Who the brand is targeting. b) What profound insight has the brand identified about its target? c) How does the brand tap into that insight, in terms of its features and benefits. d)
marketing writing question
Through research, including a thorough review of the brands consumer-facing messaging, including its website and social media, as well as any consumer reviews or comments about the brand, students will infer the brands strategy and make recommendations on how better to tap into consumer insights. No additional outside research is required or will be accepted.
IMPORTANT: ONLY USE THIER WEBSITE OR SOCIAL MEDIA ACCOUNT AS RESEARCH, NO EXTERNAL SOURCES
BRAND NAME: Harrys Razors
Requirements: max 2 single space pages
Based on their analysis, the student should identify: a) Who the brand is targeting. b) What profound insight has the brand identified about its target? c) How does the brand tap into that insight, in terms of its features and benefits. d) Take 1 concept or model taught thus far in the course and explain how the brand is using it in its marketing. e) What is the brands dominant archetype? f) Based on their analysis, provide one recommendation with rationale for how the brand can tap even more into the insight about the consumer, and suggest one marketing tactic for the best thing the brand can do within the next 12 months. Max length: 2 pages single spaced
Brand Deep Dive Rubric Your Analysis Does Not Meet Requirements 0.0 to 6.4 Meets Requirements 6.5 to 7.9 Exceeds Requirements 8.0 to 10.0 Communication 20 points Document is incomplete or difficult for the reader to understand. Provides a complete and concise analysis in an organized, logical, and coherent manner. Uses language that generally conveys meaning and generally follows grammar conventions. Content is compelling, appropriate, and relevant. Uses language appropriate to the audience that always conveys meaning and always follows grammatical conventions. Inquiry & Analysis and Critical Thinking 20 points Little evidence of extensive mining of the brands marketing materials. Bases analysis solely on opinion. Evidence of 3rd party research versus limiting research to the brand. Recites facts with little or no analysis, evidence for conclusions. Provides little or no critical analysis or thoughtful interpretation. Insight statement may not go beyond consumers needs Good level of analysis and mining brand and consumer content. Bases analysis primarily on evidence. Provides evidence, analysis, and conclusions that are logical, relevant, and sufficient to support conclusion. Insight statement goes beyond consumer needs but does not quite demonstrate an excellent understanding of the consumer Supports all conclusions with evidence. Assesses the quality of the evidence. Identifies assumptions that support analysis and conclusions. Applies empathy to arrive at a meaningful understanding of the consumer. Insight statement goes beyond consumer needs Insight statement indicates an excellent understanding of the consumer. Comprehension 20 points Demonstrates little or no understanding of the course concepts that should be applied. Does not indicate an understanding of different between product features and benefits Demonstrates adequate understanding of course concepts, selects appropriate course concepts and correctly applies them. Demonstrates exceptional understanding of course concepts, selects appropriate concepts for analysis, and conducts and exceptional, thorough analysis. Model Application 20 points Model chosen does not closely link to the brand or consumer Weak understanding shown of the CB concept being applies Model chosen is logical and relevant to the brand Good understanding shown of the CB concept being applied Model chosen is logical and highly relevant to the brand, and its application is key to the brands success Exceptional understanding shown of the CB concept being applied Recommendation 20 points Recommendation is not linked to the consumer insight. Recommendation is not a logical outcome of the report No clear distinction between the strategic and tactical components of the recommendation or tactical component not brought to life Recommendation is linked to the consumer insight. Recommendation is a logical outcome of the report Exceptional strategic thinking is underpinning the recommendation The tactic to deliver the recommendation is clearly brought to life Recommendation is a logical outcome of the report and is strongly linked to the consumer insight in a way that will deepen the consumers relationship with the brand. Exceptional strategic thinking is underpinning the recommendation The tactic to deliver the recommendation is brought to life in an exceptional manner
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