MKT-1103 Assignment #2 Competition on Social Media and Brand Personality Due Date and Grading This assignment is due by 11:59 pm. on June 20, 2022 In the course Dropbox entltled Group Assunment 01. This assignment is worth 10% of the nal grade. This is a group asslgnment. All members of a group are expected to contribute to its com pletion, instructions In Assignment #2, you will identify, research, and analyze the competitor's social media strategy and understand competitor's brand personality using the Assignment #2 Submission Template at the end of this document. For this assignment you'll look at how your competitor presents themselves on at least three social media platforms of your choice (E.g: Twitter, Facebook, Instagram, Linkedln, TikTok or any other). What you will do is you will analyze your competitor's month-long activities on the three chosen social media platforms. Say for example if your assignment deadline is in the mouth ofJuly, then you can do it for the month ofJune. iron can look forward to the following while you observe competitor's social media activities: Frequency of post in a week, what content do they post (eg, image, video, infographic, GIF, textl, total post in a month, average reactions to all the posts In a month, average share to all the posts In a month. After a careful study of the competitor's social media activities on all the three social media platform, you need to suggest 4 points on Improvements and 4 points on how good they are with their strategies for the chosen month. This assignment also includes learning about the competitor's brand personality NOTE: To be a competitor the company must sell to customers in the same territory that you operate in. When researching your competition, try not to be biased. Look at them as a potential customer would. If you fool yourself into thinking your competition is bad at what they do, you're going to underestimate them and the work you need to do to be competitive. Remember, if they're in business, someone is happy with their offering, You need to gure out what their appeal is and how you can offer something different that your target market will nd more appealing. Researching Your Competitors' Online Presence: identify a company that is a competitor to your company and research the following: The company's website The company's social media accounB (you can review as many as you like but review at least two) Reviews of the company on review sites (again, you can review as many as you like but review at least one) MKT1103 Assignment #2 Competition on Social Media and Brand Personality Vou are not limited to the items listed above Vou are welcome to do any add onal research about your competitor that you think is relevant. For each of the research items there is a list of suggested questions to ask yourself. Feel free to use whichever questions you think are relevant and to add any of your own. Vou will not be submitting answers for these specic questions. They are only suggestions to help guide your research Review the competitor's website and take notes on the following: o How do they describe themselves? (this may be on a specic bio/about page or it may be throughout the content on the site) Tone: What sort of language do they use? (formal, informal, irreverent) Vocabulary: Do they stick to commonly used words that everyone would understand or do they use words that only some people would know such as slang or industry-specic terms? What offering and benefits do they focus on? What target market are they appealing to? How slmllar Is their offerlng and target market to yours? Is their website well-designed, attractive and easy to navigate? Is their website Informative? 0 Do they have a blog? 0 Do they have downloads? 0 Do they use video? 0 How can customers interact with them? (lead forms, live chat, email, phone, etc.) Is there any information you had trouble nding? Can customers buy directly from the website? 0 If so. what kind of Call to Action does the company use to encourage customers to buy? 0 If not. where do customers need to go to purchase the offering? Review the competitors social media presence and take notes on the following: What social media platforms are they most active on? How much engagement do they appear to be getting on each platform? What types of content get the most engagement? How do they describe themselves in their bio/about pages? Is their brand personality on social media consistent with their website? Is their brand personality consistent across social media platforms? What images do they use? Do they post videos? How frequently do they post in a week? Review of customer sentiment on review sites and/or social media: What do their customers seem most happy about? (price, quality, service, user experience, etc.) What do their customers seem most unhappy about? How does the company respond to positive feedback and reviews? How does the company respond to negative feedback and reviews? MKT1103 Assignment #2 Competition on Social Media and Brand Personality Completing the Competition Section of the Assignment: Based on your research, answer the questions in the Competition Section of the Assignment #2 Submission Template at the end of this document. You will need to support your answers with examples from your research Company Name and Brief Description: You can take this information directly from the companvs website. Brand Personality: Based on Aaker's Brand Personality Framework, what is their brand personality? Support your answer with an example from your research. Dimension Traits sincerity down-to-earth, honest, wholesome, cheerful Excitement daring, spirited, imaginative, up-to-date Competence reliable, intelligent, successful, hard-working Sophistication upper class, charming, glamourous, feminine Ruggedness outdoorsy, tough, masculine, western These blog posts by Digital Natives and Trend'ackers both give examples of how well-known brands t into the Brand Personality Framework. Strength and Weakness: Based on your review of their customer interactions and customer sentiment on social media and review sites, what to you see as their main strength and their main weakness? Below are some examples of strengths and weaknesses. Vou are not limited to these choices - they are only examples, Some examples of strengths are: brand loyalty, good customer service, convenient purchase experience, low prlces, high quality, proprietary technology, site, location, company culture, strong social media presence, etc. Some examples of weaknesses are: negative perceptions of prices or quality, reputation for poor customer service, limited brand recognition, point of differentiation that is easily copied by competitors, poorly designed website, difficult purchase experience, etc, Page 4 of 6 MKT-1103 Assignment #2 - Competition on Social Media and Brand Personality MKT-1103 Assignment #2 - Competition on Social Media and Brand Personality Assignment#2 Submission Template Competitor Social Media Presence - Platform 2 (5 marks) Followers: How many followers do they have? Competition Post frequency per How many posts do they make a week for the chosen month? Competitor Company Information week (average) Company Name: Types of post: The types of post they do. Explain in brief. Brief Description: How does the company describe itself on its website and/or social media? Total posts in a Total posts in a month: Competitor Brand Personality (1 mark) month: Brand Personality Dimension: Average reactions to Take an arithmetic average Trait: all the posts in the chosen month: Reasoning: Why do you think this company has this type of brand personality? Support your answer with an example from their online presence. Average share to all Take an arithmetic average the posts in the Competitor Online Presence (5 marks) chosen month Website Experience: On a scale of 1-5, how would you rate this company's website for design, Competitor Social Media Presence - Platform 3 (5 marks) information and navigation? Followers: How many followers do they have? Reasoning: Why did you assign the rating you did? Post frequency per How many posts do they make a week for the chosen month? Social Media: What social media platforms is this company most active on? week (average): Interaction: On a scale of 1-5, how would you rate this company's interactions with its Types of post: The types of post they do. Explain in brief. customers on social media? Total posts in a Total posts in a month: Reasoning: Why did you assign the rating you did? month Reviews What site(s) did you find reviews for this company on? Average reactions to Take an arithmetic average Responses: On a scale of 1-5, how would you rate this company's responsiveness to all the posts in the customer reviews? chosen month: Reasoning: Why did you assign the rating you did? Average share to all Take an arithmetic average the posts in the Competitor Social Media Presence - Platform 1 (5 marks) chosen month: Followers: How many followers do they have? Competitor Target Market (2 marks) Post frequency per How many posts do they make a week for the chosen month? Characteristic #1 Give the category, characteristic and specific details. week (average): Example: Demographic - Age: 20-35 Types of post: The types of post they do. Explain in brief. Reasoning: Why do you think they are targeting this characteristic? Total posts in a Total posts in a month: Characteristic #2 Give the category, characteristic and specific details month Example: Geographic - Climate: cold Average reactions to Take an arithmetic average all the posts in the Reasoning: Why do you think they are targeting this characteristic? chosen month: Competitor Strength and Weakness (2 marks) Average share to all Take an arithmetic average Strength What is this company's main strength? the posts in the chosen month: Reasoning: Why do you see this as the company's main strength?Page 6 of 6 MKT-1103 Assignment #2 - Competition on Social Media and Brand Personality Weakness What is this company's main weakness? Reasoning: Why do you see this as the company's main weakness? 4 points on improvement for competitor's social media strategy (5 marks) 1 W N 4 4 right things done by your competitor on social media platforms (5 marks) 1 W N 4 References (As per the APA guidelines): Appendix