An introduction to your brand and to inclusivity– this section should include:a) a brief description of the market for the selected brand: including key brands in the market and their points of difference, size of the market/ category (backed up with relevant financials where possible e.g., market share).b) the inclusivity perspective of focus - introduce the ONE excluded/marginalised group you are interested in researching, why enhanced inclusivity is important for this group, and the extent of their exclusion in your selected market/category and from your chosen brand.

When a firm sells all its products under one Blank______ such as Pepperidge Farm, the individual brands benefit from the overall brand awareness associated with it.Multiple choice question.family brandpremium brandexclusive co-brandindividual brand

___________is important because: 1) it is a necessary condition for inclusion in the set of brands being considered for purchase, 2) in low-involvement decision settings, it can be a sufficient condition for choice, and 3) it influences the nature and strength of associations that comprise the brand image. [Select the concept to fill in the gap]Brand personality Brand awarenessBrand meaning Brand performance

Please form groups of 4-5 (a group of 3 is acceptable, however groups must not be larger than 5). You can choose your own group, but all group members must be enrolled to the same seminar stream. Groups must be formed by the end of week 2 - if you do not have a group by this time, your lecturer will assign you to a group. The same groups will work on all group assignments: the presentation (assessment 2), and written assessments 3A and 3B. The two parts of these reports together create a marketing plan for transforming a brand into an inclusive brand. Inclusivity is “the practice or policy of providing equal access to opportunities and resources for people who might otherwise be excluded or marginalized, such as those having physical or mental disabilities or belonging to other minority groups” (https://diversity.social/inclusivity/Links to an external site.). Inclusive brands go beyond tokenism (i.e., superficial acceptance) to consider, embrace, and include consumers from various races/ethnicities, ages, genders, incomes, body types, sexualities, and abilities (Veresiu and Parmentier, 2022).Important: to make things interesting, you cannot choose a fashion (clothing) brand for this assignment. Size exclusion in the fashion industry is of course a very important and obvious inclusion topic, and therefore was the focus of 70+% of assignments last semester. We would like to see some different industries/categories and different inclusion perspectives being considered this semester. Your plan should focus on the Australian market. Your chosen brand can be an international company, but they must have a presence in Australia (and your situation analysis and marketing plan must focus on the Australian market specifically). Your analysis and recommendations should be based on theory, concepts and frameworks presented in the seminars and readings. You should select an existing brand to transform. After analyzing it, the group may decide to create a sub-brand or new brand if the selected brand proves not to be suitable for transformation.

Branding provides a way for a firm to Blank______ its product offerings from those of its competitors.Multiple choice question.differentiatecommoditizelicensemonetize

For this mandatory peer review assignment you are going to write your own moderator guide. Suppose that you are going to moderate a focus group on our business case scenario, a smartphone company looking to develop a new phone priced at the high end of the market. The company would like to build market share in this fast-moving and fiercely competitive space by addressing affluent consumer’s needs and wants with every new device release. You want to discover what features the target market values most. The client is also seeking answers to the questions, "What are the barriers or objections to purchase our product?" "What are the best responses to those barriers or objections." Preparing your moderator guide allows you to write what you will say to open the meeting, plan the questions you intend to ask in advance, and how to conclude your meeting without forgetting anything important. This gives you the chance to make sure that you include all the essential parts and that your questions meet all the criteria for good qualitative research.Remember, the purpose of this document is to guide the moderator (such as yourself) through a focus group meeting. It should include all essential components covered in the video lesson, “Designing a Moderator Guide” found in Module 2. These include: Welcome/Introduction to the Focus GroupBrief Synopsis of ResearchExplanation of RulesConfidentiality SectionGroup Introductions of ParticipantsGeneral Discussion QuestionsProbes or Follow-up Questions (after each General Question)Concluding Remarks / Wrap-up.You had a previous practice activity to lay out the headings for the moderator guide sections. Now, you will fill in the sections under those headings in keeping with the video lesson, "Designing a Moderator Guide." The questions that are part of the body of your moderator guide should be in keeping with the video lesson, "Assessing Questions by Topics and Sequence" in Module 2. Your goal is to write each section according to the criteria in the video lessons. You can write it in your own style, but be sure to include every part for each section described in the lessons. Think of this document as your guide to remind you of everything you want to be sure to cover, ask, or say during the focus group so you can stay on track.Review criterialess Your assignment will be graded on including each of the following sections. Write them in your own style and voice, but in keeping with the instructions in the video lessons and supposing that the focus group will be related to our course business case scenario regarding cellphones.You'll be graded on the inclusion of the following items in your moderator guide:Welcome: Introduce yourself, your role and thank participantsBrief Synopsis with a general description of research project topic without divulging details or clientRules Section where you explain focus group rules (devised based on guidelines in lesson, "Designing a Moderator Guide"Confidentiality Section, make sure to refer to the five things to cover as mentioned in the Designing a Moderator Guide" video lesson. You will be graded on those itemsGroup Introductions of Participants where you plan introductions, starting with a non-threatening icebreakerInclude at least 3 general questions (open-ended, on topic, broad to get conversation started) in keeping with video lesson, "Assessing Questions by Topics and Sequence"After each general question write 1or more follow-up question/s that probe for more specific details as described in video lesson, "Assessing Questions by Topics and Sequence"Conclusion (include recap, thank participants and remind them of their importance to the research)After you have uploaded your moderator guide, please review the completed moderator guides of two of your peers.Step-By-Step Assignment Instructionsless Step-by-Step Instructions:Before you begin, review the following video lessons from Module 2 or notes you took while watching them: Best Practices for Writing Questions and ProbesAssessing Questions by Topics and SequenceDesigning a Moderator Guide.Start with the document you set up in the practice activity where you laid out the headings for the essential component parts of a moderator guide. Following the advice in the video lessons, write your own content within those heading to accomplish the intended purpose of each section. For example, one of the essential sections is Rules. So, you would write what you plan to say to your focus group participants about the ground rules for your focus group meeting. Since these are not standardized, you can make the rules are whatever you like within the general description of five areas of rules to cover as stated in the video lesson. Here is a sample someone might write for that Rules Section of the moderator guide:"The rules for our time together are simple. 1. Everyone's opinion is valued, so we will listen respectfully to all participants.2. No cross talk; when one person is talking, wait until they are finished to speak up.3. Please use the facilities before we begin. If you do need to leave the room, please do so without distracting from the ongoing conversation. 4. Please turn off your cellphone. Even though that is what we are researching, we don't want calls to interrupt our time together. 5. Feel free to eat and drink during our meeting, but please get your refreshments before we start so that you are not getting up and down during our conversation." Use your own words to fulfill the purpose of each section of the moderator guide for a focus group on the topic of our course business case scenario about cellphones. Proofread and edit your submission to correct any spelling or punctuation errors. You may use an online proofreading app to ensure a professional looking document. Your spelling and grammar will not be graded, but it's good to get in the habit of editing your work to professionally accepted standards.