Managing Brands July 2021 CIM Membership No:40078780

MANAGING BRANDS
MEMBERSHIP NUMBER - 40078780

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Managing Brands July 2021 CIM Membership No:40078780

TABLE OF CONTENTS

TASK 1 REPORT _____________________________________________________________ 5

1A-Company Background ____________________________________________________________________ 5

1.1.1-Organization Name: Redwave Private Limited _____________________________________________ 5
1.1.2-Organization Information _____________________________________________________________ 5
1.1.2.1-Type and size of the organization _____________________________________________________ 5
1.1.2.2 Range of products and services _______________________________________________________ 5
1.1.2.3-Customer base ____________________________________________________________________ 5
1.1.2.4-Competitors ______________________________________________________________________ 5
1.1.3-Stakeholders _______________________________________________________________________ 6
1.1.4-Key customer segment _______________________________________________________________ 6
1.1.5-Rationale for choice – Service Development ______________________________________________ 6

1B-Evaluation of How Redwave’s Brand Position, Attributes and Personalization to the Key Customer
Segment Could Utilize Digital Techniques to Improve Customer Journey and Build Effective Touchpoints. __ 7
1.2.1-Desired market position of Redwave with online shopping ___________________________________ 7
1.2.2-Positioning statement of Redwave in supporting desired Market Positions with Service Development. 7
1.2.3-Understanding Current Customer Online Journey and Touch Points with introduction of new digital
techniques provides personalization and shows expected customer journey and touch points. __________ 8

1C-Appraising the Role of Elements that Combine to form the Organization’s Brand Strategy in Terms of their
Ability to Meet Objectives. ___________________________________________________________________ 9
1.3.1-Hard and Soft Attributes. _____________________________________________________________ 9
1.3.2-Brand Fingerprint by Vyse ____________________________________________________________ 10

TASK 2 BRAND PLAN________________________________________________________ 12

2A-Assessing the Effectiveness of Corporate Brand Identity and Image of Redwave for Service Development
of Online Shopping. _______________________________________________________________________ 12
2.1.1-Assessment of Corporate identity. _____________________________________________________ 12
2.1.2-Assessment of Corporate Image. ______________________________________________________ 12
2.1.3-Assess the effectiveness of Organization’s brand in adding value and equity for Service Development.
_____________________________________________________________________________________ 12

2B-Develop a Brand Plan to Deliver Brand Strategy for The Organization and Support the objective, including
a Discussion of How Potential Barriers to Brand Building Could Overcome Through Service Development _ 13
2.2.1-Deep dive business review in creating a brand plan________________________________________ 13
2.2.2-Brand Audit _______________________________________________________________________ 13
2.2.3-Objectives with Development of Online shopping _________________________________________ 14
2.2.4-Key issues from Business Review and strategies to rectify issues. _____________________________ 14
2.2.5-Brand strategy. ____________________________________________________________________ 14
2.2.6-Pricing strategy. ____________________________________________________________________ 14
2.2.7-Distribution Strategy. _______________________________________________________________ 15
2.2.8-Brand Communication and Promotion Strategy. __________________________________________ 15
2.2.9-Brand Building Barriers and how to overcome. ___________________________________________ 15

2C-Evaluate the robustness of data available to create the relevant insights to support the brand
plan,identifying data gaps and recommending how these could be filled. ____________________________ 16

TASK 3 BRIEFING PAPER _____________________________________________________ 18

3A-Recommendation and Justification of Skills, Physical Resources and Culture Needed to Deliver the
Organization Brand Plan ____________________________________________________________________ 18

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Managing Brands July 2021 CIM Membership No:40078780

3.1.1-Human Resource Allocation __________________________________________________________ 18

3.1.2-Physical resources __________________________________________________________________ 18
3.1.3-Brand Plan Budget – Projected ________________________________________________________ 19
3.1.4-Culture changes ____________________________________________________________________ 19

3B-Develop an appropriate dashboard for measuring brand performance, by assessing which online and
offline matrices should contribute to the propose dashboard. _____________________________________ 19
3.2.1-Brand performance for Service Development ____________________________________________ 19
3.2.2-Importance of dashboard for Service Development _______________________________________ 19

3C-Recommendation of Metrics and Analytics That Will Support Revisions to the Brand Plan Based. _____ 21
3.3.1-Competitor Intelligence for Service Development _________________________________________ 21
3.3.2-Key Digital Tools that can Support Revisions _____________________________________________ 21
3.3.3-Surveys and Real time metrics ________________________________________________________ 21
3.3.4-Continuous Improvement Plan ________________________________________________________ 21

Reference List ____________________________________________________________________________ 23

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Managing Brands July 2021 CIM Membership No:40078780

TASK 1 – REPORT
COMPANY OVERVIEW – 2 PAGES
REPORT WORD COUNT – 1238 (B- 675 C-563)

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Managing Brands July 2021 CIM Membership No:40078780

TASK 1 REPORT
1A-Company Background
1.1.1-Organization Name: Redwave Private Limited
Redwave is the largest privately-owned supermarket chain in
the Maldives, providing a range of quality products in reasonable prices. Redwave is the all-time
favorite shopping brand for Maldivians.

1.1.2-Organization Information
1.1.2.1-Type and size of the organization
Redwave is a private limited company, a retailer and a wholesaler. In their B2B sector, Redwave does
their expertise in selling quality products in Maldives. Redwave also imports well-known global brands
such as Nescafe, Nivea, Lanza and Axe. As of 2020, Redwave has 7 outlets, in capital region, 5 outlets
in the Male’ Island and 2 outlets in Hulhumale’ Island including their latest outlet, Redwave mall in
Hulhumale’ Island. Redwave currently employees more than 500 employees which includes local and
foreign workers. In 2019 Redwave earned a revenue of MVR 40 million.

Millions
1.1.2.2 Range of products and services
Profit after Tax.
(MVR) Initially starting from groceries in 2001, Redwave has
6 expanded their business to cosmetics, kitchenware,
5 frozen food, fruits, vegetables, household, electronics and
4 furniture.
3 Redwave currently has over 8000 products which
2
includes both locally produced and imported products.
Imported products include branded products imported by
1
local suppliers and some products imported exclusively by
0
Redwave. List of some brands being imported and
2018 2019 2020
(Source: Assumed referring to information from Staff) distributed exclusively are shown below.

1.1.2.3-Customer base
Redwave currently has B2C and B2B customer segments. B2C includes customers of all income ranges
residing in capital region of Maldives (includes 3 islands – Male’, Hulhumale’ and Villimale’) and is a
base of 250,000 customers approximately. B2B customers are other retail shops or supermarkets
purchasing the global brands imported by Redwave and consists of 8,000 approximately.

1.1.2.4-Competitors Market Share

There are very few competitors in supermarket industry of Maldives. 10%
STO, the biggest competitor is a State-Owned Enterprises which aims 15% 30%

in selling products at cheap prices. STO currently has a total of 30 45%

outlets spread across Maldives but has only 2 outlets in capital region
where Redwave is based. Next competitor of Redwave is Agora, a
supermarket chain with 3 outlets and based in Male’ Island. At last, is
Dhimart, an online supermarket launched in 2020 and has been Redwave STO
taking over the supermarket industry by introducing an online Agora Dhimart
application in this pandemic. Dhimart is preferred by many people as
due to Covid-19 outbreak and lockdowns, majority of the people prefer to stay home and shop. Figure
above shows the market share of the country. However, as of 2020 in Capital Region Redwave owns
30%, Agora 15%, Dhimart 10% and STO 45%.

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Managing Brands July 2021 CIM Membership No:40078780

1.1.3-Stakeholders
Stakeholders that are interested in Redwave can be categorized in to internal and external
stakeholders. The internal stakeholders being the team that serves the company and external being
the people impacted by Redwave.
Internal External Stakeholders such as shareholders looks for
fair return on investments. Customers looks
Senior management Suppliers
for good quality products and services.
Employees Customers Suppliers look for good prices, profitability
Board of Directors Stakeholders and credit period. Community looks for
Shareholders Government investment and job opportunities and CSR
Media projects. Employees looks for good
Public remuneration and job security. Government
looks for timely payment of taxes and
Advocacy Groups
adherence to legal policies.

1.1.4-Key customer segment

The key customer segment of Redwave is Middle income employed individuals in the Capital Region
of Maldives as majority of the people in this region are middle class. The below table shows the
demographic, psychographic, behavioral and geographic features of the key customer segment.
Demographics Age-20 to 50 Gender- Male and Female Income – MVR 10,000 and above
Psychographic Busy lifestyle, Family Hard Worker Spenders Medium Loyalty
Oriented
Behavioral Price Sensitivity - Technological Advancement – Medium and Social Class: Middle
Medium Low class
Geographic Region – Greater Malé Region

1.1.5-Rationale for choice – Service Development

Redwave started their business in 2001 with one grocery store and is now the largest privately-owned
supermarket in Maldives. Over the past years, Redwave has focused on Market Development
strategies by increasing the number of outlets in Capital Region. Redwave is currently the only
supermarket in Hulhumale’ Island of capital region where there is a population of approximately
50,000 and is forecasted to increase to 100,000 by the end of 2021.

With Covid 19 outbreak and lockdown, online shopping has become the safest and most preferred
method for shopping. Therefore, an online supermarket app, Dhimart has become the favorite
supermarket in town and is slowly capturing the majority market share of the capital region. Currently
at Redwave, the only online option available for customers is to check the product list from the website
and to order via a phone call, which is very inconvenient and as a result, Redwave is losing share in the
capital region. As the market share of Redwave has reduced drastically since the launch of Dhimart in
2020 and along with this revenue had a down turn as seen in figure below.
Market Share % of Redwave in Capital Region
As Redwave currently aims to gain back the market share,
2020 increase the revenue and grow further, the chosen theme
for Redwave is Service Development. As the company
2019 needs to compete in this technology driven supermarket
industry, the proposal is to develop and launch an online e-
2018 commerce application to deliver a convenient and easy
shopping experience for the customers.
2017
According to Digital 2020 report by Hootsuite, Internet
0 20 40 60
(Source: Assumed referring to information from Staff) users in Maldives has increased over 2.5% since 2019 and
is expected to increase rapidly. These studies have also shown that 71% of the population of Maldives
are uses internet. Thus, this service development is significant to survive in this transforming market
to acquire future new customers of the market in the long run as well.

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Managing Brands July 2021 CIM Membership No:40078780

1B-Evaluation of How Redwave’s Brand Position, Attributes and Personalization to the Key Customer
Segment Could Utilize Digital Techniques to Improve Customer Journey and Build Effective
Touchpoints.
1.2.1-Desired market position of Redwave with online shopping
Model of brand positioning defines the act of designing companies’ image to occupy a valued place in customers’
minds. (Keller, 2013). Currently Redwave is positioned as a good quality but a less convenient brand. With Covid
19 outbreak, Dhimart, an online shopping app has currently become most convenient platform for shopping. By
launching the Redwave App, Redwave is able to satisfy consumers. The Brand Positioning Bullseye by Kotler,
below shows the desired position of Redwave after application of Service Development.

Consumer Desired Brand Position using Brand BULLSEYE

Target
Busy
individuals Consumer
Welcoming Takeaway
Looking for
Quality and Redwave
Thoughtful
easy shopping. provides me
Consumer Helpful with the best
quality
Insight
Shopping is products with
Product Caring a convenient
Maldives is
Trainings Responsible Options shopping
usually very
Problem experience.
time solving Range of Brand Mantra Fairy
consuming. products Convenient, Priced
Consumer Quality, Reliable Big Data
Quality Global
Need State Shopping
brands
Desire for Easy Experience
Payment
Hassle free Easy
Red and options Personalized,
Shopping shopping
White Reliability Friendly Service Wave
Experience
Logo
Competitive
Product Set Advanced
Supermarkets, Systems
Online
shopping, Bright Ambience
Grocery Store,
Convenience
Stores.

1.2.2-Positioning statement of Redwave in supporting desired Market Positions with Service

Development.
A brand positioning statement explains what your brand does, the benefits of it, and who you target,
helping to keep marketing efforts focused and aligned.(Smith,2016)The brand positioning statement
of Redwave is stated below:

For •For busy individuals and those who stay home due to covid 19.

Website/App is
•Individuals who likes shopping convieniently from their home or office.
For

That •Saves times, is convenient and feels special.

•Now customers prefer online shopping rather than wasting time by visiting to buy the
That's because items which they already are familiar with.Moreoever, shopping from home is
convienient and safe.

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Managing Brands July 2021 CIM Membership No:40078780

1.2.3-Understanding Current Customer Online Journey and Touch Points with introduction of new
digital techniques provides personalization and shows expected customer journey and touch points.

The online customer journey of Dhiraagu is currently an inconvenient journey as customer is unable to
purchase the required products directly through a website or an application. The initial touch points
are word of mouth, outlets, social media and traditional media. Customer must visit the website to
check for the product list, which is not updated daily. Products can be order by calling the hotline.
Below is the online customer journey of an employed key customer segment and how digital
techniques can improve the overall customer journey.

Stage Awareness Consideration Decision Delivery & Loyalty and

Use Advocacy

Customer • No goals at this • To compare and • Make the • To receive • Order again
Goals stage. quickly search for order easily. the order and share
products. on time experience.
and in fresh
condition.
Touch Points • Word of Mouth • Word of Mouth • Website • 1.Packaging • Text
• Outlet Visibility • Outlet Visibility • Phone call • 2.Products Message
• Traditional Media • Traditional Media ordered • Word of
• Social Media • Social Media • 3. Payment Mouth
• Website (Cash or • Social Media
Card) Review

Customer • It is not • Website is not • Website is • Delivery • Order

Thoughts(Pain convincing at this user-friendly and not an online person hotline is
Points) stage. is slow. shopping does not usually busy.
• Website does not platform. have • Not a
include all the • Customer change convenient
products. needs to when service to
• Website does not order paying in recommend
include product through a cash. others.
details. phone call. • Customer
• Slow website and • Online has to
less search filters. payments are memorize/
not accepted. list down
the order
to cross
check
Current Experience

whether all
items
arrived.
Experience

Digital • Using techniques • Creating a user- • Fast check • Show ETA • CES to
Techniques such as: friendly shopping out. and collect
• Social media website with cart, • Multiple tracking customer
advertising. payment payment • Customer feedback.
• SEO checkout, order methods like to review • Points
• Pay per click tracking, discount card, the order collecting
• Affiliate coupons features. gateway,e- when loyalty
Marketing • Special offers wallet. received. system.
• Paid search when ordered • Option to set • Late • Promotional
from application. preferred discounts if email and

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Managing Brands July 2021 CIM Membership No:40078780

• Email marketing • Remarketing and delivery time delivered push

to current users. retargeting by customer. late. notification
• Content • Social media • Chat bots for of offers and
marketing advertising enquiries personalized
• Big data. • “recently messages.
purchased
products”
• using big
data.
New Touch • Interactive and • User friendly • previous • Order • CES
Points attractive content application. carts. tracking • 2- Loyalty
• Search engine • Social media • “recently and details. points
advertisements. advertisements. purchased • Discounts • Remarketing
• Social media • Special offers. products” &Reviews. & Push
advertisements. using big notifications.
data.
• Chat bots.

New • Attractive content • Surf the website • Check the • Delivered • Satisfied.
Experience on social media, or application previous on • Personalized
with search engines easily and get all carts and expected push
Personalization etc. the details of the edit. time. notifications
• Targeted products. • Orders can • Quality and emails.
advertisements • Recommendations be tracked. Assured • Loyalty
• Personalized using big date • Late orders points can
New Experience

emails. get be
discounts. redeemed.

1C-Appraising the Role of Elements that Combine to form the Organization’s Brand Strategy in Terms
of their Ability to Meet Objectives.

1.3.1-Hard and Soft Attributes.

As mentioned in 1B, the issue of the current brand is that it is not perceived as a convenient brand for
the customers, the strategy is to make the brand a convenient, quality and caring brand for customers.
Brand attributes are core values refining the nature of the company and represents the essence of the
brand.(Bhasin,2019)
Below are the hard and soft brand attributes.
Hard Attributes Soft Attributes
Name:Redwave, becoming a synonym for household shopping Uniqueness:One stop shopping experience.
in Maldives.
Vision:To be first name in mind when making a shopping list. Appeal:Pleasant white and red interior.
Logo:Word “Red Wave” spread like a wave. Credibility:All required products and friendly
customer service.
Slogan:Quality products under one roof Positioning:Best shopping experience.

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Managing Brands July 2021 CIM Membership No:40078780

1.3.2-Brand Fingerprint by Vyse

The following table shows the brand elements, the role of achieving service development through
these elements and the rank as well.

Role of achieving service development Rate

Elements Explanation 1-5

Redwave promises quality products for Quality products is what customers seek and it
the customers. is delivered. However, convenience has to be a
Promise 4/5
part of promise as the service development
will make shopping very convenient.
Currently Redwave is seen as an Redwave has not changed with the
Perception inconvenient option for online shopping environment. With the new service 1/5
by the customers. development, it will be convenient.
Being close to every customer is a value This will be a part of online app too. The
Values the brand follows. personalized application and website will 5/5
enhance this.
Trust is the reliability customers have on Trust is important. This will support the new
brand. Majority customers trusts the service development as online payments and
Trust 5/5
brand as they get all required products. on-time delivery features will further build
trust for the brand.
A medium SOV when compared to It is important to have a strong SOV. Thus, this
SOV competitors. can be improved with the new service 2/5
development.
A welcoming, friendly and caring This personality will be a great input for the
Personality personality and is positioned in new service development. 5/5
customers’ minds likewise.
Target audience is each and every one The audience, with convenience feature
who wants to buy quality products in included will help the new service
Target Audience one place. development. 3/5

An outlet that provides all you want in This will help the new service development.
Insights 3/5
good quality.
Direct competition with supermarkets The biggest competitor is the online
Competition and indirect competition with grocery supermarket, Dhimart and then the rest of the 4/5
stores. supermarkets.
Benefits the customer by getting all The online shopping will also benefit the
quality products from one place. customers through convenient services such
Benefits 3/5
as personalized app, delivery and online
payments.
Quality is what customers seek. Redwave online platforms will deliver quality
Proposition and convenience. 3/5

Reasons to Ensuring availability of quality products This is a support for service development.
3/5
Believe consistently.
Affordable quality. This will support the development.
Essence 4/5
The red and white branding and logo in This theme can be used in the application and
Properties 4/5
their stores, bags, uniforms and website. thus it will be a familiar look for the customers.

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Managing Brands July 2021 CIM Membership No:40078780

TASK 2 –BRAND PLAN

WORD COUNT – 1985 (A-503 B-1198 C-284)

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Managing Brands July 2021 CIM Membership No:40078780

TASK 2 BRAND PLAN

2A-Assessing the Effectiveness of Corporate Brand Identity and Image of Redwave for Service
Development of Online Shopping.
2.1.1-Assessment of Corporate identity.
Corporate brand identity is the way a company presents itself to all stakeholders and a product brand
is how the product is perceived in consumers mind.
The following is an assessment of corporate brand identity through Birkigt and Standlers model.
Identify Factors Critical Assessment Rate How Service Development will help

Behavior Affordable, quality products in a clean, 70% The availability of quality products from the
attractive, caring and convenient comfort of home through the website and
environment with highly trained staffs. application will be a convenient shopping
Staffs are treated well, equally and are experience for majority customers. Moreover,
motivated. The culture of being soft and the personalized service and customer
helpful to everyone is maintained. engagements will enhance the care.
Communication Internal: Value of brand is 15% Internal: Reflects on how much employees are
communicated to staffs to align to trained to be customer centric to achieve the
organization standards through email, objectives with service development.
intranet and notice board. External: Increase in customer satisfaction
External: Communicating customers and through content in different online platforms.
other investors through online and
offline platforms with branded content
and reports.
Symbolism The logo and design of outlets with Red 15% Brand is enhanced and used in every part of
and White contributes to the brand website and application.
awareness.
2.1.2-Assessment of Corporate Image.
Corporate image is the way a company is perceived in all stakeholders’ minds. The brand is currently viewed is a quality
but an inconvenient and uncaring brand as it has not changed with the digital transformation after Covid 19.
Through the assessments above, it is identified that convenience is perceived by the stakeholders and
the proposed service development can fix it. However, the emotion of caring and motivated staffs and
soft culture will help Redwave’s product brand to build the trust of customers.

2.1.3-Assess the effectiveness of Organization’s brand in adding value and equity for Service
Development.
This assessment is carried out by using Aakers Brand Equity Model.
Brand Loyalty Brand Awareness Perceived Quality Brand Other Brand
Availability of high-quality Consistent past High quality at an Association Proprietary assets
products in a caring performance. affordable price. Guaranteed Import of global
environment. quality and brands.
caring service.

Attracting new customers Familiarity Reasons to buy Attitude Competitive

Current loyal customers will Customers speak of brand Consumers are Redwave has advantage
boost the brand awareness within consumers and convinced to buy as positioned Redwave is the
which leads to bringing of thus increase the it perceives all the the brand as a authorized
new customers. awareness. required products in quality and exclusive
Reduced Marketing Cost Consumers’ high quality products caring brand. distributor of
As Redwave has many loyal Consideration at an affordable This brand some on the
customers, it is cheaper to When customers receive price. drives the global brands in
target them. caring experiences, they customers to Maldives.
prefer the brand. do shopping.

Brand Equity

Provide Value to customers Provide Value and Equity to firm

1- Satisfaction 1-effectiveness of marketing programs
2- Confidence while purchasing 2-brand loyalty
3-Trust 3-Competitive advantage

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Managing Brands July 2021 CIM Membership No:40078780

2B-Develop a Brand Plan to Deliver Brand Strategy for The Organization and Support the objective,
including a Discussion of How Potential Barriers to Brand Building Could Overcome Through Service
Development
2.2.1-Deep dive business review in creating a brand plan
Dig in to five sections of a brand – marketplace,consumers,channel,competitors and brand to analyze
the key issues. (Robertson,2010)
The table is a review of these five sections.
Marketplace Consumer Channel Competitors Brand
After Covid-19, Customers are Online shopping will Currently Redwave Brand growth is gained
market prefers currently attracted to attractive our existing has the best quality due to high-quality
convenient the quality. But customers and new items and thus this products and consistent
online now,online shopping customers.However,if e-commerce availability.Thus, with
shopping and is preferred. This technical and software platform is a great this new convenience,
delivery development solves errors occur will be a opportunity for customers will be
service the problem but weakness for the Redwave. satisfied and connect
Thus,the possibility of losing perceived quality of deeper to the brand
online customers’ trust and brand.Moreover, increasing the brand
shopping affection for brand planned efficient delivery value. This is a strength.
application is a before the launch of service is a strength.
great app,is a critical
opportunity. threat.

2.2.2-Brand Audit
Brand inventory shows an up-to-date itinerary of how a company markets and brands themselves
while exploratory brand is an examination performed to know customers’ feelings and perceptions.
(Grover & Vriens,2006)
The following are the audit of Brand Inventory and exploratory.
2.2.2.1-Brand Inventory
Offline Discussion
Logo Logo resembles quality of products and close connection with customers.
Packaging Products are packed in Redwave branded bags.
Outlets Branded outlets with all required products.
Traditional marketing and PR Product catalogue,print,TV and other media to promote.
Market Share Market share of 30% in Maldives.
Mission statement Quality and affordable products.
Online Discussion
Website Information about the company products and services,contact information etc.
Social Media Offers,Updates and information about product and services.
2.2.2.2-Utilizing Brand Equity Model (Keller, 1993) in understanding brand exploratory
Level Position Application
Who are 1- Salience 1-Best quality products in town
you?(Identify) 2-Cares about the community.
What about 1-Performance 1-High quality products at an affordable price.
you?(Meaning) 2-Imagery 2-Customer friendly, good ambience in stores, fulfils customers product needs.
What about 1-Judgement 1-Recognized logo. Availability of products. Happy shopping
you?(Response) 2-Feelings 2-Customer Centric
What about you 1-Resonance 1-A loyal and friendly customer relationship.
and
me?(Relationship)

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Managing Brands July 2021 CIM Membership No:40078780

2.2.3-Objectives with Development of Online shopping

Brand objectives are brand goals including both end goals such as revenue and step towards end goals
such as image of the brand in the market. (Spacey ,2017).
Objectives are being constructed under SMART criteria
Revenue Increase revenue of the business by 20% by second quarter of 2023 and 45% by third
quarter of 2024. 50% of total sales to be online sales by third quarter of 2023.
Market Share Increase market share to 50% by the end of 2023.
Awareness Increase awareness of the brand,products and services by 20% by third quarter of
2022.
Social Media Engagement Increase social media engagement level from current 5% to 30% by end of 1st quarter
of 2022.
Increased Qualified Traffic Gain traffic in to application of 50,000 customers by end of 3rd Quarter of 2023.

2.2.4-Key issues from Business Review and strategies to rectify issues.

Below are key issues and strategies to rectify the issues faced by the brand from business review.
Key Issues Strategies
Consumer With the pandemic,Redwave has been losing Redwave can inform the customers about this
customers,as customers prefer online upcoming shopping platform, gather customers’
shopping and Dhimart satisfies this.This new suggestions and feedbacks during development and
application will satisfy or exceed customers continue communicating the progress with customers.
expectation.However, there are chances that Also excite customers with coupons, launching offers
customers would get used to other brands and and loyalty programs.
lose the trust and affection they had for
Redwave.
Channel The online application would be accessed by Thoroughly testing the app before launching and
many customers and it has to be maintained closely monitoring the application and plan quick
well.However, if technical errors occur after response in case of errors in the application.Providing
launching,it will be a big down turn for the hotline and chat bot services for any inquiries by
brand value as redwave is perceived as a customers.
quality brand.

2.2.5-Brand strategy.
Brand creation has four aspects: multi branding, new Product Catergory
brands, brand extension, line Extension (Claessens,
Existing New
2015).
Existing

To deliver the product development to the target Brand

Line Extension
customers,Redwave will need to adapt to line Extension
Brand Name

extension strategy to meet the objectives.

Multi Branding New Brands
New

2.2.6-Pricing strategy.
The objective is to sell quality products in an acceptable price to customers. As the products being sold
by Redwave are perceived as good quality products,the best pricing strategy is demand based pricing.
Demand-Based pricing–Prices are set using consumer demand based on the perceived value for the
product.

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Managing Brands July 2021 CIM Membership No:40078780

2.2.7-Distribution Strategy.
Good branch networking and delivery system has to be implemented for the success of this service
development.Below are the distribution strategies proposed:

Factors Objective Justification

More outlets to be developed in different Online orders have to be dispatched from the
areas. closest outlet. Thus, more outlets in different
Branch Network regions will make the deliveries fast and good
for customers who still prefers to buy from
outlets.
Fast delivery to be made to online customers On time delivery of orders is an important
when ordered online. factor for a long-term success of an
Delivery
ecommerce platforms. Outsourcing delivery to
a third party will be the most effective option.

2.2.8-Brand Communication and Promotion Strategy.

Internal Communication Campaigns Effectiveness to Brand Plan
Internal Emails The marketing managers can brief the senior staffs about the plan.
Team Briefings Outlet manager can brief their respective staffs.
Presentation/video A detailed view,features and benefits presented through a presentation or
video.
Test App Test application can be made accessible to all staffs to test.
External Communication Campaigns Effectiveness to Brand Plan
Social Media advertisements Running targeted social media advertisements to different target customer
segment.
Social media engagements This will build the trust and connection of customers with the brand.
Influencer Marketing Collaboration with influencers to promote.
SEO, PayPerClick, Keyword search Search engine paid advertisements.
Brand Ambassadors Recruiting well respected public figures to increase brand awareness.
Promotions Analyzing inactive app users and sending coupons and discounts for loyal users.
Like share and win promotions to engage users.
Offline(TV,Billboards,Magazine) Advertisements on TV,local magazines and billboards in high traffic areas.

2.2.9-Brand Building Barriers and how to overcome.

Barriers Overcome
Technological difficulties:As stated by Hiring a software company to develop the application and a full-
telecommunication operators in Maldives, it is time developer to maintain and further upgrade the application.
difficult to get highly qualified IT professionals to
create a good ecommerce application.
Generation Division:Some adults and senior Tutorial videos can be shared via social media(online) and
customers are not so familiar with online shopping billboards (offline).Staff can assist too.
and online payment gateways.
Increased Cost: This development involves high cost. Secure finance through other options such as loans, and invest as
this development is important in order to survive in the market.

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Managing Brands July 2021 CIM Membership No:40078780

2C-Evaluate the robustness of data available to create the relevant insights to support the brand
plan,identifying data gaps and recommending how these could be filled.
Available data Robustness- Insight derived How insights Gaps in data Recommendation
type and L/M/H help brand plan to overcome gaps
source
Social Media Always connected Feeling towards It created an Some users Online surveys can
(Big with customers. brand can be audience accounts are be sent to these
Data)(Primary) observed. interested private. Some customers in return
about the information of something
brand. about the user valuable such as
cannot be discount on next
gathered. purchase.
CRM Sales Customer profiles The data that is These data can Data can be Appoint a CRM to
(Secondary) maintained not available in help the brand outdated or keep the data well
internally. the market to to personalize some updated.
purchase. to make it information
effective. customer is
unwilling to
share.
Web Analytics Collected from Helps to Understand Limited space Increase the space.
(Primary) Redwave internal understand the which strategy to store data.
source. mediums that is most
directed effective.
customers to
the page and
most visited
page or
category.
Shopper Customers real The level of How customers’ Every Collect the data
insights view gained by expectation of expectations customers and look at the
interacting with customer. can be merged expectation can majority of
customers. with the brand vary. customers’
plan. expectation.
Past Survey Filled out by Customer’s Understand Latest surveys Conduct new
Results customer over the feedback and customer-in are conducted 2 surveys and
past years. suggestions depth to create years back. benchmark with
about products strategies to Data needs to previous data to
and services. make the plan be updated. analyze changes.
effective.

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Managing Brands July 2021 CIM Membership No:40078780

TASK 3 – BRIEFING PAPER

WORD COUNT – 1462 (A-638 B-195 C- 629)

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Managing Brands July 2021 CIM Membership No:40078780

Task 3 BRIEFING PAPER

3A-Recommendation and Justification of Skills, Physical Resources and Culture Needed to Deliver
the Organization Brand Plan

Branding means much more than giving a brand name & depicting the external world that a product
or service is being stamped with a mark and imprint of an organization. It requires long term corporate
engagement and high level of resources and skills (Kapferer, 2008)

To implement the brand plan resources are needed. Recommendations and justifications of resources
needed are briefed below.

3.1.1-Human Resource Allocation

Employees directly or indirectly involved in the achievement of the brand promise. They represent an
important part of the brand management.
Below are the human resources to be allocated for the brand plan:

Skill Type Role Summary Available

Graphics Designing Graphics Designer Prepare graphics content such as product post to upload Yes
to social media and website.
Photography Photographer Capture photos of products, events, and other photos Yes
for social media, application and Purposes.
Videography and Visual content creator Creating videos for promotional and advertising Yes
animation purposes.
Manager Brand Coordinator Adapting the strategies to achieve the objectives. Yes
Analytics Social Media Analyst Collects and analyze data from social media to conclude No
the improvements required.
Software Developing Software Developer Developing and maintaining the online shopping No
application.
Communication Communication Overlook the internal and external communication. Yes
Manager
Call center Call center agent Assisting customer with anything related to products or Yes
the application.
Managing Social Social media manager Uploading posts to social media and engaging with Yes
media accounts customers.
Content writing Content Writer Writing content required for social media, website, No
application.

3.1.2-Physical resources
Below are the physical resources required to implement the brand plan.

Skill Type Requirement Level of importance L/M/H Available

Delivery With the introduction of online shopping High No
through application, online orders will increase.
Thus,delivery service needs to be outsourced to
ensure best performance.
Branch network Branch network has to be expanded across the High No
country as it will fasten the deliveries as online
orders will be dispatched from the closest store.
System and server Good quality system and servers to ensure that High No
the application runs smoothly.

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Managing Brands July 2021 CIM Membership No:40078780

3.1.3-Brand Plan Budget – Projected

The following budget plan is proposed linking to the key issue and marketing mix and to make
the brand plan a success.
Activity Budget 2022 2023 2024
(000) Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
MVR
Application Development 500 500
Call center 100 100
Distribution
Delivery (Outsource) 960 80 80 80 80 80 80 80 80 80 80 80 80
Advertisements
Models 120 20 20 20 20 20 20
Communication
Social Media 220 25 25 25 25 15 15 15 15 15 15 15 15
TV, online news 120 10 10 10 10 10 10 10 10 10 10 10 10
Billboards, posters 120 10 10 10 10 10 10 10 10 10 10 10 10
Promotion
Discounts 180 15 15 15 15 15 15 15 15 15 15 15 15
Giveaways and samples 130 30 30 20 20 20 10
Coupon programs 150 30 30 30 30 30
Customer
Loyalty programs 165 15 15 15 15 15 15 15 15 15 15 15
Internal staffs
Training and development 340 90 50 50 50 50 50
Total 3,105

3.1.4-Culture changes
Building just a “good” culture is not healthy for an organization aiming to grow drastically. If the
company wants to differentiate themselves, a unique cultural change that cultivate the necessary kinds
of employee attitudes and behavior is required. If the culture of the organization is aligned with the
desired brand identity, the employees are more likely to make decisions and take actions that deliver
the brand promise. It takes time and commitment to work out this culture-brand connection. However,
the company can identify their approach and apply it over time. (Yohn, 2019)

3B-Develop an appropriate dashboard for measuring brand performance, by assessing which online
and offline matrices should contribute to the propose dashboard.
3.2.1-Brand performance for Service Development
The three main metrics are behavior matric, what the internal staffs do to go with the plan, perception
metrics, what the brand is viewed by the customers and financial metrics are financial and other
indicators of the business. (Million, 2008)
3.2.2-Importance of dashboard for Service Development
Interest in dashboard has increased in all industries. In dashboards, important information is visualized
in a way to make it easier to communicate to stakeholders. If dashboards are designed effectively, it
will minimize overload of information and enhance the success management.

The overall financials of the company can me measure through KPI’s such as Revenue growth and net
profit margin. Marketing channel performance can be measured through Growth in customer loyalty,
growth of social media engagement, % of revenue through online, market share and App Downloads
and others. Brand equity can be measured through Consumer Disposition Funnel, search engine traffic
and other KPIS such as customer life time value, conversion rate and social mentions. The following
dashboard shows some of the above KPI’s.

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Managing Brands July 2021 CIM Membership No:40078780

Revenue Growth Net Profit Margin Customer Loyalty

6% 6%
Enhancement
4% 4%
Q3
2% 2%
0% 0% Q1
2024 2023 2022 2024 2023 2022 0% 10% 20% 30%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2022 2023 2024

% of Revenue Thorugh Online

Market Share % AD Cost - Trend
6% 50 400
4% 40
300
2% 30
200
20
0%
10 100
2024 2023 2022
0 0
Q1 Q2 Q3 Q4 2022 2023 2024 Jan Mar May July Sep Nov

Total Page Views Total Visits Ad Impressions

60,000 35,000 40,000
400
400 400
300
200 300 300
100
0 200 200
m …

100
No tem
ay

Se ly
ch

r
M y

100
be
ar

Ju
M
ar
nu

p
ve
Ja

0 0

Social Media Engagement

Total Visits
Growth Total Page Views
50,000
45,000
400 10% 400
300 5% 300
200 0% 200
100 2024 2023 2022
100
0 Q1 Q2 Q3 Q4 0

Brand Equity Consumer Disposition Funnel Total App Downloads

Awareness 10000 1500
Agora
Dhimart Interest 7500 1000
STO
Desire 6000
Redwave 500
0.00 500000.00
1000000.00 Action 5200
0
2022 2023 2024 Loyalty 3000
Q1 Q2 Q3 Q4

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Managing Brands July 2021 CIM Membership No:40078780

3C-Recommendation of Metrics and Analytics That Will Support Revisions to the Brand Plan Based.
In achieving the objectives for the growth of effectiveness of Brand Plan-Task 2B would need to be
updated by benchmarking the insights gained from the dashboard in 3B. The metrics and analytics will
help to measure the effectives of the brand plan and necessary actions can be taken to the brand plan
in future.

3.3.1-Competitor Intelligence for Service Development

The mechanism by which information from and about the internal and external organization is
gathered, process and analyzed to assist in making decisions and provide the organization with
competitive advantage is Competitive Intelligence.

Methods Important Insights Effectiveness

Similar App Analyze the effectiveness and efficiency of the shopping application with 8/10
that of competitor, and develop a strategy to optimize it.
Moat Compared digital advertisements with competitors, tracks promotions. It 7/10
can help to fine tune the marketing campaigns.
SEMrush traffic The tool provides estimation of any website’s desktop and mobile traffic so 7/10
that company can benchmark and improve.
WooRank It gives an audit of SEO companies and thus the company can benchmark 5/10
with the competitors.
Visualping Alerted when competitor brings any change to their website. This can be 4/10
used to see new changes as soon as competitor does it.

3.3.2-Key Digital Tools that can Support Revisions

Evaluating the innovation helps the organization to push and achieve targets.
Tool Support to brand plan
Social Media Analytics By analyzing the figures and graphics, analytics can come to the conclusion the
performance of social media platforms and whether the strategy is in line. If the expected
performance is not being achieved, changed will need to be brought in the digital marketing
works.
Google Analytics Google analytics is a tool by google for web analytics which will help the organization to
analyze the actions on the website and app. This is required to understand the number of
web traffic being achieved which can be used to benchmark the internal reports.
Sales Force The CRM system can gather in depth information of customers and it will help to optimize
the customer journey.

3.3.3-Surveys and Real time metrics

Metrics Insights Assistance to brand plan
Satisfaction How satisfied customers Customer feedbacks are gathered and evaluated to understand the
Survey are about the strategy in customer view of the brand convenience through the application as
providing the service proposed strategies shows increase in satisfaction.
Number of calls Call queue volumes and Necessary actions can be taken to attend to the usual complains and
received complains difficulties of customers and also to increase staff to support the
efficiency of call centers.
Tracking Delivery Understanding the traffic Customers expect the orders to be delivered a specific time but
routes sometimes it is unable to do so due to traffic. Understand the routes
will enable to choose alternative routes to omit traffic which will help
the brand plan.

3.3.4-Continuous Improvement Plan

Even if things are going as planned, successful organizations always look at what could be improved
upon so they can perform better. They find ways to be more efficient and profitable by always
innovating and developing new ways to delivery top notch quality to the customers. (Lynn, 2021)

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Managing Brands July 2021 CIM Membership No:40078780

Employee Involvement Involvement of employees and conduct monthly meetings with all departments assigned
with activities in Gantt chart to follow up.
Find Issues Identify problems from the above listed tools.
Creative Ideas Encourage employee to come up with creative ideas. Consider ideas of all employees and
pick the best one.
Test solution Do a trial of the idea.
Analyze Results Increase frequency and monitor the performance of the strategy revision and utilize
metrics and KPI to analyze results.
Standardize If the results are feasible, establish a plan.
Repeat Continuously repeat the steps for other improvements.

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Managing Brands July 2021 CIM Membership No:40078780

Reference List

Keller, K. and Swaminathan, V.(2013) Strategic Brand Management. 4th ed. Published by Pearson
Education,

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Bhasin, H.(2019) What Are Brand Attributes? What Is the Importance of Brand Attributes? [online]
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2021]

Robertson, H. (2021) How to lead a deep-dive business review on your brand [online] Beloved Brands.
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May 2021]

Spacey, J. (2017) 9 Types of Brand Objectives. [online] Simplicable. Available at:

<https://simplicable.com/new/brand-objectives> [Accessed 20 May 2021]

Claessens, M. (2015) Branding Decisions - 4 Brand Strategy Decisions. [online] Marketing-Insider.

Available at: <https://marketing-insider.eu/branding-decisions/> [Accessed 20 May 2021]

Kapferer, J. (2008) Strategic Brand Management. 4th ed. London: Kogan Page [for] Les Éditions
d'Organisation

Yohn, D. (2017) Build a Culture to Match your Brand. [online] Harvard Business
Review. Available at: <https://hbr.org/2017/06/why-your-company-culture-should-match-your-
brand>

Million, M. (2020) Brand Metrics to Measure Business Performance. [online] Pt.slideshare.net.

Available at: <https://pt.slideshare.net/NancyWulz/brand-metrics-to-measure-business-
performance/3> [Accessed 20 May 2021]

Lynn, R. (2021) The Importance of Continuous Improvement. [online] Planview Available at:
<https://www.planview.com/resources/articles/lkdc-importance-continuous-improvement/>
[Accessed 20 May 2021]

Grover, R and Vriens, M (2006) The Handbook of Marketing Research: Uses, Misuses and Future
Advances.2nd Edition. Published by SAGE Publications.

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