Subject Code and Title :- MKT304A Brand And Product Management
Assessment :- Assessment 3 – Case Study Analysis
Individual/Group :- Individual
Length :- 2500 words (+/- 10%)
Weighting :- 40%
MKT304A Brand And Product Management Assignment 3 – Australia

Learning Outcomes :-
The Subject Learning Outcomes demonstrated by successful completion of the task below include:
a) Analyse the role of brand and product strategy in the organisation.
b) Identify problems and questions in relation to contemporary brand and product management.
c) Discuss the issues and challenges businesses face in successfully launching new products.
d) Assess the marketplace in terms of the consumer competitors trends and organisational objectives.
f) Evaluate brand and product performance through the application of relevant key performance indicators and other metrics.

Assessment Task :-
This assessment task is designed for you to analyse the role of brand and product strategy of a company the problems issues and challenges to contemporary brand and product management and to evaluate brand and product performance through the application of relevant key performance indicators and other metrics drawing from the knowledge you have gained from modules 1 and 5. You will write a case study report with 2500 words and supported by academic resources.

Please refer to the Task Instructions for details on how to complete this task.

Context
The case study analysis will be done through using the information in the Brand Report Card by Kevin Lane Keller and the theory you gained during this trimester. Please select a brand from the list below and answer the following 10 questions. Each question is worth 10 marks.

Brand Selection (Select one only)
1.Qantas
2.McDonalds
3.Pepsi
4.Boost Juice
5.Myers

Questions :-

1.How does the brand excel at delivering the benefits customers truly desire?

2.How does the brand stay relevant?

3.How is the pricing strategy based on the consumer’s perception of value?

4.Is the brand positioned properly?

5.Is the brand consistent with their marketing program?

6.Does the brand portfolio and hierarchy make sense?

7.Does the brand make use and co-ordinates a full repertoire of marketing activities to build brand equity?

8.Do you believe the brand understand what is means to the consumers , e.g. ‘who am I?’

9.Do you believe the company who owns the brand itself offers proper ongoing marketing programs to support the brand?

10. In your opinion do you see evidence that the brand monitor’s its resources of brand equity

The Case study analyse should be comprised of the following sections outlines as a guide. See your lecture notes readings and references for information about the following sections that are to be included in the Case study report:

1.0 Table of Contents
2.0 Background information about the selected company its history and product portfolio
3.0 Analysis the Branding, Brand Value and Brand Equity of the selected company through the use of Brand Report Card Report by Kevin Lane Keller ( Hints: Please refer to the 10 questions listed above)
4.0 References

MKT304A Brand And Product Management Assignment 3 – Australia

Instructions :
• This assessment must be compiled in report format.
• An executive summary is NOT required.
• Use suitable headings and subheadings for the information presented and page numbers should appear on each page of the document – ideally in either the header or footer.
• All assessments are to be submitted to the learning portal All work must be word processed spell-checked grammatically acceptable and professional in appearance.
• Assessments should not be written from a 1st person context but rather from the 3rd person per spective. That is I we my our are not acceptable.
• All claims and recommendations are to be supported by suitable and relevant marketing and/or the oretical principles and their relevant references.
• This assignment must be prepared and submitted as an individual the work you submit must be your own.
• You should include a reference list for any text books websites or other references you use to support your recommendations.
• Students are advised to conduct secondary research and analysis of the company and the markets to substantiate the recommendations.
• A professional level of presentation is expected together with adherence to the word limit.