As a part of the INDUSTRY-ACADEMIA INTERFACE IN CLASSROOM (IAIC) initiative, ‘HONOR’ brand from the Huawei group is participating in this assignment. The support extended by the company is sincerely acknowledged herewith.
As a group (having exactly 5 members), you will work as a group to develop a Brand audit presentation to be given to the managers of HONOR, UAE at their company premises. All the teams will COMPETE with each other in giving their presentation to the managers of HONOR.
In order to understand the overall objective of the ‘BRAND AUDIT’, Imagine that your group is the marketing department of the chosen company in the UAE. Your group is required to conduct desk research (offline & online) and carry out visits to places of sale (like department stores, Hypermarkets and roadside stores)and learn about the marketing mix strategies (product, price, place and promotion mix) employed to manage the chosen brand ‘HONOR’ in the UAE – their marketing activities; products and services; target markets currently served; close competitors; competitive strengths and weaknesses; promotional activities in the last 1-2 years and forward suitable insights (recommendations) for rejuvenating the brand, after making a critical comparative analysis of the marketing mix of the chosen brand with the marketing mix of the closest competitor. Your recommendations should be in the form of FIVE BEST INSIGHTS (STAR MARKETING INSIGHTS), IN TERMS OF ITS PRACTICALITY, RELEVANCE AND UNIQUENESS, BASED ON THE BRAND AUDIT.
CONTENTS OF THE ‘BRAND AUDIT’:
a) A title stating, “An Audit Report on Brand X”, based on the chosen brand.
b) Customer analysis – The currently served target market (s) and their profile
(Demographic- Age, Gender, Nature of work being skilled or professional/ Behavioural-Time of Purchase and Volume of Purchase, Inclination to promotional programs) of the chosen brand. Describe the consumer decision making process employed by the customers of the chosen brand, in terms of usage of reference groups, level of involvement on the product category, mode of purchase (online/offline) and other relevant aspects. A perceptual map explaining how the chosen brand is currently positioned in the market.
c) Product analysis-The list of tangible and intangible benefits of the chosen brand and their relevance to the market needs, packaging relevance with the market needs, assortments of different sizes and their relevance to market needs and other relevant aspects.
d) Price analysis- Prices, discounts and promotional marketing offers of chosen brand. Is the product demand elastic or inelastic?
e) Distribution analysis- Major channels used for distributing the chosen brand (Wholesalers/Stockists/Retailers). Merchandising and displays provided for the chosen brand. Online presence of the chosen brand and other relevant aspects.
f) Promotion analysis- The various communication media (ATL/BTL/TTL Media) and messages used to promote the chosen brand and other relevant aspects.
All citations and informational sources must be duly acknowledged in your list of references.
I) The report should be submitted in turnitin and Turnitin receipts duly
attached with the hard copy of the UPDATE report, without which the report won’t be accepted.
***THE ABOVE ANALYSIS HAS TO BE CARRIED OUT FOR BOTH HONOR AND ITS CLOSEST COMPETITOR(S) [AS DECIDED BY THE GROUP] AND THEN COMPARED WITH EACH OTHER IN ORDER TOP COME OUT WITH THE FIVE BEST MARKETING INSIGHTS TO PROMOTE ‘HONOR’.***
ORAL PRESENTATION OF THE BRAND AUDIT REPORT (Refer the ‘MARKING RUBRIC’ in the appendix)
Prepare a group power point presentation of your group’s audit report (15 minutes for presentation per group and 10 minutes for questions and answers).
The marks you obtain depend on the extent to which:
1. You are able to demonstrate your understanding and application of relevant concepts.
2. You are able to constructively critique the company’s marketing situation in the chosen organisation.
3. The opinions you express are concise, logical and with coherent arguments.
4. The presentation is researched broadly and skilfully from varied sources (journal articles, industry publications, textbooks, websites, and interviews).
6. Harvard referencing style is used accurately and consistently within text as well as the end of the slides
7. You are able to demonstrate a clear understanding of the basic rules of grammar and punctuation.
8. The presentation consists of (i) table of contents (ii) executive summary, (iii) relevant marketing mix analysis of the chosen brand and that of the closest competitor and Tables & figures in the appendices, with due references inside the analysis.
*** For this report and presentation, I only need to do part “C” in the group (c) Productanalysis-Thelistoftangibleandintangiblebenefitsofthechosenbrandand their relevance to the market needs, packaging relevance with the market needs, assortments of different sizes and their relevance to market needs and other relevant aspects.) ***
***Please also give me 2-3 slides for presentation from the report***
*** For my part I need to come up with one MARKETING INSIGHTS TO PROMOTE ‘HONOR’***