MMW226503 Brand Lab and International Communications TRI C 2025 | GCU

MMW226503 Submission format:

Brand & Marketing Proposal.

Submit the Presentation PPT slides with Presenter Notes & Audio Recording. (Audio recording equivalent to 12 mins in total) 3000 words Maximum 25 slides total (including 1 cover slide + 1 References slide & Appendices 1 slide) PPT maximum 20 MB.

Learning Outcomes of MMW226503

On successful completion of the module the student should be able to: 

1. Understand the managerial significance of branding in a competitive international context 
2. Effectively apply branding principles and communication theories to a new brand concept. 
3. Develop a brand management and communications strategy to meet marketing objectives. 
4. Explore digital media for international marketing by importing, creating and manipulating image files and effectively communicate ideas through visual presentation formats.

Assignment Brief – Brand & Marketing Proposal

As a brand and marketing manager, you are to examine opportunities for the brand Kodak to re-emerge in the consumer’s mind. It aims to do this by launching a new technology led digital product enhanced by its core expertise. The project is midway of the product and marketing development stage as you join the team. Your task is to convey a distinct attractive image and positioning of a new e-bike with digital camera with AI functionality. This launch aims to re-energise the brand in the age of innovation. Its aim is to build brand awareness and credibility in a crowded field amongst key competitors. Consider a brand and product name and visual identity that can differentiate this new initiative amongst its global and local competitors.

Opportunity

Kodak has chosen London, a city where lots of commuters use e-bicycles to commute to work as well as for sports and leisure activities. Therefore, you task is to present a marketing proposal for an e-bicycle, you will need to assess the current competitors and suggest the key functionalities of this new product, and how it can utilise its superior photographic and camera technology, as a competitive edge, that translates to real functions and benefits to the consumer. The camera technology can be incorporated into a digital app to enable the user to better ride the e-bike as well as for improved safety and performance for the user.

Phase One, the retail pop up store is planned to be opened in London on Oxford Street as the first rollout for the European launch. The initial run of the pop-up store is 12 months. In Phase Two, the company plans to move this initiative to Copenhagen, another city that welcomes cyclists.

You are required to write a strategic creative brand proposal for Phase One

Provide reasons for why your product and brand idea are a viable business solution.
Use market research, industry reports and academic resources to support your reasoning.
Will you compete in the high-end luxury e-bicycle category, or will you enter the affordable e-bicycle category? Provide your rationale and a compelling argument.

MMW226503 Indicative content:

Brand Overview

• Introduction/background
• Opportunity and Contemporary Brand Challenges
• Market Research and Analysis
• Competitor analysis
• Product Marketing analysis

Brand Strategy

• Brand Strategy STP, Segmentation, Targeting and Positioning
• Positioning - Positioning Map
• Brand Prism

Brand Identity – aligning to the company Strategy of KODAK

• Naming Product
• Naming Sub Brand
• Brand Logo
• Brand Promise
• Brand Tagline
• Brand Personality
• Brand Colour Palette/Mood Board

Branding & Marketing the Product and the Retail Space – Big Ideas: 

Provide 1 Big Idea on the two areas below. You can explore digital media for international marketing
by importing, creating & manipulating image files and effectively communicating ideas through visual presentation formats.

• The Product Ideas (e bicycle) Functions and Benefits

What makes this product stand out from its competitors? Name its key functions and benefits
How does the technology integrate with the app? How does the camera technology improve the users experience for safety and performance?

Consider this in the context of the 4 Ps.

• Pop Up Retail Store How does the branding and marketing translate into a popup retail space in central London? Consider what experience you will offer the consumer?

Marketing Communications Provide 1-2 recommendations. You can include visual examples.

• How do you strategically propose to brand and market the product and pop-up space utilising the marketing communications mix effectively?
  Marketing Channels Provide 1-2 recommendations. You can include visual examples.
• Which marketing channels including digital channels do you propose to launch the brand? Suggest why and how you plan to promote the new brand, the product and the retail space.
• Summary
• References
• Appendices

MMW226503 Marking Criteria