Report Guideline Notes

• Understand the brand - communicate throughout the report
• Research investigation (personal outcome)
• Clearly defined sections (Simple communication)
• What is your objective?

Research Plan

• Company/industry context/competitors (perceptual map)
• Customers
• Product
• Market segmentation
• All aspects of design
• Current promotional trends
• Future directions

Types of Research

• Primary (visuals,interviews,questionnaires)
• Secondary (Mintel, magazines, articles, internet, books, journals)

Sources

• Mintel
• WGSN
• Magzines
• Internet
• Focus Groups
• Journals
• Books

Define your aims

• What should I focus on?
• Market, SMART objectives, 5 It's, 6P's, Summary/Conclusion

Question the appropriateness of everything you are including (PRIORITIES)

Structure

• Title
• Contents list
• Abstract
• Methodology
• Lit Review
• Introduction
• Market Segmentation
• SMART OBJECTIVES
• 5 It's
• Main Body
• Summary/conclusion
• Bibliography
• Appendicies

Market Segmentation

• How is the market broken down?
• Where does the product/service sit?
• Market Level
• Who are the competitors? Do they pose a threat?
• Target market
• Need? Desire? Want?

Smart Objectives

• Specific
• Measurable
• Achievable
• Realistic
• Time

Product/Service

• What are the features?
• USP
• ESP
• Styles, colours, ranges, features, brand extensions
• Life Span

Price

• Look at competitors
• Price strategy
• Will it make a profit?
• Price reflection

Place

• Is it available in the right place?
• IS it good footfall?
• What does the store look like?
• Where will it be sold?
• What are the benefits?
• Is it available on global or inter nation scales?
• Available in particular places?

Promotion

• Communication
• How can you reach your consumer?
• What promotion works best?
• Specialist advertisment?
• Specialist advertisements
• Communication specialist
• Objectives
• Raise awareness

Things to consider;

• Packaging
• Celebrity endorsements
• Sponsorshop
• Press releases
• Launch party
• Graphics
• Advertising

People

• Specialist skills from staff?
• Trained in a special way?
• Particular selling technique?
• What customer service can they offer?
• Uniform or corporate clothing?

Persuasion

• How will you persuade the consumer?
• Do the brand values equal the consumer values?
• Does the lifestyle represent the service?
• Understand the gap in the market
• What message will the promotion communicate?