Brand Analysis of BMW and The 1 Series Research Papaer •Written in a Formal Report Format –Five pages, double spaced, 10 point font –More is NOT better. Be

Brand Analysis of BMW and The 1 Series Research Papaer •Written in a Formal Report Format –Five pages, double spaced, 10 point font –More is NOT better. Be concise. More than 5 pages è deduct 10%. •Reference all relevant/material sources of information –Appendix (not counted as part of the five pages) Include any worksheets and additional analysis in Appendix•The Assignment –Specifically and clearly identify the primary Target Audience for ONE PRODUCToffered by ONE of the below eligible companies •The Rules –You must select and focus on only ONE product offered by the eligible company –You must also identify and compare ONE competitive product offered by a competitor and it must be targeted at the same TARGET AUDIENCE – •Eligible Companies –1. Intel2. Hewlett Packard Enterprise3. BMW4. Johnson and Johnson Final Exam
Take Home – Final Exam
• Written in a Formal Report Format
– Five pages, double spaced, 10 point font
– More is NOT better. Be concise. More than 5 pages ➔ deduct 10%.
• Reference all relevant/material sources of information
– Appendix (not counted as part of the five pages)
– Include any worksheets and additional analysis in Appendix
Final Exam
• The Assignment
– Specifically and clearly identify the primary Target Audience for ONE PRODUCT
offered by ONE of the below eligible companies
• The Rules
– You must select and focus on only ONE product offered by the eligible company
– You must also identify and compare ONE competitive product offered by a
competitor and it must be targeted at the same TARGET AUDIENCE
• Eligible Companies
– 1. Intel
2. Hewlett Packard Enterprise
3. BMW 4. Johnson and Johnson
Rubric and Instructions Will Be
Attached
Final Exam
• The FOUR MUSTS
1. You must specifically identify and reference characteristics from each of
the four P’s as offered by the (1) eligible company and (2) one competitor
• The goal is to convince me that the company and the competitor’s marketing mix supports the
target audience you’ve selected
2. You must reference THREE specific promotional tactics used by the
eligible company and THREE promotional tactics used by the
competition to attract the target audience
• The goal is to show and compare what specific promotional tactics are used by the eligible
company to differentiate itself from the competition and vice versa
3. You must clearly identify the eligible company’s value proposition and
compare that to the competitor’s value proposition
• The goal is to show that you understand the pain points for the TARGET AUDIENCE and how
the different value propositions are used to address those for both the eligible company and for
the competitor
4. You must identify the key positioning and messaging used by the
company and by the competitors, that supports the value proposition
• The goal is to show how the company uses messaging and positioning to support a
differentiated value proposition relative to the competition
Final Exam
• Potentially Helpful Tips
– Do NOT just repeat the information that you have uncovered. Instead, use the
models, concepts and examples from this class to analyze the information in order
to support your position. This is a basic requirement to get an A.
– Your supporting content must convince me that you have clearly identified the
PRIMARY target audience for this product.
– You must also convince me that the competition is focused on the same target
audience. This is the foundational purpose of the entire exercise.
– Your analysis must convince me that you clearly understand how the company’s
offer compares to the competitors offer for the SAME target audience
– You must include references to the promotional activities, messaging and
positioning as requested.
– Reference the concepts, tools, and key learnings from this class for analysis
purposes.
– Include the details with examples in the appendix, but only use these to support a
reference from the main report.
Final Exam Rubric
Focus Area
Paper clearly identifies and proposes a target audience as targeted by the host company.
Paper clearly identifies ONE competitor’s product or service that is targeting the same target audience.
Specifies THREE specific promotional tactics used by the company to target the audience you’ve proposed.
Specifies THREE specific promotional tactics used by the competition to target the same audience
Identifies the value proposition for your target audience and how it differentiates from the competition
Identifies the competitor’s value proposition and how it differentiates from the host company
Identifies the specific positioning and messaging used by the host company to target the selected audience.
Identifies the specific positioning and messaging used by competitor to target the selected audience.
Total
Final Exam Rubric
Focus Area
Paper clearly identifies and proposes a target audience as targeted by the host company.
Paper clearly identifies ONE competitor’s product or service that is targeting the same target audience.
References individual marketing elements from each of the four P’s as proof points showing that the host
company is targeting the audience you’ve proposed.
References individual marketing elements from each of the four P’s as proof points showing that the competitor
company is targeting the audience you’ve proposed.
Specifies THREE specific promotional tactics used by the company to target the audience you’ve proposed.
Specifies THREE specific promotional tactics used by the competition to target the same audience
Identifies the value proposition for your target audience and how it differentiates from the competition
Identifies the competitor’s value proposition and how it differentiates from the host company
Identifies the specific positioning and messaging used by the host company to target the selected audience.
Identifies the specific positioning and messaging used by competitor to target the selected audience.
Is there suffucient evidence to convince the reader that the student identified the correct target audience that
the host company is targeting
Total
Points
100

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