Capilano University
Capilano University
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Brand Audit & Competitive Analysis

BMKT 316
Closed
Capilano University
Capilano University
Vancouver, British Columbia, Canada
Andrea Eby
Instructor
(1)
3
Timeline
  • January 14, 2018
    Experience start
  • January 22, 2018
    Project Scope Meeting
  • February 7, 2018
    Midway Check In, best is if client is able to come to class, consumable goods products work well
  • March 22, 2018
    Experience end
Experience
3 projects wanted
Dates set by experience
Preferred companies
Vancouver, British Columbia, Canada
Any
Any industries

Experience scope

Categories
Market research Marketing strategy
Skills
brand management research competitive analysis marketing strategy
Learner goals and capabilities
This project can be roughly divided into five stages: 1. Interview with client (internal assessment of company) 2. Market research and analysis (includes Brand Inventory and Brand Exloratory) 3. Strategic and Tactical Recommendations 4. Final Recommendation 5. Presentation and Report Report contents include: Title page (1 page) Executive Summary (1 page) - What the report is about - What are your findings (strategy and key implementations) - What are some supporting evidence (internal and external) Table of Contents (1 page) 1. Background: Company history, brand portfolio, brand inventory 2. External Research and Analysis - In what market does the business compete - What is the market condition (Trends? Segments?Competitors?) - What does your consumer research reveal, describe consumer, demand, market potential 3. Internal Assessment and Analysis -What are the concerns from client interview - What are some issues revealed from onsite observations - What are the concerns from employee interview and assessment 4. Marketing Mix: - Product - Price - Place - Promotions 5. Brand Exploratory; Consumer Knowledge, Resonance Pyramid, Competitive Analysis 6. Strategic Recommendations - Positioning - Points of Parity/Difference, Brand Mantra 7. Tactical Recommendations (additional to support overall recommended strategy)

Learners

Learners
Undergraduate
Any level
35 learners
Project
20 hours per learner
Learners self-assign
Teams of 4
Expected outcomes and deliverables

At project completion, you will receive (from each student group):

  • A 15-minute presentation
  • A 12-page report on research, findings, and data-driven recommendations.

The presentation and report can include, but is not limited to the following:

  • An internal assessment of your organization
  • Brand history and summary documentation
  • External research and analysis
  • Internal assessment and analysis
  • Marketing mix recommendations
  • Brand Exploratory for consumer insights
Project timeline
  • January 14, 2018
    Experience start
  • January 22, 2018
    Project Scope Meeting
  • February 7, 2018
    Midway Check In, best is if client is able to come to class, consumable goods products work well
  • March 22, 2018
    Experience end

Project Examples

Requirements

Beginning this January, a group of four student-researchers will spend over 80 hours studying and analyzing your organization and your competitor's brands.

Based on their findings, groups will provide data-driven recommendations on opportunities and threats to your brand.

The students will conduct a full brand audit, which will help you answer an identify the following:

  • What defines your organization's brand
  • The core proposition of your brand
  • The current outlook of your brand
  • Opportunities and threats to your brand
  • Strategic and tactical recommendations to create and maintain your brand

These findings and recommendations can help you avoid making costly and ineffective marketing decisions and improve your brand trajectory.

Additional company criteria

Companies must answer the following questions to submit a match request to this experience:

Be available for a quick phone call with the instructor to initiate your relationship and confirm your scope is an appropriate fit for the course.

Minimum of 2-4 interactions with the students in-person or remotely (approximately 4-6 hours over the duration of the project).

Provide a dedicated contact who will be available to answer periodic emails or phone calls over the duration of the project to address student’s questions or provide additional information.