review and answer the question at the bottom based on media and write up about a half a page to a page conclusion.

PART A: Managerial Perspective: Comparison of Client and Lead Competitor Brand Strategies 

 

Fill in the table on the two brands Beechworth’s and the Competitor brand Capilanos and answer the following questions below. Aim for a paragraph each question

		Client Brand Beechworths	Competitor 1 Capilanos
Brand Essence
Brand Vision
Brand Personality
Brand Values
Brand POPs and PODs
Brand Promise
Key Products features advertised

 

1. Are the brands differentiated i.e. demonstrate points-of-difference? How?

2. How are the brands similar i.e. demonstrate points- of-parity?

3. What is the client brand’s relative strength or weakness?

4. Does the client brand need to add either a point-of-similarity, or a point-of- difference? Why?
5. 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 Pharmacy Assistant	University student IT Sales
Average income range	0 – unemployed	35,000 per year	$55,000 – $60,000 Per Year
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 “you only live once”	Laid back young man that enjoys making people laugh/smile
Ideal self-concept & personality	never doubt yourself and always believe on what’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 type—the group you are next most like—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 type—the group you are next most like—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 didn’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
Features Mentioned	N/A	N/A	N/A
Benefits sought	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, Yellow	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 Positive	Source bolster Positive
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	Instagram or facebook
Mid morning	tv ad	Instagram	Instagram or facebook
Early afternoon	YouTube ad	Facebook	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) ½ -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 client’s IMC campaign. Justify your choice of target audience with reference to their full behavioural, awareness and attitudinal profiles.

 

 

 

 

 

 

 

 

 

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