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MODULE BRIEF


MODLUE BRIEF:

You will develop an understanding of how to apply these skills and methodologies to a fashion brand, and will demonstrate this through creating a Brand Marketing Report, based on auditing their current positioning, whilst advising on what they could improve on, or change in order to re-establish the brand.

You will choose from one of the following brands to base your marketing report on:
1. Topshop/Topman
2. Ben Sherman
3. Umbro
4. Victoria's Secret
5. Abercrombie & Fitch 
6. Dolce and Gabbana

Using this brand, you will use primary and secondary research, to develop a strategic Brand Marketing Report. Your report must be informed by your market research and should be relevant, insightful and considered, with a comprehensive evaluation of the brands current market condition including any external factors affecting success, competitor analysis and a number of other key consideration.

A key part of your brand report will be to produce a creative strategy proposal with a series of recommendations, of which will naturally derive from your brand research. 

These recommendations could be based on advising your brand to connect with a new segment, launching brand extensions, a change of ethics, or even developing new products, or introducing or relaunching social media platforms/influencer campaigns, for example. 

It must include references and sources acknowledged using APA referencing. 

SUBMISSION INFORMATION:
Thursday 28th February, 4-5pm:
Feedback and grades will be issued three weeks after submission. 
1. Research and Development (Blog - Blogger):
Requirements:
Produce a blog based research and development document (using blogger)
2. Brand Exploration (6 Mood boards and Brand Strategy):
Current Brand:
1. Current Brand Market Position and Competitors
2. Current Consumer Demographics
3. Current Social Media/Influencer Marketing/Marketing Mix (Other Brand Communications)
Proposed Brand:
1. Proposed Brand Market Position and Competitors
2. Proposed Consumer Demographics
3. Proposed Social Media/Influencer Marketing/Marketing Mix (Other Brand Communications)
3. Brand Marketing Report (3000 words minimum, Embedded PDF: Blogger/ISSU, and printed A4 Publication):
Create an accurate APA Referenced Brand Marketing Report which outlines your research findings, and any proposed recommendations whilst justifying a functionality within its defined target audience. 
To Include (minimim):
1. Executive Summary
2. introduction to the Brand
3. Macro Economic Analysis (to include at least PEST)
4. Brand Market Position (to include at least SWOT Analysis)
5. Competitors (to include at least Brand Positioning Map)
6. Consumer Demographic 
7. Product Selection 
8. Social Media and Influencer Marketing
9. Marketing Mix (Other Brand Communication Channels)
10. Proposed Strategy (Recommendations)
11. Mood boards, Visuals, Infographics, etc
12. Bibliography
4. Presentation (Studio/Embedded PDF: Blogger/ISSU):
Pitch your research on your chosen brand and your future recommendations - explain why they are an interesting brand for your Brand Marketing Report. Justify their current position in the market, whilst looking at their history. Present your recommended future strategy for the brand.
Include  at least 3 individual elements that found to be of particular interest to your outcome. 
Consideration:
Character
Concept
Skill-set
Proffesionalism
Methodolgy
Highlights
Practice
Confidence  

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FINAL BRAND POSITIONING MAP

Victoria’s Secret’s top competitors as of January 2019 are Calvin Klein, Ralph Lauren and Donna Karan New York, and all three just like Victoria’s Secret, work in the Systems Software Industry, which is a type of computer programmer that is used to run a computer’s applications. In addition, as found in some primary research that has been conducted of an Instagram Poll. There are also many other brands that are competitors of Victoria’s Secret. For example, Ann Summers, Boux Avenue, Primark and H&M. There are a large amount of competitors that consumers would lean towards rather than Victoria’s Secret because they are cheaper, better quality and have better ethics/morals and therefore customers have more respect for those brands. Even though Victoria’s Secret is a successful business, alternative brands have many features buyers worship that Victoria’s Secret do not have, resulting in a loss of sales for the company. 

CURRENT SOCIAL MEDIA/INFLUENCER MARKETING/MARKETING MIX MOOD BOARD

This is my current social media/influencer marketing/marketing mix mood board that will be included within my report. Within this report I have included some influencers such as Gigi Hadid and Kendall Jenner as these are two of the key most famous influencers the brand uses to market the products. Twitter and Instagram are on the mood board as these are the brand's most used social media platforms and the American flag because the place the brand was founded in was San Francisco and it is an overall American brand. The Victoria's Secret Angels are also large influencers of the brand and the fashions shows are a large part of the promotion, the two go together well as a good brand strategy to get the products out in the open. Finally, the interior of the store is on this mood board as it gives the consumers a positive shopping experience which is another strategy to bring in business and also the catalogues etc are another way the brand promotes the products.

MY OWN SWOT ANALYSIS

MY OWN SWOT ANALYSIS: Strengths: Even though Victoria’s Secret has many issues that members of the public have picked up on and are offended by, the brand also includes many strengths. Some of the Strengths of Victoria’s Secret are: First, the brand uses some powerful influencers as ambassadors and models in order to entice members of the public to buying their products, such as: Kendall Jenner and Gigi Hadid. Also, the company is very active on their online marketing. They are constantly posting on their Instagram page and updating their consumers with activity taking place within the company such as new releases on social media platforms such as Twitter and even emailing. Next, he company uses organic and fare trade raw materials making them sustainable. Finally, the company also uses television adverts which is a positive for those who do not follow their social medias, they have good brand strategies in order to entice members of the public into their brand.  Weak