

 

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To get help.

https://anti-nic.com/tag/pestel/

Competitors Analysis

Competitive Advantage, Who are you up against? Who are your direct competitors? How do they market themselves? What are key aspects of their branding? What does your competition do well, and where do they fall short? What does your product or service offer that your competition’s product/service doesn’t? At the end of these questions, you should have a firm idea of the specific needs you meet, or the way you help a specific market, which set you apart from your competitors. Keep in mind, when developing your brand, you want one that stands out from your competition!

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Brand positioning

Brand positioning is the process of how the brand is positioned in customer’s mind. How to make the brand memorable, valuable, highly visible and valued by the target customers. Brand positioning goes hand in hand with the value proposition. Instead of a focus on products and services, however, a brand position is about the thoughts and feelings you want your audience to have about your brand. What positive emotions and characteristics do you want people to associate with your business? How do these attributes set you apart from your competitors? Of course, you cannot always control people’s perceptions, but you can use parts of your branding – your story, voice, messaging, and imagery (more on this below) – to influence those perceptions.

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Objectives

Promotional objectives state what the promotional campaign is setting out to achieve. Some promotional objectives can include creating brand awareness and recall, establishing a positive brand image and encouraging purchase behaviour. Use SMART objective concept in writing promotional objectives.

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Strategies

List the promotional strategies to be used to achieve the promotional objectives.

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Create a easy process for the potential customers to get information, subscribe, attend and get customer service. Customer experience management, touch points and back end.

Marketing funnel ?

B

 

 

Campaign activities

Promotional campaign activities can include sales promotions, personal selling, advertising in various media channels and etc.

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Create Website

Create Social Media Accounts

Order flags and big trailer

Set Google and Social Media Ads

Promote Trial for the first class

Invite Influencers to join the sessions for free for a month

Start posting on Social Media

 

Social Media Platform
Content

Facebook

Inviting people to get a trial session

Service Information

Fitness Information

Sales and promotions

Events

Photos or Videos

Instagram

Inviting people to get a trial session

Service Information

Fitness Information

Sales and promotions

Events

Photos or Videos

Instagram’s Stories

Testimonies

Session Shots

Event Shots

Shakes or wealthy recipies

 

Budget

Promotional budget can include and not limited to Campaign Development, Production, Media, Agency fees and etc (Please note budget will vary based on the campaign activities. Come up with realistic figures)

 

 

 

Timeline

Timeline has to be estimated and completed for various milestones such as promotional campaign proposal, approval date, creative production, campaign launch and campaign finish (Please do not restrict yourself to these and feel free to come up with your own timeline to suit the campaign activities stated in your report).

A Gantt Chart integrates all the factors that influence a project and will show the necessary activities to complete the promotional plan against time (Duke, n.d).

Activity

W1

W2

W3

W4

W5

W6

W7

W8

W9

W10

W11

W12

Evaluation

 

How to evaluate the effectiveness of the promotional campaign.

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Referencing

Include peer reviewed journal articles, textbooks, websites and other references.

[Example] Flannery, P. (2011). Create Your Own Reality. Cork: NuBooks. http://search.ebscohost.com.ezproxy.laureate.net.au/login.aspx?direct=true&db=nlebk&AN=1008505&site=ehost-live&ebv=EB&ppid=pp_C

Duke, R. (n.d). What is a Gantt Chart? https://www.gantt.com