Concept Proposal Report Essay

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Concept Proposal Report

MARK2313-2010-Y Brand Management

Tutor: Lynn Stainsby

Student name: Xuefang Geng

Student ID number: P09011557

Submission date: 16 March, 2010


Introduction 2

1. Product description 3

2. Brand Equity Analysis 3

2.1 Brand name 3

2.2 Brand image 4

2.3 Brand awareness & Brand-added value 5

2.4 Image Transfer 5

3. Marketing Plan 6

3.1 Market Gap and Competitors’ Performance 6

3.2 Market segmentation, positioning and targeting 7

Conclusion 9

Reference 10

Appendix 1. 12

Perceptual Map 12

Appendix 2. 13

Stress-release office toy: Screaming chicken 13

Appendix 3. 13

Advertising copy 13

Concept Proposal Report

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“Desk garden” complies with the Joyce principle. It clearly point out the functional attributes. In addition, “desk” suggests the target customers are office workers, but it need to be confirmed by more marketing communications, such as message on package and advertising.

2.2 Brand image

The overall brand image of “Innocent Breathe desk garden” should be natural, fun and a resource of a good mood. The material associations mainly come from the header brand Innocent drinks, (Riezebos, 2003). Innocent has high perceived performance on the pure and natural ingredients that provide adequate fibres to healthy body, ( That means Innocent will evoke a direct material association of healthy ingredients. From customer’s perspectives, however, Innocent hardly ever mentions immaterial associations about its products. For instance, Innocent always uses animals, fruits or even just a bottle to endorse its products, rather than any human beings. That repeatable marketing communications indeed enhance customers’ familiarity of “good for health”. But when customers’ needs go beyond physical health, Innocent will not be able to cope with them because the former familiarity. In order to avoid suffering from “stereotype limitation”, a method to show the familiar brand in a different context is appreciated (Shimp, 1991, cited in Randi, 1997). With regard to that theory,
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