Client Research Report
In this section, we will revisit the assignment's expectations and the steps necessary to complete the assignment effectively.
● Understand roles and responsibilities within the communications industry.
● Apply learnt processes in creating an advertising campaign.
● Utilize research results in locating advertising opportunities.
● Requirement: Choose one of the proposed organizations to conduct research on.
● Format: research report on a specific client company
● Objectives:
- Research the brand, market, and customer
- Locate prominent issues
- Recommend future directions or strategies
- A word count of 1,200 words
● Suggested tools: Secondary research (netnography, Euromonitor database, etc.) + Digital analytics (Google Trends, Facebook Audience Insight, Consumer Barometer) => Proof/Evidence
● Assignment structure (given in the assignment description):
- Brand introduction and performance
- Customer landscape
- Marketplace (category, competitors, and other factors e.g. SWOT)
- Recommendations for communication (problems, opportunities or gaps)
In this segment, we will take another look at the terminology associated with assignment that is discussed within the context of the course.
|
Term |
Definition |
|
Unique selling point/proposition (USP) |
This term refers to the special attribute(s) that a product or service has over others, most often in the same category. This kind of advantage can be manifold, ranging from reasonable pricing to durability. |
|
Brand personality |
This ‘personality’ is the combination of human characteristics a brand possesses. Brands form these identities from marketing strategies to appeal to audiences as consumers tend to gravitate towards personalities similar to theirs. |
|
Brand value proposition |
A brand value proposition is a concise statement outlining a brand's unique benefits and reasons to customers, with key attributes often emphasized to meet clients’ wants and needs. |
|
PESTLE model |
A strategic framework utilized to analyze external factors that can affect the company’s performance. Its six capital letters stand for: political, economic, social, technological, legal, and environmental attributes. |
|
SWOT model |
This analysis outlines a company’s internal resources and helps them plan out upcoming strategies. The four letters refer to strengths, weaknesses, opportunities and threats pertaining to that organization. |
In this step, we will discuss in detail each component and its requirements within the assignment.
To start off, the assignment is split into four sections: brand introduction (background information about the brand and its product), its target audience, the marketplace and recommendations. It is, of course, followed by a reference list and appendices if you do have any. Choosing a company suitable to your field of knowledge is key.
TIPS:
● When selecting your brand, look out for their slogan or brand message. Not only will this piece of information make it easier to identify brand values, personality and proposition, but it will also allow for smoother applications in assignment 3 should you feel it is needed.
● If you don’t possess an interest in any of the proposed organizations, it is recommended you go for one that is well-known or presumably has plenty of data to its name.
This segment requires the following fields to be covered: the product or service’s primary advantages (followed by attributes and benefits), USP, importance of parent company, brand personality, and brand value proposition, along with rationale for the last two factors.
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