MKTG 1101 Consumer Behaviour Semester 1 2015
Written Assignment Part 1: Individual Case Study (20%)
Questions for Case 1: Victoria Bitter: Reviving a once loved Aussie icon
- What is brand equity? Should a push towards brand equity underlie all marketing campaigns? How was the concept of brand equity implemented for this campaign to target “men who selected brands based on values over image”?
- How did using different communication strategies drive this campaign? Include a discussion of target audience in your response.
- What influences consumer spending? Explain your response by referring to two internal and two external influences and specific examples from the case.
Questions for Case 2: Bankwest: Money won’t make you happy. But being happy can make you money
- Define brand image and the relevance of the concept to product positioning. How did Bankwest employ brand image to ‘build a brand based on positive things’?
- How were a ‘cast of characters’ used to strengthen the campaign? Explain referring to other past campaigns by any other brands/ companies that have used ‘universal symbols’ as a marking strategy
- What influences consumer spending? Explain your response by referring to two internal and two external influences and specific examples from the case
Questions for Case 3: Yorkshire Tea: taking Yorkshire Tea to the world- the story of Little Urn
- Define involvement theory. How does the ‘involvement state’ influence consumer’s purchase decisions? Explain this in terms of the case.
- How did consumers being ‘indifferent to the difference between products” create a dilemma for Yorkshire Tea? What strategies were used to address this?
- What influences consumer spending? Explain your response by referring to two internal and two external influences and specific examples from the case
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