MKT 410 Lynn Consumer & Organizational Behavior Forever 21 Presentation

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Onaxf123

Business Finance

MKT 410

Lynn University

MKT

Description

Brand plan example: http://beloved-brands.com/2012/06/24/brand-plan/ (Links to an external site.)

Final Project Instructions:

MKT 410, Consumer and Organizational Behavior

The purpose of the following project is to provide the student(s) the opportunity of applying all of the course material into a professional Brand Plan.

The project involves the creation of an original brand, meaning that the name, logo, slogan etc. must be developed and designed by you. The project does not require the in-depth development of a product, but it is implied that a product or service would represent the newly-created brand.

The brand must be created and proposed based on the content learned from the course. The choice of fonts, colors, size, designs, styles, slogans, themes, ‘personalities’ attributed to the brand, and promotional materials, must reflect the psychological and behavioral content of the course.

You must create at least three (3) original promotional materials for their respective brand. This includes print-advertisements, video commercials, (mock) websites, social media content, bill-boards designs, merchandise, store displays… etc.

You are encouraged to use Photoshop and any other photo or video editing software on your smartphones, tablets, or computers.

You are also allowed to outsource external talent for the creation of their promotional materials. As long as the person(s) involved are given credit for their work and are mentioned in the References/Appendix sections, the promotional work will be accepted.

The written portion of the project must have a cover page (with the title you have given it, your name, course number and section, and semester and year of the course). On the second page you will provide a Table of Contents. (See paper outline below.)

The document should be formatted according to the latest APA standards.

The text should be:

Times New Roman

Font Size 12

Double-Spaced

1” margins all around.

Direct quotes must be appropriately cited. Bullet-points are allowed, but should comprise a small portion of the entire document. The document must be written in narrative, 3rd-Person format, free of colloquial (casual) lingo.

Tables and figures are likely to be useful for this assignment. These should be placed in the Appendix (with a title for each one) and discussed in the appropriate section. When these are discussed, reference them in the text or body of your report, e.g., See the Appendix Table (title/name).

Your statements and findings must not only be clearly stated and logical but also supported by your research (with cited sources of information). Furthermore, all facts (other than common knowledge) must be cited in the text or body of the report and the informational source listed in the References section using APA style guidelines. A fact is more than just a number (e.g., statistic) but also a definitive/specific point, statement or information unknown to others, e.g., the VP, any reader of the report. Such facts and informational sources should include of course the organization, its retailers, competitors, current and potential customers, the Internet, Lynn Library (databases and hardcopy publications), and other personal interviews that are applicable to determining successful market research findings and developing a market assessment and analysis report.

PROJECT OUTLINE*

The creation of your brand must be founded on real-market data, trends, and demand for the product category; therefore:

  1. Conduct a thorough SWOT Analysis based on industry and market information related to your brand’s product category (i.e. soft-drinks; toys; pet food; clothing/fashion; automotive; foods/snacks; other consumer goods)
  2. Create an original logo
    1. The design of the logo must be truly original
    2. The design must be purposeful in its use of symbolism, words, shapes, etc.
  3. Create an original name
  4. Discuss your Brand image and personality:
    1. Purpose and justification for the proposed brand
    2. Brand positioning statement
    3. The emotional and functional benefits and value your brand promises
  5. Brand communication/promotion strategy
    1. Proposed Promotional strategy for the brand
    2. Purpose for the use of chosen media channels
    3. Create and explain your original promotional media: photo, video, audio, digital, outdoor, etc. (at least 3!)
    4. Promotional material (at least one of them being a JPEG image) must have subtle/subliminal/psychological cues and use of colors, shapes, images, words, sounds, angles, etc.; to trigger a desired
      1. Artwork must be as original as possible
      2. Photo-shopping is allowed, with limitations
  • You may outsource external help; if so, please give the individual(s) due credit for the artwork, footage, etc.
  1. Provide a written (APA-format) final report and present the results (PPT presentation with voice over.)

PAPER OUTLINE

  1. Executive Summary
    • One page summary of the entire plan
  2. Brand Description
  3. Situation Analysis
    • SWOT
      • Happening Now
      • Could happen
  1. Brand Focus (Key Issues)
    • Brand Vision
      • Current competitive position
    • Target markets
      • Connection of consumer to your brand
    • Points of difference
      • Core strength
    • Positioning
  2. Brand Program
    • Brand strategy
      • Current brand love curve position
    • Growth strategy
    • Investment/resources focus strategy
    • Defensive strategy
  3. Execution
    • Bonding brand to consumers
    • Brand budget
    • Goals
    • Calendar of activity
    • Project work plans
  4. Evaluation and Control
    • Plan to evaluate and control the strategies


    Attached is my idea you must use for the project. Thanks!

Unformatted Attachment Preview

Tori Dellovo Lynn University Proposal for Final Project For the project, we were told to pick a brand and how we can integrate new technology to help Customer Experience. I chose to pick the clothing brand Forever 21, this company has great clothes for very cheap but every time you walk into the store it is very overwhelming. I would like to integrate the same technology that furniture stores use to help decorate rooms but for clothes. Market Analysis Forever 21 is headquartered in Los Angeles, California. Companies in the clothing industry target market is a mix of psychographic, demographic, and geographic. They have a competitive advantage over other clothing companies which is their clothes are trendy and affordable. Tori Dellovo Lynn University References: Bhasin, H., & Jasmine. (2018, March 13). Marketing Strategy of Forever 21 - Forever 21 Marketing Strategy. Retrieved October 13, 2020, from https://www.marketing91.com/marketing-strategy-of-forever-21/ SuperOffice. (2020, October 09). 7 Ways to Create a Customer Experience Strategy. Retrieved October 13, 2020, from https://www.superoffice.com/blog/customer-experience-strategy/
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Explanation & Answer

Hey there. It was a pleasure working with you. Let me know if you need edits. Invite me to assist with future assignments.

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Running head: FOREVER 21: BRAND CREATION

Forever 21: Brand Creation
Student’s Name
Institution

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FOREVER 21: BRAND CREATION
Executive Summary

Forever 21 is a clothing brand dealing in trendy and low-priced apparel. It is
headquartered in Los Angeles, California, U.S. The company's stores are characterized by visual
merchandising where the exterior façade, interior design, and layout aim to appeal the potential
customers to make Forever 21's brand their number one choice. The situational analysis reveals
that the brand has intense dealer connect, automation of the process, skilled employees, and
strategic locations as strengths. Although the company struggles to generate capital investment,
pay rental charges, and keep up with rapidly changing trends, it can take advantage of the
internet to reach more customers and improve sales revenue and re-invest the returns. Los
Angeles' celebrities and tourists can turn into new customers and thus acts as an opportunity for
the brand. However, the clothing industry is saturated by powerful brands that create stiff
competition against the brand. More brands are also entering the market, thereby reducing the
market share for Forever 21. Trends and affordability are the main concepts of the brand vision
of the company. The company's market share is segmented in terms of geographical location,
demographic characteristics, and psychographic traits of the people in Los Angeles. The brand's
positioning in brand love is "love it" and the company is striving to fill the gaps that prevent the
brand from being one of the most popular brands in the market. The company aims to increase
both its online presence and brick and mortar stores to reach more customers. More investment is
to be directed to an increasing variety of inventory and digital infrastructure. The company plans
to maintain its pricing strategy as a defensive mechanism against the brand's rivals. For
promotional strategy, the company uses creative and innovative ideas to create materials and
activities posted on digital platforms, TV, and print media. The company frequently evaluates its

3
FOREVER 21: BRAND CREATION
strategies to increase online presence, offer customers convenience, and develop a more
aggressive promotional campaign for brand awareness.

4
FOREVER 21: BRAND CREATION
Brand Creation
Brand Description
Forever 21 is a clothing brand dealing with cheap but trendy outfits for both men and
women. The company's headquarters are situated in Los Angeles, California. The stores are
designed to showcase products with smart interior décor features. The company also highlights
its brand with sponsored galleries to drive sales up, In other words, Forever 21 focuses on visual
merchandising to ensure the store's exterior, interior, and display space and overall layout engage
potential customers and drive sales. Changeable graphics on interactive mobile systems
characterize the store's front faced wh...


Anonymous
Just what I was looking for! Super helpful.

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