Analyze a brand: Adobe Inc. (the software company)

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Final Paper
Submission guidelines: Please carefully view and follow the submission guidelines which are
detailed at the end of the file.
Your assigned Brand: Adobe Inc. (the software company)
Scope: Please answer all questions in relation to the brand/firm you were assigned to. You can
choose to answer in relation to the firm, or to one main product/service the firm sells.
Part A – Mandatory Questions
Answer all 3 questions
1. Briefly describe the brand/firm you were assigned to and its main offering (product/service
etc.). (5 p)
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2. Thinking of the various marketing approaches (for example, Production era, Product era,
Sales era, etc.), which marketing approach best describes your firm’s approach. Explain your
answer. (10 p)
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3. (A) Choose any 3 competitors that compete with the firm on the “Product Form
Competition” level and draw a perceptual map with the firm and the 3 competitors. Explain
the axes you chose and place the firm and the 3 competitors in the map according to their
positioning in the market. Explain each position. (15 p)
(B) Add a star to represent the ideal positioning and explain why it is ideal. (10 p)
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Enter your Perceptual Map here
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Part B – Choice Questions
Answer 4 Out of the 5 questions
4. Examine various ads/promotions of the firm. Choose one ad and explain whether the firm is
positioning its brand/product by emphasizing its “points-of-parity” or its “points-ofdifference”. Add the ad in an appendix. (10 p)
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5. Describe two different segments the firm is selling to. What bases of segmentation the firm
uses to segment the market? What are the characteristics of each segment? Which segment is
most attractive and why? (10 p)
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6. What is the target strategy of the firm? (one/multiple products offered to one/ multiple target
segments). What are the advantages/disadvantages of the strategy? (10 p)
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7. Estimate the customer lifetime value (CLV) of an average customer of one of the firm’s
segments. The table below should assist you – Write the final answer in the last row (10 p)
Average customer
Average Purchases per Year [your estimation] ?
Amount paid per Purchase [your estimation] ?
Retention rate (r) [your estimation, between 0
and 1]
?
Discount rate (i) 0.1
CLV Fill here your answer
Show the calculation:
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Briefly explain your estimations:
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8. Give an example of a line extension the firm introduced or a brand extension. Explain why
your example is a line extension or a brand extension. (10 p)
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Good luck!
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Guidelines
Please carefully view and follow these guidelines:
Please download the instruction file and write your answers only on this document – Do not
change the page settings (1.5 spacing between lines, 2.5 cm margins all around, font Times
New Roman 12 point). All questions must be answered according to the number of rows
assigned (You cannot exceed the number of rows, otherwise points will be deducted).
Do not delete the instructions or questions from the document – write in the dedicated lines
only. You can delete the instructions page (page # 5)
Questions 1-3 are Mandatory Questions – You are asked to answer all 3 questions (50 p).
Questions 4-8 are Choice Questions – You are asked to answer 4 out of 5 questions (40 p).
Total of 7 questions for this paper.
10 additional points will be granted based on how well you have integrated class concepts
into your paper, and how well you show your consistent line of thinking.
If you are referring to online sources, please include a bibliography at the end of the
document with your references. Appendices are optional for pictures, figures etc. (and cannot
include substantive answers).