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Branding

Word format, 2000 words each. The essay has to be written in a provided Word template – other formats are not accepted.

In your assignment you’ll have to choose a smaller brand that is mostly present in one country – no big international conglomerates, but small-scale international presence is tolerated (export).
Task Description

The assignment should include the following topics:

1.      Introduction of your chosen brand (max 200 words)

o  Short history and background

o  Why you have chosen this brand? Why is it interesting to you?

2.      Description of the product category in that country (max 400 words)

o  Consumer behaviour patterns in the country regarding this product category (choice, purchase, usage)

o  Trends in the country regarding this product category, comparison to global trends

3.      Marketing strategy (min 500 words)

o  TARGETING: Who are the (prospective) customers?

o  POSITIONING:

§  Competitive environment, other brands, main players

§  Brand position, differentiation from other brands

4.      Marketing mix (min 800 words)

o  Evaluate the brand in terms of:

§  Product

§  Pricing

§  Place (distribution)

§  Promotion (marketing communication)

5.      Recommendations (min 200 words)

o  Suggestions to the marketing department of the brand

o  Expectations for the future of the brand in the country

Deadline: Please see on the Moodle page of the module.

The assignment will be assessed based on the following criteria (see the grid on Moodle):

•                    Choice of brand, its relevance for the task (10%)

•                    Introduction of the product category in that country (20%)

•                    Analysis of chosen brand (50%)

•                    Choice of sources, referencing (10%)

•                    Language and style (10%)

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