For this assignment, you will be asked to use the feedback from step 1 to prepare a proposal detailing your proposed project. The proposal is to be written in professional report format and contains...

Running Head: MANAGEMENT PROJECT        1
MANAGEMENT PROJECT         4
ANALYSING THE IMPACT ON BRAND AWARENESS OF AN AUTOMOTIVE INDUSTRY WITH INCREASED EXPENDITURE ON MARKETING CAMPAIGNS AND INNOVATIVE IDEAS
Table of Contents
Introduction    3
Conceptual Framework    3
Brand Awareness    3
Influence of Marketing Campaigns on Automotive Industry branding    3
AIDA Model    4
Influence of Innovation on Market Share in Auto Industry    4
Factors other than Innovation and Marketing Campaigns    5
Literature Review    5
Research Aim    5
Research Questions    6
Research Plan    6
Data Collection Methods    6
Data Sources    6
Data Analysis    7
Gantt chart    7
References    8
Introduction
Brand awareness is not only the measure of customer’s ability to recognise the brand but also the measure of customer’s potential to associate with the product or service of a brand. It acts as a differentiating factor between competing brands. It creates a bond with customer and ensure repeat purchase and ultimately increase in market share. As stated by Al-Dmour, Al-Madani, Alansari, Tarhini and Al-Dmour (2016), marketing campaigns are the main tool with the companies, through which they introduce their product and attempt to capture the attention of the potential buyer to sell their product and beat the competition. Business with structured marketing campaigns are at substantial advantage than others who do not spend money, and this is especially there in the automotive industry, where lot of companies are offering similar quality products. In such a competitive field, it is the innovative marketing campaigns that can leave some impact on the minds of the consumer, otherwise it is very difficult to make consumer aware about the brand and leave a lasting impact.
Conceptual Framework
The key variables to be discussed in this project report include brand awareness and marketing campaigns.
Brand Awareness
The definition meaning of the term means the extent, to which buyers are aware or familiar with the qualities or features of a companies’ brands of goods and services. As suggested by Huang and Sarigollu (2014), there is a tendency among the section of people in our society to purchase only known branded products. There is a certain element of trust or association connected with the known brand as compared to unknown or unheard brand. As mentioned by Assmus, Farley and Lehmann (1984), there are several components, which makes the brand, which includes every possible touch-point with the brand, for example, images, advertising campaigns, slogans, employees, product or services. Some of the benefits from brand awareness includes increased repeat purchases, market share, sales.
Influence of Marketing Campaigns on Automotive Industry branding
Campaigns are the main method, through which companies introduce their product and services to the customer. Good campaigns follow a structured theme and helps in positioning the product in the minds of the consumer. Some of the marketing campaigns include: relationship marketing, scarcity marketing, online marketing, event marketing, content, tradeshow marketing among others. As mentioned by Halliday (2006), in the Automotive industry, innovative video campaigns have helped brands reach millions. For example, the Chevy the Stuntman video campaign reached more than 115 million viewers. It showcased the safety feature through series of stunts performed by rock stars and extreme sports experts. The campaign was appreciated, and Chevy Sonic cars went up. Similarly, Lexus launched the campaign, ‘Lexus is Mobile’, in which a mobile site was launched with advanced features like main site, where customers could book test drives or communicate with dealerships. This resulted in better conversions and fall in bounce rate (Davis, 2014).
AIDA Model
AIDA model stands for Attention, Interest, Desire and Action. It is used to describe the series of stages, through which potential customer goes in a typical buying-purchase behaviour. It is a purchase funnel, which begins with product awareness and terminates at purchase of it. As explained by Lee and Hoffman (2015), some of the key stages include:
Awareness: It involves the marketing strategy, through which companies make potential consumer aware about their product. It includes print, television, radio, online, mobile, banner, pamphlets among others. Automotive companies use the platform of Auto Expo to showcase the features in their products.
Interest: Once the customer is aware about the product at the...