Assignment Brief Academic Year 2021-22Internal approval: Celosia Mendes 13/09/211 Assignment taskThis assignment assesses your secondary research skills and your ability to follow the rules of academicwriting. The topic is the 4Ps (product, price, place and promotion), which is also called the “marketing mix”.You need to compare and contrast how effective the application of the 4Ps is for one pair of brands (NOTALL OF THEM) from the list below:Brand A Brand BWeetabix Kellogg’s Coco PopsPlayStation 5 Games Console Nintendo Switch Game ConsoleHalo Top ice- cream Ben and Jerry’s ice-creamDove soap/hand wash Baylis and Harding soap/hand washBrewDog Beer GuinnessFairy Washing Up Liquid Ecover Washing Up LiquidCadbury Dairy Milk Bar Lindt ‘Excellence’ Milk Chocolate Bar Module codeand title:MG412 Principles of MarketingModule leader:Sanzida KamalAssignmentNo. and type:Coursework 1:Individual report: The4Ps/marketing mix.1500 words.Assessmentweighting:50%Submissiontime and date:Individual assignmentsubmission on by 2pm viaTurnitin on:Tuesday 09th November 2021Target feedbacktime and date:Thursday 16th December 2021 2 This assignment has been designed to provide you with an opportunity to demonstrate yourachievement of the following module learning outcomes:LO 1Analyse the effectiveness of the marketing mix for any given company or brand.LO 2Demonstrate knowledge of STP marketing planning processTask requirementsYou need to carry out in-depth research into the brand’s target market (who they are, their likes/dislikes,their levels of personal disposable income etc.) using market research databases – e.g. Mintel reports,WARC and TGI. You then need to look at the brands themselves, their brand values and competitivepositioning in the market before going on to discuss their application of the 4Ps – product, price, place andpromotion. The key to getting a good mark on this is to prepare a comparative analysis. Do not describethe brands in isolation – always look at the two together and explain why they do things differently.This assignment should be based on secondary and observational research only. You are not requiredto carry out any form of primary research. You need to research the following:1. Target MarketYou need to develop a detailed target market profile for each brand using data sources such asMintel, the companies’ own websites and other secondary sources. You need to think about age,gender, personal disposable income, social class, level of education, family life cycle, lifestyles, otherbrands they like, TV programmes they watch, hobbies etc.2. Product /BrandUsing Levitt’s model of a brand, try to analyse your two selected brands (their shape, packaging,colour scheme etc.). How different are they at the functional and emotional level? What are thebrand values that the companies are trying to portray? In addition, have a look at Aaker’s brandpersonality framework to see which personality type(s) each brand follows.3. PriceYou need to carry out some on-line and in-store research to establish a market price for each of thebrands and any competing products. Display all this competitive pricing research in a table and drawconclusions about which pricing strategy they are adopting.4. Place (Distribution)You need to look at channel management. Which stores stock this product? Is it a mass marketproduct where the company has maximised distribution outlets, or is it a luxury brand wheredistribution is deliberately limited? Explain your answer. If possible, take photos of the product instore/on-line. What does this tell you about brand values?5. PromotionYou need to research their past methods of communication (e.g. cinema, TV, outdoor, print, socialmedia, mobile, own website etc.). Which communication methods do they use to build their respectivebrands? – and how do they do this? How are they positioning themselves in the minds of targetaudiences? (E.g. affordable, luxury, healthy, socially conscious etc.)You only have 1500 words for your report so you need to decide what goes in the appendices. It is suggestedthat you follow this structure for your work.Executive Summary 3 THIS IS WRITTEN LAST (because it is a summary of your research) BUT IT APPEARS FIRST (before thecontents page), in order to catch the attention of the reader and encourage them to read further. It shouldcover in one page or less: The aim of the report, The methods of research, The results (top-line summary only) ConclusionsContents Page (Use the feature in Word to do this automatically)IntroductionThis should be quite brief – it’s NOT a detailed coverage of a 100 years of corporate history. It should includethe aim of the report and some background information on each of the chosen brands – I.E a briefdescription of the brands with useful data such as market share, market size and trends in sales, whichyou can find from the most recent Mintel reports as well as in the trade press.FindingsUse sub-headings to make your report easier to follow. We suggest you adopt the following headings:1. Comparison of Target Markets2. Product – Evaluation of the Products and their Brand Values3. Price – Evaluation of the Pricing Strategies Used4. Place – Distribution of the Brands5. Promotion – Communication of the BrandsYou should try to put relevant raw data in the appendices with only a summary of the data in the body of thereport. Every time you state a fact e.g. market size, price data, sales etc. you must provide a referencedsource for that fact (both in the text and in the reference list based on the Harvard referencing rules). Allgraphs, data, diagrams and tables should have the title on the top e.g. Figure 1: XYZ Product CategoryMarket Share; or if it’s a table, Table 1: XYZ Product Category Market Share with a source written directlyunderneath and to the right of that table e.g. Source: Mintel (2014).Conclusion and RecommendationsThis is where you provide some element of evaluation of your research findings. How has each brand applied the 4P’s? Why have they applied the 4P’s in this way? Which brand has been most successful in its application of the 4P’s? How could each of the brands improve their use of the 4P’s?Reference ListThis should be listed alphabetically by Surname.AppendicesUse the appendices to display any raw research data such as pricing data which the reader could notaccess anywhere else.Style Issues You may not write in first person – using I, me or my. Your report should be written in a formal business-like manner. You may include tables and photographs in the body of the report, but they must all include a title(above and to the left) and the source (below and to the right) 4 Referencing and research requirementsPlease reference your work according to the Harvard style as defined in Cite Them Right Online(http://www.citethemrightonline.com). This information is also available in book form: Pears, R. andShields, G. (2019) Cite them right: the essential reference guide. 11th edn. Basingstoke: PalgraveMacmillan. Copies are available via the University library.More than 10 references are required and from a variety of sources suitable for use in H.E.How your work will be assessedYour work will be assessed against the assessment criteria which have been provided at the end of thisbrief.These criteria have been designed specifically for this assignment and are intended to measure the extentto which you have demonstrated your achievement of its associated learning outcomes (see above). Theyhave been aligned with the institutional grade descriptor appropriate for your level.The assessment criteria provide a basis for fair and consistent marking and indicate what is expected ofyou in this assignment. It is strongly recommended that you engage with them while you are working onthe assignment and use them in combination with any feedback you receive once your work has beenmarked to help you plan for future learning and development.Specific guidance is detailed below.Research Skills 25%You need to demonstrate that you have spent at least a month working on this report. To do this, you needto provide evidence in the written text and in your reference list that you have engaged in research in theform of academic texts and secondary sources, such as Mintel, TGI, Trade and National Press andarticles on WARC. We will be looking for more than 10 references from a variety of sources in yourreference list. If all that is mentioned in the reference list is website links and company websites, you willlose marks.Marketing Knowledge 30%You will need to demonstrate full knowledge of a range of marketing concepts including: STP marketing,profiling target audiences, branding (e.g. Aaker’s brand personality and Levitt’s product model), as well asthe 4Ps/marketing mix. Importantly you need academic references to demonstrate applied knowledge andunderstanding of the two brands under discussion.Analysis 25%You will need to demonstrate analytical skills in terms of interpreting the data you find on the market, thetarget audience and the two brands. Most important is that you provide a comparison i.e. what is the sameand what is different about the way the two companies market their brands.Literacy Skills 10%Please remember with academic writing that it must be objective, impersonal, concise, accurate andevidence-based 5 Referencing 10%We expect you to apply the rules of Harvard Referencing throughout the report, both in the text and in theReference List at the end of the report.Submission details You are reminded of the University’s regulations on academic misconduct, which can be viewed onthe University website: https://bucks.ac.uk/__data/assets/pdf_file/0024/9546/Academic-MisconductPolicy.pdf. In submitting your assignment, you are acknowledging that you have read andunderstood these regulations Please also note that work that is submitted up to 10 working days beyond the submission date willbe considered a late submission. Late submissions will be marked and the actual mark recorded,but will be capped at the pass mark (typically 40%), provided that the work is of a passing standard.Work submitted after this period will not be marked and will be treated as a non-submission. This assignment should be submitted electronically. Please use the relevant Turnitin submissionpoint in the Submit your work area in your VLE module shell. Please ensure that your work has been saved in an appropriate file format. Turnitin will only acceptthe following file types: Microsoft Word and PDF. Your file must also contain at least 20 words oftext, consist of fewer than 400 pages and be less than 20MB in size. You can submit your work as many times as you like before the submission date. If you do submityour work more than once, your earlier submission will be replaced by the most recent version. Once you have submitted your work, you will receive a digital receipt as proof of submission, whichwill be sent to your forwarded e-mail address (provided you have set this up). Please keep thisreceipt for future reference, along with the original electronic copy of your assignment. Before you submit Please use the provided checklist below to make sure you are ‘fit to submit’ your work We recommend you use this checklist as soon as you get this assignment brief to help you planyour work Fit to Submit: Assignment ChecklistThis brief assignment checklist is designed to help you avoid some of the most common mistakesstudents make in their coursework.Have you read the assignment brief? If not, do so now!In it you will find details of the assessment task, word count, the assessment criteria your work is markedagainst, and the learning outcomes – the basis for the assessment strategy in each module. 6 Students often lose marks by forgetting some of the more straightforward elements of theirassignments. We recommend that you “tick off” each of the points below as you prepare your work forsubmission. If you need any help, ask your tutor and/or visithttps://bucks.ac.uk/students/academicadvice/assessment-and-examinationHave you read and understood the assessment criteria?Have you met the learning outcomes? You will lose marks and your work may even be failed ifyou have not.Have you demonstrated you can think and write critically in the completed work? This meansyou have supported your arguments/explanations appropriately e.g. using relevant academicsources and you have offered discussion points which extends your own or others’ viewpointsto make reasoned conclusions/judgements.Have you maintained an appropriate tone throughout your work? Is your work formal, focused,developed and clear?Have you checked that the referencing in your assignment is in line with your programmerequirements?Have you proof-read your work and used spellcheck software to check your spelling andgrammar?Have you checked the presentation of your work is as specified by your tutor, for example, arefont size, colour, style, line spacing and margins as the tutor specified?Have you kept to the word count (or equivalent)? If you are not sure, check with your tutor.Can you confirm that the work submitted is your own and maintains academic integrity? Assessment Criteria Academic Year 2021-22Internal approval: Celosia Mendes 13/09/217 FailFailPassPassPassPassPass0-34 (F) –Fail35-39 E –Marginal fail40-49 (D)50-59 (C)60-69 (B)70-79 (A)80-100 (A+)Not successfulBelow requiredstandardSatisfactoryGoodVery GoodExcellentOutstandingKnowledge andunderstanding30%Workdemonstrates alimited and/orsubstantiallyinaccurate or nounderstanding ofthe underlyingconcepts andprinciplesassociated withSTP marketing andthe marketing mix.There is little or nodemonstration ofthe ability toidentify principlesand conceptsunderlyingtheoreticalframeworks andapproaches.Workdemonstratesinsufficientunderstanding ofthe underlyingconcepts andprinciplesassociated withSTP marketing andthe marketing mix.There isinsufficientdemonstration ofthe ability toidentify principlesand conceptsunderlyingtheoreticalframeworks andapproachesWorkdemonstrates abasicunderstanding ofthe underlyingconcepts andprinciplesassociated withSTP marketing andthe marketing mix.There is sufficientdemonstration ofthe ability toidentify principlesand conceptsunderlyingtheoreticalframeworks andapproaches.Workdemonstrates asound breadth anddepth ofunderstanding ofthe underlyingconcepts andprinciplesassociated withSTP marketing andthe marketing mix.There is a sounddemonstration ofthe ability toidentify principlesand conceptsunderlyingtheoreticalframeworks andapproaches.Workdemonstrates arefinedunderstanding ofthe underlyingconcepts andprinciplesassociated withSTP marketing andthe marketing mix.There is asophisticateddemonstration ofthe ability toidentify principlesand conceptsunderlyingtheoreticalframeworks andapproaches.Workdemonstrates ahighlyaccomplishedunderstanding ofthe underlyingconcepts andprinciplesassociated withSTP marketing andthe marketing mix.There is a highlyaccomplisheddemonstration ofthe ability toidentify principlesand conceptsunderlyingtheoreticalframeworks andapproaches.Workdemonstrates anexceptionalunderstanding ofthe underlyingconcepts andprinciplesassociated withSTP marketing andthe marketing mix.There is anexceptionaldemonstration ofthe ability toidentify principlesand conceptsunderlyingtheoreticalframeworks andapproaches.Research skills25%There is little or noevidence ofreading of the coreThere is limitedevidence ofreading of the coreEvidence ofreading largelyrestricted to coreWider reading islargely limited tocore texts but hasWider readingshows a range ofsources beingApplication ofwider independentreading is fullyApplication ofextensiveindependent 8 academic texts orthe utilisation ofkey secondarysourcesThere is little or noevidence of widerreading.academic texts orthe utilisation ofkey secondarysources.Wider readinglacks relevance.texts and onlypartially integrated.Some utilisation ofrecommended keysecondarysources.Wider reading isrelevant but limitedand only partiallyintegrated.clearly enhancedthe work.Utilisation of keysecondary sourcesnoted.Wider reading isrelevant and onlypartially integrated.used and applied,some of which areindependentlyselected.Reference to keyacademic textsand the utilisationof key secondarysources noted.Wider reading isrelevant andintegrated.evident in thework.Effective referenceto key academictexts and theutilisation of keysecondary sourcesnoted.Wider reading isrelevant and fullyintegrated.reading is evidentthroughout thework.Highly effectivereference to keyacademic textsand the utilisationof key secondarysources noted.Wider reading isrelevant and fullyintegrated.Analysis 25%Workdemonstrates alimited or no abilityto develop lines ofargument andmake judgementsin accordance withbasic theories andconcepts,evidenced by:• little or nodemonstration ofan ability to drawcomparisons onwhat is the sameand what isdifferent about theway the twocompanies utiliseSTP marketing forthe brandsselected.• little or no use ofrelevant andappropriateWorkdemonstrates aninsufficient abilityto develop lines ofargument andmake some soundjudgements inaccordance withbasic theories andconcepts,evidenced by:• insufficientdemonstration ofthe ability to drawcomparisons onwhat is the sameand what isdifferent about theway the twocompanies utiliseSTP marketing forthe brandsselected.Workdemonstrates asufficient ability todevelop lines ofargument andmake largelysound judgementsin accordance withfundamentaltheories andconcepts,evidenced by:• sufficient use ofideas andtechniques to drawcomparisons onwhat is the sameand what isdifferent about theway the twocompanies utiliseSTP marketing forthe brandsselected.Workdemonstrates welldeveloped lines ofargument andsound judgementsmade inaccordance withfundamentaltheories andconcepts,evidenced by:• good use of ideasand techniques todraw comparisonson what is thesame and what isdifferent about theway the twocompanies utiliseSTP marketing forthe brandsselected.Workdemonstrates welldeveloped lines ofargument andsophisticatedjudgements madein accordance withfundamentaltheories andconcepts,evidenced by:• very good use ofideas andtechniques to drawcomparisons onwhat is the sameand what isdifferent about theway the twocompanies utiliseSTP marketing forthe brandsselected.Workdemonstrateshighlyaccomplisheddevelopment oflines of argumentand independentjudgements madein accordance withfundamentaltheories andconcepts,evidenced by:• excellent use ofideas andtechniques to drawcomparisons onwhat is the sameand what isdifferent about theway the twocompanies utiliseSTP marketing forthe brandsselected.Workdemonstratesexceptionallyaccomplisheddevelopment oflines of argumentas well assophisticated andindependentjudgements madein accordance withfundamentaltheories andconcepts,evidenced by:• exceptional useof ideas andtechniques to drawcomparisons onwhat is the sameand what isdifferent about theway the twocompanies utiliseSTP marketing for 9 sources to supportarguments.• there is somelimited evidence ofthe ability to selectevaluate andcomment on alimited range ofrelevant andappropriatesources to supportarguments• use of a sufficientrange of relevantand appropriatesources to supportarguments, someof which areindependentlyselected• use of a soundrange of relevantand appropriatesources to supportarguments some ofwhichindependentlyselected• use of asophisticatedrange of relevantand appropriatesources to supportarguments some ofwhich areindependentlyselected• use of a highlyaccomplishedrange of relevantand appropriatesources to supportarguments many ofwhich areindependentlyselectedthe brandsselected.• use of anexceptional rangeof relevant andappropriatesources to supportarguments many ofwhich areindependentlyselectedLiterary skills 10%No evidence of anyattempt to edit thereport into acohesivedocument.Poor literacy skills.Weak editing in thefinal report.Major problemswith literacy skillsSatisfactory editingin the final report.Consistentproblems withliteracy skills.Good editing in thefinal report.Minor problemswith literacy skills.Very good editingin the final report.Very good literacyskillsdemonstrated.Excellent editing inthe final report.Excellent literacyskillsdemonstrated.Outstandingediting in the finalreport.Outstandingliteracy skillsdemonstrated.Referencing 10%No attempt atreferencingMajor errors notedin the applicationof the rules ofHarvardreferencingmissing orinaccuratereference list.Parts of workadheres to rules ofHarvardreferencingmissing orinaccuratereference list.Mostly adheres torules of Harvardreferencing in textand in referencelist..Very goodadherence to rulesof Harvardreferencing in textand in referencelist.Excellentadherence to rulesof Harvardreferencing in textand in referencelist.Perfect or almostperfect adherenceto rules of HarvardReferencing in textand in referencelist.
- Assignment status: Already Solved By Our Experts
- (USA, AUS, UK & CA PhD. Writers)
- CLICK HERE TO GET A PROFESSIONAL WRITER TO WORK ON THIS PAPER AND OTHER SIMILAR PAPERS, GET A NON PLAGIARIZED PAPER FROM OUR EXPERTS