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SUGGESTED REPORT BREAKDOWN LECTURE

SUGGESTED REPORT BREAKDOWN LECTURE:

Format: A4 Portrait (opening to A3) - designed to re create your brands identity 
Word Count: 3000 Words (+/- 10%)

Word Count does not include your Executive Summary, Infographics or Bibliography

Structured with numbering; 1, 1.1, 1.2, etc..

To Include (Minimum):

Contents Page


1. Executive Summary

A short overview of the report to entice readers.
  • What is the purpose of the work?
  • What methods did you use for your research?
  • What were the main endings and conclusions reached?
  • Did your work lead you to make any recommendations for future actions?

    2. Introduction to the Brand
    Guideline: 300 Words
    Explain the rationale behind the work, what you have been asked to do (or what you have chosen), the reasons for doing it and the background.
  • State what the report is about.
  • What question are you trying to answer?/What problem are you wanting to overcome?
  • Describe your starting point and the background to the subject, explaining the research that has
    already been done.

    3. Macro Economic Analysis (to include at least PESTEL)
    Guideline: 200 Words
    Here you can discuss the brands nances and economic performance and should at least your PESTEL analyis, along with supporting research/endings.

    4. Brand Market Position (to include at least SWOT Analysis)
    Guideline: 200 Words
    Here you can discuss your Brand Market Position, including at least your SWOT analysis of your chosen brand, along with supporting research/ ndings. This section refers to how the brand is percieved by the consumer.

    5. Competitors (to include at least Brand Positioning Map)
    Guideline: 200 Words
• MOODBOARD: Current Brand Market Position and Competitors

6. Consumer Demographic
Guideline: 200 Words
Here you can discuss the Consumer Demographic your chosen brand currently targets - you can look at age, income, disposible income, location, lifestyle, work.. create a consumer pro le/identity for the audience, supported by your research/ ndings.
• MOODBOARD: Current Consumer Demographics

7. Product Selection
Guideline: 200 Words
Here you can discuss the Product Selection/Range your chosen brand sells to its consumers. You can also include information on product pricing and the sales of key products/ranges, and whether it has been successful or not, and why.

8. Social Media and Influencer Marketing
Guideline: 300 Words
Here you can discuss the brands use of Social Media and Influencer Marketing. This may include information about how the brand approaches use of Social Media and Influencer Marketing across a range of platforms, i.e. Facebook, Twitter, Instagram, YouTube.
You can also discuss the Influencers (if any) that are used, along with discussing the types of content and/or strategies the brand uses, along with whether their strategies work?
• MOODBOARD: Current Social Media/Influencer Marketing/Marketing Mix (Other Brand Communications)

9. Marketing Mix (Other Brand Communication Channels)

Guideline: 200 Words

Here you would discuss the Marketing Mix (the 4 P’s) along with insight into other communication channels, i.e. TV adverts, visual merchandising/window displays, print adverts, etc.

10. Proposed Strategy (Recommendations)

Guideline: 800 Words

Any recommendations for the brand/your proposed brand strategy can be discussed here.

Your ‘Propsed Mood Boards’ should also sit here and align with your propsed recommendations/strategy for the brand.
  • MOODBOARD: Proposed Brand Market Position and Competitors
  • MOODBOARD: Proposed Consumer Demographics
  • MOODBOARD: Proposed Social Media/In uencer Marketing/Marketing Mix (Other Brand
    Communications)

    11. Bibliography
    References in Alphabetical Order and APA Referenced
    Moodboards, Visuals, Infographics, etc
    These can be included throughout your report where you see t and where sits best with your written content, in order to aupport your ndings, research and recommendations.
    For example, you may want to draw out a graph which shows declining sales and inlcude this in section 3.
    Please reference the previous lectures on Blackboard which have been covered for more information on SWOT, PESTEL and Brand Positioning Maps).

    MOODBOARDS:
    Can be Portrait/Landscape depending on how you envision theae sitting in your report.


    Current Brand:
    • Current Brand Market Position and Competitors
    How the brand is currently percieved by customers, where the brand sits in the market place and who it’scompetitors are.
• Current Consumer Demographics
Who is the target audience of the brand currently?

• Current Social Media/In uencer Marketing/Marketing Mix (Other Brand Communications)
What Social/In uencer Marketing strategies do the brand currently use? What other forms of media andpromotion do they use? Who do they work with and in what formats?


Proposed Brand:

• Proposed Brand Market Position and Competitors

• Proposed Consumer Demographics

• Proposed Social Media/In uencer Marketing/Marketing Mix (Other Brand Communications)

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