Assignment:
Global Brand Management
Question 1
A 2016 Mintel report on the UK tea market showed that in a declining market Yorkshire Tea Pukka Tea both grew in sales
Both Yorkshire Tea and Pukka Tea (which comes from Yorkshire,UK) has a released a new campaign building on its culture of origin effect by showing local celebrities, accents and even using the Yorkshire imagery in its branding and packaging. it has done this in a bid to sustain its sales growth in a declining tea market and deliver cut-through among consumers. Pukka Tea has successful global sales base and uses sophisticated branding but the country of origin effect plays no role in their brand.
Using example explain why and how a company would use country or culture of origin effect? In which situations would it be most effective What are its limitations?
Strategic Marketing Management
Question 2
Making specific reference to the marketing planning process and the virus components of a full marketing audit critically discuss its relevance and importance to competitive advantage.