the Scoot-Away

Assignment 4 : Brand Challenge

 

For our fourth assignment, equipped with knowledge from the Brand Frenzy that was organized on 11st March 2014, our team analyzed the gaps between our brand’s identity, image and changes coming from competing brands, future trends and innovations to identify the next strategic challenges ahead for Scoot. In addition, Scoot's CBBE pyramid will be used  to understand which of the ‘building blocks’ required more focus, before identifying where the gaps formed for our different segment groups.