MAJOR GROUP PROJECT PART 1
REPORT BRIEF
Digital Marketing
Your group is consulting for a newly established online company. They are both completely
unknown and would like to establish themselves as new branded products and gain traction
online in order to start generating sales. The purpose of this project is to reflect the current
growth on online start-up companies. Many of which have great starting ideas, but poor
product detail and digital strategy and execution. You will need to work with your team to
provide a comprehensive digital strategy report. In this report you will mainly be speaking to
the ideation, creation and branding of your products. In the second report (due in Week 13)
you will have the opportunity to action feedback from this first report in addition to,
suggesting a full digital marketing strategy plan for the launch of your product (the core
purpose of the final report).
- These are both new products. They do not have any brand equity and therefore
cannot leverage off any existing brands.
- You will need to SELECT ONE OF THESE PRODUCTS and CHOOSE A
BRAND NAME to write you report for
OPTION 1 – STRESS RELEIVING
PROTEIN BAR
Things to know:
OPTION 2 – STRESS RELEIVING
CANDLE
Both these products have been proven to reduce stress. The ingredients in the bar and the
scent from the candle has been proven to ‘reduce stress’. is the only scientifically proven
point you may/can use.
Design:
>These are suggested templates for the products > You can design the protein bar or candle
as you like
> You can make an additional two product variation to your chosen product (e.g. if you want to
create a range). This means: two different flavours or scents etc.
MAJOR GROUP PROJECT PART
1 REPORT
'Product Branding Report'
(Weighting 15%)
Word Limit: 3000
GUIDELINE FOR THIS REPORT
1. Background Information (summary of what this report aims to do)
2. Mission Statement
• Where are we now?
• Where do we want to be?
• How do we get there?
3. BACKGROUND ANALYSIS
• Microenvironment
• Macroenvironment
• Current Digital Trends
4. COMPETITOR ANALYSIS
• Current Competitors and emerging Competitors
5. THE BRAND
5.1 Product
Can include sub-sub sections such as: Quality, Design, Features, Packaging,
Services, Functionality, Technology
5.2 Pricing Strategy
Can include sub-sub sections such as: Strategy, List Price, Premium,
Discounts, Payment methods
6. TARGET MARKET
• Target Market Selection and justification
7. THREE PERSONAS
• Draft minimum of three key personas that represent your target market/s
8. CUSTOMER JOURNEY
• Map the journey for each of these personas
N.B. You can use a wide array of infographics to present some of this information.