Develop a Brand Marketing Plan for a New Product / Service.Demonstrate a comprehensive and detailed understanding of the relevant literature; and an ability to synthesise the issues raised by the authors.
Background
Choose 1 company from any of the industries listed below as the base of your assignment.
-Cosmetic Beauty Industry
-Fast moving consumer good (FMCG) industry
-Leisure industry (Spa, Hotels etc.)
You have been appointed as the Brand Marketing consultant for the company. Its Managing Director has asked you to address the following Task:
REQUIRED
Think of New Brand/Product / Service Idea for your selected Company. It can apply a totally new brand for the new product / service to the marketplace; OR a Brand Extension (Category extension).
Develop a Brand Marketing Plan for the new product / service. Your Brand Marketing Plan may include the following aspects:
?Brand audit situation analysis
?marketing mix & creatives
? Brand identity (explained Rationale and Creatives), brand image, brand associations, brand personality, Brand Concept Map
?Implementation & Execution
YOU MUST
?At least 15 MUST be academic journal articles.
?Incorporate 1-2 real-world examples to support your Lit Review and your background/context section.
?Keep focused. Use the Literature Reviewed to make recommendations for your new Brand/Product discussed on your Brand Plan.
NOTE
In this essay you should:
?Demonstrate a comprehensive and detailed understanding of the relevant literature; and an ability to synthesise the issues raised by the authors.
?Display highly developed skills of analysis and critical evaluation
?Demonstrate an ability to integrate theory and practice in an innovative/original manner.
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