Creating a Brand

Scenario
You are working for a large UAE-based company which has many divisions. Your company is expanding and is planning on starting new division. Your company wants you to develop an appropriate name and brand concept for the new division and develop a brand awareness strategy.

For the purpose of this project you can decide what this new division will be (for example – property development, healthcare, telecommunications, retailing, car dealerships, travel and leisure, etc).

Goal
Working in groups of one to four, you will investigate and research a number of areas within marketing, then create an appropriate name and brand concept for your company’s new division.

Instructions
For this project, you are required to produce:
• a Management Report which documents background research and recommendations. (30%)

Management Report
Research:
In order to produce your report you will need to undertake research using various sources such as the internet and marketing textbooks. You should investigate the following:
• What is Marketing? Compare definitions and don’t just look for one.
• What is the marketing approach to business? Where does it fit into business?
• What is the Marketing Mix? List and define the four Ps.
• What is a brand and how do brands add value to products?
• What is the Promotional Mix and why is it important?
• What is a Situation Analysis? Explain the meaning of SWOT.
• What is an Environmental Analysis? Explain the meaning of PEST.
• Explain what is meant by Segmentation, Targeting and Positioning.

Written Structure:
When you have completed your research, apply what you have learned to your new business division. Your report should cover all of the following sections and be written in your own words:
• Cover page
• Contents page
• Executive Summary
– Summarise the whole report and its key findings
• Introduction
– Introduce the purpose of the report and its focus
• Marketing and the Marketing Approach to Business
– Define what is meant by ‘marketing’ and the marketing approach to business
• The Marketing Mix
– Define what is meant by the Marketing Mix and briefly explain its origins
– List and briefly describe the four Ps of your new business division
• Situation Analysis
– Explain what a Situation Analysis is and why it is important.
– Explain what an Environmental Analysis is and why it is important.
– Describe what is meant by PEST (or STEPL or PESTLE).
– Conduct a brief PEST analysis for your new business division.
– Describe what is meant by SWOT
– Conduct a brief SWOT analysis for your new business division.
• Market Segmentation, Targeting and Positioning
– Describe the main bases for market segmentation and use them to define your target market
– Explain what is meant by positioning and describe how you will position your brand in the market
• Brands and Branding
– Explain what is meant by a brand and why branding is important
– Describe and justify the branding proposition for your new division
• Promotional Strategy
– Describe how you will use the various elements of the Promotional Mix to promote your brand to your target audience. Include examples of your logo.
• Recommendations
– Clearly state your recommendations for future action with justifications.
• References
– Include at least 10 sources of information – correctly referenced – of which at least five should be from text books
• Appendix

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