Brand Report - Formative Feedback
Formative feedback -
Executive summary -
You have provided a short overview of the report, outline the purpose of the overall study. Please include further details in relation to the research methods that you have used, including both primary and secondary research. Explain your finding and conclusions. You indicate decreasing sales; however, you need to provide more detail of why this is the case. Also, please include statistics in relation to the brands sales figures. Explain the recommendations that you have reached and the idea you have to improve the brand strategy.
Introduction to the brand -
Brief introduction to the brand, you could add a little more detail here. Good overview of the problems with the brand that you are trying to overcome, including issues in relation to brand identity and social media marketing. Reference statistics such as; currently Umbro only supplying to 15% of the Premier League. It would also be good to provide sales figures from both Umbro and Nike as you highlight Nike as a competitor. Good to highlight the starting point of your research using primary research.
Macro Economic Analysis -
You have highlighted some good PESTEL analysis including factors relating to the environment and the economy. Further detail needed in terms of the brands sales and figures. Sales increased from £145 to £167 million. What year was this? Explain the current financial performance for Umbro in more detail. More specific research is needed in terms of social and political factors.
Brand market position -
You have indicated some of the brands strengths such as their financial position and weaknesses such aa their social media presence. Provide evidence and statistics to support your findings. More detail required in terms of opportunities and threats.
Competitors -
Very good market positioning map highlighting the key competitors to Umbro. Very good idea to provide two market positioning maps to outline the current position of the brand and the future position. It would be helpful to analyse the key current competitors and future competitors in more detail such as New Balance (current) and Reebok (Future). Explain in results of your primary research in more detail.
Consumer demographic -
Provide further evidence to support the consumer demographic. You have indicated that they are football coaches or "beer-swigging, pie-munching, balding and a bit of a foul mouth". Provide details of their age, disposable income, location and characteristics. You also highlight the due to recent collaboration the consumer profile of the brand may be evolving. It may be beneficial to provide two different consumer profiles. You do not need to include recommendations or future ideas for the brand here. Please focus on the consumer. The moodpboard may need to be refined to reflect more than one consumer group.
Referencing -
You must provide references to support your findings. Please use Harvard referencing guide to help you with your referencing.
Executive summary -
You have provided a short overview of the report, outline the purpose of the overall study. Please include further details in relation to the research methods that you have used, including both primary and secondary research. Explain your finding and conclusions. You indicate decreasing sales; however, you need to provide more detail of why this is the case. Also, please include statistics in relation to the brands sales figures. Explain the recommendations that you have reached and the idea you have to improve the brand strategy.
Introduction to the brand -
Brief introduction to the brand, you could add a little more detail here. Good overview of the problems with the brand that you are trying to overcome, including issues in relation to brand identity and social media marketing. Reference statistics such as; currently Umbro only supplying to 15% of the Premier League. It would also be good to provide sales figures from both Umbro and Nike as you highlight Nike as a competitor. Good to highlight the starting point of your research using primary research.
Macro Economic Analysis -
You have highlighted some good PESTEL analysis including factors relating to the environment and the economy. Further detail needed in terms of the brands sales and figures. Sales increased from £145 to £167 million. What year was this? Explain the current financial performance for Umbro in more detail. More specific research is needed in terms of social and political factors.
Brand market position -
You have indicated some of the brands strengths such as their financial position and weaknesses such aa their social media presence. Provide evidence and statistics to support your findings. More detail required in terms of opportunities and threats.
Competitors -
Very good market positioning map highlighting the key competitors to Umbro. Very good idea to provide two market positioning maps to outline the current position of the brand and the future position. It would be helpful to analyse the key current competitors and future competitors in more detail such as New Balance (current) and Reebok (Future). Explain in results of your primary research in more detail.
Consumer demographic -
Provide further evidence to support the consumer demographic. You have indicated that they are football coaches or "beer-swigging, pie-munching, balding and a bit of a foul mouth". Provide details of their age, disposable income, location and characteristics. You also highlight the due to recent collaboration the consumer profile of the brand may be evolving. It may be beneficial to provide two different consumer profiles. You do not need to include recommendations or future ideas for the brand here. Please focus on the consumer. The moodpboard may need to be refined to reflect more than one consumer group.
Referencing -
You must provide references to support your findings. Please use Harvard referencing guide to help you with your referencing.
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