Assignment Task:
TASK:
This final assessment contributes to 40% to your overall grade in this course
INSTRUCTIONS:
This is a summative piece of assessment that brings together your learning in the course over the teaching period. You are expected to complete this task individually without conferring with others. Your instructor will not be providing guidance or advice on any questions relating to this case study prior to submission. Some of the required information in this regard is provided within this document and the list of references at the end but you are expected to undertake desk research on your own to get a better understanding of the market for the product.
The questions relating to this final assessment is based on the case study: Lewis Road Creamery: Lunch-time ideas, from page 493 of the recommended textbook. You can access the e-textbook from the library or download the case from Canvas. The weighting of marks for each question is identical (10 marks) and responses for each question are limited to a maximum of 500 words.
While the questions are clearly divided to facilitate your answers, you will have to use your knowledge of all topics covered in the course. You are expected to go well beyond repeating information and must show application of theory, critical analysis, strategic insight and structured thinking.
Each response (question) has a maximum limit of 500 words which must be adhered to.
Please focus on explicitly responding to what you are asked to do, and in the manner
suggested. Tables, figures, images and diagrams are welcome, and they do not form part of the word limit. Sub-headings and similar elements that allow you to remain concise (but clear) are most welcome and encouraged.
Question 1 (10 marks)
Draw a segmentation table for the flavoured milk market in Australia. Provide rationale for the segmentation variables used.
Question 2: (10 marks)
Lewis Road Creamery teamed up with Whitakers when launching its chocolate milk brand in New Zealand. RMIT researchers Rahman, Mulye and Laud in their article cited below, under references, caution companies in the use of such strategies. If Lewis Road Creamery were to enter the Australian market with its chocolate milk which one of the sub-branding strategies discussed in this article would you recommend? Why?
Question 3: (10 marks)
Develop SWOT analysis for Lewis Road Creamery’s chocolate milk brand you recommended for the Australian market in Question 2. What recommendations can you make to the company based on the SWOT analysis?
Question 4:
Develop an advertising copy for facebook for the proposed brand of Chocolate milk in Australia. You can use external images or software such as Photoshop or illustrator or any other free ad design software to design your ad. In designing the ad, you must consider the target segment, their needs and the advertising theme used. You may also refer to articles on the internet on best practices for designing a facebook ad and explain how you used these principles in your ad design.
References:
Kaleel Rahman, Rajendra Mulye and Gaurangi Laud (2012) ,”Theoretical Underpinnings of Brand Architecture Strategies: Using Models of Stereotype Change to Understand Sub-Brands”, in AP – Asia-Pacific Advances in Consumer Research Volume 10, eds. , Duluth, MN : Association for Consumer
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