ASSIGNMENT COVER SHEET

PROJECT PROPOSAL COVER SHEET(to be completed by the student)

AIB student ID number:

7

Strategic branding and marketing for business model innovation in the Australian consumer loyalty industry

Table of Contents1. Introduction5Background5Project research problem62. Focus for the study7The purpose of research project is to7The key areas of investigation are7Research questions7Significance of the project83. Project related literature summary84. Planned methodology95. Schedule for completion10References11

1. Introduction Background One Loyalty is a visionary enterprise aiming to establish itself as a very distinctive Australian brand within the consumer loyalty industry. As a brand new entity, One Loyalty is focused on attracting and retaining a strong, engaged consumer base that will drive the establishment and growth of the One Loyalty, loyalty program business model. One Loyalty targets a multi-sided platform customer base providing loyalty and rewards solutions and strategies to both consumers and business. It aims to bring value to consumers through newness, strategic branding, customisation and abundant loyalty rewards. It aims to bring value to business through convenience, cost and risk reduction, strong research design, accessibility, convenience, customisation and performance.

The underpinning business concept is to create a loyalty structure that will provide business with relevant consumer information that is gathered through a single loyalty card, designed to replace all existing loyalty cards making it more user-friendly business model than other business models, for both consumer and business. Diagram 1.1 is a simple illustration of this loyalty model.

One Loyaltys 2020 vision is to be the most recognised and sought-after loyalty solution to Australian business (client) by being a creative, solutions-driven brand that is consumer and client focused through establishing and maintaining an innovative approach to service excellence and quality in marketing, consumer information management and loyalty rewards.

Diagram 1 One Loyalty, One Card, Multiple RewardsProject research problemOne Loyalty faces competition from very established loyalty brands and with the introduction of loyalty mobile applications; competition extends beyond national borders. It is therefore important to successful establishment that the branding and marketing of One Loyalty be informed through rigorous scrutiny of not just the market but also the application of entrepreneurship and marketing theory.

As a new entrant in the consumer loyalty industry, One Loyalty is faced with two main challenges. The first is to win the support and loyalty of Australian consumers and the second to build long-term trust and confidence with Australian business in order to establish loyalty program partnerships with Australian businesses of all sizes.

On the business-to-business (B2B) platform, the establishment of One Loyalty is faced with the following questions: Why would businesses want to have their valuable consumer data stored with One Loyalty? Why would existing loyalty program business models want to buy into this concept when they already have their existing structures of cards and mobile apps? What makes One Loyalty different? What are the benefits to business?

On the business-to-consumer platform, One Loyalty is faced with the following questions with regards to consumers: Why would a consumer want this program? What are the push and pull factors that will make consumers want to have one loyalty card instead of their current set of cards? What would drive consumers to want to share their consumer information? What are the benefits to the consumer?

2. Focus for the study The purpose of research project is to Investigate and evaluate the condition of the current loyalty industry both nationally and internationally in order to identify innovative branding and marketing strategies to establish the One Loyalty business model within this industry. The key areas of investigation are The current marketing strategies of existing loyalty programs The current marketing strengths and weaknesses of existing loyalty programs both nationally and internationally Innovative brand marketing strategies used by various business typesResearch questions Who are One Loyaltys biggest threats and competitors? What are the current marketing strengths and weaknesses of existing loyalty industry players? What are possible future marketing strategies for existing industry players? What are some innovate marketing strategies used by entrepreneurs to set up new enterprises in well-developed and established industries? What brand marketing strategies can One Loyalty use in order to establish itself as a viable entity to be reckoned with? Why is a new approach to branding necessary for One Loyalty? What can One Loyalty do differently based on entrepreneurial and marketing theory in order to be a recognised loyalty program business modelSignificance of the projectThis project is relevant to the successful launch of the One Loyalty brand and business model as it provides relevant competitor and industry information that will inform an entrepreneurial path of strategic planning and marketing strategy.