MKT 10009 Assignment 2B Report template v2

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School

Macquarie University *

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MISC

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Marketing

Date

Feb 20, 2024

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docx

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Swinburne Online Student name (number) MKT10009 Assignment 2B Student name Student number Swinburne Online Teaching Period X , 202 X MKT10009 Marketing and the consumer experience Assignment 2B: Brand extension report Due date: XX Month 202X Date submitted: XX Month 202X Word count: XXXX words

Swinburne Online Student name (number) MKT10009 Assignment 2B Table of contents 1.0 Introduction ........................................................................................................................... 3 2.0 Target market analysis ....................................................................................................... 4 3.0 Brand extension and product strategy .............................................................................. 5 4.0 Competitor and positioning analysis ................................................................................... 6 5.0 Marketing mix ......................................................................................................................... 7 6.0 Conclusion ............................................................................................................................... 7 References ..................................................................................................................................... 9 Appendix ........................................................................................................................................ 9 **Delete this box before submitting your assignment** Throughout this template, you will see these instruction boxes which will guide you through this assignment. These boxes should be deleted before you submit your final assignment. For the cover page (previous page): Insert the correct details for the red text, then change the text colour to black. For the table of contents (above): After you have completed and saved your assignment, select anywhere in the contents list. At the top of the list, select Update Table . In the dialogue box that pops up, select Update entire table , then OK. This will create your final table of contents list. For the header/footers: Double tap the header/footer text to edit. Update your name and student number and submission date, then change the text colour to black. Use the Esc key (top left of your keyboard) to exit the header/footer and continue editing the main body text.

Swinburne Online Student name (number) MKT10009 Assignment 2B 1.0 Introduction **Delete this box before submitting your assignment** Here you should create a short introduction to your report. It should explain who the report has been written for, the purpose of the report and a brief overview of the key areas the report will discuss. Many people find this easiest to write at the end, once they know the exact contents of what they are introducing. Word count: approx. 100 words

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Swinburne Online Student name (number) MKT10009 Assignment 2B 2.0 Target market analysis **Delete this box before submitting your assignment** Here you should give an analysis of each of your three personas and their suitability for being the target of a product extension of the brand that you analysed for Assignment 2A. Summarise your analysis in a table in the format below. Word count: approx. 300 words Persona The fit with the brand's identity/ positioning Company objectives and resources Size and growth Structural attractiveness 1 2 3

Swinburne Online Student name (number) MKT10009 Assignment 2B 3.0 Brand extension and product strategy **Delete this box before submitting your assignment** In this section, you will propose one of the four strategies as the one you are going to use to create an offering to your segment. Include concepts such as brand elements and brand personality to support your argument. Finish this section by describing the product you are going to offer to them. Your product design must be guided using the 'three levels' framework, where you need to detail what core, actual, and augmented layers you are proposing. Word count: approx. 400 words

Swinburne Online Student name (number) MKT10009 Assignment 2B 4.0 Competitor and positioning analysis **Delete this box before submitting your assignment** Present a brand positioning map. Use this brand positioning map, formulate a positioning strategy, and develop a brand positioning statement and value proposition for your offering. Use concepts such as brand equity and brand relationships to enhance your argument in this section. Word count: approx. 300 words

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Swinburne Online Student name (number) MKT10009 Assignment 2B 5.0 Marketing mix **Delete this box before submitting your assignment** Here you should present a marketing mix (the 4Ps) to implement and communicate your offering to them. Word count: approx. 300 words

Swinburne Online Student name (number) MKT10009 Assignment 2B 6.0 Conclusion **Delete this box before submitting your assignment** Here you should provide a short summary of the report, giving the main findings with no new information added. Word count: approx. 100 words

Swinburne Online Student name (number) MKT10009 Assignment 2B References **Delete this box before submitting your assignment** Here you should APA references for your work in a list. Word count: The references are not included in the word count.

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Swinburne Online Student name (number) MKT10009 Assignment 2B

Swinburne Online Student name (number) MKT10009 Assignment 2B Appendix **Delete this box before submitting your assignment** Here you should copy and paste your three personas from Assignment 1 to form an appendix for your report. You can take the opportunity to provide additional detail for these if required. Word count: The appendix is not included in the word count.

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