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MKT2BBM  S12024

Assignment 3-Poster development

Developing a brand architecture strategy

(50 Marks)

This assignment consists of 2 parts:

· Part   1(30  marks)-A  written  brand  architecture  strategy

·  Part   2(20   marks)-An  academic  poster

Assignment Topic:

Boost (https://www.boostjuice.com.aul) is an Australian multinational retail outlet that specializes in fruit juice and smoothies.Keeping up with the dynamic business environment,Boost is looking for opportunities for brand extension.

More specifically,Boost looks at category extension opportunities,i.e.,marketers apply the parent brand to introduce a new sub-brand and enter a different product and/service category from the one it currently serves.

Now you are hired by Boost as a Brand Manager to develop a brand architecture strategy and then pitch the idea to the CEO of Boost.

In this Assignment,your tasks are twofold:

Task  One:Develop a brand architecture strategy for Boost.

You should follow the three steps in developing a brand architecture strategy:

1) Defining the parent's brand potential,including brand vision,brand boundaries,brand positioning.

2)Identifying brand extension opportunities,i.e.,introducing the new sub-brand.You   need to describe what the new offering is.Justify the benefits of such brand extension for both the sub-brand and the parent brand.(Note:you MUST conduct category extension,NOT line  extension.)

3)Branding the new sub-brand's product and/or service including deciding on the  branding elements and positioning for the new sub-brand.

Task   Two: Create an eye-catching and persuasive academic poster to pitch your  idea to the CEO of Boost.

Your poster should serve as a visual presentation of your main thesis of Task One.The executive board should be able to evaluate your strategy development by looking at the poster.Your poster should effectively communicate the new brand extension opportunities,the sub-brand's positioning,its target market,and   POD.

The poster MUST also include the two following graphs:

1) A graph of brand hierarchy for Boost featuring all Boost sub-brands,including the new sub-brand.

 2) A graph of CBBE model demonstrating how the new sub-brand will develop its brand equity.

Written Report Requirements:

The assignment is an individual assessment.

· The word limit for Task One Written Report is 1,500 words +/-10%words.

· The word limit for Task Two Academic Poster is more flexible -allowed range between 500 +1-10%words to  1,000 +/-10%words.

The report should be consistent with the following structure:

1.Title page of your choice (not included in the word count)

2.Table  of  contents (not included in the word count)

3.Introduction (must limit to  1/2 page,approx.100-150 words)

4.Main  report  (addressing  three  steps  in  developing  a  brand  architecture strategy,approx.1,200-1,300 words)

5.Conclusions (must limit to  1/2  page,approx.100-150 words)

6.Reference  list (not included in the word count)

7.Academic   Poster (must  limit  to 1 page;allowed range between 500  +/-10% words to 1,000 +/-10%words)

Guidelines for Completion:

The sources of information used to compile your slides must be clearly stated,with appropriate in-text  referencing(Harvard  style).A minimum of 5 references in total should be used in the entire assignment.A minimum of 3 academic references should be  used  (note  academic  reference refer to academic  journal articles,academic conference proceedings,books,textbooks  etc.).

The  report should  be typed,and pages  numbered,using 12pt.Times New Roman and 2.5cm margins throughout (A4 page set up). Reports exceeding the word limit or  not conforming to the formatting guidelines are subject to a grade  penalization. Reports substantially shorter than the page limit will also be penalized with a deduction proportional to how much shorter the  report will be.Diagrams and tables that are important to the discussion should always be featured in the body of the report.

Make sure you put the Academic Poster as the last page of the submission file.Find more resources on LMS about designing and creating an academic poster.

Finally,your assignment must be submitted electronically via LMS in a PDF format.

Marking Guidelines

A detailed marking rubric is available on the LMS.