GROUP ASSIGNMENT 1 INSTRUCTION: BUYER BEHAVIOR ANALYSIS FOR ADIDAS FOOTBALL BOOTS

Group assignment 1: PowerPoint Presentation in class.

Why this task?

This assignment is designed to encourage students to explore the impact of buyer behaviour on marketing strategy through the examination of an actual product category.

What do I need to do?

Process:

1. Select a specific product that you are interested in. This product should preferably be the one on which you intend to do more in depth analysis as part of assignment 2.

2. Acquire and summarize background information on this product or product category in terms of:

a) Market (size of market, segments and their characteristics, number, names, and size of competitors, etc.);

b) Description of the product category (definition of product, number of brands; types of variations such as line extensions and sub-product categories, features and benefits, functions and uses, branding and packaging, imagery; etc.);

c) Consumer behaviour (general consumer behaviour factors relevant to this product category which can be further explored in assignment 2, such as level of involvement, type of decision making process, demographic and other environmental influences, etc)

d) Pricing (price range, price points by brand, pricing strategies and techniques, etc.);

e) Distribution (where sold, types of stores and other distribution channels [including e-commerce], extent of availability, etc.);

f) Promotion (promotional tools used, messages, media, etc.).

3. Select another brand which is competing with your brand but has a very different marketing/advertising strategy. Present as exhibits sample ads or commercial transcripts/descriptions, packages, and any other relevant marketing artefacts for each brand. Compare each marketing/advertising campaign in terms of the sociocultural and psychological impact it could have on the consumer, citing specific consumer behaviour concepts. Which market segments (demographics, psychographics, and/or behavioral) is each marketer attempting to reach? How is each marketer trying to appeal to the consumer using consumer behaviour theory? How is each trying to position the product?

4. Based upon the above discussion, identify which of the two marketing/advertising campaigns is more effective in application of consumer behaviour concepts and discuss the reasons for your opinion. This should include an analysis of each marketer’s use of knowledge of consumer behaviour in 2c above.

Presentation

Assignment 1 is a PowerPoint presentation students will present as a group in class. A well rehearsed professional presentation is expected. The presenters should plan for a 15 – 20 minutes powerpoint based presentation. Students will present the information above to the class on Sunday 4 November and should include question time to encourage discussion and feedback from the lecturer and the class on their chosen product.

Structure of Presentation

The focus of the presentation should cover all the above points (1-4) in order to demonstrate understanding of consumer behaviour concept(s) relevant to the product category you are studying. Please submit your PowerPoint slides (6 slides per page) to your lecturer. The lecturer will provide each group with a feedback sheet and assessment result.

How should it be formatted?

Power point slides. Slides should not exceed 15 slides given the time allocation per group.

How will the task be assessed?

The allocation of marks for this task is set out in the table below

Presentation Content

Excellent

Very Good

Good

Satisfactory

Poor

Background Information

Market size, Market segments, and their characteristics