MKT 11202122 Marketing Theory and Practice: Briefing session for second assessment: Individual Assignment

Individual Assignment …..50% of the total mark

• You are required to come up with an idea for a new product or service in an industry of your choice and explain and justify your marketing decisions. Specifically, the assignment should be divided into two parts:

Part A: Product

Part B: Promotion

PART A: Product

• In part A of your assignment, you need to launch a new (fictional) product or service in one of the following markets:

• Tourism and hospitality

• Fashion 

• Computer (e.g. a computer game - educational, sports, leisure etc. NB - horror, sexual/racial/homophobic or any other type of violent games are not to be considered)

• An ‘App” or “Apps” for a mobile device (e.g. a mobile phone. IPad etc. Again, apps depicting horror, sexual/racial/homophobic innuendos or any other type of violence are not to be considered)

• Motor-Cycle, car or Scooter

• Health and Beauty (e.g. a new brand of skin care products etc or the male market)

• Specifically, in Part A of your assignment you are expected to….

  • Justification may come from a gap you identified in the market (through market reports) and/or any additional macro-environmental trends that may support future demand of your suggested product.

  • For instance, a trend towards environmentally friendly products may be used for justifying the launch of an environmentally friendly and fuel-efficient motorbike. 

  • Tips:

    • -Market size and market growth rate 

    •  Consumer trends (e.g. male grooming)

    •  Lack of competition/layers of competition or distinctive advantage?

  • Introduce your product/service and justify your decision to launch it. 

•   In Part A of your assignment, you are also expected to:

  • specify and describe your target market and

  •  come up with a brand name, making sure that justifications are provided. 

• Word Count for Part A: 1,000 words +/- 10% 

• It should be written using font 12 Arial, 1.5-spaced

• Any pictures and/or diagrammatic representations of your ideas are highly recommended.

Part B: Promotion

• In part B of your assignment, you are required to design a mood board for your fictional product or service. 

  • Your mood board will be a collage of images, photographs, texts, colours and symbols, designed to quickly and effectively portray and reflect the overall feel of your product/service.

In part B you are also expected to:

• •  Develop and justify a promotional campaign for your product/service. 

  • Particularly, you are expected to list the media you will be using to promote your product and justify their selection. 

  •  Justification may come from:

    • • Suitability of media to reach your target audience

      • Growth/popularity of media

      • Suitability of media for type of product 

      • Suitability of media to meet objectives (e.g. increase awareness)

• Word count for Part B : 1,000 words +/- 10% 

• It should be written using font 12 Arial, 1,5 spaced. 

• Any pictures and/or diagrammatic representation of your ideas are highly recommended.