BUS020C416S Principles Of Marketing Assessment Brief 20240-25 | URL

Type of assessment:

Group PowerPoint Presentation

This assignment is 100% of the marks on this module. 

Instructions for assessment

The Formative group presentation helps you prepare for your individual summative report. It also gives you the chance to gain experience of working in a group and presenting in a safe and non-graded environment. You will work in groups to conduct a MARKET ANALYSIS. You will be using MINTEL DATABASE for choosing your desired marketing category, but IT MUST BE FROM ONE OF THE FOLLOWING CATEGORIES:

•  Beauty and personal care
• Food
• Drinks
• Automotive
• Technology and media
• Pet

You should try to identify relevant data from Mintel (at least 3 Mintel reports) and Statista database and try to identify opportunity/gap in the markets such as market trends, consumer needs, key opportunities, etc. This will ultimately help you to create individual Summative report products/services. It is IMPORTANT to note that for the Formative task you SHOULD NOT introduce your newly invented product or a service (that is for your individual summative report). Instead, you must use this MARKET ANALYSIS to invent your own INDIVIDUAL new/improved product for your Summative report.

Formative presentations are also important because it connects with your final summative report. YOU ARE REQUIRED TO INCLUDE A REFLECTIVE SECTION IN YOUR SUMMATIVE REPORT (WORTH 10% OF THE MARKS) EXPLORING YOUR EXPERIENCE OF WORKING TOGETHER ON THIS GROUP TASK, SO PARTICIPATION IS COMPULSORY!

Type of assessment:

Report: 2,500-word limit (+/- 10%)

This assignment is 100% of the marks on this module. 

Instructions for assessment

The coursework assignment requires students to submit a 2,500-word assignment by the above deadline. Your work needs to show that you have accessed good quality data on your market and product (e.g., Mintel and Statista) and that you have used the ideas and theories about marketing from the module (e.g., from the lecture materials and from the core text)

The assignment requires students to INVENT a new product or service or ADAPT an existing product or service and to describe and analyse marketing activities associated with the launch of their new or improved product or service.  NB Students must not analyse an existing product or service.

NB The product or service must be from one of the following categories covered by Mintel:

• Beauty and personal care
• Food
• Drinks
• Automotive
•  Technology and medi
• Pet

The report needs to contain the following elements:

Outline market analysis of your chosen category (around 900-1000 words)

•  Key market trends (e.g., growth trends)
• The key competitors and how are they positioned
• Summarise current customer attitudes/behaviours in this market
• Identify the main issues / opportunities you think are relevant

NB You must use MINTEL and STATISTA data using your library login to access it. You can access both the databases via A-Z database list through the online Library link. Alternatively, please click on the links below

Ø  For MINTEL access, click HERE

Also, watch MINTEL familiarisation session recording HERE

Ø  For STATISTA access, click HERE

Also, watch STATISTA familiarisation session recording HERE

2.      Product/service description (around 200-300 words)

• A brief description of your new or improved product or service which is the focus of the report – include the 3 levels of a product model and describe the key consumer benefits
  
  
• Explain briefly how your new/improved product fits the market
  
  
• NB Your new/improved product should be a response to your market analysis i.e., it is meeting a consumer need you have outlined in your analysis

3. Segmentation, targeting and positioning (STP) strategy (around 500-600 words)

• What base(s) of segmentation you have used and why?

o   Include size, geo-demographic, psychographic etc.

• Summarise the profile and persona of your target market
  
  
• Include a statement that identifies why your target market should buy your improved product or service– i.e., what benefits it now offers and what problems it solves? You can use a value proposition to do this
  
  
•  Include a competitor positioning perceptual map and include your new product.

NB Your STP strategy should again be based on market data from Mintel and/or Statista i.e. who is the key target for your new product, what are their defining characteristics, who are the key competitors, etc

4.   Your recommended marketing mix Strategy (given your analysis above) (around 500-600 words)

• Product (focus on branding and packaging)
• Pricing Strategy
• Promotional Strategy including Digital Media
• Channel or Distribution Strategy

NB Remember you must include marketing theory from the module to underpin your strategy, e.g., Penetration versus Premium pricing strategy and why - don’t just outline what you would do!

5.   Reflective account: you must include a 200-300 word reflective account of your experience of working in the Formative Mintel analysis group and presenting your findings together. What worked well, what didn’t work well? What were the challenges of this group work? What did you learn about yourself during the task? Etc

NB: Your work needs to show that you have accessed good quality information on your market and product (e.g., Mintel and Statista) and that you have used the ideas about marketing from the module (e.g., from the lecture materials and from the core text: “Principles of Marketing for a Digital Age”)