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20 views4 pages

Example for Assignment

Uploaded by

plk282109
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Assignment 3

Brand Name What do you want to know about your product


Logo from your customers?
Brief Description
Q. 1 (Qualitative )
Q. 2 (Quantitative)

Method 1: Method 1 :
Why? Why?
How? How?
When? When?
How will you use the How will you use the
results? results?
The Brand Value Chain

Method 2: Method 1 :
Why? Why?
How? How?
When? When?
How will you use the How will you use the
results? results?
Value Stages
3. Market Performance
1. Marketing Program Investment
• Product: High-quality coffee beans, sustainable sourcing,
• Price Premiums: Higher price tolerance due to
variety in flavors and roasts.
quality and brand prestige.
• Communications: Targeted advertising, social media • Price Elasticities: Moderate sensitivity
presence, influencer partnerships, and coffee culture events. depending on brand loyalty and economic factors.
• Trade: Partnerships with cafes, restaurants, and grocery • Market Share: Growth in coffee market share
stores, as well as direct-to-consumer online sales. due to unique selling propositions (e.g., organic,
fairtrade).
• Employee: Barista training programs, customer service
excellence, knowledgeable sales representatives. • Expansion Success: New product launches (e.g.,
• Other: Loyalty programs, seasonal product launches, and
cold brew, single-origin), geographic expansion.
sustainable packaging. • Cost Structure: Efficient supply chain,
2. Customer Mindset sustainable sourcing practices.
• Awareness: Recognition of XYZ coffee as a premium, • Profitability: Positive margins through premium
sustainable coffee brand. pricing and cost efficiency.
• Associations: Perception of XYZ coffee as flavorful, 4. Shareholder Value
environmentally responsible, and fairtrade certified. • Stock Price: Reflects brand strength and
• Attitudes: Positive attitudes toward the coffee's taste, customer loyalty.
quality, and sustainability. • P/E Ratio: Indicates growth expectations in a
• Attachment: Customer loyalty, frequent purchases, and competitive coffee market.
brand advocates. • Market Capitalization: Valuation impacted by
• Activity: High engagement on social media, participation in brand value and growth potential in the coffee
loyalty programs, and feedback on new products. sector.
Value Stages
Multipliers
1. Program Multiplier
• Distinctiveness: Unique coffee flavors, fairtrade and organic certifications, innovative packaging.
• Relevance: Aligns with trends in sustainability, wellness, and premium coffee demand.
• Integrated: Cohesive brand message across all marketing channels.
• Value: High-quality coffee that justifies a premium price.
• Excellence: Consistently positive customer experiences and high product quality.
2. Customer Multiplier
• Competitive Reactions: XYZ's ability to respond to competitor price cuts, new product launches, or marketing campaigns.
• Channel Support: Strong distribution channels, partnerships with coffee shops, and online marketplace presence.
• Customer Size & Profile: We have a broad customer base,, including premium coffee drinkers, eco-conscious consumers, and
younger demographics.
3. Market Multiplier
• Market Dynamics: Growth of the specialty coffee segment, changing consumer preferences.
• Growth Potential: Opportunities in emerging markets or new products like RTD (ready-to-drink) coffee.
• Risk Profile: Managed through sustainable sourcing, ethical practices, and transparent supply chain.
• Brand Contribution: XYZ coffee’s contribution to the overall brand strength and future growth.

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