Overview
What this challenge is about.
As a brand strategist hired by Mason & Co., create a repositioning plan for the chain. The plan should include: a new brand purpose and personality, target segment(s) with personas, a revised product assortment strategy (e.g., adding local brands, experiences), a marketing communication strategy (channels, messaging), and a flagship store redesign concept (layout, services). Success means increasing foot traffic by 20% among under-35s within 6 months without losing more than 10% of existing customers. Budget for repositioning is $2M.
The Brief
What you'll do, and what you'll demonstrate.
How can Mason & Co. reposition its brand to appeal to younger demographics while preserving its loyal older customer base?
Earning criteria — what you'll demonstrate
- Apply brand repositioning frameworks to a mature brand
- Develop skills in multi-segment targeting and trade-off analysis
- Design an integrated marketing mix for a retail context
- Understand the role of customer experience in brand perception
- Evaluate financial and operational implications of repositioning
Program Fit
Where this fits in your program.
Sharpens the same skills your degree expects you to demonstrate.
Skills
Skills you'll demonstrate.
Each one shows up on your verified credential.
Careers
Roles this prepares you for.
Real titles. Real skill bridges. Pick the one closest to your trajectory.