This part comprises of a concept proposal and a concept board that should follow on from part A above. Therefore, the work that you have done in the first part of the report (critical situational analysis and business justification report) will be relevant to this element of the coursework. You must now produce: a) A concept proposal outlining and justifying your brand extension ( Developing a concept is the third stage of the linear new product development process
b) A concept board (to accompany the concept proposal). The Concept Proposal – Guidance 1.You are to produce a word –processed concept proposal, maximum 1,500 words; in report format. That said it is important to use relevant headings and sub-headings. This must justify the proposed new branded article (brand extension) by referring to market factors and, especially, brand theory.
2.This must include a product description, using the terminology covered in Keller and other academic sources
3.Apply relevant brand language concepts and theory (brand name analysis, brand heritage analysis, four building blocks and brand image), throughout the report to explain and justify your concept proposal. This is your opportunity to show initiative and to demonstrate how much you have learnt from the text-book on brand concepts and theory.
4. Apply the brand image transfer model and discuss how you aim to maintain and transfer aspects of the brands heritage. All dimensions of the brand image transfer model must be referred to. 5. Use the Harvard referencing method. Concept Board – Guidance To support your proposed branded article you should provide a Concept Board (picture board). The requirements for this are as follows:
1. The Concept Board should be A4 sized which will be situated within the appendices.
2. Draw the proposed new branded article, complete with appropriate packaging and brand name. There are examples on the internet and your tutor will guide you on this. (Note: It is up to you whether you use a software package to create the visual image, or use traditional methods.) 3. Include a title and a concept statement. 4. Make annotations on your concept board to highlight how you have applied the image transfer model (i.e. family resemblance) Report Structure For the individual report, students are required to follow the following structure: • Title Page • Contents Page • Introduction Clear concise introduction outlining the direction of the proposal. Some reference to the context of the proposal with reference to the industries under investigation (both source and target brand markets). A brief critical evaluation of the market performance and background information of the Hipp oraganic infant milk brand (flagship brand) You should present a clear snapshot of the chosen market with a clear vision highlighting a need for a brand extension. Within this section it is important for you to interpret secondary data and illustrate how secondary data was used to inform decisions. Additionally, you should present some background information on the chosen brand. • Critical Analysis of the Source Brand You should clearly discuss and critique the original source brand. Brand theory such as brand name, brand heritage, brand image analysis and the four building blocks should be clearly discussed and justified. You must consider the strength and limitations of the relevant brand theory for the chosen branded article in order to aid a rigorous critique. N.B. brand image table must be included within the report where you discuss only 4/5 factors and support arguments with evidence. • The Proposed Brand Extension You should outline and discuss their proposed brand extension with key insights of the market factors to which the new brand extension belongs. Furthermore you should demonstrate a strong understanding of brand image transfer theory and justify the brand extension using relevant marketing and brand theory (i.e. brand heritage) Finally, you should include applied market segmentation, targeting and positioning theory. • Conclusion • Appendices • Concept Board
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