Assessment 1

WRITTEN INDIVIDUAL ASSIGNMENT

You are advised to go through an ADVERTISEMENT (Marketer’s View) of a BRAND (as
chosen in class for Individual Assignment), track how it evolved over time and prepare a
“Individual CB Project Report” highlighting following components:
Describe the ‘Brand Journey’ and identify atleast 3 emerging TRENDS related to
the product (PEST, especially Socio-Cultural changes)
Identify Consumer/ Segment PROFILE (using segmentation variables -GDPB) &
compare with the past.
Pen down NEED SET/ Motives (Functional & Psychological) related to chosen
product & compare with the past.
LEVEL of Maslow’s Hierarchy to relate your product/ McClelland's 3 need
framework
Identify Product/ Brand PERSONALITY (SECSR) traits & compare with the past.
Identify 2 important ATTRIBUTES for positioning (Perceptual Mapping) &
Positioning STRATGY proposed & compare with the past.
Pin out highlighted WORDS/ PICTURES/ COLOUR/ CELEB associated with
product (in comparison to past)
ATTITUDE CHANGE STRATEGIES (Utilitarian/ Ego Defensive/ Value
expressive/ Knowledge)

Instructions:
1. Upload on MOODLE with Anti-Plagiarism report
2. ADVERTISEMENT has to be submitted with the hard copy report
3. SUBMISSION DEADLINE: 12th session