Example brand analysis dissertation topic 3:

Garra rufa fish: A problem of marketing after health scares?

Two years ago a new craze in alternative therapy swept the UK and, as a consequence a plethora of foot spas opened offering garra rufa fish treatment. Since then, however, a range of health scares relating to dead skin cells and the transfer of disease have been voiced in the media. Though the garra rufa spa business can be found globally the effects of such health scares in the UK have been disastrous for business. Faced with public concern this dissertation seeks to offer advice to the owners of foot spas as to how to remarket their product. Using previous case studies of how to overcome negative publicity (Tylenol with product tampering, eggs with salmonella and beef with BSE) this is a dissertation that combines practical marketing theory with an awareness of business trends within the modern alternative medicine and complimentary therapy sector.

Suggested initial topic reading:

• Heistinger, K., Heistinger, H., Lussy, H. and Nowotny, N. (2011) ‘Analysis of potential microbiological risks in Ichthyotherapy using Kangal fish (Garra rufa)’, Proceedings of the 4th Global Fisheries and Aquaculture Research Conference, the Egyptian International Center for Agriculture, Giza, Egypt, 3-5 October 2011, pp. 93-98.
• Sheth, J. (2011) Winning back your market: Inside stories of companies that did it. New York: Marketing Classics.