Brand Analysis of Breyers Business & Marketing Research Paper

This paper is an analysis of the brand Breyers. I have finished one and two parts of this paper, so I need you to finish the rest. Specific requirements are included in the uploaded document.The paper will probably include some information from the class, and I will upload the relevant Powerpoint.This paper takes up a large proportion in my overall score of this course. I hope you can take it seriously. Thank you very much. Please feel free to send me a message if you have any questions.

MKTG-300 Clayton 1 PRINCIPLES OF MARKETING – BRAND ANALYSIS PROJECT Situation & Assignment You’ve landed your first job as an assistant to a brand manager. Your boss, Miranda Priestly, wants to make sure your company’s brand is remaining competitive, so she assigns you this project: • Review all publicly available information related to your focal brand and the product category • Prepare a detailed analysis of your focal brand and product category, and • Make three recommendations to improve your focal brand’s competitive position based on the findings of your research. (recommendations should be specific to the US market) Objectives In this individually-written report, you will demonstrate your writing, research abilities, and knowledge of concepts presented in this course. The assignment also gives you the chance to practice using charts and exhibits. As a bonus, the completed report can serve as your writing sample for internships and jobs. Important First Steps Each student should pick a brand within the assigned product category. No two students can use the same brand so selections will be first come first serve. Important Dates Deliverables Due Date Description Part 1 7/7 Market analysis of product category 2 components – complete an “environmental scan” of macro issues and complete an “industry analysis” – submit via BB Part 2 7/21 Segmentation, Targeting and Positioning – submit hard copy Final Report (Parts 1-5) 8/4 5 parts: - submit hard copy 1. Executive Summary 2. Market Analysis of Product Category 3. Segmentation, Targeting, Positioning 4. Brand Analysis (4 Ps) 5. Strategy followed by three recommendations Summer 2020 – Frozen Treats MKTG-300 Clayton 2 MKTG 300 – Writing Intensive Requirements For each deliverable please lead with a memo to your boss, Miranda Priestly. This one-page document should include all pertinent info: to whom, from whom, date, subject, and a brief description of what is attached, and any pertinent info your boss should be aware of regarding your progress. This should be a stand alone page, meaning do not start your actual report below this information. (search google for memo templates) Remember you want to inspire confidence in your boss that you’re on the right track and will deliver the final report on time. Part 1: Market Analysis of Product Category—1250 words (due 7/7) – Submit via blackboard What is the market situation for the category? Provide a short review of the market situation facing the brands in your competitive “space.” You should examine industry sales at the monetary level for the most recent 3-5 years, forecasts if available, trends within subsectors of your industry and market shares of main players. This section should address issues happening at the macro level, also known as an “environmental scan.” Topics such as; key consumer trends, a crucial political issue, a critical technological change, a shift in the nature of the competitive landscape, and/or a key environmental force affecting the segment and competition. Choose issues that generally affect the performance of all players (i.e., some brands are affected more and some less, but the issues affect the group as a whole). Remember to keep analysis at macro level, not just category trends! • You will want to refer primarily to the concepts discussed in Ch. 3 on Marketing Environment, Ch. 5 on Consumer Behavior. Part 2: Segmentation, Targeting and Positioning — 500 words (due 7/21) – Submit via blackboard Who’s currently buying your product? Where are your deficiencies and where are opportunities? You are required to use the Simmons data for this portion of your paper. This is a natural place in your paper for multiple charts, figures, or graphs. (Please do not use charts directly exported from Simmons as these are often contain far more numbers then you actually need, and thus are not very user friendly. I want to see that you can identify and correctly understand the important values. You’re required to take these numbers and create some of your own figures) Remember, at this point in the paper it’s premature to make any recommendations. Topics in this part include, but are not limited to: a. Segmentation and Targeting: What groups of consumers appear to have the greatest propensity to buy your product? (such as demographic, psychographic, or product benefits--see Ch 9.) b. Positioning: Discuss the brand strategies and elements of the brand used to position each brand (such as brand personality, brand equity, positioning). Discuss competitive differences and advantages. (See Ch. 9) Please review the last slide from Chapter 9 on how to write a positioning statement. Parts 3/4/5 (due 8/4, along with revised versions of your previous parts to form a final paper) – submit via blackboard Part 3: Brand Analysis of Focal Brand –1000 words (SWOT does not count towards this word count) Analyze the marketing strategy of your brand. • Product, Price, Place, Promotion: Discuss the key product issues (Ch. 10-12). What types of pricing strategies are used for your brand? (See Ch. 13-14.) Discuss key distribution issues. What types of distribution channels are used and why? Compare point of sale merchandising and promotions. (See Ch. 15-17.) Which specific elements and tactics of the communications mix, such as advertising, public relations, sales promotion, and direct marketing are important for your brand? (See Ch. 18-20.) • At the end of this section you should be able to provide a SWOT for your brand. While SWOT’s may be identified online, you should construct your own SWOT, and the items identified in your SWOT should correlate with topics you have previously discussed in this and the prior section. I should not see items in SWOT that were not previously discussed. MKTG-300 Clayton 3 Part 4: Brand Recommendations for Your Focal Brand to Improve Its Competitive Position—1000 words Based on the issues you’ve identified in parts 1-3, clearly articulate a strategy for increasing your brand’s market share. After this brief statement, present three well-founded ideas for improving the distinctive competitive advantage of your focal brand. Be sure to provide analysis and logic for each, along with pros and cons for each recommendation. Your tactical recommendations should soundly link to your previously articulated strategy and should be based on the analysis you provided earlier in the paper. Part 5: Executive Summary—200 words Briefly summarize your report and foreshadow your three recommendations in brief detail. This will be the last part you write, but this should be the first page of your final project after a very brief memo to your boss, Miranda Priestly. NOTE: It is recommended that all students have their memo and paper reviewed by the Kogod Center for Business Communications (KCBC). The staff of the KCBC are there to help you improve your writing and organization. For questions regarding marketing content, please consult your professor. Additional Key Instructions: • The report should be single-spaced with double spaces between paragraphs/sections, default margins, 11-point font. • Use subheadings to organize your report and provide structure for the reader. • Bold specific marketing terms that we have covered in class lectures and are taken from your text. • The final report must contain a minimum of five figures (charts, exhibits, graphs, tables, or useful illustrations). These are not included in the word count. They should be embedded within your surrounding text as this will make it easier to read for your boss. o Make sure that you label each figure and also refer to the figure within the text (see Figure 1). o Avoid confusing, uninformative, ill-conceived, simplistic and sloppy figures! o You may locate a figure during your research which you wish to include. This is allowed as long as the source is cited properly. o I will require that at least three of your figures you create yourself. The Simmons data is a natural source for at least two figures. • Make sure your writing is concise and to-the-point and your claims are based on objective evidence. • The tone of the report should be formal and professional, so choose your wording appropriately; points will be deducted for informal writing (e.g., avoid slang, short-hand, etc.) • Please make sure that you cite sources within the text • Your citations should include the author(s) name(s), the title of the publication, date of the publication, the source name, and a website (where appropriate). If you include a hyperlink to your articles, make sure this can be accessed by all readers of the document! More information regarding citation format will be provided by the Office of Business Communications. APA style is preferred, but other styles will be accepted. • Remember that your overall goal is to demonstrate your writing skills and your understanding of the concepts and principles discussed in this course. MKTG-300 Clayton 4 FAQs MKTG-300 Project 1. Should I use a certain organization and structure for the report? “Yes” and “No.” First principle is to organize your report in the structure you think is most appropriate. Although you have some flexibility here, keep in mind the bottom line - your business memos and reports should represent the highest in professional quality, both in content and style. This is not an exercise in free or “artistic” expression. Guidelines and instruction will be presented by Kogod’s Center for Business Communications (CBC) later in the semester. 2. What should a cover memo contain? Who is the audience? What is the tone? Remember your assignment. Remember, executives like your boss, Miranda Priestly, are busy - -they are involved in many projects. Thus, your memo should remind the reader of necessary background without being pedantic. Remember who your audience is: an executive at the company who gave you this assignment. Update her on your status appropriately. 3. Should I conduct primary research? This is not a marketing research course so primary research is not required or expected. However, students may supplement their “public” literature with information from an interview with a retailer or executive. 4. Do I need to pay attention to charts and tables? … placement of exhibits? Yes! Make your charts, exhibits, figures and tables (CEFTs) clear and informative. Good CEFTs are the marks of a good report. Exhibits may be placed at the end of the text, but the best CEFTS are integrated within a report with corresponding text explaining the main point of the CEFT. Please don’t include a CEFT without discussing it in your text! 5. What things should I reference? And how? Full and proper citation of reference material and ideas is expected. See the KSB Syllabus Statement regarding academic integrity. Note: Keep proper citations. The instructor may request an “e-doc” version of your report; this e-doc should include “hot links” so the instructor can easily check & read sources. 6. Other points to remember … Make sure that the presentation and look of your memos and reports are of the highest quality and free of mistakes. Written expression must be clear and to-the-point. A significant portion of the evaluation is based on writing and presentation quality. * * Due dates: If you are unable to attend class on the given date, please be sure to turn your assignment in to the instructor prior to the scheduled class period. Once the class period has ended your paper is considered late, and you will have 24 hours to turn in your assignment at a penalty of 10% for every 24 hours that passes.