1. What promotional strategies did Headspace and Calm use to create awareness and stimulate interest in their apps? (about half page/no more than 1 page, 10 points) 2. How do Headspace and Calm differ in terms of their brand image and product offerings? How do the various brand elements (brand name, aesthetic, tone of voice, partnerships, sponsorships, characters, spokespeople, creative tactics) contribute to their unique brand image? How do Headspace and Calm use celebrities and spokespeople? What are the risks and benefits? (about 1-1.5 pages, 20 points) 3. Write positioning statements Headspace and Calm. How have the two brands sustained and reinforced unique positioning over time? How have their various promotional and product decisions reinforced or degraded their respective positioning? (about 1-1.5 pages, 20 points) 4. What kind of promotional tactics do Headspace and Calm use to facilitate the consumer movement along the stages of the decision journey (i.e., to trigger awareness and interest in the pre-purchase stage, to increase desire and encourage purchase, and to foster loyalty in the post-purchase stage)? (create a table summarizing each brand’s promotional strategies used to reach consumers at each consumer decision journey stage, 20 points) 5. What do you think about Headspace and Calm’s respective plans for the futures of their brands? What are the pros/cons of each? Do you think one of the brands’ strategies is more likely to succeed than the other? What are your recommendations for each of the two brands going forward? (about 2 pages, 30 points)
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