Global Brand Management: Gucci Report (Distinction) | Nov 2021
Identified how to manage brands to ensure consumer centricity throughout the brand journey across an international setting
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Critically explored the luxury market and competitors to identify marketing opportunities for Gucci for a management report
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Evaluated Gucci’s global brand strategy and localisation efforts with marketing, communications and merchandising to meet specific market’s needs
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Explored Gucci’s delivery of brand experience regarding sensory, affective, behavioural and intellectual aspects
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Assessed the brand’s perceived value in line with objectives and how it creates salience to achieve global brand awareness
Strategic Marketing Plan: Rise at Seven (Distinction) | Dec 2021
Developed a B2B strategic marketing plan using scenario planning and critical success factor identification for a marketing agency.
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Scanned the internal, micro and macro marketing environment, then analysed and interpreted it to look for signals of change
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Conducted scenario planning by generating future possibilities for Rise at Seven based on trends and weak signals that were identified in the environmental analysis
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Developed internal and external critical success factors that aligned with the agency’s marketing vision, aims and objectives
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Critically evaluated the operational implications in relation to digital marketing and suggested key considerations for Rise at Seven to pay attention to, to successfully contribute to the overall marketing vision, aims and objectives of the business
Relationship Marketing: PrettyLittleThing (Distinction) | Nov 2021
Produced a critical report of PrettyLittleThing’s relationship marketing strategy and how it adopts a customer-centric approach
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Evaluated how the brand manages customer relationships by adding value through customisation, trust and personal touch to drive customer retention and customer loyalty. Explored various channels in which the brand reinforces this through
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Assessed the brand’s management of relationships with suppliers, internal and external markets that add value for both parties and proposed a strategy for effective customer value management by creating customer trust through influencers
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Suggested establishment of long-term relationships with influencers to add value for the brand and the customer
Digital Marketing: Louis Vuitton Report (Distinction) | Mar 2022
Identified how to map the digital landscape and manage, control and deliver a variety of digital marketing programmes
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Analysed the brand’s digital marketing strategies to make recommendations based on the findings of the report across all digital channels to drive results, enhance the brand’s customer touchpoints and drive competitive advantage
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Investigated how push strategies added customer value through personalised communications and design to drive KPIs
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Conducted research into website design, including its usability and aesthetic features to drive customer satisfaction, and analysed web performance metrics to measure success
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Explored the brand’s organic and paid SEO strategies and SERP ranking to determine what attracted consumers to the site, using authority score and the number and quality of backlinks
Consumer Behaviour: Chocolate Campaign (Distinction) | Apr 2022
Researched consumers for protein chocolate and to curate a marketing plan to expand distribution into a new market (Germany)
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Explored aspects of consumer behaviour (culture, self-concept, motivation and perception) associated with the consumer and how they had implications for the brand and product
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Proposed a social channel mix for suitable for the consumer and suggested how each channel could be operationalised to attract new customers and drive sales
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Selected influencers to accelerate multi-channel ROI that connected to the consumer and shared the brand’s values to develop a promotional campaign for new market expansion