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24 Aug
2019

Assessment BriefProgram Bachelor of BusinessSubject code MKT304ASubject name Brand and… | NO PLAGIARISM

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Assessment BriefProgram Bachelor of BusinessSubject code MKT304ASubject name Brand and Product ManagementAssessment title Assessment 3 – Case Study AnalysisGroup or individual assessment IndividualLength 2500 words (+/-10%)Learning outcomes addressed This assessments addresses the following learning outcomes: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 successfullyd) Assess the marketplace in terms of the consumer, competitors, trends and organisational objectives.f) Evaluate brand and product performance through the application of relevant keyperformance indicators and other metrics.Assessment Brief:Section 1The Brand Report Card Report by Kevin Lane Keller.Available here: https://hbr.org/2000/01/the-brand-report-cardPlease read.Section 2Using 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 and answer the following 10 questions. Each question is worth 10 marks.Brand SelectionQantasMcDonaldsPepsiBoost JuiceMyersQuestions1. 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 consumers’ 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-ordirates a full repertoire of marketing activities to build brand equity?8. Do you believe the brand understand what it means to the consumers eg -who am I?9. Do you believe the company who owns the brand or 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 sources of brand equity?Marking criteriaExcellent Good Average Not Poor10-9 8-7 6-5 adequate 2-04-3Each of the 10 questions are worth 10 marks Clear iniformation C ;ood Basic Lacking in Not enoughprovided, well inform2tion information information informationan:swered, shciws provided, provided, and providedstrong evidence of shows some small independentindependent independent independent thought butthought used thought and thciiight somesupported by examples informationrelevant examples providedTotal points /100 points

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