Topics Sentences to set the scene linked to literature – please use a multi-citing here to back up your ideas e.g. (Smith & Jones, 2018; Taylor & York, 2017 with some facts and stats around the size and

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Assignment Task 

Introduction

  • Context to the Industry and Category and what is happening in the market
  • Link to Company and Brand in the Product Category
  • Purpose of the report – What is this report about?
  • Structure of the report – Approach to the task

Write 1-2 sentences on each and put into one large paragraph to set the scene and the approach to the task. Be clear, concise but specific. Follow the exact format of below

Context

Topics Sentences to set the scene linked to literature – please use a multi-citing here to back up your ideas e.g. (Smith & Jones, 2018; Taylor & York, 2017 with some facts and stats around the size and growth or decline of the industry in which your product operates. e.g.: In today’s global economy organisations are seeking to reposition their products.

Company Background

  • Who is the company? What is there reach and scale?
  • Are they a strong and established brand?
  • Begin by searching the company’s website and About Us page
  • Additionally, look at other relevant sites for this information – Size, where is it based, overview of progress over time to be established in the market?
  • Consider depth of distribution and power of the brand etc?
  • Think about the company in a marketing and branding context to give an overview of it in the marketplace.
  • Please include a visual of the logo of the company, brand, and image of the product

Industry Analysis

Provide an overview of the Size, Growth or Decline, Opportunities and Trends in the “market/industry” in Australia. Back up all points with a citation with ideas from your research of the facts and stats from Passport, IBIS World, Company 360 and other quality Reports / Website like Roy Morgan and ABS.

Firstly, you should gather information on the industry as a whole. For example:

  • What is the size of the industry in Australia?
  • What are recent trends in the industry?
  • What is the industry potential? E.g. Growth rate, industry life cycle, etc.
  • Any information about the industry that could be useful for your decision-making

Competitor Analysis

Now you need to determine who are the main competitors in the industry. For example:

  • Who are the key players?
  • What are their points of similarity and difference? You can create a table on this too.
  • How do the main competitors differentiate themselves in the marketplace?
  • What are the most common forms of the main competitors’ communication strategies e.g. TV, magazine, in-store promotions, etc.?
  • What are the most common forms of Advertising Approaches among the main competitors? Include images of how they advertise and what channels they mostly use.
  • Make a large vertical table with only max 3 competitors per page (i.e.: you might like to have 2 tables with 2-3 in each
  • Put the first column as the brand / product itself then create 5 others for a mix of direct and indirect competitors

Consumer Analysis

Now you need to provide a description of the consumer market associated with the product category. For example:

  • Who are they? (e.g. their demographic, psychographic, geographic and behavioural characteristics)
  • What are the issues facing consumers of this product category?
  • What are the factors important to consumers when making the purchase/consumption decisions in this market?
  • Are they influenced by others? Do they make the purchases themselves?
  • Are there particular consumer needs not being met in the current marketplace?
  • Try to research on Roy Morgan and look at consumer trend reports on issues with your category e.g.: single use plastics, eco-friendly, health-conscious consumers etc.
  • Additionally, create a Mood Board and insert say 3-10 pictures that represent the consumer persona (e.g.: Shows age, gender, reference group, interests and activities, style of clothes etc) – Google some example mood boards.

Advertising and Creative Strategies Campaign Analysis and Opportunities

This section should include the following points:

  • Strengths and weaknesses of the current Major Advertising and Creative Strategies Campaign of your chosen company and the likely outcomes of this approach.
  • The focus of the current Major Advertising and Creative Strategies Campaign and the company’s profitability because of this approach