BRAND MANAGEMENT PROJECT FINAL COPY Essay

Brand Management
Bovril

by
Aric Chan
Bilyana Grigorova

12BSB105 Brand Management
Lecturer: Brian Searle
Loughborough University
School of Business and Economics

24 May 2013

Contents

I. Executive summary.......................................................................................3

II. Introduction..................................................................................................4

III. Methodology...............................................................................................4

IV. Results or findings......................................................................................4

V. Discussion...................................................................................................6

1. SWOT analysis................................................................................6
2. Questionnaire analysis....................................................................6
3. Background to the brand.................................................................7
3.1. Brand knowledge..............................................................7
3.2. Brand heritage..................................................................7
3.3. Core values.......................................................................7
3.4. Brand territory...................................................................7
3.5. Brand personality..............................................................8
3.6. Brand properties...............................................................8
3.7. Brand loyalty.....................................................................8
3.8. Brand equity.....................................................................9
4. Brand strategy.................................................................................9
4.1. Target markets.................................................................9
4.2. Positioning......................................................................10
4.3. Target strategy...............................................................11
5. Plan for application of the marketing mix......................................11
5.1. Price...............................................................................11
5.2. Product...........................................................................11
5.3. Promotion.......................................................................12
5.4. Place..............................................................................14

6. Implementation ............................................................................15

VI. Conclusions and recommendations.......................................................15
VII. References............................................................................................16

VIII. Appendices...........................................................................................17
Appendix 1: Questionnaire...............................................................17
Appendix 2: Price comparison..........................................................19
Appendix 3:Packaging......................................................................20
Appendix 4:Evidence of group work (group diaries) ........................21

I. Executive Summary:

The main task of the project it to suggest improvements for the management of the brand Bovril, one of Unilever's products, and hence to improve the financial results of the brand. The team researched the brand's history and the past marketing campaigns used over the years. Questionnaire was produced and distributed to people from different age groups in the Loughborough town area. Third party resources were also used. We analysed the research and came to the conclusion that the majority of the population shows little or no awareness of that brand . Most of the people that completed the

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