PLEASE BE ADVISED THERE ARE 2 PARTS: PLEASE HAVE SAME WRITER ASSIGNED TO BOTH ORDERS. PLEASE READ INSTRUCTIONS FOR PART 1 BELOW, PART 2 SEPARATE, SAMPLES ALSO ATTACHED Part 1: Brand analysis (1400 word report)Companies are always trying to stay up to date with what is going on in the market, and the strategies of their competitors. In Part 1 you will conduct a marketing intelligence exercise. You will analyse one brand from one of the following categories: C1211A Soft drink manufacturing in AustraliaC1132 Ice cream manufacturing in AustraliaOD5138 RTD Mixed spirit production in AustraliaHint: Think back to 3.8 Discussion: Macro and micro environmental factors where you used the Finding information page to locate information on these categories and examined micro and macro environmental factors. Some companies own more than one brand in the same category, with different brands targeting different consumer segments. Select only one of these brands (for example, Maybelline and Lancome are both owned by LOral, but they target completely different segments, and so have different brand identities). You will analyse this brand and write a report which contains the following: A summary of the brand with relevant background information of its presence in Australia. This may include things such as the brands history in Australia, market size, recent performance trends, and other relevant marketing information. The analysis should also include a display of all relevant offerings (sub-brands, product lines, variants) that the brand (or its parent company) has in the product category that you have chosen. You should also present a marketing mix analysis of the brand of your choice, and a Three Levels analysis of your brands P for Product.An analysis of at least one micro and one macro environmental factor that currently has the largest impact for your brand in Australia.Micro environment > SIP-CCC: Identify one key player of importance to your brand:Describe them and outline the role they play in relation to your brand.Identify the key risks if the relationship between your brand and this player broke down.Identify a way this player could be used to provide your brand with an additional opportunity.Macro environment > DENT-PC: Identify one macro factor where trends will impact your brand:Identify risks and opportunities that these trends present for your brand. The macro factor might contain several different trends. For example, the demographic macro factor will include decreasing family size and shift in age-group as two separate trends.A positioning map for your brand in Australia, comparing prominent brands in the category on characteristics important to the consumers. This would be based on an objective measure of the competing brands characteristics, such as price, caffeine or sugar content.A persona of the ideal target consumer segment for your brand in Australia. A persona is a fictional character who represents a consumer segment who would be most attracted to your brand. Your persona must include the consumers demographic characteristics and a picture of a person that represents that segment. In addition, the persona should also list the consumers motivations, frustrations, and criteria for choice among competing brands, and life goals that are relevant to the product category. Your persona needs to be supported by evidence, and should not just be a product of your imagination.You must also accompany your persona with an explanation of how the brand is triggering need recognition for that consumer segment. In other words, you need to answer the question ‘what is the brand doing to make the persona notice that they need what the brand is offering?’ Use Step 1 Trigger Need of the Consumer Decision Making Process (CDMP) framework to guide your work in this section.
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