Examine the underlying philosophy of the marketing concept

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Reference no: EM133931692

Marketing Principles

Marketing Plan - Part B Report

The Marketing Plan - Part B Report is an individual assessment in which you will use the analysis conducted in your Group Assessment 2 (Marketing Plan - Part A) to develop segments, strategies and an action plan to achieve brand objectives by launching a brand extension for your allocated brand in Australia. Get expert online assignment help in the USA.

These strategies and action plan revolve around the 4P's (marketing mix). You will also specify an action program to monitor the performance of your proposed action plan. You will develop a communication campaign involving several media types and supporting visuals.

Assessment criteria
This assessment will measure your ability to:
Design a marketing strategy and tactical plan for the new brand extension using the marketing mix (4Ps) framework
Develop a visual demonstration of the communication section of the plan
Devise an action plan (schedule) for marketing initiatives

Learning outcome 1: Examine the underlying philosophy of the marketing concept, its role as a business function and its relationship with other business functions.

Learning outcome 2: Identify and analyse the impact of key trends in the external and internal environments on the marketing-related activities of organisations.

Learning outcome 3: Analyse the marketing process and determine how various elements of the marketing mix work together to put the right product in the right place in a professional context.

Learning outcome 4: Develop effective marketing strategies to achieve organisational objectives.

Assessment topic

The topic for this assessment is a follow-up from Assessment 2, which you completed with your group in the first part of the semester.

Marketing Plan Part B must deliver on the following:

Your task is to propose a brand extension for Robert Timms coffee, leveraging its current brand strengths to introduce a new beverage.
This could include products such as ready-to-drink coffees/teas, caffeinated soda drinks, or wellness beverages amongst other possibilities. Your marketing plan should focus on how to successfully position and market this new brand extension within the competitive landscape of Australian supermarkets.
Further, your plan must:
Achieve the nominated marketing objectives within the planning period (July to June next year)
Improve the perception of the brand within the target market
Induce purchase of the product after being exposed to the advertising and promotional campaign

Executive Summary (no word count)
What is an Executive Summary?
An Executive Summary is a one-page summary of the key highlights of your report. It efficiently summarises and communicates the most important findings and takeaways.
How to write an Executive Summary
When writing an Executive Summary, follow the four tips below:
Write it last
The best practice is crafting the Executive Summary after writing every other part of the report.
Make sure the Executive Summary can stand on its own
Construct a tightly informative introduction, body, and conclusion that allows someone with no prior knowledge of the company, industry, or brand to understand the key findings from your report.
The Executive Summary is a condensed version of your report
Your Executive Summary must directly align with the rest of your report. Therefore, while writing your executive summary, read your report and take the most vital information from each section. Consider any significant numbers, facts, trends, or findings.
Keep things factual
Your Executive Summary should only focus on the facts -- do not include personal opinions or emotions in your writing.

Reference no: EM133931692

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