Marketing Report

written report of no more than 3500 words

 

Written Report

 

Your task

In your role as the marketing consultant for a ABC Ltd, a major FMCG company, develop a marketing plan to launch a new brand into an existing market.

 

 

*Children’s snack

 

 

 

Please note this is not an invention. What it needs to be is a fictitious brand for a fictitious company that is due to be launched into an existing (i.e. real) market.

 

 

The final report should consist of a well-integrated and carefully planned proposal for what strategies, tactics and evaluation methods are recommended to the board of directors in order to successfully launch the brand. The report will sell your ideas to management.

 

Overall, this is a practical assignment, so stay in your role at all times. Although your final ideas should clearly be based on theory, and theoretical concepts need to underpin your plan, this is a practical task where the application of theoretical concepts and models is important, but describing or explaining such models is not.

 

Your report should address the following topics:

 

 

 

External (environmental) analysis

Overview of the key ICEDRIPS factors/trends in which the firm operates

 

Market/ Competitor analysis

Size & growth potential of overall market;

Market share, key strengths & weaknesses of major competitors

 

SWOT analysis

Major drivers

 

SMART objectives

Objectives need to be Specific, Measureable, Actionable, Realistic, Time bounded

 

Selection and justification of target market(s)

Profile of target consumer

 

Positioning concept

In relation to the competition

 

The Marketing Mix

  • Brand: Identity; core benefits/functions & augmentation; brand personality; packaging, etc.

 

  • Distribution: policies for channels and customer service levels

 

  • Pricing: pricing policies in relation to competitors and positioning concept

 

  • IMC: overview of suggested advertising strategies, use of social media, and other IMC support tools

 

 

Overview of control and evaluation mechanisms

  • Outline the ways you intend to check that your plan has met objectives

 

 

 

 

 

 

 

 

 

 

Students are reminded that the following important information is published in the ULMS Undergraduate Student Handbook, available on-line at:

 

http://www.liv.ac.uk/management/current-students/

 

The information includes advice on:

 

  • How to reference your work
  • Lateness penalties
  • What to do if you require an extension
  • The marking criteria that will be used for this module
  • Re-sits”

 

 

 

 

 

 

 

 

 

The table below explains how the marks will be allocated

 

Element

 

Marks out of:
External (environmental) analysis  Overview of the key ICEDRIPS factors/trends in which the firm operates

 

15

Market/ Competitor analysis  Size & growth potential of overall market; Market share, key strengths & weaknesses of major competitors

 

10

SWOT analysis Major drivers

 

5

SMART objectives  Specific, Measureable, Actionable, Realistic, Time bounded

 

5

Selection and justification of target market(s) Including profile of target consumer

 

10

Positioning concept: In relation to the competition

 

5

The Marketing Mix

 

Brand [15] Identity; core benefits/functions & augmentation; brand personality; packaging, etc.

 

Distribution [5]  policies for channels and customer service levels

 

Pricing [5] pricing policies in relation to competitors and positioning concept

 

IMC  [15]overview of suggested advertising strategies, use of social media, and other IMC support tools

 

40

 

 

 

Overview of control and evaluation mechanisms [5] Outline the ways to check that your plan has met objectives

 

5

Presentation Communication; Structure; Visuals; Referencing

 

5

 

 

 

written report of no more than 3500 words

 

Written Report

 

Your task

In your role as the marketing consultant for a ABC Ltd, a major FMCG company, develop a marketing plan to launch a new brand into an existing market.

 

 

*Children’s snack

 

 

 

Please note this is not an invention. What it needs to be is a fictitious brand for a fictitious company that is due to be launched into an existing (i.e. real) market.

 

 

The final report should consist of a well-integrated and carefully planned proposal for what strategies, tactics and evaluation methods are recommended to the board of directors in order to successfully launch the brand. The report will sell your ideas to management.

 

Overall, this is a practical assignment, so stay in your role at all times. Although your final ideas should clearly be based on theory, and theoretical concepts need to underpin your plan, this is a practical task where the application of theoretical concepts and models is important, but describing or explaining such models is not.

 

Your report should address the following topics:

 

 

 

External (environmental) analysis

Overview of the key ICEDRIPS factors/trends in which the firm operates

 

Market/ Competitor analysis

Size & growth potential of overall market;

Market share, key strengths & weaknesses of major competitors

 

SWOT analysis

Major drivers

 

SMART objectives

Objectives need to be Specific, Measureable, Actionable, Realistic, Time bounded

 

Selection and justification of target market(s)

Profile of target consumer

 

Positioning concept

In relation to the competition

 

The Marketing Mix

  • Brand: Identity; core benefits/functions & augmentation; brand personality; packaging, etc.

 

  • Distribution: policies for channels and customer service levels

 

  • Pricing: pricing policies in relation to competitors and positioning concept

 

  • IMC: overview of suggested advertising strategies, use of social media, and other IMC support tools

 

 

Overview of control and evaluation mechanisms

  • Outline the ways you intend to check that your plan has met objectives

 

 

 

 

 

 

 

 

 

 

Students are reminded that the following important information is published in the ULMS Undergraduate Student Handbook, available on-line at:

 

http://www.liv.ac.uk/management/current-students/

 

The information includes advice on:

 

  • How to reference your work
  • Lateness penalties
  • What to do if you require an extension
  • The marking criteria that will be used for this module
  • Re-sits”

 

 

 

 

 

 

 

 

 

The table below explains how the marks will be allocated

 

Element

 

Marks out of:
External (environmental) analysis  Overview of the key ICEDRIPS factors/trends in which the firm operates

 

15

Market/ Competitor analysis  Size & growth potential of overall market; Market share, key strengths & weaknesses of major competitors

 

10

SWOT analysis Major drivers

 

5

SMART objectives  Specific, Measureable, Actionable, Realistic, Time bounded

 

5

Selection and justification of target market(s) Including profile of target consumer

 

10

Positioning concept: In relation to the competition

 

5

The Marketing Mix

 

Brand [15] Identity; core benefits/functions & augmentation; brand personality; packaging, etc.

 

Distribution [5]  policies for channels and customer service levels

 

Pricing [5] pricing policies in relation to competitors and positioning concept

 

IMC  [15]overview of suggested advertising strategies, use of social media, and other IMC support tools

 

40

 

 

 

Overview of control and evaluation mechanisms [5] Outline the ways to check that your plan has met objectives

 

5

Presentation Communication; Structure; Visuals; Referencing

 

5

 

 

 

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