SM+122+Brand+Marketing+Analysis++Project+Spring+2009 - SM...

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SM 122 Brand Marketing Analysis Project Marketing consumer products has changed dramatically in the past few years. No element of the marketing mix has been spared. Place now includes not just the extensive development of “brick and mortar” retail outlets but also the internet as a viable channel. Within the internet domain there are the direct channels (companies operating their own web stores), “brick and mortar” outlets on the web, web-only outlets, cable television shopping channels, and even an aftermarket for consumer to consumer transactions. Physical facilities have changed. The big box retailer and the megamall have displaced most of the locally owned retailers. Promotion is no longer limited to traditional media. Communities of users have developed to share experiences and make recommendations, targeted ads distributed through various web-based mechanisms including Google and banners on various sites, the deterioration of the role of the print media, the changing role of television and the emergence of regionally targeted television. Product definition is more flexible – many products are now defined by the customer. Breadth of products includes many services through the web as well as various web-enabled product enhancements. Price is very powerfully affected by the increased sophistication of customers and consumers. Competition on price is very difficult with the amount of information available and the increased ability of consumers to comparison shop over the web. The Assignment The first part of the project is a two step exercise in which the object of your team’s project is determined. 1. On January 21 each team in each section will turn in its selection of three categories of product from a list appended here. The three categories should be ranked according to the team’s preferences. On January 23 the TAs will assign categories to teams in such a way as to achieve maximum satisfaction among the various teams’ preferences. This part is done within section. 2. By January 26 , after categories are chosen, each team will turn in three brands within that category and submit the team’s list ranked according to the team’s preferences. The course faculty will then assign brands to teams such that each team is assigned a unique brand. On either March 2 or March 4 each team will prepare and deliver an 18 minute presentation and stand for not more than eight minutes of questions on the brand assigned. The essence of the presentation is to describe how the brand is marketed. Who buys the brand? Where is the brand available for sale? How is the brand promoted? What price is paid for the brand’s product relative to the competition and are there different pricing levels depending on the product features offered? Along with the obvious issues associated with the preceding questions teams must also
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This note was uploaded on 02/06/2012 for the course SMG SM 122 taught by Professor Roberts during the Spring '09 term at BU.

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SM+122+Brand+Marketing+Analysis++Project+Spring+2009 - SM...

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