PROJECT PROPOSAL COVER SHEET

(to be completed by the student)

AIB student ID
number:

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

Table of Contents
1. INTRODUCTION

BACKGROUND
PROJECT RESEARCH PROBLEM

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2. FOCUS FOR THE STUDY

THE PURPOSE OF RESEARCH PROJECT IS TO

THE KEY AREAS OF INVESTIGATION ARE
RESEARCH QUESTIONS
SIGNIFICANCE OF THE PROJECT

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3. PROJECT RELATED LITERATURE SUMMARY

4. PLANNED METHODOLOGY

5. SCHEDULE FOR COMPLETION

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REFERENCES

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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 Rewards

Project research problem

One 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?
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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
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Innovative brand marketing strategies used by various business types

Research 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 model

Significance of the project

This 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.