Assignment 3: Real World Case Analysis (Slides submission) Due: Tue, 7 Jun 2022 23:59Due: Tue, 7 Jun 2022 23:59 Ungraded, 0 Possible Points0 Possible Points Attempt In Progress Next Up: Submit assignment Unlimited Attempts Allowed Type:  Individual Length: 8 minutes presentation of your chosen case analysis     Task Overview You will be able to choose from three prescribed case studies

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Assignment 3: Real World Case Analysis (Slides submission)

Due: Tue, 7 Jun 2022 23:59Due: Tue, 7 Jun 2022 23:59

Ungraded, 0 Possible Points0 Possible Points

Attempt

In Progress

Next Up: Submit assignment

Unlimited Attempts Allowed

Type:  Individual
Length: 8 minutes presentation of your chosen case analysis

 

 

Task Overview

• You will be able to choose from three prescribed case studies. You need to present ONE (worth 40% of your final grade)
• In video form, you will prepare answers to specific questions about this case study as well as providing more general information on the case including background information on the company/industry and concepts drawn from content covered during the semester
• Case analysis is designed to test your specific knowledge but also research & knowledge application skills
• You will be graded on the content, as well as visuals (ppt) and verbal delivery/presentation
• One option for recording your presentation is through Teams. Please see supplementary screenshots and instructions here (Links to an external site.) on how to do this. NOTE- you don’t have to use Teams, however, the video must include both your slides and you presenting NOT simply a voiceover or narrated PowerPoint
• You will upload your PowerPoint slides to Turnitin to ensure the work is your own. Plagiarism of other students work or internet sources will be taken seriously and heavily penalised. Make sure to write in your own words.
• There is one submission portal for your video and one for your slides on Canvas.
• Maximum of 15 slides & 8 minutes of presentation. WE WILL STOP WATCHING AT THE 9 MINUTE MARK. This gives you a window to run over a bit but any content covered past 9 minutes will not be graded. Ensure you do not go over this time limit. 
• As this is a form of take home exam, cases will be released 2 weeks prior to the due date.

 

Course Learning Outcome Assessed
 

• LO1 Explain the importance, nature and scope of contemporary marketing and the marketing environment
• LO2 Recognise the importance of creating value for customers as the central mission for the firm
• LO3 Confidently analyse and critically evaluate marketing practice
• LO4 Describe and discuss the influences of marketing practice on firm outcomes
• LO5 Develop collaborative learning and teamwork skills through exercises and practical case analysis

Due by

Week 13- 11:59pm Tuesday 7th June, 2022

Suggested Procedures? 

For your case analysis please do the following:

• In your title slide please include the name of the case you have chosen as well as your name, student ID & stream
• In 2-4 slides provide a brief summary of the case. Specifying the company, industry and topic of the case. Use research to support your explanation and reference in text.
• In 2-4 slides identify and explain TWO concepts relevant to the case. Draw on lecture material and other sources (e.g., textbook) to support. Make sure to reference in text. For example, marketing concepts could include (but are not limited to):
  • Product (including product hierarchy, product mix, product classification)
  • External environment factors (including political, economic, social-such as trends in the market, technological)
  • Segmentation (including ways to segment a market)
  • Targeting & Positioning (including perceptual maps)
  • Retailing (including distribution channels & atmospherics)
• In 2-4, slides draw linkages between the marketing concepts and case illustration. Focus on the specific aspect of that concept that is most related to the case. How are these concepts applied in practice as outlined and explained in the case? E.g., a discussion of add-on services, warranty etc. an illustration of the product hierarchy or questioning whether consumers will pay more for an ethically sourced product is an illustration of price elasticity.
• In 2-4 slides provide a detailed and well-supported responses to the two listed questions. Use research and references to inform your responses, making sure to reference in the text.
• Include a final slide for a reference list (Use APA formatting throughout in-text references and reference list: https://aut.ac.nz.libguides.com/APA7th)
• Remember we need to be able to see both your slides and you presenting (not only narrated/audio).
• For maximum points please ensure your slides have a balance of text and visuals to make them informative but also digestible and aesthetically pleasing and that you practice your presentation so you are not reliant on your notes when speaking.

 

 

Assignment 3: Real World Case Analysis (Video submission)

Due: Tue, 7 Jun 2022 23:59Due: Tue, 7 Jun 2022 23:59

Ungraded, 40 Possible Points40 Possible Points

Attempt

In Progress

Next Up: Submit assignment

Unlimited Attempts Allowed

Type:  Individual
Length: 8 minutes presentation of your chosen case analysis

Task Overview

• You will be able to choose from three prescribed case studies. You need to present ONE (worth 40% of your final grade)
• In video form, you will prepare answers to specific questions about this case study as well as providing more general information on the case including background information on the company/industry and concepts drawn from content covered during the semester
• Case analysis is designed to test your specific knowledge but also research & knowledge application skills
• You will be graded on the content, as well as visuals (ppt) and verbal delivery/presentation
• One option for recording your presentation is through Teams. Please see supplementary screenshots and instructions here (Links to an external site.) on how to do this. NOTE- you don’t have to use Teams, however, the video must include both your slides and you presenting NOT simply a voiceover or narrated PowerPoint
• You will upload your PowerPoint slides to Turnitin to ensure the work is your own. Plagiarism of other students work or internet sources will be taken seriously and heavily penalised. Make sure to write in your own words.
• There is one submission portal for your video and one for your slides on Canvas.
• Maximum of 15 slides & 8 minutes of presentation. WE WILL STOP WATCHING AT THE 9 MINUTE MARK. This gives you a window to run over a bit but any content covered past 9 minutes will not be graded. Ensure you do not go over this time limit.
• As this is a form of take home exam, cases will be released 2 weeks prior to the due date.

Course Learning Outcome Assessed
 

• LO1 Explain the importance, nature and scope of contemporary marketing and the marketing environment
• LO2 Recognise the importance of creating value for customers as the central mission for the firm
• LO3 Confidently analyse and critically evaluate marketing practice
• LO4 Describe and discuss the influences of marketing practice on firm outcomes
• LO5 Develop collaborative learning and teamwork skills through exercises and practical case analysis

Due by

Week 13- 11:59pm Tuesday 7th June, 2022

Suggested Procedures? 

For your case analysis please do the following:

• In your title slide please include the name of the case you have chosen as well as your name, student ID & stream
• In 2-4 slides provide a brief summary of the case. Specifying the company, industry and topic of the case. Use research to support your explanation and reference in text.
• In 2-4 slides identify and explain TWO concepts relevant to the case. Draw on lecture material and other sources (e.g., textbook) to support. Make sure to reference in text. For example, marketing concepts could include (but are not limited to):
  • Product (including product hierarchy, product mix, product classification)
  • External environment factors (including political, economic, social-such as trends in the market, technological)
  • Segmentation (including ways to segment a market)
  • Targeting & Positioning (including perceptual maps)
  • Retailing (including distribution channels & atmospherics)
• In 2-4, slides draw linkages between the marketing concepts and case illustration. Focus on the specific aspect of that concept that is most related to the case. How are these concepts applied in practice as outlined and explained in the case? E.g., a discussion of add-on services, warranty etc. an illustration of the product hierarchy or questioning whether consumers will pay more for an ethically sourced product is an illustration of price elasticity.
• In 2-4 slides provide a detailed and well-supported responses to the two listed questions. Use research and references to inform your responses, making sure to reference in the text.
• Include a final slide for a reference list (Use APA formatting throughout in-text references and reference list: https://aut.ac.nz.libguides.com/APA7th)
• Remember we need to be able to see both your slides and you presenting (not only narrated/audio).
• For maximum points please ensure your slides have a balance of text and visuals to make them informative but also digestible and aesthetically pleasing and that you practice your presentation so you are not reliant on your notes when speaking.

 

 

 

 

 

 

 

           Topic that I Choose for my Assignment is this one

 

Coca-Cola

 

 

 

Please just leave the video for me I will record but make key points for the slides so it will be easy for me to read while I’m recording or maybe write it down the key word that I’m going to say to explain the slides

 

 

Coca-Cola has launched a new flagship store in London in an attempt to grow “brand love” among its customers. Launched 28 April 2022, the store is located in London’s Covent Garden and stocks Coke-branded accessories and premium clothing lines.

 

 The new store ties in with Coke’s ‘Real Magic’ brand platform, launched in September 2021. Coca-Cola CEO James Quincey has previously said one of the platform’s key aims is to create “best-in-class consumer-centric marketing experiences”.

 

 Vice-president of licensing and retail, Michelle Moorehead, explains the new store opening plays into this aim, the focus being on encouraging everyone to choose a “more human way” of operating. “By embracing unique perspectives, moments – and most importantly experiences – our retail locations, and in particular the new London store, allow us to bring unique Coca-Cola experiences to our consumers,” she states.

 

We believe that combining unique online experiences, with powerful in-person experiences, will be crucial to giving our fans the best of Coca-Cola. Michelle Moorehead, Coca-Cola

 

 

 

Direct-to-consumer (DTC) is an area Coca-Cola has been investing in for some time now, but largely in an online capacity. For example, during the pandemic the company launched DTC ecommerce marketplace, Your Coca-Cola. Physical DTC offerings are more unusual for the brand.

The Covent Garden location is the first-of-its-kind in for Coke in Europe. The launch builds on the “successful” creation of similar stores in the US, says the brand. Moorehead acknowledges that “digital platforms are the future”, claiming that CocaCola’s DTC platform has been “a hit with consumers”. However, physical retail does play a part in the brand’s innovation strategy.

 

“Innovation can take many forms and shapes, and this store is just one way we’re innovating to bring our brand to new consumers and engage our existing consumers to grow brand love,” she says. “We believe that combining unique online experiences, with powerful in-person experiences, will be crucial to giving our fans the best of Coca-Cola.”

The store is focused on fashion, with particular attention paid to streetwear. The products available are premium, featuring collaborations with designers such as Soho Grit, Alma de Ace, BAPE, Herschel and Staple.

 

There is also a chance for consumers to engage in personalisation, through a CocaCola can customisation feature. This ties in a digital aspect to a physical store, as consumers use a screen to design their own can.

 

The store also plays into Coke’s iconography; from prints that hark back to the brand’s past, to a changing room with a door that looks like the front of a Coca-Cola fridge.

 

Moorehead explains the store’s product offering is designed with the millennial and Gen Z consumer in mind. The store will be opened by RuPaul’s Drag Race UK star Tayce, and influencers and content creators will be in attendance with a view to reflecting the brand’s presence in culture. Offering something “unique” While Coca-Cola is one of the most well-known and widely available brands worldwide, Moorehead says this store offers “Coca-Cola fans” something unique.

 

“We’re often asked by our fans where they can get exclusive products and merchandise,” she says. “The store lets us put all of these exciting products in one place and as part of an immersive Coca-Cola experience.” The launch has generated hype among Londoners.

 

 Moorehead describes how passers-by have been knocking on the front door of the Covent Garden store asking whether they can come inside, something she says demonstrates their excitement to engage with the brand.

3 Playing into the experiential theme the company has tried to develop under the Real Magic platform, the store also has its own bar.

This sees bartenders serving up nonalcoholic mocktails and a twist on the traditional Coke float

 

There are more ties between the digital and physical in the store, with a line based around Intergalatic, a new product released earlier this year under new innovation platform Coca-Cola Creations. Intergalactic is a new flavour, which imagines what space tastes like.

 

The product was launched with a digital-first approach, inviting consumers to access an augmented reality concert from US singer and brand ambassador Ava Max just by scanning a bottle.

 

The London shop brings Intergalactic to a physical realm, with a line of clothing in collaboration with streetwear brand Staple available in store.

 Moorehead explains the new physical location also provides Coke with an opportunity to showcase its sustainability commitments.

 

The shop, for example, features a clothing and accessories line made from recycled plastic. The launch will be supported by a targeted media campaign, including proximity OOH, geo-targeted social and a takeover of Covent Garden Tube Station exits.

 

Coca-Cola views the London store as “a test of a concept”, says Moorehead, who is optimistic the outlet will be a hit with customers. “We’re very hopeful about the outcome given prior experience and initial feedback, and if successful, I think there’s a lot of interest in having more of these in the future,” she adds. 4

 

 

 

Case Questions: 1. Would you be interested in purchasing Coke branded products and engaging in the experiential offering outlined above? Why or why not? Use research and reference to support.

 

 2. Reflect on the interplay between physical and digital offerings. Using research and references to support, outline how the physical and digital aspects of retail may work together going forward