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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