Journal on "Group Assignement About Marketing"

Journal 11 pages (3292 words) Sources: 4

[EXCERPT] . . . .

The questions placed were:

If the brand was a colour what colour would it be?

If it was a person -- who would it be?

What house would this brand live in?

If it was a piece of furniture what would it be?

What car would it drive?

If it was a food or drink what would it be like?

If it was an art piece, what would it be?

To answer the questions we choose

Cartier as a luxury brand briver platform

And thus the answers were Color -- Red, Person - Nicole Kidman, Drink -- champagne, Car -- Bentley, Animal -- leopard and House - place Vendome in Paris

All these were put together in the form of a picture which we compiled together. We tried to deliver the essence of our brand through the answers and the pictures. As we had decided we tried to choose the answer that best described class, exclusiveness, quality, resonance and elite.

This exercise let us to work out the best representation in other field for our brands and those that would best define the qualities, values and essence of our brand and what our brand stood for.

Week 4

In this week we attended a lecture where we learned about the relationship between heritage and luxury. We learned that anything that is a heritage has an element of luxury. This we learnt was applicable for places and venues for weddings as well as the settings and the accessories used in a wedding.

Following the seminar we went to the Belstaff store in Bond Street in London for our assignment and learn the relationship of luxury and heritage. We got a good idea about how heritage is linked to luxury.

At the end of the session we, as a group, brainstormed ideas for storytelling for our luxury wedding business and started creating a story for wedding planner.

Week 5

We continued with understanding the relation between heritage and luxury this week.

We did a short brand extension exercise and we also worked within ourselves in the group about our brand name, story and logo.

During this brand extension exercise we decided on choosing Cartier brand which was opening a furniture store. We worked on the idea and brainstormed ideas of how it would be.

We decided that the Color would be red, black and leopard. The big lounge sofas would have leopard face arms while the style of the store and the contents would be classic with red carpets. The store would have high ceiling. We would also have the Cartier love logo (two rings) on the accessories.

We again brain stormed to come with a few names for our wedding business. These were Chloe saal, CharloLe saap, Catherine Saap, L'affaire prive, Tom's weddings, Blanc prive, blanche prive, Alice's house, Alice events, Alice Entertainments etc. in the end we all agreed on coming up with one good name in the weekend and then we will choose it next week to create our story behind the name.

Week 6

In the lecture this week we were introduced to the Maslow's Hierarchy of Needs. We learned how an individual is motivated in life. Starting with fulfillment of the psychological needs, an individual then tries to attain safety and security, then tries to attain love and belonging followed by attainment of self-esteem and ultimately wants to achieve self-actualization. An individual tends to start meeting the psychological needs and ends with fulfilling self-actualization.

We proposed an advertising campaign for our own project through a media channel that suits our brand DNA and we started by storytelling.

The campaign started with the analysis of the market that we were working in and we did a SWOT analysis of the market. We identified the main aims of the campaign which included creation of brand awareness through the launch event.

We also identified the target audience of the campaign which we worked out. We decided that the campaign would go to private nights, private events, launches and fashion shows. We wanted to talk about private jets for holidays and private dinners with personal shopping. We also decided that the story of Alice King and her mother would be the most important thing to showcase in the campaign. We also wanted to convey our brand essence -- emotions, and Maslow's hierarchy of needs, etc. We also decided that the campaign would be based on story-telling and how Alice King, the daughter of a great designer, kept her poise and confidence herself to become of the greatest.

Week 7

We did Consumer Journey Mapping in our seminars for our luxury wedding business.

The mapping for our brand begins soon after engagement as we research on the dream wedding taking into account what the clients want. We then show them video on our website and ask for more ideas if they have any followed by a period of consultancy over emails and face-to-face meetings. During the meetings we introduce locations, the key partners, themes that are interesting etc. after confirmation of the plan, the actual wedding day preparations begin and actual wedding day events begin. We collect feedback about the service from guests and family members and post the same on social media and conduct PR activities.

Kapferer's luxury brand prism for Alice King Brand

Physique: double ring which signifies love

Personality: Nikole Kidman -- professional, imaginative, perfectionist

Culture: Exclusive and serene

Relationship: I am confident, imaginative, exclusive and available only for the best

Reflection: the rich who do not care about money but want only the best

Week 8

This week we worked on your framework for your website. In order to make the website attractive and alluring, we dwelled about how the landing page should look like, what menu options should there be and where we want your user to go first.

We also had to decide on whether to make it an ecommerce site or a general information site for our brand. We decided that the home page should have logo and pictures. The about us page should have story about Alice King and have brand personality. There would also be pages on vision and mission, contact us page, an events page, inspiration page and a page showcasing the partners of business. We also decided that a visitor should first go to the 'plan your wedding' section.

Week 9

This was the week we presented the paper. The experience for the entire assignment was excellent. The exercise that was given to us was about brand visioning. During the initial week we tried to understand that brand vision had to do with the image of property in the eyes of other. We also learned that the characteristic of a successful brand requires the presence of a strong leader with a clear vision such as Bill Gates of Microsoft and Virgin Atlantic owner Richard Branson.

We started working as a team and realized that there were certain differences among us as we tried to work out the three main components of brand vision. The second week of the project was a very enlightening period of the project. In the second week we went to the Bramley Lakes and stayed the weekend there. The trip was made to learn about development of team and teamwork.

The ultimate aim was to help improve performance and become more productive. Even as we had to work hard throughout the stay there, our days were spent in working together. Since there were no other people around and since our team stayed the entire days and nights together we developed a strong bond between us. This helped us and our team to know each other better and to overcome conflicts and build trust among the team members. There were various emotions that ran through us while we came to know the team members better and realized that together we could complete the assignment very easily.

The week end trip helped us to increase focus on our work and increase productivity and efficiency. We had to get up early for our daily routine and work through the day and as such it was difficult physically for us.

There were a lot of activities that we undertook as is evident from the pictures of our stay at the Bramley Lakes. There were certain activities that replicate real life situations and challenges which this allows teams to explore the team health during times of crisis.

We found the experience enjoyable and full of information and experience. However, sometimes the tight deadlines created a stress on us. Though such situations were simulated and we knew that they did not have real life bearings. During the tour we did our best to take maximum advantage from the weekend program. .

In the third week we selected to do "Luxury weddings" after a series of interesting brainstorming session. This was easy as we had… READ MORE

How to Reference "Group Assignement About Marketing" Journal in a Bibliography

Related Journals:

Marketing and Strategic Management Term Paper

Vietnam International Hospital Case Study

Using Porter's five forces, what does the picture look like for success?

Porter's Five Forces Analysis Model. Applying this to VIH shows what the picture… read more

Term Paper 7 pages (3218 words) Sources: 0 Style: APA Topic: Business / Corporations / E-commerce

---

Forecasting Methods There Are Various Term Paper

Forecasting Methods

There are various methods that can be used for forecasting and each one has its own qualities, its own considerations, and its own uses. Five common forecasting methods… read more

Term Paper 3 pages (987 words) Sources: 1+ Topic: Advertising / Marketing / Sales

---

Strategic Management Planning and Marketing Term Paper

Healthcare Case Study

Having grown in response to the need for patient care throughout northern Mississippi and Western Tennessee since its incorporation in 1981, Methodist Healthcare has grown into one… read more

Term Paper 8 pages (2957 words) Sources: 0 Style: APA Topic: Healthcare / Health / Obamacare

---

View 100+ more related papers  >>