| Unit Code | MKX001 | Total Weight | 30% |
| Unit Name | Brand Development | Total Marks | 30/100 |
| Assessment Number | 2 | Due Week | 8 |
| Assessment Name | Individual report | Due Date (Please note relevant time-zone) | Tuesday, 18 November 2025, 11:59pm (AEDT) |
| Assessment Type | Individual submission | Word Count/Length (+/- 10%) | Report: 2000 words |
| File type: | Word, | Rubric | Available in Moodle |
| 1. Assessment Task: |
Experience and analyse an Australian consumer brand across multiple touchpoints as a real customer. This assessment requires you to immerse yourself in ecosystem of a brand by visiting physical retail locations, making purchases, engaging with digital platforms, and documenting your authentic customer experience. Apply brand management frameworks from unit based on the Keller & Swaminathan textbook to develop evidence-based strategic recommendations.
| 2. Assessment Instructions: |
| Section | Word Count | Key Content |
| Executive Summary | 300 words | Brief overview of brand, research methodology, key findings, and primary recommendations |
| Part 1: Physical Touchpoint Research | 800 words | Store visits, purchase experience, competitive observations |
| Part 2: Digital Touchpoint Analysis | 600 words | Website, social media, digital marketing analysis |
| Part 3: Strategic Analysis & Recommendations | 500 words | CBBE analysis, brand evaluation, strategic recommendations |
| Appendices | Not counted | Photos/drawings, receipts, screenshots, research evidence |
Note: Appendices do not count toward word limit but are essential evidence. Include all photos, receipts, and screenshots referenced in your analysis.
Format: Professional business report with table of contents
Font: Arial or Calibri, 11-12pt
Spacing: 1.5 line spacing
Margins: 2.5cm all sides
Referencing: Harvard style (minimum 6 academic references)
File name: StudentID_Surname_MkX001_A2.pdf
Your appendices must include:
| Criterion | Weight | Key Indicators |
| Research Quality & Evidence | 40% | Comprehensive field research across multiple touchpoints; rich photographic/drawn documentation; authentic purchase evidence; thorough competitive observation |
| Analytical & Evaluative Skills | 30% | Sophisticated application of CBBE and brand positioning frameworks; critical evaluation of brand performance; insightful identification of gaps and opportunities |
| Strategic Recommendations | 15% | Specific, actionable recommendations grounded in research evidence; clear implementation approach; realistic and valuable for brand development |
| Expression & Presentation | 15% | Professional report structure; clear business writing; accurate Harvard referencing; proper academic conventions; well-organized appendices |
Choose ONE brand from the list below. Notify your tutor of your brand choice by Week 5. Each brand has been selected for its strong presence across Adelaide, Sydney, and Melbourne, with extensive marketing activities and accessible retail locations.
Myer largest department store chain
David Jones Premium department store experience
Kmart Value-focused discount department store
Target Australia Family-oriented discount retailer
Cotton On Fast fashion and lifestyle brand
Country Road Premium Australian fashion retailer
Uniqlo Japanese casual wear with strong Australian presence
Bonds Iconic Australian underwear and basics brand
JB Hi-Fi Consumer electronics and entertainment retailer
The Good Guys Home appliances and electronics specialist
Bunnings Warehouse Hardware and home improvement megastore
Officeworks Office supplies and technology retail chain
Grill'd Healthy burger restaurant chain
Boost Juice Juice and smoothie bar franchise
Gloria Jean's Coffees Specialty coffee chain
Zambrero Mexican food chain with social mission
Requirements: Visit your chosen brand in at least 3 different physical locations (minimum). These can be stores in different suburbs, shopping centres, or standalone locations.
Document the following at each location:
Deliverable: Multi-location store experience report with photographic or drawn documentation and analytical commentary comparing touchpoint consistency.
Requirements: Make at least one genuine purchase from your chosen brand (this can be a product you would normally buy or have been considering). Keep all receipts and packaging.
Analyse and document:
Deliverable: Customer journey and product experience report with receipts, packaging photos/drawings, and personal reflection on brand promise delivery.
Requirements: Identify and observe 2-3 direct competitor brands during your store visits. Document their positioning and customer experience approach.
Compare across brands:
Deliverable: Competitive positioning matrix with photographic/drawn evidence and analysis of how your chosen brand differentiates itself in the market.
Requirements: Comprehensively analyse your chosen brand's digital presence as a potential customer would engage with it.
Evaluate:
Deliverable: Digital platform analysis with screenshots and UX commentary.
Requirements: Track and analyse the brand's social media activity over a 2-week period.
Examine:
Deliverable: Social media audit with post examples, engagement analysis, and assessment of brand consistency.
Requirements: Observe and document the brand's digital advertising presence over your research period.
Track:
Deliverable: Digital marketing communications report with screenshots and analysis of targeting and message strategy.
Important: This section requires application of brand management theory from Keller & Swaminathan. You must integrate theoretical frameworks with your observational evidence to demonstrate critical thinking and analytical depth.
Apply the Customer-Based Brand Equity (CBBE) model (Keller & Swaminathan, Chapter 2) to analyse your chosen brand positioning:
Brand Salience: How prominent is the brand in customers. What cues trigger brand recall?
Brand Performance & Imagery: What functional and symbolic meanings does the brand convey?
Brand Judgments & Feelings: What are customer rational and emotional responses?
Brand Resonance: What is the nature and depth of customer-brand relationships?
Evaluate the brand Points of Parity and Points of Difference (Keller & Swaminathan, Chapter 3) relative to key competitors based on your field research.
Assess the consistency and effectiveness of the brand across all touchpoints you experienced:
International Student Insight: Reflect on how this brand approaches multicultural customers. How could the brand better appeal to international consumers like yourself?
Develop 3-4 specific, actionable recommendations for brand improvement based on your research findings. Each recommendation must:
Potential focus areas: Brand positioning refinement, customer experience enhancement, digital strategy improvement, competitive differentiation, multicultural market engagement.
| 3. Formatting & Submission Requirements: |
| 4. Important Information (do not edit this section) |
Academic Integrity
Academic Integrity Policy Assessment Policy Academic Misconduct Procedure | Academic Integrity:
|
| Referencing | Referencing:
Appropriate referencing and proper and insightful use of references are essential. Reports that provide inadequate, improper, or no references will be graded accordingly within the rubric. |
| Use of AI | Acceptable use of AI: The use of generative AI tools (e.g. ChatGPT, Grammarly, Quillbot etc.) is permitted in this unit for the following activities:
Unacceptable use of AI: The use of generative AI tools is not permitted in this subject for the following activities:
Academic honesty is required in all assessable submissions by students. As AI is an evolving technology, please ensure that you carefully review the AI-related information you include in your unit outline/s every trimester. |
| Late Submission | Late submission penalty: Late penalties apply to late assessment submission (5% per day, up to 7 calendar days or 35%) as outlined in the assessment procedure. |
| Student Support | Student Support:
By maintaining these standards, students contribute to a positive learning environment and uphold the reputation and value of their qualification. Failure to meet these standards may result in academic penalties as outlined in GCA's policies.
For any questions or concerns regarding academic standards, please contact the unit coordinator or refer to the resources provided above. |
- End Document -
Note: This report is provided as a sample for reference purposes only. For further guidance, detailed solutions, or personalized assignment support, please contact us directly.
Kmart Australia is one of Australia’s most recognised discount retail brands, known for affordable household products, fashion, and everyday essentials. The objective of this report is to analyse the brand experience across multiple customer touchpoints, including physical retail stores and digital platforms, and to evaluate how effectively the brand delivers its value proposition.
This research was conducted using a customer immersion approach, where the brand was experienced as a real consumer. The methodology included visiting three different Kmart stores, purchasing products, analysing the customer journey, observing competitors, and evaluating the brand’s online presence including website, social media, and digital advertising.
The physical store research revealed that Kmart maintains strong consistency in store layout, pricing strategy, and product merchandising across different locations. The stores emphasize accessibility and affordability through simple store designs and clear price signage. The purchase experience was efficient due to self-checkout systems and streamlined payment processes.
Digital analysis indicated that the brand has developed a strong omnichannel presence. The website offers an easy navigation system, mobile-friendly interface, and convenient click-and-collect services. Social media platforms such as Instagram and Facebook play a significant role in promoting products, trends, and seasonal campaigns.
Using the Customer-Based Brand Equity (CBBE) model, Kmart demonstrates strong brand salience and performance through its reputation for low prices and practical products. However, the research also identified opportunities for improvement in areas such as personalised digital experiences and stronger engagement with multicultural audiences.
Based on the findings, the report proposes several strategic recommendations including improving in-store experiential elements, enhancing digital personalisation, and strengthening brand storytelling to further build customer loyalty and differentiation within the competitive retail market.
Three Kmart stores were visited for observational research:
Across all locations, the stores had a similar layout design featuring wide aisles, clear signage, and well-organised product categories. Lighting was bright and neutral, creating a functional shopping environment rather than a premium retail atmosphere.
Kmart focuses heavily on high-volume product displays, where large quantities of items are stacked in simple shelving units. Seasonal products such as home décor and kitchenware were placed near store entrances to attract customer attention.
The brand clearly communicates its low-price positioning through bold price tags and promotional signage. Compared to competitors, Kmart emphasises affordability rather than premium product quality.
Customer service interactions were minimal because most purchases are completed through self-checkout machines. However, staff were present to assist customers when required.
The store environment was highly consistent across all locations, reinforcing the brand’s identity as a reliable value retailer.
A purchase was made during the research process, including:
The decision to purchase these products was influenced by:
The checkout process was fast due to self-service kiosks, which allowed customers to complete transactions quickly.
The packaging was simple and minimalistic, reflecting the brand’s focus on cost efficiency. The packaging also highlighted practical features such as product durability and usability.
The product quality was considered acceptable relative to the low price. This reinforces Kmart’s brand promise of delivering affordable everyday products.
Two competitors were analysed:
| Brand | Price Position | Product Quality | Store Experience |
|---|---|---|---|
| Kmart | Lowest price | Moderate | Simple |
| Target | Mid-range | Better quality | More organised |
| Big W | Competitive | Moderate | Family oriented |
Kmart differentiates itself primarily through extremely low prices and trend-based home products.
The official website of Kmart Australia offers:
However, the website lacks strong personalised product recommendations compared to global e-commerce platforms.
Kmart is active on multiple platforms:
Content types include:
The brand encourages customers to share home décor setups using Kmart products, increasing community engagement.
During the research period, the brand was observed using:
These advertisements mainly focused on new product launches and seasonal discounts.
Kmart has strong brand recognition in Australia due to its extensive store network and affordable pricing strategy.
The brand delivers functional value through practical household products at low prices.
The brand is associated with affordability, convenience, and everyday living solutions.
Customers perceive Kmart as a budget-friendly but reliable retailer.
Many customers frequently visit Kmart due to its low pricing and regular product updates.
The brand demonstrates relatively strong consistency across physical and digital touchpoints. The same value positioning—affordable and practical—is reflected both in-store and online.
However, improvements could be made in enhancing customer engagement and experiential shopping elements.
Introduce more interactive product displays and lifestyle showcases to inspire customers and increase purchase motivation.
Develop AI-driven product recommendations on the website to improve customer engagement.
Highlight sustainable packaging initiatives and eco-friendly products more clearly.
Introduce culturally relevant marketing campaigns to better connect with international students and migrant communities.
Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management. Pearson.
Kotler, P., & Keller, K. (2016). Marketing Management. Pearson.
Solomon, M. (2020). Consumer Behaviour. Pearson.
Get original papers written according to your instructions and save time for what matters most.
