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16 Pages
Host 1096 Marketing

Hitachino Nest Beer 4. Situational Analysis: 4.1 Industry Analysis 4.1.1 Market Characteristics For example look for: (choose 2-3 of the following points) Market size (in dollars) and growth rate (ann ...

Course

HOST 1096

Type

Assignment

Subject

Marketing

University

George Brown College

0 Page
Unlicensed Businesses

...

Subject

Marketing

University

George Brown College

Season

Fall

0 Page
Actual Marketing Practice

...

Subject

Marketing

University

George Brown College

Season

Fall

0 Page
Attract And Retain Customers

...

Course

MK9514

Subject

Marketing

University

Kaplan Singapore

Season

Fall

MG412 Principles of Marketing

Question

Answered

Question:

This assignment assesses your secondary research skills and your ability to follow the rules of academic writing. 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 (NOT ALL OF THEM) from the list below.

Analyse the effectiveness of the marketing mix for any given company or brand.

Demonstrate knowledge of STP marketing planning process.

You 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 competitive positioning in the market before going on to discuss their application of the 4Ps – product, price, place and promotion. The key to getting a good mark on this is to prepare a comparative analysis. Do not describe the 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 required to carry out any form of primary research. You need to research the following:

1. Target Market

You need to develop a detailed target market profile for each brand using data sources such as Mintel, 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, other brands they like, TV programmes they watch, hobbies etc.

2. Product /Brand

Using 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 the brand values that the companies are trying to portray? In addition, have a look at Aaker’s brand personality framework to see which personality type(s) each brand follows.

3. Price

You need to carry out some on-line and in-store research to establish a market price for each of the brands and any competing products. Display all this competitive pricing research in a table and draw conclusions 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 market product where the company has maximised distribution outlets, or is it a luxury brand where  distribution 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. Promotion

You need to research their past methods of communication (e.g. cinema, TV, outdoor, print, social media, mobile, own website etc.). Which communication methods do they use to build their respective brands? – and how do they do this? How are they positioning themselves in the minds of target audiences? (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 suggested that you follow this structure for your work.

THIS IS WRITTEN LAST (because it is a summary of your research) BUT IT APPEARS FIRST (before the contents page), in order to catch the attention of the reader and encourage them to read further. It should cover in one page or less:

· The aim of the report,

· The methods of research,

· The results (top-line summary only)

This should be quite brief – it’s NOT a detailed coverage of a 100 years of corporate history. It should include the aim of the report and some background information on each of the chosen brands – I.E a brief description of the brands with useful data such as market share, market size and trends in sales, which you can find from the most recent Mintel reports as well as in the trade press.

Use sub-headings to make your report easier to follow. We suggest you adopt the following headings:

1. Comparison of Target Markets

2. Product - Evaluation of the Products and their Brand Values

3. Price - Evaluation of the Pricing Strategies Used

4. Place - Distribution of the Brands

5. Promotion – Communication of the Brands

Have you read and understood the assessment criteria?

Have you met the learning outcomes? You will lose marks and your work may evenbe failed if you have not.

Have you demonstrated you can think and write critically in the completed work?This means you have supported your arguments/explanations appropriately e.g.  using relevant academic sources and you have offered discussion points which extends your own or others’ viewpoints to make reasoned conclusions/judgements.

Have you maintained an academic 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 programme requirements?

Have you proof-read your work and used spellcheck software to check your spelling and grammar?

Have you checked the presentation of your work is as specified by your tutor, for example, are font 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 not plagiarised?

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Tellus molestie nunc non blandit massa enim nec dui. Tellus molestie nunc non blandit massa enim nec dui. Ac tortor vitae purus faucibus ornare suspendisse sed nisi. Pharetra et ultrices neque ornare aenean euismod. Pretium viverra suspendisse potenti nullam ac tortor vitae. Morbi quis commodo odio aenean sed. At consectetur lorem donec massa sapien faucibus et. Nisi quis eleifend quam adipiscing vitae proin sagittis nisl rhoncus. Duis at tellus at urna condimentum mattis pellentesque. Vivamus at augue eget arcu dictum varius duis at. Justo donec enim diam vulputate ut. Blandit libero volutpat sed cras ornare arcu. Ac felis donec et odio pellentesque diam volutpat commodo. Convallis a cras semper auctor neque. Tempus iaculis urna id volutpat lacus. Tortor consequat id porta nibh.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Hac habitasse platea dictumst vestibulum rhoncus est pellentesque. Amet dictum sit amet justo donec enim diam vulputate ut. Neque convallis a cras semper auctor neque vitae. Elit at imperdiet dui accumsan. Nisl condimentum id venenatis a condimentum vitae sapien pellentesque. Imperdiet massa tincidunt nunc pulvinar sapien et ligula. Malesuada fames ac turpis egestas maecenas pharetra convallis posuere. Et ultrices neque ornare aenean euismod. Suscipit tellus mauris a diam maecenas sed enim. Potenti nullam ac tortor vitae purus faucibus ornare. Morbi tristique senectus et netus et malesuada. Morbi tristique senectus et netus et malesuada. Tellus pellentesque eu tincidunt tortor aliquam. Sit amet purus gravida quis blandit. Nec feugiat in fermentum posuere urna. Vel orci porta non pulvinar neque laoreet suspendisse interdum. Ultricies tristique nulla aliquet enim tortor at auctor urna. Orci sagittis eu volutpat odio facilisis mauris sit amet.

Tellus molestie nunc non blandit massa enim nec dui. Tellus molestie nunc non blandit massa enim nec dui. Ac tortor vitae purus faucibus ornare suspendisse sed nisi. Pharetra et ultrices neque ornare aenean euismod. Pretium viverra suspendisse potenti nullam ac tortor vitae. Morbi quis commodo odio aenean sed. At consectetur lorem donec massa sapien faucibus et. Nisi quis eleifend quam adipiscing vitae proin sagittis nisl rhoncus. Duis at tellus at urna condimentum mattis pellentesque. Vivamus at augue eget arcu dictum varius duis at. Justo donec enim diam vulputate ut. Blandit libero volutpat sed cras ornare arcu. Ac felis donec et odio pellentesque diam volutpat commodo. Convallis a cras semper auctor neque. Tempus iaculis urna id volutpat lacus. Tortor consequat id porta nibh.

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Host 1096 Marketing

Hitachino Nest Beer 4. Situational Analysis: 4.1 Industry Analysis 4.1.1 Market Characteristics For example look for: (choose 2-3 of the following points) Market size (in dollars) and growth rate (annual rate in percentage) by geographical region. Market potential, industry or expert forecasts. Hist ...

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