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HI5004 Brand Positioning and Brand Equity: The Meditation Headband Assessment Answer

Group assignment instruction  HI5004 Marketing Management

Assessment Details and Submission Guidelines
Unit CodeHI5004
Unit TitleMarketing Management
Assessment TypeGroup report
Assessment TitleGroup assignment - Semester-Long Marketing Plan Project
Purpose of the assessment (with ULO Mapping)
This assignment requires your group to undertake the process of analysing one product/service and its operating environments from a marketing perspective. And then apply the learning from lecture 1-11 in the development of marketing strategy. You will provide an overview of this product/service, as well as detail the type of orientation towards marketing it takes. You are also required to examine and analyse the context and
environments in which this product/service operates (its industry and the macro-environmental forces impacting on the industry).
Weight40 % of the total assessments:
  • Report 1: 20%
  • Report 2: 20%
Total Marks40 marks:
  • Report 1: 20 marks
  • Report 2: 20 marks
Word limit
  • Report 1: 1500 words
  • Report 2: 2500 words
Submission Guidelines
  • All work must be submitted on Blackboard by the due date along with a completed Assignment Cover Page.
  • The assignment must be in MS Word format, no spacing, 12-pt Arial font and 2 cm margins on all four sides of your page with appropriate section headings and page numbers.
  • Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using Harvard referencing style.

Semester-Long Marketing Plan Project

An effective way to help students learn about marketing management is through the actual creation of a marketing plan for a product or service. This project is designed to accomplish such a task.

Students will self-enrol in a group of 4(FOUR) (you can’t change the group by any reason) the instruction how to find your group members have been sent to you, please have a look and read it carefully before you make the decision to select the group that you want to join in.

Each group decides on a consumer product or service they wish to bring to market. It has to be an innovative product/service which has never been in the market before. You can discuss with your tutor about the product/service that you want to select.

50% penalty (for each report and presentation) will be applied if students do not follow one of these requirements: File Exchange tool:

  • All the academic papers that are used in the assignment need to be posted on BB by using File Exchange tool (Instruction in page 6, for further question, please advise your lecturer). Student needs to highlight the discussion in the academic paper which is relevant to the discussion in the assignment. Academic papers can be found in ProQuest (ProQuest instruction can be found in page 8 and 9). 50% penalty will be applied if does not include references list
  • Group needs to submit the Draft for their assignment by using File Exchange tool one week before the due date of final submission. The draft needs to be different from the last submission and reflect the changes.
  • If each member does a part of the assignment, their work needs to be submitted by using File Exchange also.

Group Blog:

  • All the discussion about group assignment needs to be recorded by using Group Blog tool (Instruction in page 6, for further question, please advise your tutor). The discussion must be relevant to the content of the assignment and reflects the outcome of the group meeting.

If one of the requirements above is not followed, 50% penalty (for each report and presentation) will be applied

The following is an outline of this process:

1Marketing for the New Realities
2Marketing Strategies and PlansGroups need to be set up and informed to the lecturers
3Marketing ResearchGroups need to be set up and informed to the lecturers
4Consumer behaviourGroups need to be set up and informed to the lecturers
5Identifying Market Segments and TargetsGroups need to be set up and informed to the lecturers.
6Brand Positioning and Brand EquityThe first task: the first report Weight: 20% = 20 marks.
Word count: 1500 words (+/- 10%) for the report
For the report: Students need to provide all of these information below:
Identify product or service they want to select. It has to be new product/service.
  • Competitive information
  • Environmental scanning.
  • Demand forecasted

  • Specific market segmentation, targeting, and positioning statements
  • 5 academic references need to be used
7Product strategy
8Pricing strategies and programs
9Integrated marketing channels and
distribution system
10Integrated Marketing Communications –
Part 1
Designing and managing integrated marketing communication

11Integrated Marketing Communications –
Part 2
Managing Mass Communications
The Second task: Second report Weight: 20% = 20 marks.
Word count: 2500 words (+/- 10%) for the report
The report analysis:
  • Product or service’s brand positioning
  • Who are the market leaders for their chosen product or service? What niche have they identified for their product/service? Is their product or service going to be a leader, follower, or challenger to well-established products or brands?
  • Consumer-adoption process for their new product. How will the consumer
learn about their new product and how quickly will they adopt it? Will the product be

targeted to the heavy users and early adopters first, then early and late majorities? What is their estimated time for full adoption?
  • Pricing strategy decisions for their product/service. Students have addressed all or most of the material concerning pricing covered in week 8.
  • Students should be directed to turn in their retailing, wholesaling, and logistical marketing plans. Those students who are acting in the role of providing a new “service” should include here their plans for locations, hours of operations, and how their “service” plans on managing demand and capacity issues.
  • The integrated marketing communications matrix.
  • All the possible communication media (for example, students will tend to concentrate their media on television or on the Internet and include other forms such as personal selling and radio).
  • 5 academic references need to be used


Brand Positioning and Brand Equity


The brand positioning tactics help new business improve consumer relevancy, brand value and competitive distinctiveness.  Positioning is determined as the place that the brand occupies within the mind of consumers and the way it is differentiated from the products offered by the rivals.  For the new business introducing a new product in the market, it becomes important to evaluate the product compatibility in context to market needs. This report aims to produce detailed information about the launch of new product meditation headband within the market with proper analysis of environmental factor, competition and demand forecast. Moreover, the product segmentation across potential consumers, strategic positioning and targeting will also be undertaken.

About the product

The meditation headband is the high-tech product that helps consumers to pair it with the mobile application to offer guided medication having real-time feedback on the brain activity, breathing heart rate and more (Farr 2020). The product translates the body performance or data in the form of sound-scapes that modifies depending on the level of individual calmness. The meditation headband translates body and brain activity in the form of guiding sound of the weather to help the user find concentrated relaxation. The device connects the mobile through Bluetooth, the meditation is initiated and the headband is placed on the head. The product is a research-grade EEG device which passively senses user's brain activities and helps them to stay focused. The product offered to consumers helps them enjoy more than 300 meditations on stress, performance, sleep and much more from recognized meditation instructor.

Competitive information 

The competitors that are more likely to limit the profit generated by new business launching meditation headband within the market are SMARTECH, InterAxon and Muse offering the brand with more advanced features of the product (Farr 2020). The rivals offering easier muse meditation as personal meditation support by delivering real-time neuro-feedback depending on the EEG that allows users to perform the guesswork different from the usual meditation practice. These rivals may threat new business encounter decreased consumer base and market share, specifically when the demand for the meditation headband is restricted from the start. The new business launching meditation headband noted to be capable enough to compete rivals with the features of wireless connection, Smartphone compatibility, LED indicator and supported with micro USB port (Farr 2020). While competitors within the market are likely to force the business to lower product prices to remain competitive and decrease sales rate, the new meditation headband would stay competent with offering the product at affordable prices of better quality to effectively increase sales volume. The product with features of one headband offering multiple user experience, rechargeable characteristic of 5-hour continuous use, turning the heart rate towards optimizing performance is helpful to attract diverse consumer base. The product supporting discovering the meditation posture to bring physical relaxation and utilizing breath to fight stress and find come would be the competitive features for the new business to generate huge profit within the market.

Environmental scanning

The environmental analysis is defined as a strategic process of recognizing the internal and external elements that affect business performance (Aithal 2016). In the case of meditation headband newly launched in the market, the environmental analysis would entail evaluating the degree of opportunity or threat that the environmental factors may present. The environmental screening is important to ensure the success of the business products or services for a long term basis. In order to analyze the environmental influence on meditation headband, PESTLE analysis has been undertaken.

Political factor: the Australian market has noted to attract AUD 62 million within the foreign direct investment in the year 2018 (Tang 2020). This means favourable government policy and regulation for the new business launching meditation headband to generate profitable income along with reaching a diverse market with ease. The taxation in Australia accounting to 30% is likely to become the de-motivating element for the small business to maintain profit margin and survive for the longer run. The business partnership with the local or private industry corporate within capital venture may become supportive of the meditation headband product to increase efficient profitable return. 

Economic factor: The Australian market encountering economic recession is likely to impact business with decrease product demand and consumers with less disposable revenue to spend on luxurious goods. The interest rate 0.25% and the inflation rate of 1.43% is the favourable economy for the launch of meditation headband with less costly funds borrowed for business expansion (Tradingeconomics 2020b). It is important the new business emphasize cost strategies for surviving operation in an uncertain market. 

Social factor: The consumers becoming broadly cost-conscious and changed in buying behaviour negatively impact product sale with pressurizing business to offer the product of high quality at a reasonable cost. The GDP of Australia account to AUD 1450 billion means people have the adequate disposable income to invest in the luxurious product (Tradingeconomics 2020a). The increase in social media use and e-commerce platform might be used by the business to enhance product sales to diverse consumers.

Legal factor: For the new business to acquire long-term sustainability the compliance to employment act, discrimination, equality, safety and health rules become important (Clark 2016).The business requires adequate investment in promoting fair treatment, inclusion and diversity across the workplace to gain the interest of potential stakeholders as well as investors attention. 

Technological factors: The technological breakthrough has compelled the business to adopt modern means and digitalized platform leading to additional operational cost (Kembro et al. 2017). It becomes critical for the business to indulge within establishing disruptive technologies for increasing product sales productivity and profit generated from online commerce operation.

Environmental factor: The Australian government emphasize strict rule on environmental protection for the business operating in the nation (Clark 2016). It means new business launching meditation headband need to advertise its product as eco-friendly and sustainable in nature to attract diverse stakeholder’s attention to ultimately increase profitability. The CSR activity would promote higher brand recognition and image among targeted consumers.

Demand forecasted 

The high demand for meditation headband within the market means the new business has the opportunity to increase product sales and penetrate the market niche. It is forecasted that meditation is becoming a billion-dollar trade. The internal meditation application marketplace demand has noted to reach AUD 189.64 million in the year 2018 (Insights 2020). The meditation product demand is forecasted to reach nearly AUD 4,377.95 million by the year 2027. The market for meditation application has noted to grow at the CAGR value of 41.3% (Insights 2020). All this means that the launch of the meditation headband as the product within the Australian market is likely to become advantageous to enhance the profit margin, acquire adequate market share within the industry and allocated resources towards business efficiency. 

Market segmentation, targeting, and positioning 

The development of marketing tactics or strategies required identifying positioning, targeting and segmentation basis to understand the particular buying behaviour of consumers or end-users (Schlegelmilch 2016). The use of segmentation method facilitates new business offering meditation headband to narrow greater and diversified targeted customers depending on behavioural as well as demographic aspects. The product with advanced technological features offered of premium quality becomes more favourable to generate huge profit advantages by targeting high income to a middle-income group of the millennial consumer including both women as well as men. The product to be durable,  compatible with Smartphone, wireless features and material of eco-friendly standard remain strategic for positioning brand among upwardly mobile, working professional, leisured people and moneyed consumer group attracted through competent online promotions (Samadder 2020). In reference to behavioural segmentation, the heavy users, early adopters, quality-conscious consumers and luxury seekers are the critical targeted audiences to ultimately enhance the sales rate of meditation headband. The new business with the venture of offering meditation headband in the market can position the brand among cost-sensitive customer segment by facilitating product at a premium price to affordable range based on the quality. 

The business is impacted by altering targeting and positioning tactics to attract potential consumers offered with product and services on the premium to economic price range. In reference to economic aspects of the Australian market including the favourable interest rate and inflation means improving the positioning capability of the business in the meditation appliance industry. The business may require targeting higher revenue consumer groups or reduce product cost as because of economic recession declining the spending supremacy of lower to middle-income group let them fail to afford the item. With the changing consumer demands and requirement, the business required understanding the buying behaviour of the targeted consumers over social media online platforms. The meditation headband marketed and promoted on e-commerce platforms, social media, website and online advertisement becomes significant to lead building diverse brand awareness along with acquiring large consumer base. The competent method of proper investment in R&D activities is likely to favour increment in brand equity and strong positioning of the brand within Australian market with attractive features of the product to sustainable as well as eco-friendly in the application. 


In affirmation to above discussion, the competitor analysis has depicted that even with the existence of top rivals in the meditation appliance industry, the new business launching meditation headband has the competency to attract potential consumer base. The PESTLE analysis demonstrated that the economic and political factors of the Australian market favour the new business to generate adequate profit. The compliance to environmental protection, legal law and analyzing changing customer demands has become the means of opportunity for a new business offering meditation headband to improve sales volume and profit margin. The strategic segmentation, positioning and targeting have highlighted the adequate capacity of the new business offering meditation headband product for targeting highly profitable customer segment.

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