Identify the stage your product is in on Product Life Cycle

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Reference no: EM132318458 , Length: word count:2000

Fundamentals of Marketing Assignment - Marketing Strategy Report; Targeting, Positioning and the Marketing Mix

Assessment - Individual Report recommending a Marketing strategy

Individual Brand and Sub Brand Report - Overview of Structure

A. Executive Summary,

B. Table of Contents,

C. Introduction

1. Target segment.

2. Brand Positioning.

3. Marketing Mix (4Ps) recommendations.

4. Conclusion.

A. Executive Summary (approx. 200 words)

Here you will provide a summary of-

a. the report's major purpose,

b. the analytical processes used,

c. the findings, and

d. Your recommendations.

B. Table of Contents. NOT INCLUDED IN WORD COUNT

C. Introduction (approx. 150 words)

e. The authorization and purpose of the report tells the reader who it was who commissioned the work and why it is being produced.

f. Hindrances are any limitations encountered in relation to data collection, availability or access to information and information that might be confidential in nature.

g. The scope of the report summarizes what the report covers, how information will be presented, where the information comes from and how it was gathered.

Section 1 - Target Segment (about 250 words)

Select ONE segment to be your Target Segment of your recommended Marketing Mix strategy. The Target Segment (which therefore becomes your "target market") will be one of the segments on your Segmentation Table. Base your decision on the Segment Attractiveness Table.

Insert here your Group's Segment Attractiveness Table. Add as an Appendix your Group's Segmentation Table.
You will select ONE segment to be your Target Segment.
You will justify your selection of Target Segment by using the data from your Segment Attractiveness Table and providing a clear, relevant and insightful explanation of why your selected Target segment is the best opportunity to grow sales.

Table - Consumer segmentation table

Benefits sought	Occupation	Need for social esteem, need to be seen as	Need for contact with others	Need for synchronisation with phone and/ or Apple computer
Calendar	Busy, organised	Organised and efficient	High - work	Essential
Health features	Medically concerned	Health conscious	Medium	Not necessary
Email	Up to date occupations	Organised, efficient, responsive	High - work and social	Essential
Message	On call positions	Important and efficient, on the go	High - work and social	Essential

Section 2 - Brand Positioning (about 300 words)

You will recommend a Brand Positioning for your Brand and Sub-Brand. Explain why this will appeal to your Target market and why this Brand Positioning provides a Point-of-Difference (also known as a Unique Selling Proposition) for your Brand and Sub-Brand, compared with the competitors. Draw two Positioning Maps.

Section 3 - the Marketing Mix - the 4Ps (about 750 words)

Recommend a Marketing Mix (the 4Ps) which will effectively implement and communicate your Brand Positioning: -

3.1 PLC and the Diffusion of Innovation

Identify the stage your product is in on the Product Life Cycle (PLC).
Then, based on the stage your product is in on the Product Life Cycle, you will identify the consumers you will be targeting in terms of the Diffusion of Innovations.

3.2 Type of Consumer product

Then you will classify your product according to Type of Consumer Product.

Recommend a Marketing Mix

You have now set your strategic direction by deciding on your Brand Positioning, PLC, Diffusion and Type of Consumer Product. Next step is to recommend a Marketing Mix (the 4Ps) and explain how this Mix will implement and communicate your Brand Positioning to your Target Segment in a way that will effectively promote sales.

3.3 Product; Recommend a product design using the "three levels" conceptualization, and explain why this product design will effectively implement and communicate your Brand Positioning.

3.4 Place; Recommend a "P" for Place that is appropriate for the type of product and the level of distribution intensity your Marketing Mix requires. Recommend one or more Channel structures. Briefly describe how you think your product should be displayed in that Place (pharmacy, electronics retailer, whatever) and how you want it supported by the retailer. Explain why this will effectively implement and communicate your Brand Positioning.

3.5 Promotion; You will recommend an Integrated Marketing Communications (IMC) campaign which will communicate a clear, consistent, unified and compelling message to the Target segment customers.

What will the message be?
Include at least three different promotional tools and briefly describe each one. For example, describe a TV commercial, a Sales Promotion and a Billboard. (If you would like to, you can include hand-drawn or photo-shopped storyboards, posters etc. to effectively communicate your ideas. (Pictures not included in word count.))
Explain why you have chosen these particular tools.
Explain why this will effectively implement and communicate your Brand Positioning.

3.6 Price; Recommend a Price and classify your pricing strategy as Price Skimming, Penetration or Status Quo. Explain why this will effectively implement and communicate your Brand Positioning. Include a Price Comparison table showing the Price for your Brand and Sub-Brand compared with competitors.

Section 4 - Conclusion, ethics and social responsibility (about 200 words): -

In concluding you will: -

Summarise how your recommended Marketing Mix will implement and communicate your Brand Positioning to your Target Segment.
Show how your Marketing Mix is internally-consistent. For example, if the Brand Positioning is that of a prestige product show how each of your Ps is consistent with a Prestige positioning.

Explain how these recommendations are both are ethical and socially responsible.

Explain how your plan will be implemented in a way that complies with the concepts of Corporate Social Responsibility.

Include a Compliance Program that will ensure that actions by the company will be monitored to ensure they are both ethical and socially responsible.

Show how performance will be measured using Triple Bottom Line Reporting.

Attachment:- Assignment Files.rar

Reference no: EM132318458

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Reviews

len2318458

6/8/2019 12:10:05 AM

Word Count: 2000 words. This is assignment 4 which is based on assignment 2 and 3 i have completed those ones by myself, i will send you those and for this assignment 4 the referencing style is haward style and this assignment needs diagrams , pie charts , pictures etc. And there is one table in assignment 3 which needs to be directly put into assignment 4, i have sent you the assignment 3 and i will send you some lecture slides also and sending you my assignment along with the companion like which will help how to do this assignment.

len2318458

6/8/2019 12:09:59 AM

Word limit: 2,000 (+/- 10% = MIN 1,800 to MAX 2,200 words). We want everyone to get their best result for Assignment 4. So please try to stay within the Max word limit of 2,200 words. If you exceed the Max we will not deduct marks. However, if you have written more than 2,200 words excluding the items listed below*, you have probably gone into more detail than you needed to in some sections. So, in that case we suggest that you try to summarise some of your more detailed content. Word Count does NOT include; Table of Contents, Appendices, List of References, Tables, charts, diagrams or pictures.

len2318458

6/8/2019 12:09:53 AM

In Assignment 4 you will work individually to recommend a marketing strategy for the same Brand + Sub-Brand that you studied for Assignments 2 and 3. You will act as an independent consultant and produce a report for the Marketing Manager(s) of your selected Brand + Sub-Brand. In Assignment 3 your Group analyzed the marketing environment and segmented the consumer market for your Brand + Sub-Brand. In Assignment 4, you will recommend a Marketing strategy, based on your selected brand and sub brand analysis.

len2318458

6/8/2019 12:09:46 AM

You will use marketing theories and concepts appropriately. You will find sources of information to justify the points you make. Therefore, you will cite your References and include a List of References as the last pages of your report. In-text referencing. You should aim to reference a MINIMUM of at least two Academic sources (peer-reviewed journal articles, does not include textbooks) and at least seven Business sources. Cite more than 10 to get top marks for Referencing – see Rubric.

len2318458

6/8/2019 12:09:39 AM

Rubric for Assignment - Comprehensive and concise summary of the report’s major purpose, the analytical processes, the findings and the recommendations. Authorisation included. You clearly stated the purpose of the report. You clearly indicated the scope of the report with sufficient detail. Limitations included. You clearly indicated the scope of the report with specific detail. Your strong, well-informed and justified Target segment selection demonstrates the application of your learnings from your Group’s Assignment 3 report. You justified your selection of Target Segment by showing further analysis of the data from your “Segment Attractiveness” Table. Your Report provides a clear, relevant and insightful explanation of why your selected Target segment is a good opportunity to grow sales. You explain which current and potential company strengths will be most important in developing sales to this segment.

len2318458

6/8/2019 12:09:31 AM

Demonstrates relevant literature, drawn from a range of sources. Identified key feature of your Brand and Sub-Brand and clearly and succinctly explains how it appeals to your target segment. Demonstrates originality, creativity and independent thought by offering a USP compared with the competitors. Justified USP using the relevant criteria, and included a Positioning Statement with all required elements. You included TWO Maps, with the USP on one axis on one Map. In addition to the USP, includes other highly-relevant positioning factors on the other axes. Shows all the Competitors from the Strategic Group to which your Brand and Sub-Brand belongs.

len2318458

6/8/2019 12:09:21 AM

To implement and communicate your Brand Positioning you have provided clear, internally-consistent, relevant and very comprehensive recommendations for each of the 4 P's. All points covered for Mix as per Credit and Distinction standards with all required details, explaining why this will effectively implement and communicate your Brand Positioning. Recommendations justified regarding Marketing Mix with reference to PLC, Diffusion of Innovation and Type of consumer product as per Distinction standard. You included the Summary Table. There is strong evidence of creativity and independent thought in your recommendations. These Marketing Mix recommendations are judged very likely to succeed in growing sales of the Brand and Sub-Brand.

len2318458

6/8/2019 12:09:13 AM

Your Conclusion has succinctly, yet comprehensively summarised how your recommended Marketing Mix will implement and communicate your Brand Positioning. You have shown how your Marketing Mix is internally-consistent. Your Mix recommendations show creativity and independent thought. You have explained why these recommendations are both ethical and socially responsible. Your Conclusion demonstrates a sophisticated analysis showing an insightful understanding of marketing strategy. You recommend a Compliance Program which will ensure that actions by the company will be monitored to ensure they are both ethical and socially responsible. You explain how performance will be measured using Triple Bottom Line Reporting.

len2318458

6/8/2019 12:09:07 AM

The report is very well structured and cohesive and communicates ideas very effectively. Excellent attention to detail (grammar, spelling, expression). Does not exceed Max Word Limit. Correct referencing for Harvard style is evident throughout the whole report (both in-text referencing and references list). More than 10 References cited of which at least 2 are Academic and at least 7 are Business References.

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