BARB4034 Product and Brand Management - Major Assignment

Product and Brand Management (BARB4034) CONFIDENTIAL
September 2022
Course : Product and Brand Management

Course Code : BARB4034
Assessment : Major Assignment - 30%
Instruction:
1. Form a group of 5 members (or as advised by your course instructor).
2. Answer all questions in Theme 1 and 2.
Theme 1: Packaging and Labeling Across Countries (15%)
Deliverables:
1. Visit the nearest supermarket or hypermarket or their websites and
refer to the “Daily and Dairy” section. Examples of supermarkets or
hypermarkets are Aeon, Mercato Supermarket, Jaya Grocer, Sam
Grocer, Village Grocer, and Arab Grocery Store.
2. Next, choose a product category. Example: fruit juice, frozen food,
chocolate bar.
3. Based on the chosen product category, compare the packaging
and labelling from THREE (3) different countries (or continents).
4. Prepare a table that has the following details: (see answer template
below)
• Product category
• Country of origin
• Product's brand
• Available label
• State the differences of the products between the selected
countries/continents
• Pictures of the logo (or unfamiliar logo)
• Pictures of the product's packaging
• Packaging size
Additional Reference:
https://www.sfa.gov.sg/food-information/labelling-packaging-
information/labelling-guidelines- for-food-importers-manufacturers
1
September 2022
Sample of answer format:
Category Country of Brand Label - Differences Pictures of Picture of Packaging

origin between logo Packaging Size
countries (unfamiliar
logo)
Fruit Juice 1. Malaysia Tropicana 1. HACCP
– coconut 2. Halal logo
drink 3. Ingredients
4. Expiry
date
2. Vietnam Vinut
Theme 2: Case Study – Duck (15%)
Deliverables:
1. dUCk has risen quickly in its popularity among scarf-wearers. Recently, the
dUCk Group has expanded its product lines into cosmetics. dUCk
Cosmetics targets women aged 20 years old and above who value high-
quality products and take pride in looking well. Explain ONE (1) advantage
and ONE (1) disadvantage of this category extension strategy to dUCk
Cosmetics as a brand. (4 Marks)
2. The Brunei Princess, HRH Princess Sarah, collaborates with Vivy Yusof on The
Royal dUCk headscarf collection carrying an empowering message for
every woman. The partnership presents a limited-edition collection of
headscarves in cheerful and feminine shades of red, pink, ash blue,
peach and decorated with five elements of flowers, bees, diamonds, grids,
and a wheel, each chosen for their reference to feminine attributes.
a. Companies find and develop new product ideas from a variety of
sources. Apart from customers, discuss TWO (2) other external sources
of new product ideas that Vivy Yusof may use to design her
headscarves collections. (4 Marks)
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September 2022
b. How does the collaboration between The Brunei Princess, HRH

Princess Sarah, and Vivy Yusof on The Royal dUCk headscarves
collection, influence the brand equity for dUCk headscarves?
Elaborate your answer based on secondary sources of brand
knowledge. (2 Marks)
3. Cause marketing is the cooperative effort between a for-profit and a non-

profit for their mutual benefit – gives people the opportunity and
knowledge they need to help. The dUCk Group will be donating to The
Breast Cancer Foundation Malaysia after reaching 500 hashtags posts of
“#duckforpinkoctober’’. (Article 4) Discuss the benefit of this cause
marketing strategy to the dUCk group. (2 Marks)
4. Vivy Yusof issuing a netizen over alleged defamatory statements that she
had disputed the government’s efforts to help ease the financial burden of
the B40 and M40 groups affected by the Covid-19 pandemic. -NSTP (Article
5) From your point of view, how does the controversy that is surrounding
Vivy Yusof in Article 4 affect dUCK Group’s brand image? Discuss the pro
and cons. (4 Marks)
5. Recommend TWO (2) key strategies to effectively manage Vivy Yusof’s

image. (4 Marks)
DUE DATE: 13th OCTOBER 2022 (Week 5)
EVALUATION RUBRIC
Theme 1 Rubric
Each Point
0 1 2
Worth
Acceptable Excellent
Q1, Q2, Q3 Wrong answer
answer answer
0 1 2 3
Acceptable Excellent
Q4 Wrong answer Vague answer
answer answer
3
September 2022
0 1 3 5
Acceptable Acceptable
Acceptable
answer without answer with a
Q5 Wrong answer answer without
complete complete
example
example example
Theme 2 Rubric
Each Point Worth 0 1 2

Acceptable
Q1, Q2, Q3, Q4, Q5 Wrong answer Excellent answer
answer
ALL THE BEST DEAR STUDENTS
Prepared by:
Dr. Aervina Binti Misron
Course Leader
September 2022

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Product and Brand Management (BARB4034) CONFIDENTIAL

Course : Product and Brand Management

Theme 1: Packaging and Labeling Across Countries (15%)

Sample of answer format:

Category Country of Brand Label - Differences Pictures of Picture of Packaging

Theme 2: Case Study – Duck (15%)

b. How does the collaboration between The Brunei Princess, HRH

3. Cause marketing is the cooperative effort between a for-profit and a non-

5. Recommend TWO (2) key strategies to effectively manage Vivy Yusof’s

DUE DATE: 13th OCTOBER 2022 (Week 5)

Each Point Worth 0 1 2

ALL THE BEST DEAR STUDENTS

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