Prepare a report of 1500 words (+/-10%) that addresses the following tasks.
Select ONE corporate or product brand that currently operates in one of the following industries/sectors in Qatar:
Leisure and Hospitality (e.g., hotels, restaurants, gyms, etc.)
Sporting goods and sportswear
Beauty and skincare
With reference to relevant theory from the lectures, workshops and associated readings for this course, including the ‘essential’ journal articles you have been specifically asked to read for this task (see below), and information/evidence from publicly available sources:
i. Identify one target segment that the brand aims to target and construct a detailed profile of the characteristics, motivations and behaviour of the ‘typical’ customer in this segment. You MUST apply the following models to inform and structure your analysis and explanation in this section:
a. The typology of segmentation variables covered in the video lectures and workshops (i.e. profile, psychographic and behavioural variables)
b. Hierarchy of Needs (Maslow, 1954)
c. Theory of Consumption Values (Sheth at al. 1991)
ii. With reference to publicly available sources of information, deconstruct and explain the intended brand identity of your chosen brand. To do this you MUST apply ONE of the following models to inform and structure your analysis and explanation in this section:
i. Anatomy of the Brand (Jobber, 2001); OR
ii. Brand Prism (Kapferer, 1994)
iii. Critically discuss how, and how effectively, the brand uses each aspect of the marketing mix to:
i. Respond to the needs, motivations and behaviours of the typical target customer you profiled in section (i)
ii. Communicate and signal the various components of its brand identity to customers and potential customers
ESSENTIAL READING FOR THIS ASSIGNMENT
In addition to required reading from the core text book, you are also required show evidence of having complete the essential additional reading for this coursework task. This will be one of the assessment criteria against which your work will be graded.
To do this, you must show evidence that you have read, understood and are able to apply content from the course lectures/workshops, the relevant chapters of the core text book and the following essential journal articles in your coursework.
1. Sheth, J.N., Newman, B.I. and Gross, B.L., 1991. Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), pp.159-170.
2. McLeod, S., 2007. Maslow’s hierarchy of needs. Simply psychology, 1(1-18).
3. Nandan, S., 2005. An exploration of the brand identity–brand image linkage: A communications perspect