Doing after the midterm exam

1. Introduction (~450 words)

– Discuss how the marketing of specialty products such as innovative pet food is different
from the marketing of commodities and staple products? [You are expected to consult
different sources of information, including scholarly articles/books, consumer trend reports,
etc.]
– Discuss the opportunities for the branding of specialty products. Explore consumers’ views
regarding the product category and exactly the value proposition for them. Is there an
attractive segment for your company to target? Explore the competitive environment [You
are required to present real facts and figures to justify any new investments].

2. Description of the target market (~250 words)

3. Brand strategy development (this is the focus of your assignment) (~1,100 words)
– Description and justification of brand elements of the new product range
– Description and justification of relating marketing mix elements
– Highlighting secondary brand associations

4. Conclusion (~250 words)

5. References

6. Appendix: Secondary research

– Undertake ethnographies on:
1. consumers' use of the product category
2. their perceptions of the category
3. consumer perceptions regarding expected/required benefits of using this product category
4. challenges of branding this category. (Attach netnography summaries and results in the
appendix)
– Provide analysis and findings
∗∗ (A netnography is a written account resulting from fieldwork
studying cultures and communities that emerge from on-line,
computer-mediated, or internet-based communications. It
observes general guidelines and traditions of ethnography).
Presentation of developed brand strategies is done via a brand box. Each team is required to
purchase a small cardboard mailing box (310 x 225 x 102mm) from Post Office and
demonstrate all brand strategy elements on the box.
While designing the branded box, teams must remember to focus on:
– Graphics and color.