AirBnB Customer-Based Brand Equity Analysis - University Of Melbourne
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Customer-Based Brand Equity (CBBE) Analysis on the AirBNB brand with recommendations on future extensions for the company.
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Final Assignment Revision Posted on Sunday, May 18, 2014 !.docx
Final Assignment Revision
Posted on: Sunday, May 18, 2014 !
Dear Students, you will include Part A of your marketing plan which has
addressed the feedback from your professor. You will also need Steps 5-7 of the
Interactive Marketing Plan, which you have completed within the course shell. In
this final assignment, you will compile the previous assignment, addressing the
feedback from your professor, as well as adding the marketing strategies. Please
try to paraphrase your previously used text to avoid self plagiarism. Although, the
instructions say 18 to 20 pages, I would be satisfied with 10-15 well written
pages. Please repeat the criterion question as a heading (in bold) prior to
responding to the criterion / question.
!
Note: You may create and / or make all necessary assumptions needed for the
completion of this assignment.
Write an eighteen to twenty (18-20) page paper in which you:
1. Revise your executive summary from Assignment 1, based on the
outcomes and implementation of your marketing plan.
2. Develop your company’s mission statement and company introduction.
3. Develop the company’s branding, pricing, and distribution plan.
4. Provide the following marketing strategy information:
1. Classify the company’s major competitors as inter- or intra-
competitors. Categorize the competitors’ major strengths and
weaknesses.
2. Develop the differentiation strategy in relation to the closest
competitor.
3. Establish whether the company’s intention is to be a leader or
follower within the industry.
4. Assess the level of impact that the salient macro-environmental
issues (e.g., legal, technological, social, and economic, etc.) and
trends with which the company must contend could potentially have
on the company’s marketing strategy.
5. Predict the most significant trend to impact the business. Formulate
a strategy for the company to minimize or capitalize on this trend.
5. Construct an implementation strategy for your hypothetical company in
which you specify the essential activities and responsibilities. Include a
timetable for completion of each component of your strategy.
6. Develop a five (5) year expansion plan that includes future profitability and
market share growth. Include necessary graphs to explain your plan.
7. Specify two (2) social media and / or media tools that you would use as
you develop your plan. Justify each of your chosen tools.
8. Choose two (2) performance standards, two (2) monitory methods, and
two (2) financial controls that you would implement that differ from the
standards that you had provided in Assignment 1. Justify your choices.
9. Assess the potential for your company’s overall performance in relation to
the marketing plan objectives.
10. Suggest the integrated marketing communications that are most rele ...
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1) InBev inc and Anheuser-Busch companies inc merged to form AB InBev, the world's largest brewer, with a global market share of nearly 20%.
2) The merger was driven by struggling beer sales in developed markets and rising raw material costs, and allowed both companies to expand their geographic reach.
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Final Assignment Revision Posted on Sunday, May 18, 2014 !.docx
Final Assignment Revision
Posted on: Sunday, May 18, 2014 !
Dear Students, you will include Part A of your marketing plan which has
addressed the feedback from your professor. You will also need Steps 5-7 of the
Interactive Marketing Plan, which you have completed within the course shell. In
this final assignment, you will compile the previous assignment, addressing the
feedback from your professor, as well as adding the marketing strategies. Please
try to paraphrase your previously used text to avoid self plagiarism. Although, the
instructions say 18 to 20 pages, I would be satisfied with 10-15 well written
pages. Please repeat the criterion question as a heading (in bold) prior to
responding to the criterion / question.
!
Note: You may create and / or make all necessary assumptions needed for the
completion of this assignment.
Write an eighteen to twenty (18-20) page paper in which you:
1. Revise your executive summary from Assignment 1, based on the
outcomes and implementation of your marketing plan.
2. Develop your company’s mission statement and company introduction.
3. Develop the company’s branding, pricing, and distribution plan.
4. Provide the following marketing strategy information:
1. Classify the company’s major competitors as inter- or intra-
competitors. Categorize the competitors’ major strengths and
weaknesses.
2. Develop the differentiation strategy in relation to the closest
competitor.
3. Establish whether the company’s intention is to be a leader or
follower within the industry.
4. Assess the level of impact that the salient macro-environmental
issues (e.g., legal, technological, social, and economic, etc.) and
trends with which the company must contend could potentially have
on the company’s marketing strategy.
5. Predict the most significant trend to impact the business. Formulate
a strategy for the company to minimize or capitalize on this trend.
5. Construct an implementation strategy for your hypothetical company in
which you specify the essential activities and responsibilities. Include a
timetable for completion of each component of your strategy.
6. Develop a five (5) year expansion plan that includes future profitability and
market share growth. Include necessary graphs to explain your plan.
7. Specify two (2) social media and / or media tools that you would use as
you develop your plan. Justify each of your chosen tools.
8. Choose two (2) performance standards, two (2) monitory methods, and
two (2) financial controls that you would implement that differ from the
standards that you had provided in Assignment 1. Justify your choices.
9. Assess the potential for your company’s overall performance in relation to
the marketing plan objectives.
10. Suggest the integrated marketing communications that are most rele ...
Building a product strategy
This document outlines an approach to building a product strategy in three parts: trend driven, strategy driven, and problem statement driven. It then provides an example product vision and roadmap for a business solution to optimize company dynamics in business-to-business and business-to-consumer trade. The roadmap spans 2020 to 2022 and includes initiatives around digitalizing supply and demand, working smarter in consumer-driven supply chains, and distribution and supplier integration. Workshops are proposed to help identify market trends, build out a market map linking strategic levers to initiatives, and conceptually assess new product ideas through an innovation template. The goal is to define a vision and strategy through customer quotes and a future press release imagining successful results in 20
Problemsolving linkedin
This document outlines an agenda for a product management meeting, including:
- The challenges of balancing short-term opportunities with long-term strategy and revenue targets.
- An overview of stakeholders and their roles in product roadmapping.
- Tools like SWOT analysis and the BCG matrix that will be used to analyze the product portfolio and inform strategic decisions.
- A timeline that outlines objectives for the product manager's first 90 days on the job, focusing on understanding the market, taking ownership, and establishing product leadership.
PSY 616 Milestone Three Guidelines and Rubric StrategyOverview.docx
PSY 616 Milestone Three Guidelines and Rubric: Strategy
Overview: You will prepare three graded formative tasks (milestones) supporting the analysis needed for the final product, a consulting case study and action plan for a real-world organization.
The three presentations will examine the problem in the organization (Milestone Two), the strategy to address the problem (Milestone Three), and a prediction of possible outcomes (Milestone Four).These will also be included in the final project as an appendix. These formative tasks will scaffold to the final product providing opportunities to apply organizational consulting concepts and tools in a real-world example.
Guidelines for presentations: The development of concise, professional presentations suitable for presenting to the leadership of a client organization is an important component of an organizational consultant’s role. For each presentation, the content should clearly address the specific goal. The target audience is the client, so the slides should be written in an effort to persuade the client to agree with your point of view. No matter how extensive the research or accurate the conclusions, a weak presentation can undermine an argument. When creating presentations, you will develop skills in researching an issue, synthesizing the information, organizing data logically, and presenting findings in an effective manner.
1. You may use a product such as PowerPoint, Google Presentation, or Prezi to create your presentations.
2. There are various template designs that you can find on the web for your presentation. Consider your presentation from the perspective of your audience prior to selecting a specific style. Avoid distractions. Be consistent with the style of text, bullets, and subpoints to support a powerful presentation that allows your content to be the focus.
3. Each slide should include your key point(s). Do not place large blocks of text on the visual.
4. Use clip art, AutoShapes, pictures, charts, tables, and diagrams to enhance but not overwhelm your content.
5. Be mindful of the intended audience.
Below are links that offer helpful tips and examples for developing your presentations:
· Making PowerPoint Slides
· Beyond Bullet Points: The Better Way to Use PowerPoint
· Really Bad PowerPoint and How to Avoid it
Prompt: In task 6-2, you will submit a presentation describing your strategy (or strategies) to address the problem(s) discussed for your selected organization in Milestone Two. Imagine that your audience is your client, the leader of the organization. The format should be a three- to four-slide presentation.
Note: You will also post your presentation by the end of Module Six to Peer Commentary Discussion 7-2.
Rubric
Format: The presentation must be between three and four slides. When applicable, discipline-appropriate citations must be used.
Instructor feedback: Students can find their feedback in the Grade Center.
Critical Elements
Exemplary
Proficien ...
Eileen Mullahy Document Planning
The document outlines the steps and guidelines for collaborative report writing for a marketing plan and team process paper. It discusses reviewing document guides, creating a project schedule, assigning roles, publishing detailed plans, gathering data, creating drafts, reviewing/editing/rewriting, and publishing. Guidelines are provided for the structure and content of the marketing plan and team process paper, including sections on the executive summary, market trends analysis, objectives, research, strategy, recommendations, and finances.
Managing B2B Brand Portfolios
This workshop was delivered to the Brand Consortium of ISBM. It helped identify the key variables in framing a brand portfolio strategy, including customer segments, product categories, customer end benefits, and price/value tiers. The workshop also helped participants identify the pros and cons associated with various brand portfolio strategies and architectures, and the circumstances where each makes sense. Best practices, guiding principles, case studies and interactive exercises are leveraged throughout…all with a heavy skew toward B2B examples.
Managing B2B Brand Portfolios
This workshop was delivered to the Brand Consortium of ISBM. It helped identify the key variables in framing a brand portfolio strategy, including customer segments, product categories,
customer end benefits, and price/value tiers. The workshop also helped participants identify the pros and cons associated with various brand portfolio strategies and architectures, and the
circumstances where each makes sense. Best practices, guiding principles, case studies and interactive exercises are leveraged throughout…all with a heavy skew toward B2B examples.
Strategic ManagementDetails This course emphasizes the def.docx
Strategic Management
Details This course emphasizes the definition,
formulation, and execution of strategy within
organizations. It analyzes the effects on
corporate strategy of the rapid shift to a
multipolar and complex global marketplace.
This course focuses on innovative strategy
and leadership and its impact on the quest for
customers and key stakeholders. This course also
stresses the growing importance of management of
intangible assets and organizational alignment
with the view to gaining a sustainable competitive
advantage over global rivals. Finally, this course
integrates the creation of a very structured and
comprehensive assignment (creation of a market
entry or market expansion or diversification,
or M&A plan) that address competencies such
as Critical Thinking, Leadership, Effective
Communication and Global Awareness, and Business
Domains such as Marketing, Management, HR,
Operations, Finance and Accounting. Prerequisites:
ACC-650, FIN-650, MGT-605, and MKT-607.
Credit Hours 4.0
PreRequisites ACC-650, FIN-650, MGT-605, and MKT-607
coRequisites None
Course Add-Ons Additional Material
Textbook
Strategic Management
Bouclier, O. (Ed.). (2008). Strategic management.
New York: McGraw-Hill. ISBN-13:9781121264823
(Available as eBook for online students only)
http://gcumedia.com/digital-resources/mcgraw-
hill/2011/strategic-management_ebook_1e.php
Other
Distance Still Matters: The CAGE Distance
Framework!
Other
Marketing Plan
Other
MGT-660 Capstone Project Overview
Topics
Topic 1: Strategy As an Art Duration: 7 days
Description:
Objectives:
1. Support a position on the essence of strategy.
2. Compare Porter's three generic strategies to the strategy of a
company.
3. Identify the competitive advantage of a company.
Topic Material:
Other
1. MGT-660 Capstone Project Overview
Read "MGT-660 Capstone Project Overview." This document will provide
detailed instructions for completing each piece of the Capstone
Project.
Other
2. Marketing Plan
Refer to "Marketing Plan."
Lecture Note
3. MGT-660 Lecture 1
Read Lecture 1.
Gradable Items Details Points Possible
Assignment Overview
Review "MGT 660 Capstone Project
Overview."
Create an overview draft (350-500
words) that addresses the following:
Describe briefly the context and your
organization.
Articulate the vision, mission, and
strategy of your organization, business
unit, or division.
What are its sources of competitive
advantage?
What is the business opportunity?
Prepare this assignment according to
the APA guidelines found in the APA
Style Guide, located in the Student
Success Center. An abstract is not
required.
This assignment uses a grading rubric.
Instructors will be using the rubric
to grade the assignment; therefore,
students should review the rubric prior
to beginning the assignment to become
familiar with the assignment criteria
and expectations for successful
completion of the assignment.
You are required to submit this
assignment to Turnitin. R.
Introduction To Marketing
The document discusses new product development and portfolio analysis techniques. It describes the NPD process which involves idea generation, screening, testing, development, and launch. It also explains different portfolio analysis models including the BCG matrix and GE matrix which help companies evaluate their product lines, balance investments, and remain competitive. Criticisms of models include oversimplification and ignoring external factors. Other portfolio models are also mentioned.
MBA 700 Strategic Analysis Final Project Guidelines and Gra.docx
MBA 700: Strategic Analysis Final Project Guidelines and Grading Guide
Overview
The final project for this course requires students to use concepts from each module, answer questions about their chosen company, and complete a strategic
analysis of that company in a variety of areas. Milestone drafts of your answers are assigned in several modules leading to the strategic analysis final project
submitted in Module Nine.
You have been hired as a consultant at the company you have been researching. This final report is an in-depth look at the strategy and corporate management
based on your detailed research completed throughout the semester. This paper is designed as a full report with recommendations that the executive team will
use to enhance the existing strategic management. This project is divided into five milestones, submitted in Modules One, Four, Five, Seven, and Nine (final
deliverable).
Main Elements
Your report should include, as a minimum, the following 11 components:
1. Strategy and the Strategic Management Process at your Chosen Company
Describe the industry you are investigating. Identify the company you are researching along with the mission, vision, values, and strategic plan. Be sure to
answer the following questions:
Describe the industry in which the company operates.
What is the company’s stated strategy? Is it a winning strategy?
How does the company’s mission statement compare to those of its competitors?
How do the mission, vision, and values support strategic objectives or performance targets of your company?
What do the mission, vision, and value statements say about the company and its leadership?
2. External Environment and Competitive Position
Complete an industry analysis and a five forces model analysis including an assessment of the company's closest rival. Be sure to answer the following
questions:
What are the driving forces of change in the industry in which your company competes? How has your company changed its strategy to address
driving forces?
Where does the company stand within the industry based on the five forces model of competition analysis?
Which of the five forces exert the most pressure on the company? What has the company done to relieve this pressure?
What are your recommendations to further reducing pressure from these forces?
3. Internal Environment and Competitive Position
Complete a SWOT analysis and a value chain analysis of the company you have chosen. Be sure to answer the following questions:
How well has the company performed to stated strategic objectives or performance targets? Support your assessment with factual data.
Compare the strengths, weaknesses, opportunities, and threats of the company to those of its competitors. How do the vision and values affect
how the company will respond to each?
What is the core competency of the company? How does this affect its standing within the indust ...
GB 530 Enhance teaching/tutorialrank.com
For more course tutorials visit
www.tutorialrank.com
This is your final project. You will prepare a PowerPoint
presentation to present your findings. This assignment requires you to use Excel; make sure you also submit the Excel file to show your work. Place all calculations for each of the questions on a separate worksheet. Then, using the results of your work from Excel, prepare PowerPoint slides to answer the questions in a presentation
GB 530 Effective Communication/tutorialrank.com
This document provides a template for developing a comprehensive marketing plan through analysis and strategy phases. The template outlines sections for an executive summary, action plan, external forces analysis, internal/SWOT analysis, marketing goals and objectives, and marketing strategy. It provides questions to guide analysis of competitors, customers, capabilities, strengths/weaknesses/opportunities/threats. Completing the template involves researching the product/organization and developing customer, competitor and environmental analyses to inform strategic planning.
MKTG522 Marketing Plan Guide MKTG522 MARKETING PLAN GUIDE .docx
MKTG522 Marketing Plan Guide
MKTG522 MARKETING PLAN GUIDE
Objective
This Marketing Plan assignment gives you the opportunity to practice develop an integrated
business and marketing strategy for a product or service of your choice. This activity will make
the course "come alive" through application of the principles from the textbook, course materials
and threaded discussions. Assignments such as this also help you develop business-oriented
communication skills.
The development of this Marketing Plan is an integral part of the course, and will require several
weeks of research, critical analysis, critical thinking, and writing. Students tell us the only way to
do well on this project is to begin early and work on it consistently throughout the entire course.
You have several options when choosing a product or service for your marketing plan. Consider
choosing a new product for a new company (your own) or creating a new product for an existing
company. Perhaps you would want to do a product extension of an existing product. You might
consider a different approach to marketing an existing service. You can target consumers or
businesses. You may choose a product or service offered by your employer or your own
business, or one from another organization. Ultimately, to maximize your learning experience,
choose a product or service in which you have an interest and about which you would like to see
your product or service come to the marketplace. Make sure there is information available about
the industry and target market of the product or service you choose.
Remember that this is a Marketing Plan and not a Business Plan. You are not creating a
business, but creating the Marketing Plan for an existing product or service. Thus, your focus
should not be on the company or its products, but on how to market the product or service that
you have chosen. Provide enough background and history to put the marketing plan in
perspective. Do a comprehensive SWOT analysis with an in-depth and candid look at your
internal and external environment. Establish your goals and objectives. Analyze the information
developed, and only then begin defining your target market, and specifying the specific marketing
strategies." Do not simply report on how a company markets its goods or services. You should
instead say what type of marketing you would propose.
Your instructor will look at your Marketing Plan from the point of view of a business proposal.
Have you thought through and considered your options? Have you provided details of your
proposal? Have you looked at the entire strategy - the “big picture” - while still considering the
more operational elements that make for successful implementation? How well written and
persuasive is the plan?
Guidelines
In developing your content, try to demonstrate clarity of thinking, understanding, and application
of basic marketing principles, and creative --- but realistic -- use of mar ...
Brand Extension Marketing Plan 8GB530 Brand Extension Marketi.docx
Brand Extension Marketing Plan 8
GB530 Brand Extension Marketing Plan: Guide
Introduction
Use this document as your guide to success. All Brand Extension Marketing Plan documents should use 1” margins, 12 pt. font, and include a cover page and a reference page.
For the Brand Extension Marketing Plan Assignments in this class you will not use the usual APA rules which require in-text citations as 1) no marketing plan ever uses direct quoting within its contents, 2) we are making an exception due to the nature of a Marketing Plan Assignment and 3) you will not use double-spacing but instead you will use this document’s formatting.
It is important that you write your Brand Extension Marketing Plan in third person (there is no “I” in a marketing plan), using your own words, and/or paraphrasing instead of direct quoting. Once deposited into the Dropbox for grading, Brand Extension Marketing Plan Assignments are submitted to Turnitin® for a potential plagiarism review, so it continues to be important for you never to use anyone else’s words verbatim.
For each of the Brand Extension Marketing Plan Assignments, you should list, on the reference page, all of the references you used when preparing your plan. Again, you do not need to include the in-text parentheses noting references and timeframes as normally required in our APA Assignments, but you do need to use APA to format your references list. If you have any questions on this exception to using APA, let me know.
All the components of the Marketing Plan are assessed using the following:
Subject Mastery Rubric: Knowledge (Can define major ideas) or Comprehension (Can discuss major ideas) or Application (Can apply major concepts to new situations).
A MARKETING PLAN IS THE FOUNDATION FOR ALL MARKETING EFFORTSBeginning your Brand Extension Marketing Plan: The Product Proposal
The major project in this course is to complete a Brand Extension Marketing Plan for one new product on the behalf of an existing for-profit organization.
As you begin your project, you need to first assume you have the role of a marketing manager for one,new, currently not available from your selected Brand Company, product on the behalf of a real, for-profit organization. Consider this a “brand extension”: you are adding a product to an existing company’s product line.
Think about your selection – the proposal is for a New Product for a New Market of consumers! Extend the Brand Name into new product markets by offering a “new to the company” product.
Companies may do this by buying an existing product, or importing a new product and putting their brand name on it – or they develop their own product to compete in the new market.
Module 1 BEMP Proposal - What will your project be about?
Submit your response to the following questions as a Product Proposal:
1. What is the brand name of your for-profit business/organization?
1. What is the new product, not currently in existence, that will generate revenue for .
Marketing ManagementAssignment – Individual Portf
Marketing Management
Assignment – Individual Portfolio
NAME
UON ID
SUBMISSION DATE
1/8/2022
MODULE
ASSIGNMENT 1
WORD COUNT
1600
LECTURER
SALLY LO
Table of Contents
Introduction:
PEEST
Micro Analysis
Porter’s 5 forces analysis
Competitor Perceptual Map
Internal Analysis
Strategy review
Functions review
Productivity review
TOWs and Strategic analysis
Appendices
Appendix 1: Company overview
Appendix 2: Macro analysis
Appendix 3: Micro analysis, customer segmentation, 5 forces and competitor perceptual map
Appendix 4: Internal analysis, marketing capabilities, marketing assets, 7Ps, and CBBE model.
Page | 2
Resume Evaluation Checklist
Student’s Name
Evaluator’s Name
Your resume should immediately convey your ability to do the target job and promote the unique selling points of your personal brand to a prospective employer. It should clearly communicate your capabilities for delivering on the job’s requirements and, wherever possible, demonstrate accomplishments that jump off the page to make you more memorable than the competition.
FOCUS & SUMMARY
G=Good
F=Fair
P=Poor
Summary: Contains significant role, skill, & value match
Role Match: Does your resume present a clear target job title? A target job title gives the reader a clear focus and boosts visibility in database searches.
Skill Match: Does your resume contain a relevant skills summary in the top third of the first page? Key words should match the skills and qualifications listed in the job description.
Value Match: Does your resume align relevant value with employers’ needs? Did you include a list of accomplishments or career highlights reflecting skills and/or unique achievements that relate to potential customers’ needs as stated in the job description?
Comments
EDUCATION
Y=Yes
N=No
G=Good
F=Fair
P=Poor
Education provides concentration, projects, coursework, and certification only related to target, with…
School name (example: DeVry University or Keller Graduate School of Management of DeVry University)
Program/Major (Accuracy matters - Check Degree Works for the specific name)
Concentrations, minors, technical specialties, or tracks
Graduation month and year (if future date, include “anticipated” next to the projected graduation year)
Curriculum highlights with all relevant coursework (include upper division course titles, exclude course numbers or “with lab”)
Relevant projects, internships, and/or student organizations
Academic Honors included based on Academic Catalog (Associate/Bachelor: GPA ≥ 3.5 / Masters: GPA ≥ 3.7)
Comments
RELEVANT EXPERIENCE (WORK & VOLUNTEER)
Y=Yes
N=No
G=Good
F=Fair
P=Poor
Experience focuses action verbs & accomplishments on solving problems, which includes all relevant jobs listing both paid and volunteer positions within the last 10 years, with…
Job Title & Company Nam ...
C1
This document outlines the course objectives and structure for a strategic management course. It introduces the professor and provides an overview of the course goals, which include developing critical thinking skills and applying strategic concepts through case studies and team assignments. Students are divided into six teams that will take turns presenting chapter summaries and analyzing assigned case studies. The document also previews upcoming class sessions and assignments.
De vry university busn 412 complete cours2
Get professional solution for assignment help,homework help,easy writing help,and This is Writing for all Universities in USA,UK,and Australia.
Running head EXECUTIVE MEMO .docx
This document provides an executive summary and strategic analysis of Procter & Gamble (P&G). The summary outlines P&G's business model, history of strategic changes, competitive advantages, and preliminary findings. P&G markets consumer goods globally and generates revenue through product sales. While early strategies focused on diversification and innovation, recent changes have moved toward integration and streamlining brands. P&G employs differentiation strategies tailored to regional customer preferences. The analysis evaluates how P&G's goals, resources, and organizational structure fit its business strategy and identifies issues to address in further reports.
Gb 530 Inspiring Innovation--tutorialrank.com
This document provides a template for developing a comprehensive marketing plan through analysis and strategy phases. The template outlines sections for an executive summary, action plan, external forces analysis, internal/SWOT analysis, marketing goals and objectives, and marketing strategy. It provides questions and considerations for analyzing competitors, customers, economic trends, technology, culture, and more. The goal is to complete a thorough situation analysis to inform the development of an effective marketing strategy and objectives.
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Final Assignment Revision Posted on Sunday, May 18, 2014 !.docx
Final Assignment Revision Posted on Sunday, May 18, 2014 !.docx
PSY 616 Milestone Three Guidelines and Rubric StrategyOverview.docx
PSY 616 Milestone Three Guidelines and Rubric StrategyOverview.docx
Strategic ManagementDetails This course emphasizes the def.docx
Strategic ManagementDetails This course emphasizes the def.docx
MBA 700 Strategic Analysis Final Project Guidelines and Gra.docx
MBA 700 Strategic Analysis Final Project Guidelines and Gra.docx
MKTG522 Marketing Plan Guide MKTG522 MARKETING PLAN GUIDE .docx
MKTG522 Marketing Plan Guide MKTG522 MARKETING PLAN GUIDE .docx
Brand Extension Marketing Plan 8GB530 Brand Extension Marketi.docx
Brand Extension Marketing Plan 8GB530 Brand Extension Marketi.docx
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SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brandPickUp_conversational AI_Capex, Inc._20240610
PickUp, Improve conversions with scenario-based conversational AI.
No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found OnlineDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"Get admission in various courses and boost your employment opportunities.
Learn various courses and get employment opportunities.
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
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Title: Making Money the Easy Way: A Quick Guide to Generating Income
Welcome to "Making Money the Easy Way: A Quick Guide to Generating Income." This book is designed to provide you with practical, actionable strategies to generate income with minimal effort. Whether you’re looking to supplement your current income or create a full-time revenue stream, this guide covers a variety of methods to help you achieve your financial goals. We will explore opportunities available online, various investment strategies, profitable side hustles, creative approaches, and essential financial tips to ensure sustainable income growth.
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AirBnB Customer-Based Brand Equity Analysis - University Of Melbourne
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- 7. Good link to theory 3
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- 33. QM FINAL GRADE 85/100 Andrea_Airbnb GRADEMARK REPORT GENERAL COMMENTS Instructor Well done team! This is a well researched and well written report. You demonstrated that you have listened in class and in lectures and taken the theory and f rameworks f rom this course to construct a valuable and very interesting report. You have been creative within your tactical recommendations yet this still has strong theory links. Congratulations team - your hard work has paid of f ! Best of luck f or the exam and your f uture careers I have enjoyed teaching you this semester. cheers Andrea PAGE 1 Comment 1 | Executive Summary (10 marks) jkkj PAGE 2 Comment 2 | Executive Summary (10 marks) Great start to clarif y the size of their market PAGE 3 PAGE 4 PAGE 5 PAGE 6 PAGE 7 Good link to theory Good link to theory Comment 3 | Brand Analysis (30 marks) Such a unique model with two very dif f erent target markets
- 34. QM QM QM QM QM QM QM PAGE 8 Great - tick Great - tick PAGE 9 PAGE 10 PAGE 11 Great - tick Great - tick PAGE 12 PAGE 13 Comment 4 | Brand Analysis (30 marks) Valuable insights clearly presented in this table PAGE 14 Great - tick Great - tick Great - tick Great - tick PAGE 15 PAGE 16 Great - tick Great - tick PAGE 17 Great - tick Great - tick PAGE 18 Great - tick Great - tick
- 35. QM QM Great - tick Great - tick PAGE 19 Great - tick Great - tick PAGE 20 PAGE 21 Comment 5 | Key Issues (10 marks) This f lows well f rom earlier discussion PAGE 22 Comment 6 | Recommendations (25 marks) Wow - I really like this suggestion and it is well f ounded in theory. PAGE 23 PAGE 24 PAGE 25 PAGE 26 PAGE 27 PAGE 28 PAGE 29 PAGE 30 PAGE 31 PAGE 32 GRADING FORM: MKTG20006_WRITTEN ASSIGNMENT
- 36. 8.5 EXECUTIVE SUMMARY (10 MARKS) a. Summary of analysis undertaken, key findings and recommendations b. One page maximum INTRODUCTION (10 MARKS) Think of the following, but you don't have to mention everything listed below: a. Description of the brand b. Product category it competes in c. Financials d. What need does it satisfy e. Competitors f. POP and POD's g. Key Positioning of the brand (Think of the core associations the brand is trying to establish in the consumer's mind) h. Perhaps conclude with Brand Mantra or Brand Mission or Brand Purpose BRAND ANALYSIS (30 MARKS) AMIR AZHAR BIN K H RAJA MOHAMAD 85 8.5 Well written. Includes a clear indication of the size of the business, positioning and the report's key points rather than a description of the table of contents - well done. Excellent - you covered financials, competitors, POP and POD and key positioning of the brand
- 37. 23 Use of all four levels of the CBBE pyramid i. Better to discuss key strategies used by the brand and how they impact the four levels of the pyramid. Several strategies (consider maximum 4) can be considered: 1. Leveraging Secondary Associations 2. Brand extensions (if applicable) 3. Communications 4. Brand experiences 5. Cause Related-Marketing 6. Design 7. Etc. KEY ISSUES (10 MARKS) At least 3 key issues/challenges/opportunities should be identified so that they logically follow from the brand analysis RECOMMENDATIONS (25 MARKS) Offer recommendations to tackle each of the identified issues/ challenges/ opportunities in the previous section a. Offer Strategic recommendations AND Tactical recommendations Examples of Strategic recommendations might include (but not restricted to) improving brand awareness, increasing brand resonance (relationships), extending the brand to new products, revitalizing the brand, strengthening the brand associations, tapping into new markets/customers, etc. Examples of Tactical recommendations might include (but not restricted to) sponsoring specific sporting events, using celebrity endorsements, providing up-to-date information to the salespeople so that they can better help customers, introduce new products/brands, social media campaigns, introducing new features to 8 Great range of analysis that is well supported by evidence. The summary table of the 6C's is a succinct way of presenting valuable information Great insight in this section and linked well to the CBBE pyramid
- 38. 23 the product(s), etc. b. Recommendations should be creative c. Recommendations should be feasible REFERENCES (5 MARKS) a. At least 10 references b. References should be formatted as per the Harvard style guidelines: http://library.unimelb.edu.au/recite/harvard APPENDIX (10 MARKS) All materials that informed or supported your analysis such as surveys, figures, diagrams, pictures, frameworks, etc. 5 9 Your recommendations are great, especially the tactical one of Beam - this is very creative and well founded in theory Excellent - great breadth and depth Valuable choices, particularly the CBBE model you constructed yourself on Airbnb