PART A: Managerial Perspective: Comparison of Client and Lead Competitor Brand Strategies
Fill in the table on the two brands Beechworthâ€™s and the Competitor brand Capilanos and answer the following questions below. Aim for a paragraph each question
|Brand POPs and PODs|
|Key Products features advertised|
- Are the brands differentiated i.e. demonstrate points-of-difference? How?
- How are the brands similar i.e. demonstrate points- of-parity?
- What is the client brandâ€™s relative strength or weakness?
- Does the client brand need to add either a point-of-similarity, or a point-of- difference? Why?
- 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
|Average income range||0 â€“ unemployed||35,000 per year||$55,000 â€“ $60,000
|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 â€œyou only live onceâ€||Laid back young man that enjoys making people laugh/smile|
|Ideal self-concept & personality||never doubt yourself and always believe on whatâ€™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 typeâ€”the group you are next most likeâ€”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 typeâ€”the group you are next most likeâ€”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 didnâ€™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|
|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,
|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
|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 or facebook|
|Mid morning||tv ad||Instagram or facebook|
|Early afternoon||YouTube ad||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) Â½ -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 clientâ€™s IMC campaign. Justify your choice of target audience with reference to their full behavioural, awareness and attitudinal profiles.
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