Principles of Marketing
\nQuality Assurance Record
\nInternal approval: Celosia Mendez<\/p>\n
Assignment Brief\tAcademic Year 2021-22
\nModule Code and
\nTitle:\tMG412
\nPrinciples of Marketing\tModule Leader:
\nModule Tutor:\tAbid Taufique
\nAssignment No.
\nand Type:\tCW2
\nGroup Task: 10 mins group
\npresentation and co-authored
\n1000 word report.\tAssessment
\nWeighting:\t50%
\nSubmission Date:\tPresentation: In class week
\ncommencing:
\nReport: 7th January 2022 by
\n2pm via Turnitin.\tTarget Feedback
\nDate:\t2 Weeks from Deadline.
\nAssignment Task
\nWorking in small teams to develop a 10 minute group presentation for a brand extension, you will then
\nneed to submit a group co-authored 1000 word report explaining the new brand extension.
\nThis assignment has been designed to provide you with an opportunity to demonstrate your
\nachievement of the following module learning outcomes:
\nLO 2\tDemonstrate knowledge of STP marketing planning process
\nLO 3\tIdentify the key components of the marketing environment.
\nLO 4\tIdentify research requirements to begin to solve a business\/marketing problem in a company
\nTask requirements
\nYou now need to select an existing brand (you may choose one of the brands from the CWK1
\nassignment or a brand of your own preference) and develop an idea for a new brand extension e.g. Dove
\ntoothpaste. This is partly a creative exercise, but it must be based on thorough research into:
\n1. The current values of the brand being extended
\n2. The potential target market for the brand extension.
\nThis will involve academic research, secondary research and competitor research in store. It may
\nalso involve small scale primary research to establish whether your new brand extension finds
\nacceptance with your chosen target market. However, for this assignment, marks will be awarded for the
\nresults of the primary research, not a full description of the process of carrying it out.
\nConducting the Research
\n1. Academic Reading
\nYou need to ensure that you have read, at the very least, chapters 6, 9 and 10 in Brassington and
\nPettitt\u2019s \u201cEssentials of Marketing\u201d and the BB source materials available on Kapferer\u2019s Brand
\nIdentity Prism.
\nAlso use WARC to find articles on (or related to) the topic (sample nursing essay examples by the best nursing assignment writing service) of brand extensions \u2013 for example
\n\u2022 WARC June 2016 :How to extend a brand
\n\u2022 WARC News 23 January 2013 \u201cBrand extensions favoured by shoppers\u201d
\n\u2022 WARC Case Study :John Lewis Insurance: The power of true brand extension marketing,
\nIPA Effectiveness Awards, 2016
\n\u2022 D. Aaker (1990) Brand Extensions: The Good, the Bad and the Ugly
\n2. Secondary Research
\nYou will need to make reference to appropriate Mintel reports as well as the company\u2019s website
\nand press articles about the existing brands. You should also try to find information about the
\nbrand\u2019s values and existing target market. Additionally you will need to research current issues in
\nthe marketing environment (PESTEL analysis) that potentially could impact on your new product
\nintroduction.
\n3. Competitor Research
\nYou will need to look at the existing products in the new suggested market to ensure that your
\nnew brand could compete effectively (e.g. with Dove toothpaste you will need to consider Colgate
\nand Aqua fresh)
\n10 minute Presentation
\nA 10-minute PowerPoint presentation with an additional 5 minute Q &A session.
\nThe presentation needs to cover the following points
\n\u2022 Background on the chosen brand include useful data such as market share, market size and
\ntrends in sales.
\n\u2022 Coverage of the existing brand values supported with use of visual examples.eg advertising
\ncampaigns, company\u2019s web site, sponsorship activities etc.
\n\u2022 A brief explanation of the new product with reference to what growth strategy the brand is
\nadopting. (Ansoff).
\n\u2022 Clear identification of the proposed target market for the new brand extension ( include any
\nprimary data results if undertaken)
\n\u2022 Any key trends and PESTEL issues that have influenced your choice of brand extension idea.
\n\u2022 A comparative analysis of your suggested brand extension with any key competition identified in
\nthe new market sector.
\n\u2022 A Visual Image of the Brand Extension showing brand name, packaging design and logo. You
\nalso need to consider how your brand extension will be distinct from competing products.
\nWriting the Report
\nThe report is a supporting document to the materials presented above and you need to include a sound
\nacademic framework to the discussion.
\nWe suggest that you adhere to the following headings for your reports:
\nExecutive Summary
\nTHIS IS WRITTEN LAST (because it is a summary of your research) BUT IT APPEARS FIRST (even
\nbefore the contents page), in order to catch the attention of the reader and encourage them to read further.
\nIt should cover in one page or less:
\n\u2022 The aims of the report,
\n\u2022 The methods of research,
\n\u2022 The results (top-line summary only)
\n\u2022 Conclusions
\nContents Page (Use the feature in Word to do this automatically)
\nIntroduction
\nThis should be quite brief. It should include the aims of the report and some background on the chosen
\nbrand. Include useful data such as market share, market size and trends in sales, which you can find from
\nthe most recent Mintel reports and in the trade press
\nMethodology
\nA simple statement of how the research was carried out. This is particularly important in terms of competitor
\nresearch, observational research, or primary research if you included it. Ideally you should critique whether
\nyour data is sufficient to justify your conclusions.
\nFindings
\nIt is suggested that you use sub-headings to make your report easier to follow. You could adopt the
\nfollowing headings:
\n\u2022 Existing brand and Brand Values -coverage to include key academic definitions explaining what
\nis a brand, the concept of a brand extension and a detailed examination of one academic model on
\nbranding. (i.e. Kapferer\u2019s Brand Identity Prism).
\n\u2022 Description of the Target Market \u2013 a detailed description of the TA for the new brand extension
\nsupported by reference to secondary sources e.g. Mintel and TGI supported by academic coverage
\nof STP marketing planning process.
\n\u2022 Analysis of the New Market, Including Trends \u2013 PESTLE analysis and Ansoff\u2019s Grid
\n\u2022 An Explanation of the New Product (Tauber\u2019s Brand Extension Options, product packaging, the
\nchoice of a brand name and brand positioning)
\n\u2022 Competition \u2013 a comparative analysis of your suggested brand extension with any competition
\nidentified in the new market sector (this should be tabulated)
\nYou should try to put relevant raw data in the appendices and just include a summary in the body of the
\nreport. Every time you state a fact e.g. market size, price data, sales etc. you must provide a referenced
\nsource for that fact (both in the text and in the reference list). All tables and graphs should have the source
\nwritten directly underneath.
\nConclusions
\nThis is where you provide some element of Assessment of your research findings. Do you think your brand
\nextension will be successful? Why\/Why not?
\nReference List
\nThis should be listed alphabetically by Surname and should follow the rules of Harvard Referencing
\nperfectly
\nAppendices
\nUse the appendices to display any raw research data, such as pricing data.
\nA group log of individual contribution to the task must also be included.
\nStyle Issues
\n\u2022 You may not write in first person \u2013 using I, me or my.
\n\u2022 Your report should be written in a formal business-like manner.
\nYou may include tables and photographs in the body of the report, but they must all include the source
\n(below and to the right) and title (to the left and above).
\nReferencing and research requirements
\nPlease reference your work according to the Harvard style as defined in Cite Them Right Online
\n(http:\/\/www.citethemrightonline.com). This information is also available in book form: Pears, R. and
\nShields, G. (2016) Cite them right: the essential reference guide. 10th edn. Basingstoke: Palgrave
\nMacmillan. Copies are available via the university library.
\nHow your work will be assessed
\nYour work will be assessed on the extent to which it demonstrates your achievement of the stated
\nlearning outcomes for this assignment (see above) and against other key criteria, as defined in the
\nUniversity\u2019s institutional grading descriptors. If it is appropriate to the format of your assignment and your
\nsubject area, a proportion of your marks will also depend upon your use of academic referencing
\nconventions.
\nThis assignment will be marked according to the grading descriptors for Level 4 with specific guidance on
\nmark allocation below.
\nPart A :Presentation Weighted 30%
\nBackground on the chosen brand including coverage of existing brand values.20%
\nCoverage of market trends including key PESTEL issues 20%
\nExplanation of the new product, proposed target market and key competition. 20%
\nA Visual Image of the Brand Extension 10%
\nPresentation Skills (Creativity of images used, fluency with the material presented and timing) 30%
\nPart B: Report Weighted 70%
\nResearch Skills 20%
\nYou need to demonstrate that you have spent at least a month working on this report. To do this, you need
\nto provide evidence in the written text and in your reference list that you have engaged in research in the
\nform of academic texts and secondary sources, such as Mintel, Trade and National Press and
\narticles on WARC. We will be looking for more than 10 references from a variety of sources in your
\nreference list. If all that is mentioned in the reference list is website links and company websites, you will
\nlose marks.
\nMarketing Knowledge 30%
\nYou will need to demonstrate full knowledge of a range of marketing concepts including: STP marketing,
\nprofiling target audiences, branding, and brand extension strategies. This knowledge needs to be
\nsupported via academic references and applied in full. You also need an explanation, with reference to
\nacademic text, of key models covered on the module including Kapferer\u2019s Brand Identity Prism (in
\ndiscussing the existing brand being extended from) and Ansoff\u2019s Grid and Tauber\u2019s Brand Extension
\nOptions (in discussing the new brand being extended to). Additionally a visual showing the application of
\nKapferer\u2019s model to the brand to demonstrate your understanding is also required.
\nAnalysis 20%
\nYou need to be able to demonstrate that this brand extension will be successful. Marks for analysis will
\nbe given for your:
\n\u2022 New Market trends\/PESTLE Analysis 10%
\n\u2022 Competitor Analysis (include in a tabulated format) 10%
\nLiteracy Skills 10%
\nPlease remember the LDU\u2019s advice regarding academic writing i.e. it must be objective, impersonal,
\nconcise, accurate and evidence-based.
\nReferencing 10%
\nWe expect you to apply the rules of Harvard Referencing in full both in the text and in the Reference List
\nat the end of the report.
\nGroup Work 10%
\n\u2022 As this is a group assignment you need to submit a group log showing in detail who did what for
\nboth the presentation and report writing stages.
\n\u2022 We will use the group log to identify inequalities in contribution and allocate individual grades if
\nrequired.
\nSubmission details
\n\u2022 This assignment should be submitted electronically. Please use the relevant Turnitin submission
\npoint in the Submit your work area in your Blackboard module shell.
\n\u2022 Please ensure that your work has been saved in an appropriate file format. Turnitin will only
\naccept the following file types: Microsoft Word, Excel or PowerPoint, PostScript, PDF, HTML,
\nRTF, OpenOffice (ODT), Hangul (HWP), Google Docs, or plain text. Your file must also contain at
\nleast 20 words of text, consist of fewer than 400 pages and be less than 40MB in size.
\n\u2022 You can submit your work as many times as you like before the submission date. If you do submit
\nyour work more than once, your earlier submission will be replaced by the most recent version.
\n\u2022 Once you have submitted your work, you will receive a digital receipt as proof of submission,
\nwhich will be sent to your forwarded e-mail address (provided you have set this up). Please keep
\nthis receipt for future reference, along with the original electronic copy of your assignment.
\n\u2022 You are reminded of the University\u2019s regulations on academic misconduct, which can be viewed
\non the University website: https:\/\/bucks.ac.uk\/__data\/assets\/pdf_file\/0024\/9546\/Academic
\nMisconduct-Policy.pdf. In submitting your assignment, you are acknowledging that you have read
\nand understood these regulations.
\nSubmission date and time
\nThe presentation will be in class week commencing:
\nThe report should be submitted before 14:00 UK time on Friday 22nd January 2021 via Turnitin.
\nWork that is submitted up to 10 working days beyond the submission date will be accepted as a late
\nsubmission. Late submissions will be marked and the actual mark recorded, but will be capped at the
\npass mark (typically 40%), provided that the work is of a passing standard. Work submitted after this
\nperiod will not be marked and will be treated as a non-submission.
\n\u2022 The group log must be included in your appendixes
\nUse and modify the following table structure for the group log:
\nDate Students Attending Issues Actions<\/p>\n","protected":false},"excerpt":{"rendered":"
Principles of Marketing Quality Assurance Record Internal approval: Celosia Mendez Assignment Brief Academic Year 2021-22 Module Code and Title: MG412 Principles of Marketing Module Leader:\u2026<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7650,7624,1387,7654,667,7649,7652],"tags":[576,7387,630,596,594,610,625,434],"class_list":["post-90916","post","type-post","status-publish","format-standard","hentry","category-assignment-writing-help","category-dissertation-help","category-dissertation-writing-service","category-healthcare-assignment-help","category-nursing-essay","category-research-essay-help","category-write-my-essay-online","tag-best-dissertation-writing-services","tag-best-research-paper-writing-services","tag-college-paper-writing-service","tag-dissertation-writing-services-cost","tag-dissertation-writing-services-near-me","tag-dissertation-writing-services-reviews","tag-legit-research-paper-writing-services","tag-thesis-writing-services"],"_links":{"self":[{"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/posts\/90916","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/comments?post=90916"}],"version-history":[{"count":0,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/posts\/90916\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/media?parent=90916"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/categories?post=90916"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/tags?post=90916"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}