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MKT10007 Fundamentals of Marketing

Assignment 4: Marketing Strategy Report

(Targeting, Positioning and the Marketing Mix) -
Task Description + Template + Rubric
Weighting: 40% Due date: Week 12 (End of the day @ 11:59pm) via Canvas. Late penalties will
be applied unless the Convenor has approved an extension.
Assignment 4: Individual Report recommending a Marketing Strategy,

Word limit*: 2,500 (+/- 10% = MIN 1,700 to MAX 2,500words). If you have more that the Word Limit MAX
of 2,500 words you will earn fewer marks in the “Presentation, format and attention to detail” section (See
Rubric).
*Word Count does NOT include; Executive Summary, Introduction, Table of Contents, Appendices, List of
References, Tables, charts, diagrams or pictures.

 In Assignment 4 you will work individually to recommend a marketing strategy for the same
Brand and Sub-Brand that you studied for Assignments 2 and 3.
 You will act as an independent consultant and produce a report for the Marketing Manager(s)
of your selected Brand and Sub-Brand.
 In Assignment 3 your Group analyzed the marketing environment and segmented the consumer market for
your Brand and Sub-Brand. In Assignment 4, you will recommend a Marketing strategy, based on your
selected brand and sub brand analysis.
 You will use marketing theories and concepts appropriately.
 You will find sources of information to justify the points you make.
 Therefore, you will cite your References* and include a List of References as the last pages of
your report. * In-text referencing.

You should aim to reference a MINIMUM* of at least two Academic sources (peer-reviewed

journal articles, does not include textbooks) and at least seven Business sources. *Cite
more than 10 to get top marks for Referencing – see Rubric

There are many useful resources available to you which you can use to ensure that you achieve a D
or HD Grade; See under the Assignment 4 tab on Blackboard the following documents and follow
these steps:-

1. Procure a copy of your Group’s final versions of Assignments 2 and 3, plus the data used to
create those reports. This information should already be posted on your Group’s Facebook
page/Google docs. Assignment 3 MUST include the Segment Attractiveness Table – so that
you can select your Target Segment for Assignment 4.  
2. Template – download the Template as a Word document and use it to provide the Headings
and Sub-Headings. Then follow the Instructions on the Template. Then, remove the
Instructions from the Template progressively as you write your Report.  

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3. Rubric – read carefully the requirements here for D and HD Grades. See also the Marking
Guide page 2 – which is a quick checklist of the key things you need to include to get the
higher grade marks
4. Companion Document – this provides the key theory slides + shows you examples of the key
items required in the Assignment; for example, Positioning Charts, recommended strategies at
each stage in the Product Life Cycle, and so on.
5. Also on Blackboard are the Lecture slides; Lectures 6 to 9 (Marketing Mix), Lecture 10
(Branding) and Lectures 11 & 12, which deal with the material you will need for your
Conclusion; ethics, social responsibility and so on.
6. Also, look up the Student Manual, the top Tab in the menu on the left-hand-side on
Blackboard. Here you will find all the information you need about getting data, writing Reports,
Referencing, demonstrating your Application of Theory and much more - all the skills you need
are here.
7. Bring your Draft and your questions to Consultations. A list of Consultation times appears
under the Consultations + Staff tab on Blackboard. Note that in addition to the usual
Consultation times for Weeks 2 to 12, there are many additional Consultations available in
Week 13. NOTE that these Week 13 Consultations are at different to the times for Weeks 2 to
12.

Individual Brand and Sub Brand Report - Overview of Structure

A. Executive Summary, B. Table of Contents, C. Introduction

1. Target segment
2. Brand Positioning
3. Diffusion of Innovation
4. Marketing Mix (4Ps) recommendations
5. The company’s CSR programs (with clear Action Plan)
4. Conclusion.

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A. Executive Summary (approx. 200 words) NOT INCLUDED IN WORD COUNT

Here you will provide a summary of-

a. the report’s major purpose,
b. the analytical processes used,
c. the findings, and
d. Your recommendations.
B. Table of Contents. NOT INCLUDED IN WORD COUNT

C. Introduction (approx. 150 words) NOT INCLUDED IN WORD COUNT

e. The authorization and purpose of the report tells the reader who it was who commissioned the
work and why it is being produced.
f. Hindrances are any limitations encountered in relation to data collection, availability or access
to information and information that might be confidential in nature.
g. The scope of the report summarizes what the report covers, how information will be
presented, where the information comes from and how it was gathered.
Section 1 - Target Segment (about 250 words)
Select ONE segment to be your Target Segment of your recommended Marketing Mix strategy. The
Target Segment (which therefore becomes your “target market”) will be one of the segments on your
Segmentation Table from Assignment 3. Base your decision on the Segment Attractiveness Table from
Assignment 3.
 Insert here your Group’s Segment Attractiveness Table from Assignment 3. Add as an Appendix
your Group’s Segmentation Table from Assignment 3.

 You will select ONE segment to be your Target Segment.

 You will justify your selection of Target Segment by using the data from your Segment
Attractiveness Table and providing a clear, relevant and insightful explanation of why your selected
Target segment is the best opportunity to grow sales

Section 2 – Brand Positioning (about 300 words)

You will recommend a Brand Positioning for your Brand and Sub-Brand. Explain why this will appeal
to your Target market and why this Brand Positioning provides a Point-of-Difference (also known as a
Unique Selling Proposition) for your Brand and Sub-Brand, compared with the competitors. Draw two
Positioning Maps (current that has been done by the company and proposed for your target market).
Section 3 - the Marketing Mix – the 4Ps (about 750 words)

Recommend a Marketing Mix (the 4Ps) which will effectively implement and communicate your Brand
Positioning: -

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3.1 PLC and the Diffusion of Innovation

 Identify the stage your product is in on the Product Life Cycle (PLC).
 Then, based on the stage your product is in on the Product Life Cycle, you will identify the
consumers you will be targeting in terms of the Diffusion of Innovations.
3.2 Type of Consumer product
 Then you will classify your product according to Type of Consumer Product.

Recommend a Marketing Mix

You have now set your strategic direction by deciding on your Brand Positioning, PLC, Diffusion and
Type of Consumer Product. Next step is to recommend a Marketing Mix (the 4Ps) and explain how
this Mix will implement and communicate your Brand Positioning to your Target Segment in a way
that will effectively promote sales.

3.3 Product; Recommend a product design using the “three levels” conceptualization, and explain
why this product design will effectively implement and communicate your Brand Positioning.

3.4 Place; Recommend a “P” for Place that is appropriate for the type of product and the level of
distribution intensity your Marketing Mix requires. Recommend one or more Channel structures. Briefly
describe how you think your product should be displayed in that Place (pharmacy, electronics retailer,
whatever) and how you want it supported by the retailer. Explain why this will effectively implement
and communicate your Brand Positioning.
3.5 Promotion; You will recommend an Integrated Marketing Communications (IMC)
campaign which will communicate a clear, consistent, unified and compelling message to the
Target segment customers.
 What will the message be?
 Include at least three different promotional tools and briefly describe each one. For
example, describe a TV commercial, a Sales Promotion and a Billboard. (If you would like
to, you can include hand-drawn or photo-shopped storyboards, posters etc. to effectively
communicate your ideas. (Pictures not included in word count.))
 Explain why you have chosen these particular tools.
 Explain why this will effectively implement and communicate your Brand Positioning.
3.6 Price; Recommend a Price and classify your pricing strategy as Price Skimming,
Penetration or Status Quo. Explain why this will effectively implement and communicate your
Brand Positioning. Include a Price Comparison table showing the Price for your Brand and
Sub-Brand compared with competitors.

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Summary Table of your Marketing Mix – brief summary (Tables not included in Word Count.)

Mix Current – what the Why is your Recommendation

Brand and Sub- better? Explain how your
Brand is doing now. Recommendation will more-
effectively support and
Your Recommendation
communicate your Brand
Positioning.

Product

Place

Promotio
n

Price

Section 4 – Conclusion, ethics and social responsibility (about 200 words): -

 In concluding you will: -

o Summarise how your recommended Marketing Mix will implement and communicate your
Brand Positioning to your Target Segment.
o Show how your Marketing Mix is internally-consistent. For example, if the Brand Positioning
is that of a prestige product show how each of your Ps is consistent with a Prestige
positioning.
 Explain how these recommendations are both are ethical and socially responsible.
 Explain how your plan will be implemented in a way that complies with the concepts of Corporate
Social Responsibility.
 Include a Compliance Program that will ensure that actions by the company will be monitored to
ensure they are both ethical and socially responsible.
 Show how performance will be measured using Triple Bottom Line Reporting.

Referencing – You will be penalized (marks reduced) if you do not provide references. You
need to provide both citations (in-text references) and List of References.

 “Where to get information” and “How to reference” - refer to Tutorials 4 and 6

Handy Hint; review the final draft of the Assignment and check off that all sections have been completed. Then check your Written
Expression (5 marks) and Referencing (5 marks) for extensive in-text citation plus List of References.

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How to get higher grades; See what you have to do better, and what extra things you have to do to get higher grades. White-on-
Blue = extra to get a Credit over a Pass, Grey BOLD = extra to get a D compared with a C, Yellow BOLD Italic underlined = extra to get
an HD compared with a D.
Rubric for Assignment 4: Marketing Strategy
Pass Credit Distinction High Distinction
Criteria Fail
50-59% 60-69% 70-79% 80-100%
Executive Summary Not all Passable summary Adequate summary of Reasonably comprehensive and concise Comprehensive and concise summary of the report’s major
(5%) element of the report’s the report’s major summary of the report’s major purpose, the purpose, the analytical processes, the findings and the
s major purpose, purpose, analytical analytical processes, the findings and the recommendations.
included. analytical
processes, findings and recommendations.
processes, findings
recommendations. the Recommendations.

Introduction (5%) Purpose You stated the You stated the purpose You clearly stated the purpose of the report. Authorisation included. You clearly stated the purpose of the
was purpose of the of the report. You You clearly indicated the scope of the report report. You clearly indicated the scope of the report with sufficient
missing report, but not in indicated the scope of with sufficient detail. detail. Limitations included. You clearly indicated the scope of the
or
a clear way. You the report generally. report with specific detail.
unclear.
Scope indicated the
unclear scope of the
or report to some
absent. extent.
How well you justified Did not meet Your Target segment Target segment selection Your Target segment selection is justified and Your strong, well-informed and justified Target segment selection
your selection of your criterion. selection is justified justified and demonstrates demonstrates the application of your learnings demonstrates the application of your learnings from your Group’s
Target segment and demonstrates evidence that you have from your Group’s Assignment 3 report. Assignment 3 report.
(10%) some evidence that applied learnings from You justified your selection of Target Segment by You justified your selection of Target Segment by showing further
you have applied Assign 3. Justified selection showing further analysis of the data from your analysis of the data from your “Segment Attractiveness” Table. Your
learnings from your of Target Segment using the “Segment Attractiveness” Table. You provided a Report provides a clear, relevant and insightful explanation of why
Group’s Assignment data from “Segment clear and relevant explanation of why your your selected Target segment is a good opportunity to grow sales.
3 report. Attractiveness” Table. Clear selected Target segment is a good opportunity to You explain which current and potential company strengths will be
explanation of why Target grow sales. most important in developing sales to this segment.
segment is a good
opportunity to grow sales.

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How well you created Did not
and justified your Brand criterion. Positioning
Positioning. (20%) meet
How well your Did not meet
recommended Marketingcriterion.
Mix (the 4Ps) would
implement and
communicate your Brand
Positioning. (35%)
Your Brand Brand Positioning identifies a Brand Positioning demonstrates the use of Demonstrates relevant literature, drawn from a range of sources.
key feature of your Brand relevant literature, drawn from a range of Identified key feature of your Brand and Sub-Brand and clearly and
demonstrates you and Sub-brand. Explained sources. Identified a key feature of your Brand succinctly explains how it appeals to your target segment.
have identified a key how it appeals to target and Sub-Brand and clearly & succinctly explains Demonstrates originality, creativity and independent thought by
feature of your segment. how it appeals to your target segment. Brand offering a USP compared with the competitors. Justified USP using the
Brand and Sub-Brand Brand Positioning Positioning also demonstrates originality, relevant criteria, and included a Positioning Statement with all
and have explained demonstrates some insight creativity and independent thought by offering a required elements. You included TWO Maps, with the USP on one axis
how it appeals to into how your Brand and USP compared with the competitors. on one Map. In addition to the USP, includes other highly-relevant
your target segment. Sub-Brand offers a USP Justified USP using the relevant criteria, and positioning factors on the other axes. Shows all the Competitors
compared w/competitors. included a Positioning Statement with all from the Strategic Group to which your Brand and Sub-Brand
required elements. You included TWO Maps, belongs.
with the USP on one axis on one Map.
You identify the stage on the You present data to justify your choice of stage in To implement and communicate your Brand Positioning you have
To implement and PLC. Identify the consumers PLC. Diffusion of Innovations and Type as per provided clear, internally-consistent, relevant and very comprehensive
communicate your in terms of the Diffusion of Credit standard. All points covered for Mix as per recommendations for each of the 4 P's. All points covered for Mix as
Brand Positioning, Innovations. Classified your Credit standard with all required details plus:-
per Credit and Distinction standards with all required details,
you have provided product according to Type of
recommendations Consumer Product. Product – clear linkage explaining why this will effectively implement and communicate your
for each of the 4 P's Clear and internally- Conceptualization>Positioning. Brand Positioning.
(product, place, price consistent recommendations
and promotion. for each of the 4 P's Place; clear linkage Recommendations justified regarding Marketing Mix with reference to
The explaining why this will Type>Intensity>Structures>display & support. PLC, Diffusion of Innovation and Type of consumer product as per
recommendations effectively implement and Distinction standard.
are justified. Promo; clear linkage IMC>Positioning. You included the Summary Table.
communicate your Brand
Positioning. Price; strategy justified according to Intensity of There is strong evidence of creativity and independent thought in
Product – the “three levels” Competition, and Impact of the electronic your recommendations.
conceptualization environment.
Place –appropriate for Type, These Marketing Mix recommendations are judged very likely to
distribution intensity, succeed in growing sales of the Brand and Sub-Brand.
All your recommendations regarding Marketing
Channel structures, product Mix are justified with reference to PLC, Diffusion
display and support retailer. of Innovation and Type of consumer product.
Promotion incl message, 3 You included the Summary Table.
promo tools, briefly There is some evidence of creativity in your
described, explains why recommendations.
tools chosen.
Price – recommend strategy;
skim, penetrate, or status
quo.
Recommendations justified
by logical argument.
Summary Table included.

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Conclusion, ethics Did not Your Conclusion Your Conclusion has Your Conclusion has comprehensively Your Conclusion has succinctly, yet comprehensively summarised
summarised how your
and social meet has adequately summarised how your recommended how your recommended Marketing Mix will implement and
recommended Marketing
responsibility (10%) criterion. summarised how Marketing Mix will implement and communicate your Brand Positioning. You have shown how your
Mix will implement and
your Marketing communicate your Brand Positioning. You Marketing Mix is internally-consistent. Your Mix recommendations
communicate your Brand
Mix will show creativity and independent thought. You have explained why
Positioning. You have shown have shown how your Marketing Mix is
implement and these recommendations are both ethical and socially responsible.
how your Marketing Mix is internally-consistent. Your Mix
communicate
internally-consistent. Your recommendations show creativity and Your Conclusion demonstrates a sophisticated analysis showing
your Brand
Mix recommendations show independent thought. You have explained why an insightful understanding of marketing strategy.
Positioning. You creativity and independent these recommendations are both ethical and
have shown You recommend a Compliance Program which will ensure that
thought. You have socially responsible.
reasonably well actions by the company will be monitored to ensure they are both
adequately explained why You recommend a Compliance Program which
how your ethical and socially responsible.
these recommendations are
will ensure that actions by the company will
Marketing Mix is both are ethical and socially You explain how performance will be measured using Triple
be monitored to ensure they are both ethical
internally- responsible. Bottom Line Reporting.
and socially responsible.
consistent. Your
Mix You explain how performance will be
recommendation measured using Triple Bottom Line Reporting.
shows some
creativity and
independent
thought. Some
mention of how
your
recommendation
are both are
ethical & socially
responsible.
Presentation, format Did not The report is The report is well The report is well organised and The report is very well structured and cohesive and communicates
and meet reasonably well organised and communicates ideas well. ideas very effectively.
criterion. organised. communicates ideas
attention to detail High standard of attention to detail (grammar, Excellent attention to detail (grammar, spelling, expression).
reasonably well.
(5%) Acceptable spelling, expression). Does not exceed Max Word Limit
standard of Good standard of
attention to attention to detail
detail (grammar, (grammar, spelling,
spelling, expression).
expression).

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Referencing Did not Harvard style An attempt at Correct referencing for Harvard style is Correct referencing for Harvard style is evident throughout the
(10%) meet referencing is referencing for Harvard evident throughout most of the report (both whole report (both in-text referencing and references list).
criterion. evident in parts style is evident in-text referencing and references list), with More than 10 References cited of which at least 2 are Academic
of the report (in- throughout most of the only minor corrections required. At least 2 and at least 7 are Business References.
both text report, (both in-text Academic and at least 7 Business References
referencing and referencing and cited.
references list); references list), with
however, improvements required
improvement in in consistency. At least 2
correct style and Academic and at least 7
consistency is Business References
required. cited.

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