MKT 465

Midterm assignment
Summer 2020-ZTK

NAME: Samrin Hassan ID: 1712984630

All answers are to be typed in this document. Deadline is to be maintained strictly. TOTAL MARKS 40

1. Identify a brand you have great attachment to.

a. Draw a brand association spider diagram identifying what comes to your mind when you
think of the brand 5 marks
b. Draw up the brand resonance pyramid in the context of that brand and yourself.

10 marks

2. Pick a product that you use/avail and analyze its packaging using the VIEW model. (insert
picture of the product) 5 marks

3. Read the following story of an exercise cum washing machine.

http://nif.org.in/innovation/washing_cum_exercise_machine/312

a. Draw a chart using straddle positioning to identify the POP and POD from the
perspective of a washing machine and an exercise machine. 3 marks
b. Imagine you are launching this product commercially in Bangladesh.
i. Target market 2 marks
ii. Design a set of brand elements including brand name, logo, tagline, brand
character with name. 10 marks
iii. Design a print ad for the product 5 marks
1A) Brand association diagram of Chanel:

Unique Luxurious Elegance

Haute
Couture Sophisticated
Fashion

French Fashionable

Chic In trend

Simple Style
reflected
Competence
wartime
sobriety.

Coco Chanel
Creative
designer

Camelia Liberated

Chain with
Glamourous
leather

Self
Timeless
confidence

The logo Classy

High end
brand Exclusivity
Adds social
Powerful and status
strong Long Lasting
1B) Brand resonance pyramid of Chanel:
  Strong brand loyalty.
 Same theme of ads.

 High quality (leathers etc.)  High social status.

 Premium pricing  Feeling satisfied
 Exclusive and proud.
2.

 Durable  Black and White

theme.
 Fashionable
  Emphasizes on
luxury/sophistication

 Iconic brand status

 Low recall rates, high brand recognitions.
 Bags, shoes, cosmetics, perfumes and clothing.
 “Fashion changes, style endures.”- Coco Chanel.

The product that I have chosen is the BIODERMA Photoderm AKN Mat sunscreen cream. The packaging
as per the picture shows that it Resonance
is a combination of white and yellowish orange color. The orange-yellow
indicates the sun and the white part shows the protection. The front of the package consists of the logo
of BIODERMA, the quantity of the cream which is 40 ml and how it covers the skin and makes it look not
too oily. It also states the SPF which is very important. They also have their tagline which is “Care First”
on the first side of the packaging. There is also a circle made which also indicates the sun. On the left
Judgements/
side the ingredients are mentioned along with the logo. On the bottom of the packaging there is a
barcode which helps them to trackFeelings
the product. On the back side of the packaging consists of the
instructions to use. How to apply the cream is stated in a few languages. It also states the few features
of the cream. It includes few signs like reusable. Also, the properties of the cream are provided on the
back side along with a scan barcode. On the front, there is the price, the expiry date and the LOT. All in
Performance
all, the packing is very handy since it is not too big and not too small. The packaging is protected quite
firmly so the liquid does not leak /Imagery
most of the times. Inside the box is the tube which is on the right in the
picture. The packaging is done in such a manner that it must protect the dosage form from the
environmental conditions. Since it contains chemicals, the packaging makes sure that is not reactive with
other chemicals. Lastly, the product is said to be kept in cool places so that it does not react to excess
heat.
Salience
To come to a conclusion, the packaging is safe and user friendly. It attracts customers as the color is
bright, it catches their attention. It has all the necessary information included so the customer will have
proper knowledge about the product before using it.
The only thing they can change about the packaging is the paper used to make the outer covering. It
gets a little soggy and excessively wet when it comes in contact with water. As a result, the paper starts
tearing. So they can use harder paper to cover the tube.

3A) Straddle positioning

Washing Machine Exercise Machine

Health Conscious POD POP
Washing clothes POP POD
Features of washing POP POD
Features of cycle POD POP

Washing Machine Exercise

Machine
POP  Innovative  Healthy
 Quality lifestyle
 Granted, patent No. 207634, 8th year  Granted,
renewal fee paid patent
 Saves time No.
 Within the budget for rural people. 207634,
 Portable 8th year
 Saves electricity. renewal
fee paid
 Better
lifestyle.
POD (Overall)  Helps to connect with the rural people
more, hence creates an emotional
attachment.
 More value for the money being paid.
 The design itself was very unique since it
was a cycle cum washing machine.
 The use of technology was done properly.
 It is safe to use.
 It is durable too.
B)
I. Target market: Their target market will be homemakers especially the ones who are fitness
conscious and are always worried about their health. Also, the target is in the rural places. In
terms of demography, their target could be women and men aged from 18-50 since this is the
age where they tend to use washing machines and cycles at the same time. They can also target
the middle incomed group since the price will be reasonable. Since the product will be launched
in Bangladesh, it will be easier to target the people who may have a little knowledge about the
product or they know how to use a washing machine.
II. Brand elements:
 Name: Cywash
 Tagline: “Why run from washing? When you can run and wash.”
 Logo:

 It is portable and flexible.

 Can be transferred easily.
 Brand character: The brand characteristics will include:
 Ruggedness: Since this will be suitable for fitness conscious people, athletic
people and outdoorsy people.
 Excitement: This is because the product indicates carefree and spirited
traits, since it is very innovative and not very common amongst people.
 Sincerity: The product is a very wholesome product for everyone to use. It is
family oriented and has a lot of sentimental values attached to it.


III. AD:
References:
 Nif.org.in. 2020. Washing Cum Exercise Machine | National Innovation Foundation-India. [online]
Available at: <http://nif.org.in/innovation/washing_cum_exercise_machine/312> [Accessed 14
August 2020].
 Google.com. 2020. [online] Available at: <https://www.google.com/search?
q=chanel+logo&sxsrf=ALeKk00cMxRbHuMWGlmp8FaYO6upxLmvhw:1597433912887&source=l
nms&tbm=isch&sa=X&ved=2ahUKEwj1ybeHuZvrAhWSb30KHUe9BXIQ_AUoAXoECA8QAw&bi
w=1440&bih=758#imgrc=9NnKZjvr5jTiYM> [Accessed 14 August 2020].
