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BMA604 | CB-Brand Analysis Brief | Management

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CB-Brand Analysis assignment is designed to allow you to develop through researching a practically orientated project. This assessment offers the opportunity for you to tap into different aspects of the concepts and theories covered in the unit on an applied basis to develop a deeper understanding of key areas of consumer behaviour related to marketing a brand and the marketing management implications associated with it. You will write a report of 3000 words +/- 10% (references are not to be included in the word count).

Assessment requirements

You will choose a brand from the list provided which you can find and collect brand-related information (e.g. advertisements, news/business articles, and websites). After careful analysis of the brand’s target market segment(s) and current marketing practices, you must then describe the areas in which the use of 2 (maximum 3) consumer behaviour theories/concepts have been applied to market the chosen brand by the company/organisation. The key is to identify how the company marketing the chosen brand are attempting to influence, modify or impact the consumers’ decision-making and behaviour using specific consumer behaviour theory. You must reinforce your discussion with clear evidence (i.e. scholarly articles) that support, explain and critique consumer behaviour theory within the brand information that you have collected.

Report development
You must do two things in order to successfully complete the report. First, you must become familiar with the various consumer behaviour theories and concepts covered in the unit and choose and critically discuss 2 (or 3) specific theories and/or concepts that are later linked to a practical case of how a company uses them to market its product/service brand. Second, you must analyse and critique the actions of this particular brand and recognise when these actions illustrate the use of a consumer behaviour theory and concepts. This requires extensive research and analysis into the brand. A deep understanding of the chosen brand is required so that you can identify how consumer behaviour concepts have been applied in its marketing.

The topic is as follows

You are required to choose a brand from the list provided below and describe the areas in which consumer behaviour theory and concepts are applied. Your focus should be on choosing a product that interests you and which you can find information. Analyse and discuss the theory and concepts and their practical application. Discuss how and why they are applied and the results you believe occur from their application.
• Pedigree (Dog food)
• Lynx (Grooming)
• Rip Curl (Clothing)
• Subaru (Auto)
• Sukin (Skincare)
• Hahn (Beer)
• Dominos (Food)
• Ego Sunsense (Sunscreen)

You are required to describe the marketing strategy problem, identify and discuss the specific consumer behaviour issues / problems inherent in that problem. You should also analyse the consumer behaviour issues and make recommendations for marketing strategies for the product. The key is to identify how the firms marketing the product are attempting to influence, modify or impact the consumers’ behaviour using specific consumer behaviour theory. This may also be achieved by writing your report based on a collage of individually nominated print advertisements that depict a particular consumer behaviour theme or topic within an industry. If you choose this approach, you are expected to critique identified advertisements by discussing how they use the theory and how effectively they reflect the relevant theoretical concept being applied. This should discuss how the concepts associated with the topic chosen, are used / misused or could be better used in advertisements that the industry adopts to influence consumers. The report should include a discussion of the relevant theoretical concepts. (Please note that simple regurgitation of the text book theory is not acceptable).

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