Analyse the brand’s innovative marketing communications approaches

This is a paper that is focusing on Analyse the brand’s innovative marketing communications approaches. The paper also provides additional information to use in writing the assignment paper.

Analyse the brand’s innovative marketing communications approaches

Task: Using the concepts and theories discussed in class and in your readings, as well as from your own further research, write a case study of a brand of your choice, focusing on one of the following scenarios:
Analyse the brand’s marketing communications campaign(s) implemented in two different countries. How successful/unsuccessful has it been? Why?
–     If you want to talk about the same campaign targeting two different markets (e.g., Coke’s “Open Happiness” campaign in China and India), you can do that. If you want to talk about the brand’s two different campaigns in two different countries (e.g. “Open Happiness” campaign in China vs. “Share a Coke” campaign in India), you can do that as well. We are open to both options as long as your discussion addresses the brand’s cross-cultural marketing communications strategies.

Has the brand met consumers’ resistance at some point? How and why did this happen? What were the effects on the brand (if any)? How did the brand cope with consumer resistance through marketing communications?

Analyse the brand’s innovative marketing communications approaches to breaking through the clutter and overcoming consumers’ avoidance in a foreign market (not in the country of origin). Why do you think the brand’s marketing communications approaches are innovative?

Instructions:

Your case study should be written in report format and should include the following sections:
Firstly, title page (not included in word count): Your name, subject code and title, submission date, total word counts
Secondly, brief background of the brand (about 100-200 words)
Thirdly, your response to the scenario of your choice (about 700-800 words): Here you write a case study of the brand, focusing on one of the scenarios above. You must integrate pertinent concepts and theories and properly reference all non-original work.

Fourthly, discussion and recommendations (about 500-600 words): In this section, you will need to discuss key insights gained from your case study, explain what YOU think about the brand’s strategies, and provide your recommendations for how things may be done differently in the future. You will need to give reasons for this.
Bibliography (not included in word count)
The teaching team will assess this assignment based on the following criteria:

Quality of analysis and argument
Appropriate use of subject concepts/theories
Depth of research
Quality of writing