review and answer the question at the bottom based on media and write up about a half a page to a page conclusion.

PART A: Managerial Perspective: Comparison of Client and Lead Competitor Brand Strategies 

 

Fill in the table on the two brands Beechworth’s and the Competitor brand Capilanos and answer the following questions below. Aim for a paragraph each question

  Client Brand

Beechworths

Competitor 1

Capilanos

Brand Essence  
Brand Vision  
Brand Personality  
Brand Values  
Brand POPs and PODs  
Brand Promise  
Key Products features advertised  

 

  1. Are the brands differentiated i.e. demonstrate points-of-difference? How?

  2. How are the brands similar i.e. demonstrate points- of-parity?

  3. What is the client brand’s relative strength or weakness?

  4. Does the client brand need to add either a point-of-similarity, or a point-of- difference? Why?
  5. Is there a need to stretch the client brand slightly by adjusting its brand image or its personality? Why?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

PART B: Consumer Review- Have a look at the consumer review and answer the question at the bottom based on media and write up about a half a page to a page conclusion.

 

Demographic Variables Consumer 1 Consumer 2 Consumer 3
Age and gender 20, Male 21, Female 22, Male
Education level and occupation University student University Student

Pharmacy Assistant

University student

IT Sales

Average income range 0 – unemployed 35,000 per year $55,000 – $60,000

Per Year

Number of persons and type of household nuclear family 4 persons in the household. 3 people

Single Parent  Family

4 person household family

 

Psychographic Variables Consumer 1 Consumer 2 Consumer 3
Perceived Social Class middle class/average Middle class Middle Class
Lifestyle: important recreational, interest and hobbies no real hobbies playing sport. Gym, Going on adventures trying out new places, food Japanese Cars/modification, skate/surf, Information technology
Actual Self-concept & Personality young quiet boy who loves to live life to the fullest. Young bubbly girl who loves trying new things and live by “you only live once” Laid back young man that enjoys making people laugh/smile
Ideal self-concept & personality never doubt yourself and always believe on what’s right. To always believe in myself, never give up. Fight to achieve all my goals Be someone people can turn to for judgement free advice
VALS descriptor Your primary VALS type means that you are most like the Strivers consumer group. Your secondary type—the group you are next most like—is Experiencers Primary Vals- Most like the Strivers consumer group.

 

Secondary- the group you are next most like is Experiencers

Your primary VALS type means that you are most like the Experiencers consumer group. Your secondary type—the group you are next most like—is Innovators.

 

Product Category Consumer 1 Consumer 2 Consumer 3
How often used rarely Rarely Rarely
When or Occassion used if sick If sick When I very occasionally have it with breakfast or tea
How used sore throat remedy In Tea or Porridge As sweetener
 Attitude to product category rarely an option Is very rarely an option to eat Rarely an option
Barriers to purchasing or using the product category only purchased when needed Prefer to get from Beekeeper rather than supermarkets Purchase only when needed, has no expiration date so lasts an extremely long time
Likelihood of purchasing the product category in the next week, month or three months not in the next week but maybe a month or two. Rarely likley 1/10 chance purchase in the next 3 months
Substitute product categorised used and why no substitute Maple Syrup Raw sugar or maple syrup for is dissolvability and sweetness

 

Client Brand Consumer 1 Consumer 2 Consumer 3
How often they buy Never Never Once or twice
When they buy Never Never
Top of mind awareness Capilano Capilano Capilano
Attitude to brand never was aware of the brand until at this point. Never knew the brand existed until this assessment

Rather honey straight from beekeeper

never was aware of the brand until at this point as I didn’t purchase it or use it myself when it was bought
Barriers to purchasing or using the client brand brand never came into mind when purchasing honey Sold in supermarkets Not part of consideration set
Likelihood of purchasing the client brand in the next week, month or three months likely the next month or two used for a smoothie or remedy during the winter season Is a possibility as i would be interested to try out and compare it to other honey brands that i am aware of. 1/10 chance purchase in the next 3 months

 

Latent Purchase Motivation Consumer 1 Consumer 2 Consumer 3
Are Latent Motives operating N/A N/A N/A
Features Mentioned N/A N/A N/A
Benefits sought N/A N/A N/A
Specific Latent purchase Motivations N/A N/A N/A
EMotions felt and/or desired N/A N/A N/A
COnsumer life values underlying purchase motives N/A N/A N/A

 

Manifest Purchase Motivation Consumer 1 Consumer 2 Consumer 3
Features Mentioned must be perfectly coloured yellow and well package Catches my eye,

Yellow

Must be able to see honey and not be cloudy, Bee colour scheme is what Im used to
Benefits sought well packaged means pristine Well packaged Clean packaging with clear font
Specific manifest purchase motivations honey which was tasteful and sugary to mix in smoothie Cheapest tasting honey Sweet for a sugar replacement
Emotions felt and/or desired the need and craving for honey cravings the need for honey
Consumer life values underlying purchase motive the honey must be 100% made in Australia 100% Australian made Natural process and Australian made

 

Consumer 1 Consumer 2 Consumer 3
Likely route to persuasion (peripheral or central) central route Central Central
Cognitive response to ad (like or dislike) like ad Like Dislike
Cognitive response to source (source bolster or source derogation) source bolster positive Source bolster

Positive

Source bolster

Positive

Cognitive response to brand message (counter or support argument) support argument Support Support

 

Key media consumed Consumer 1 Consumer 2 Consumer 3
Early morning tv ad Instagram Instagram or facebook
Mid morning tv ad Instagram Instagram or facebook
Early afternoon YouTube ad Facebook Instagram or facebook
Late afternoon YouTube ad Youtube Video Ads Instagram or facebook (Use Youtube more but subscribe to Youtube premium therefore no ads.)
Early evening YouTube ad Youtube Video Ads Instagram or facebook (Use Youtube more but subscribe to Youtube premium therefore no ads.)
Late evening tv ad Tv ads Instagram or facebook (Use Youtube more but subscribe to Youtube premium therefore no ads.)
Other key touch points mostly ads between tv shows and news Mostly recommended ads on social media Mostly recommended ads on social media

 

List the media consumed by the consumer throughout the day, and identify potential touch-points that will reach the consumer during their consumer decision process, or while engaged in their lifestyle.

 

 

 

Conclusion: (Our target market is Australian Millennial) ½ -1 page long

Team is to review and brainstorm. Based on behavioural profiles, identify one or more consumer groups that will be a viable target audience for the client’s IMC campaign. Justify your choice of target audience with reference to their full behavioural, awareness and attitudinal profiles.

 

 

 

 

 

 

 

 

 

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