Brand Value: Inception to Delivery

Brief: Taking on the role of an E-Marketing consultant, develop an e-marketing plan for the brand developed in Part A of the module. The e-marketing plan must consist

of:
Brand Name previously developed*:
Urge them to say a few words and reference in the introductory section.
Synopsis of Brand*:

Within the appendix they should include:
Explanation of product/service; positioning of the brand within selected segment ; who they are targeting; key features of the brand that adds value; This should be 1

A4 paper max 2 pages.

Name of competitor brand:

Detailed situation review of the competitive brand, including their environment (macro-factors, competitors, customers, online marketplace):

Brief definition of internet marketing and identification of characteristics.

Situation review of competitive brand: discuss their findings here – find models that help them summarise or articulate but keep their working to an Appendix where

credit will be given for working.

e.g. Macro –environment should include political, legal, technology, consumer use/online demographics/society factors, consumer adoption e-consumer behavior – only

use information that is relevant to the sector and brand e.g. does the impact of growth in mobile impact upon sector? discuss potential for growth; Gartner Hype Curve/

mobile stats?

Perhaps focus on 2 areas e.g. consumer use / consumer behavior and technology?

Note: do not explain what phrases/stats/models mean – rather explain which ones are more relevant and discuss the importance of them within the sector.

Ref/Papers may include: Taps and Hughes (2004); Harridge-March (2004); Constantinides and Fountain (2008); Dennis et al. (2009); Close and Kukar-Kinney (2010)

A critique of a key competitors current strategy/campaign?. What has been their response to their marketplace? An evaluation of their current initiatives. What are

they doing, how well are they performing?
Strategic objectives that they are trying to achieve? Review of competitive brand: their positioning in the marketplace, target consumers, brand positioning,

business/revenue model adopted; key e-marketing activities (consider the 8ps) is there focus on social media, developing customer relationships, offering brand

extension?
e.g. within the report summary tables / figures with detailed working in an appendix

– What has been their response to their marketplace? :- select and reference one or more strategy models to highlight this e.g. Ansoff’s growth matrix, balanced

scorecard, target market model etc.

An evaluation of their current initiatives. What are they doing, how well are they performing? reference can be made to an Appendix but highlight through some kind of

summary table that shows how you assessed performance as much as the results you found – Can you assess performance stats or is there market data available e.g. mintel

reports? Government stats or online reports?

Ref/Papers may include: Porter (1980) Kaplan and Norton (1996) Chavan (2009)Doherty and Chadwick (2009) Goldsmith (1999)

Detailed recommendations on what strategy you should adopt, which channel initiatives you should implement or improve (such as a Facebook page). Rationale for

recommendations must be offered:

Rational or objectives could include:

Grow sales (through wider distribution, promotion and sales)
Add value (give customers extra benefits online).
Get closer to customers (by tracking them, asking them questions, creating a
dialogue, learning about them)
Save costs (of service, promotions, sales transactions and administration, print
and post) and so increase profits on transactions.
Extend the brand. Reinforce brand values.

(Chaffey and Smith, 2014)

Developing a new marketing communications strategy e.g. social media, social media model; email marketing

Ref/Papers/models may include: Eisenberg (2014); Caruana and Ewing(2010) Hamill and Stevenson (2009) Labrecque et al (2011) Men and Tsai (2012); Ellis-Chadwick and

Doherty (2014);Veroheven et al (2014) AIDA, CODAR ; Social Technographics Model; Drip Model; Steizner
Theoretical models used to support recommendations:
See lecture notes and seminar papers e.g. The Personalised Market place (Goldsmith, 1999); business models; e-consumer behavior etc see above

Key recommendations for developing your brand to the marketplace*

recommendations should touch on theory, models and concepts should touch on theory wherever possible

* Place these selections in an appendix of your report

About the report
Expect report style, numbered format 1.0, 1.1, 1.1.1.
Should be structured as:
Executive summary/abstract
Introduction
Body
Conclusion
Recommendations
References
Appendices
Please get someone to proof read for you and make sure you use English UK; Times Roman font size 12

Think about word count – 2,000 words not a lot so think about structure in terms of word count
Appendices are your friend – use them to show detailed working and any background asked for specifically

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