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Make sure no plagraism.1. The consumer journey in an excel and separate file. This means that youll be submitting two documents - the report (word file) and the consumer journal (excel file). If you will use an excel file, put the discussion of the consumer journey in the excel file or in the word document (report).2. Use the template provided - embedded table in the word file. This means that youll be submitting one file. second_assessment_template1.docx second_assessment_rubric2.pdf assessment_two_instruction2.pdf alr_703_assessment___1_.docx Unformatted Attachment Preview ALR 703 NAME OF BRAND NAME STUDENT NUMBER SUBMISSION DATE TOTAL WORD COUNT:(excluding in-text citation, references and texts in this template) THE BRAND YOU EXAMINED IN ASSESSMENT ONE: TABLE OF CONTENTS 1. 2. 3. 4. 5. 6. 7. 8. 9. EXECUTIVE SUMMARY………………………………………………………......................................................... page BRAND OVERVIEW ………………………………………………………….………………………………………………………. page SOCIAL ENTERPRISE………………………………………………………………………………………………………………..…page TARGET MARKET WITH CONSUMER PERSONA……………………………………………………………………….. page DIGITAL MEDIA CHANNELS AND CONTENTS…………………………………………………………………………....page EVALUATION APPROACHES……………………………………………………………………………………………………...page STRENGTHS AND LIMITATIONS…………………………………………………………………………………………….….page CONSUMER JOURNEY………………………………………………………………………………………………………………page REFERENCES……………………………………………………………….………………………………………………………......page 1. EXECUTIVE SUMMARY 2. BRAND OVERVIEW 3. SOCIAL ENTERPRISE 4. TARGET MARKET WITH THE CONSUMER PERSONA 5. DIGITAL MEDIA CHANNELS AND CONTENTS 6. EVALUATION APPROACHES 7. STRENGTHS AND LIMITATIONS 8. CONSUMER JOURNEY Stage Sentiment Awareness Consideration Customer needs and interactions Customer expectation Improvement Opportunities EXPLANATION OF THE CONSUMER JOURNEY Conversion Experience Post-Purchase 9. REFERENCES ALR 703 – DIGITAL MARKETING – SECOND ASSESSMENT CRITERIA Content and discussion (20\%) Analysis and argumentation (30\%) Consumer journey (20\%) UNSATISFACTORY 0 – 9 points SATISFACTORY 10 – 11 points GOOD 12 – 13 points VERY GOOD 14 -15 points EXCELLENT 16 – 20 points Does not provide sufficient and relevant content for each section of the report; does not have a structure or sequence to unpack ideas and concepts. Provides content for each section of the report, and the majority of the content is clear; relatively clear structure and sequence are used to unpack ideas and concepts. Provides relevant content for each section of the report, and their role is comprehensive; clear structure and sequence are used to unpack ideas and concepts. Provides rich and critical contents for each section of the report; well-thought structure and sequence are used to unpack ideas and concepts. 0 – 14 points Provides content for each section of the report, but majority of the content is sometimes unclear; structure and sequence are used to unpack ideas and concepts, but their use is often inconsistent. 15 – 17 points 18 – 20 points 21 – 23 points 24 – 30 points Selection and application of concepts and theories in digital marketing is limited or missing; Does not provide an analysis of the data presented in the report. Selection and application of concepts and theories in digital marketing is inconsistent; the analysis of the data in the report is often unclear or inconsistent. Selection and application of concepts, and theories in digital marketing is clear; Analysis of the data in the report is generally clear. Selection and application of concepts, and theories in digital marketing is relevant and engaging; Analysis of the data in the report provides interesting insights. Selection and application of concepts, theories and examples in digital marketing is critical, creative and sophisticated; the analysis of the data in the report is thought provoking and contributes to critical analysis in digital marketing. 0 – 9 points 10 – 11 points 12 – 13 points 14 -15 points 16 – 20 points Creative presentation (10\%) Some of the components of the customer journey map are missing or presented and discussed in a superficial manner; the mapping of the customer experiences is messy; it also does not link to an overall entrepreneurial outcome. Some components of the customer journey map are presented and discussed. However, ideas are often unclear; the mapping of customer experiences linked to entrepreneurial outcome is inconsistent. All components of the customer journey map are presented and discussed in a basic standard; the mapping is generally able to communicate the customer experiences linked to entrepreneurial outcome. 4.5 and below 5 – 5.5 points 6 – 6.5 points The overall presentation of each component of the report is very messy; No creative input in any section of the report. Polish and expression (10\%) 4.5 and below High density or frequency of grammatical/spelling errors; meaning is unclear. Referencing (10\%) 4. 5 and below References are missing. The overall presentation of each component of the report is inconsistent yet some parts are relatively clear; some creative input into the design of the report. 5 – 5.5 points The overall presentation of each component of the report is clear; the creative input into the design of the report is good. Some grammatical and/or spelling errors; some meanings are unclear. Few grammatical and/or spelling errors and meaning is generally clear. 5 – 5.5 points Follows the required number of references 6 – 6.5 points 6 – 6.5 points Follows the required number of references Most components of the customer journey map are developed to an excellent standard; the mapping mostly presents the diverse and relevant customer experiences linked to entrepreneurial outcome. All components of the customer journey map are developed to a very high and comprehensive standard; the mapping clearly demonstrates the diverse yet highly relevant customer experiences and critical information linked to entrepreneurial outcome. 7 – 7.5 points 8 – 10 points The overall presentation of each component of the report is very consistent; the creative input into the design report of the report is excellent. 7 – 7.5 points The overall presentation of each component of the report is polished to professional standard; the creative input into the design of the report is highly sophisticated. 8 – 10 points The report is polished with few errors and the meaning is comprehensive. The report is polished to professional standard with no errors; the meaning is provocative. 7 – 7.5 points Follows the number of required references and 8 – 10 points Follows all technical requirements for Or In-text citations are missing. but citations and references do not follow the Harvard Referencing Style. Or Or The number of nonscholarly references is below 5. Citations and references follow Harvard referencing style, but the number of references are insufficient. Or Does not cite scholarly references. but citations and references are used inconsistently. citations and references are used with few errors. citation and referencing. SECOND ASSESSMENT INDUSTRY-BASED PROJECT Deadline: 31 May 2020, Sunday, 11.59 pm Value: 60\% Word count: 3,000 words (+/- 10\%) Format: Report and Consumer Journey Task: Create a digital marketing campaign for the ‘direct competitor’ of your chosen brand in your assessment one. However, you will create use a ‘social enterprise’ in the digital marketing campaign. For instance, buying a product can address issues such as domestic violence, climate change, poverty, and so forth. Take note that the campaign should have a business/brand-to-person focus. For example, selling a brand to a person/market rather than to a business. This assessment is divided into two tasks: (1) the report (2,000 words) and (2) the infographic of a consumer journey and a brief discussion of the elements in the consumer journey (1,000 words). What is a brand with a social enterprise? A brand that essentially takes a stand on an issue, build and help communities, and advocate for positive change. Have you seen the recent Gilette Ad? That’s a good example of how brands are being utilised to promote innovative ideas and foster critical conversations on a particular issue. Creating brands with a purpose can be challenging. Without proper planning and critical thinking, a brand can become successful or it can be destroyed. Below are some articles to read on to help you think about creating brands with a social purpose. • • • The importance of building brands with purpose. Gillete’s Ad proves the definition of a good man has changed How major brands use social purpose to build character Your report should supply the following information: 1. BRAND OVERVIEW. Provide essential information about the brand. Present information about the social issue that you want to tackle. Discuss why this brand is the direct competitor of the brand that you chose in your first assessment. 2. SOCIAL ENTERPRISE. Discuss the social issue that the brand addresses. 3. TARGET MARKET. Provide a brief overview of the brand’s target market. Based on the information that you gathered on your brand’s target market, identify a specific consumer who will consume the brand. Produce a brief ‘consumer persona’ of that specific consumer. Take note that this consumer will be the key consumer in the consumer journey. The consumer persona should include the following information: ❖ Demographic: Provide appropriate demographic data such as, age, gender, marital status, occupation, geographic location, and so on. ❖ Motivations: What influences decisions your persona makes in pursuing goal-seeking and task-related behaviour in relation to your brand and the product market? ❖ Challenges and Pain Points: What prevents your persona from achieving their goals or performing their tasks? What frustrates them? ❖ Goals and tasks: In the context of your brand and the product market, what is the reason they will use online channels? What do they need to do? 4. DIGITAL MEDIA CHANNELS AND CONTENTS. Identify and discuss the use of different online channels and contents to engage the target market. Use the PESO model in producing a strategy. 5. STRENGTHS AND CHALLENGES. Discuss the strongest aspects of the digital marketing strategy. Reflect on how the brand and the social purpose can be communicated effectively through your digital marketing campaign. Articulate some of the challenges that your digital marketing strategy might encounter in promoting and selling a brand. Articulate how you will address such situations. 6. EVALUATION APPPROACHES. Discuss how you will evaluate the effectiveness of using digital media platforms and contents in communicating and promoting the brand. 7. REFERENCES. Incorporate the references used in the report and in the consumer journey. 8. CUSTOMER JOURNEY & DISCUSSION (1,000 words). Map out how your target consumer (based on your consumer persona) will go through the different stages/phases of the customer journey. Make sure you provide information for the following: (1) sentiment, (2) customer needs and interactions, (3) customer expectations, and (4) improvement/opportunities. Make sure that you also take into account how your customer will engage with the social issue that is being addressed by your brand. A TEMPLATE will be provided for this. The elements in the consumer journey should be discussed in the submission. Take note: • • • • The consumer journey and the brief discussion of the consumer journey should be submitted as a separate file. When you reference a scholarly or non-scholarly work in your customer journey, put the references in the reference list of your report. The individual makes decisions on how to present the assessment. This unit uses Turnitin so assignments must be submitted as an MS Word file. However, those who are wanting to use software such as Adobe InDesign to control design elements and for an overall professional finish may upload two versions. How does this work? The Word version includes ALL the text elements, the other version is formatted professionally. When you upload the files, indicate which one is to be marked. Note, you are not expected to have Visual Communication Design expertise or knowledge of the Adobe Creative Suite to succeed with this assignment. POINTERS FOR THE REPORT: • • • • • • Use Harvard Referencing Style. https://www.deakin.edu.au/__data/assets/pdf_file/0004/392305/Deakin-guide-toHarvard.pdf A minimum of 3 scholarly resources and 5 non-scholarly resources. Do not plagiarise! Use a report formatting. You should use Headings and Subheadings. If you’re not sure how to write a report, check this link: http://www.deakin.edu.au/students/studying/studysupport/academic-skills/report-writing Paraphrase carefully. You must not use more than 10\% of the word count for direct quotes. Please follow the format of the report below: FORMAT 1. Title Page. This includes the unit title, the name of your brand, your name, student number, and date of submission. 2. Table of contents. This details the sections of the report. 3. Executive summary. This presents the key points of the report. Have a look at this link to know more: https://www.businesswritingblog.com/business_writing/2013/05/write-betterexecutive-summaries.html 4. Body of the report (one file). 4.1 Brand overview 4.2 Social enterprise 4.3 Target market 4.4 Digital media channels and contents 4.5 Evaluation approaches 4.6 Strengths and challenges 5. References 6. Customer journey and discussion (submit as a separate file) *Image by iGmena (CC BY-SA 4.0). ALR 703 Pramod Reddy Burri 219415689 FIRST ASSESSMENT REPORT 4/5/2020 1 Executive summary The report is made in regards with the brand Louis Vuitton Malletier which is one of the famous brands in the fashion industry. In this report the different channel of the digital marketing has used so that company can generate profit in a competitive market. Wealthy and the middle segment people are the targeted market of the company. With the help of the digital market channels such as social media sites, email marketing, content marketing the company has aware the brand among the people. This digital marketing helps in building the brand to the company by connecting to the large number of audiences 2 Contents Brand overview .......................................................................................................................... 4 Target market ............................................................................................................................. 4 Audit of digital media channels ................................................................................................. 5 Evaluation of digital media contents.......................................................................................... 6 SWOT analysis .......................................................................................................................... 7 Recommendations ...................................................................................................................... 8 Conclusion ................................................................................................................................. 8 References .................................................................................................................................. 9 3 Brand overview Louis Vuitton Malletier is one of the biggest fashion brands and the luxury retailer company. The company was founded in the 1854 and has the headquartered in the Paris, France. The company is one of the famous brands in the fashion industry and thou sell only the luxury products. The founder of the company is the Louis Vuitton. This brand deals in the several, products such as watches, shoes, luxury trunks, sunglasses, accessories, jeweler, etc. The company more than 460 stores world widely and it operates in more than 50 countries (Bilgihan, 2016). Louis Vuitton is the world’s best brand in term of the luxury and also most valuable by the people. This brand is majorly famous for the suitcase makers and focused on the higher market and also gives the best designs. The company has the high manufacturing cost, so their products are expansive. Target market The major target market of the brand Louis Vuitton is wealthy and the middle segment people as they company offers the higher cost products so it can be afforded by wealthiest and middle class of the people who have the good income. The company offers the products which are fashionable, so their major target customers are the women of the age from 35 to 54 years old. The young females’ adults are also targeted who are the age group of the between 18 to 34 years old as those woman’s are brand aspirants and have the disposable income (Karjaluoto, et al., 2015). Although the company targeted market is the men and women, but their major focus is on the women’s as they are fashionable and prefers fashionable high quality of the clothes. The person who is brand conscious and uses the psychographic segmentation of the healthy lifestyle is generally targeted for this brand. The company offers the high value product and their special attention on the quality of the materials, so those people are targeted which prefers quality over the prices (Godey, et al., 2016). The design of the Louis Vuitton brands are also very innovative and attractive so the company targets the people who loves to wear the innovative and stylish designer dresses. The psychographics attributes of the Louis Vuitton brand is that they offer the high lifestyles and gives the value to the people who are brand conscious. The customers who have attitudes and interest in new stylish quality fashion brand are only one who is targeted by the Louis 4 Vuitton. The digital media profile of the company is that they used the social media and the email marketing (Sudhakar, et al., 2017). Audit of digital media channels For promoting the brand Louis Vuitton different digital media channels are used by the company to attract the targeted customers. The famous digital marketing channels for the company are organic, email, social media sites, content marketing, etc. For every digital media channel, the company does the audit to evaluate which digital media channel is more profitable in attracting the higher customers (Kannan, 2017). Digital media channels are the digital media paths through the communication is done with the customers and the products of the company is introduced to them so that they can be aware about the products. There are several other digital marketing channels like websites, search engine marketing, online display advertising, etc. Nowadays the trending digital marketing channels used by the company Louis Vuitton are mobile marketing and email marketing which are effective as they are the lower cost (de Ruyter, et al., 2018). The auditing of the digital media channels are done so that what working in the company Louis Vuitton is processing can be reviewed. The things which are falling through the digital channels are also review through the audit and then it is improved across the social media channels. The brand Louis Vuitton does the social media auditing monthly or quarterly So that they can evaluated what is c0veered bef0oore by the company and after adopting the social media techniques what are the competitors and how they are impacting the company (Sudhakar, et al., 2017). The gaps in the content strategy of the company Louis Vuitton is evaluated through the channel audit and helps in evaluating more opportunities for the company so that programs and products for the company ... Purchase answer to see full attachment