Project Proposal Assignment: Case Analysis of Beer Nut Productions

Question

Task: Write a report on project proposal assignment developing a project proposal for Beer Nut Productions.

Answer

1.0 Introduction
Branding is an aspect through the customers, investors and other stakeholders recognize the brand. In this view, the brand image reflects the organizational culture and also helps the customers in connecting with the organization. In recent times, the branding of an organization plays a fundamental role in the business, despite its size and industry. Rapid changes in the market conditions and prevalence of high competitiveness have pressured the organization to implement effective branding in the organizational context (Eggers et al, 2013). Not only the organizational culture, but branding helps to convey ideas, key concepts, views of the firm thus helping the firm in connecting with potential buyers. The marketers need to develop a clear branding strategy that will help the firm build good customer perceptions thus enhancing its consumer base.

Branding should be different and appropriate which will further help in improving response rates, boosting sales, market share, and revenue generations. Unique branding strategies help in brand recognition by potential buyers and helps the firm in increasing its sales volume. The marketers often work hard in making the branding strategy a successful venture as directly impacts customer loyalty towards the brand, its products, and services. The ideal positioning of the brand helps the firm in sustaining market competition by helping the firm in venturing or expanding its business in several categories (Sokro, 2012). In current times, promotions of the brand on different digital platforms help in increasing brand recognition amongst the customers. An effective branding strategy is essential for creating market value development along with generating sales volume and customer engagement. Creating value for the brand is cost-effective holding on to old clients is much expensive than attracting new sets of the customer base. It is seen that customer purchasing decisions are largely influenced due to brand image thus organizations that can create or back its image with history or motivational story, succeeds in building the trust and loyalty of the cust0mers over time. Aspects like advertising, packaging, and good media presence helps in creating a brand identity that further impacts customer purchasing decisions.

This research report will include 3 sections of which the introduction in section 1. Section 2 and 3 will comprise of research objectives, Problem Statement, justification, and expected outcomes. Section 4 of this report will constitute of Research Hypothesis and conceptual framework that will be followed by section 5 that will include research methodology. Lastly in section 6 will constitute Study Organization, Gantt chart, and budgetary controls for this research proposal.

2.0 Problem Statement
Beer Nut Productions is an American firm that is specialized in producing snack foods made of peanuts. In America, Beer nuts are considered as staple food and snacks for the bars and are commonly served with beer. As per the industry standards and marketing environment, Beer Nut production requires an up-gradation of branding resources for aligning with the rapidly changing snacks and food industry of Australia. Like several other industries and companies in Australia, Beer Nut has failed in creating an image as a national brand. The company’s overseas operation in Australia lacks proper brand recognition. It has been operative in the market since 1937 but the firm has not undertaken impactful branding strategies for maintaining customer loyalty or increasing its present consumer base. Beer Nut product needs to develop effective branding strategies by aligning the organizational brand resources with its current services. The branding strategies of the companies are weak hence, the firm can earn margin profits. The snack industry has been rising due as customers prefer light snacks in movie halls, theatres, restaurants, and bars. To gain high-profit margins, Beer Nut's branding strategies should be modified. The project will aim at comparing branding strategies that will help in the organizational development of Beer Nuts Production.

3.0 Research Objectives, Aims, and Questions
The research aim helps in expressing the aspirations of the research study. In this view, the main purpose of this project proposal is to concentrate the research on finding varied branding strategies and their associated impact on the ultimate customer. This study will also focus on pointing out discussions that will promote the development of Beer Nut Production.

3.1 Research Objectives
Research Objectives for this project are

• Clarifying different Branding strategies and their association with the development of the organizations.
• Examining the impact of branding policies on customer engagement and purchasing pattern
• Evaluating the impact of branding on the sales growth of the firms.
• Analysing the impact of branding strategies on the operations and sales of Beer Nut Productions.
• Measuring impacts of branding and organizational development on operations and their efficacy in improving the current business condition of Beer Nuts Production.

3.2 Research Questions
The research questions are as follows

• RQ1: What is the relation between branding strategies and organizational development
• RQ2: How does branding policies influence customer purchasing decisions
• RQ3: How will the Branding strategies of Beer Nut Production help in improving the operations and sales of Beer Nut Productions.
• RQ4: How will branding impact the sales growth of the firms.
• RQ5: How will the efficacy of branding and organizational developmentoperations be measured in context with Beer Nut Productions.

3.3 Research Scope
Available data branding and their association with the sales growth of the company will be considered in the context of the Australian food production industry and Beer Nut Production. Thus, the scope of this research study will be the detection of different branding strategies that are positively linked with organizational development and sales. The data will also help draft appropriate future implementation and their efficacy in Beer Nuts Production.

The major limitations of the study are related to field study and accurate consumer response to branding requirements and advertisement initiative of different production companies. Other factors like time and costs constraints might also restrict the scope of this research study.

4.0 Justification and Potential Outcomes
A study by Eniola&Ektebang (2014) on 285 German SMEs depicts that the branding constituency and congruencies help in driving the SME growth of the industry. It was depicted in the study by Eniola & Ektebang (2014) that several SMEs often face the challenges of brand authenticity that includes brand customer, orientation, and brand congruencies. Thus, it raises the questions that whether the organization as a whole is perceived as authentic. It is observed that small and medium-sized firms as well as some multinational companies have poor knowledge of branding. Another work by Islam&Rahman (2017) also exhibited that branding not only attracts the customers but it also influences employee perceptions and morale. The author conducted a study on 87 employeesfor descriptive and inferential analysisfor investigating the usage of branding within the organization. It was further evaluated that branding reflected feelings and emotions thus, using the ideas, thoughts, and messages of organization within the workplace generated positive emotions influencing new joiners and existing employee base. Also, many companies face challenges of building trust in the customer base and hence are inefficient in retaining the consumers. Even if the company’s partners with a big influential brand, it is only able to secure brand trust and recognition of a handful of individuals (probably the customer base of that partner). To broaden the customer base with each of the partners or collaborators, reworking on the existing brand will work wonders. It is often observed that ventures and non- making organization creates several products and services, brands, and sub-brands that further weakens the communication strategies (Du et al, 2015). In this view, Ajagbe et al, 2014conducted a study on AIICO insurance company which 300 branches in Nigeria and the world for investigating the success of brands and promotion of sales. The results were evaluated using the chi-square methods and it was concluded that in the insurance industries that efficient product branding and sales promotion techniques impact the organizational growth in the long run. Many authors also depict that perceived brand value not only impacts a particular brand, but it has a negative impact in the short- run and positive impact in the long- run on economic growth (Yasa et al, 2020). It can be said that brand value is perceived on the national level thus impacting economic and organizational development as a whole.

It was often depicted that brand value is an intangible asset that reflects the emotions of the organization thus helping the firms in connecting with the customer base. Designing a logo with attractive colours and unique designs does only partial work. Food industries need to promote their quality and efficient products through strong branding strategies that will further influence the purchasing decisions of the consumers while they are selectingtheir products sold by variety oof firms (Sokro, 2012). Thus, brand value differentiates itself from key players in the market that produces and manufactures similar products. In this view, the current literaturedoes showcase the positive relationship of branding on sales and organization development in different sectors. However, there exists a literature gap in the branding strategies of the snacks and foods industry in Australia. Thus, this research study will help in reducing the literature gap while also suggests branding strategies that are most appropriate for Beer Nuts Production.

This research will be very beneficial to the users and entrepreneurs to provide solutions to the challenges faced by an existing player. In the era of rapid industrialization, many companies are failing to maintain their brand value due to which the business is impacted in the long run. Lack of competitive advantage and brand recognition results in low profits margins while also impacts the sustenance of the firms. In this view, users will benefit by gaining insights about the branding strategies that are high impactful on improving sales and organizational development in the snacks and food industry (Islam&Rahman, 2017). The research questions identified in the earlier sections will be answered through collecting data, analysing, and discussing the same with the organizational context of Beer Nut Production. The potential outcomes of the research discussed above will be helpful for academic work while also benefiting the end- viewers.

5.0 Conceptual Framework
5.1 Definition of Branding
Branding can be defined as a long- term development plan of the organization for achieving specific objectives. It can be said that well-defined branding strategies consider all aspects of the business and connect with the potential customer base. For instance, TV adverts are most of the branding strategies for the firms, but it is not appropriate for all business models. Brand building refers to the procedures of generating awareness of the company's services through direct advertisement campaigns and sponsorships (Bezawada&Pauwels, 2013). It is an intangible asset that provides value for the customers and encourages them to experience the brand. The process branding is a systematic process that is used for creating, communicating, and strengthening the firm's position in the market as well as in the customer's mind. Some firms often use the term brand development for describing its procedures of branding. If an existing firm restructures its branding process, it is known as rebranding. Examples of branding include Logos, storylines, and motto depicted by the firm.

5.2 Impact of Branding
Branding is essential as it not only forms a memorable aspect for the consumers to remember but it guides them about what to expect from the organization through its products and services. Thus, branding strategies help in distinguishing from the competitors thereby clarifying that the products are best and, in some aspect, unique (Fam et al, 2013). The brand needs to be consistent in promoting unique aspects of the brand thereby creating emotional bonds with customers that will further result in building customer trust and loyalty.

5.3 Branding in Food and Snacks Sector
The food and snack industry in Australia has experienced fast-paced growth. The key players in the market have been using different branding and promotional strategies for attracting and retaining the consumer base. In recent times, the industry is facing issues related to standards, and quality health awareness amongst the Australians have increased (Hughes, 2013). It is observed that the majority of average Australian suffer from chronic diseases like diabetes and obesity due to which they are obligated to avoid fatty foods and products with high sugar content. In this view, the products sold by Beer Nut productions should be aligned with the current industry trends and promoted through different platforms for high brand awareness. Also, the food industry of Australis constitutes several products that are not promoted well and suffer from brand recognition and low-profit margins.

5.4 Developing Hypothesis
Based on the above sections, the proposed hypothesis is

6.0 Research Methodology
The research methodology is one of the crucial aspects of the associated with the research study and thereby requires special attention. This section will define the research methodology that will be used by the scholar for answering the research questions and meeting the set objectives of this study. In this view, four types of research philosophies apply to any research study that further includes epistemology, ontology, rhetoric, and axiology(Mackey&Gass, 2015). In this research study rhetoric, philosophy will be considered that is conducting in-depth investigations of issues while also exploring the co-related aspects that will help in interpreting the data and formulating judgments. Furthermore, qualitative, and quantitative approaches are often used collaboratively, however in this research subjective approach (that is qualitative) will be used for addressing the issues identified in further sections (Kumar, 2019).

Research approaches can be inductive and deductive, thus in this study, the latter will be used that is applying theories for inferring the outcomes. Also, other crucial components of the research methodology areresearch design that is exploratory, descriptive, explanatory, and predictive. In this research approach, the descriptive design will be used that discussing the special occurrences. Lastly, research methods are considered to be the tools for collecting information for meeting the research objectives and answering the research questions. In this view, secondary sources that are collecting data from information available through journals, articles, commercial periodicals, government data, and others (Flick, 2015). In this view, the thematic analysis will be done, and an online interview shall be conducted with two managers from food production units. Thematic analysis will be initiated by comparing different themes in alignment with the objectives. The thematic analysis will help draft recommendations for Beer Nut Production for improving its branding strategies.

6.1 Study Organization

• In chapter 1, the research proposal will be outlined (this assignment).
• In Chapter 2, will depict the branding strategies used in the Australian Food Industry.
• In chapter 3, research methodology details will be described that is a literature review, data series, and key indicators.
• In Chapter 4, findings and analysis from the research will be depicted
• Chapter 5 will constitute of summary of findings and future implications.

6.2 Budgeting and Gantt Chart
The proposed budget for the research is $5000 for completing the study within (dd/mm/yyyy). Specific estimates of budgets are

Project Activities

Gantt Chart

References
Ajagbe, M. A., Long, C. S., & Solomon, O. (2014). The impact of sales promotion and product branding on company performance: A case study of AIICO insurance Nigerian PLC. Procedia-Social and Behavioral Sciences, 129, 164-171.

Bezawada, R., & Pauwels, K. (2013). What is special about marketing organic products How organic assortment, price, and promotions drive retailer performance. Journal of Marketing, 77(1), 31-51.

Du Preez, R., & Bendixen, M. T. (2015). The impact of internal brand management on employee job satisfaction, brand commitment, and intention to stay. International Journal of Bank Marketing.

Eggers, F., O’Dwyer, M., Kraus, S., Vallaster, C., & Güldenberg, S. (2013). The impact of brand authenticity on brand trust and SME growth: A CEO perspective. Journal of World Business, 48(3), 340-348.

Eniola, A. A., & Ektebang, H. (2014). SME firm's performance in Nigeria: Competitive advantage and its impact. International Journal of Research Studies in Management, 3(2), 75-86.

Fam, K. S., de Run, E. C., Shukla, P., & Weng, J. T. (2013). Consumers' personal values and sales promotion preferences effect on behavioural intention and purchase satisfaction for a consumer product. Asia Pacific Journal of Marketing and Logistics.

Flick, U. (2015). Introducing research methodology: A beginner's guide to doing a research project. Sage.

Hughes, D. E. (2013). This ad’s for you: the indirect effect of advertising perceptions on salesperson effort and performance. Journal of the Academy of Marketing Science, 41(1), 1-18.

Islam, J. U., & Rahman, Z. (2017). The impact of online brand community characteristics on customer engagement: An application of the Stimulus-Organism-Response paradigm. Telematics and Informatics, 34(4), 96-109.

Kumar, R. (2019). Research methodology: A step-by-step guide for beginners. Sage Publications Limited.

Mackey, A., & Gass, S. M. (2015). Second language research: Methodology and design. Routledge.

Sokro, E. (2012). Impact of employer branding on employee attraction and retention. European Journal of Business and Management, 4(18), 164-173.

Yasa, N. N. K., Yasa, N. N. K., Giantari, I. G. A. K., & Giantari, I. G. A. K. (2020). The role of competitive advantage in mediating the effect of promotional strategy on marketing performance. Management Science Letters, 10(12).