Assignment 1

Group Presentation (50%)

Objectives
By working on a group presentation, you will be provided with an opportunity to develop
experience of presenting in a group. Furthermore, you will gain insight into the challenges
of working in groups in terms of the negotiation and organisational skills needed to make it
work successfully. The group presentation also allows you to understand the nature of the
marketing mix.

Task

For the purposes of this task, your group has been asked to carry out a strategic review for a
senior manager of a large multinational business. In the final presentation, it is envisaged
that you are presenting your findings to the CEO of an established business. You must
assume that the manager has a detailed knowledge of the business area featured in your
presentation.

Based on an existing company (which you will choose, subject to the approval of your
seminar tutor), you need to develop a new product or improve an existing product with a
focus on developing an original marketing mix.

You will create and explain a marketing plan for your product.

The product must be in the follow area(s):

● Automotive
● Beauty and Personal Care
● Drink
● Finance
● Food, Food service
● Health and Wellbeing
● Household
● Leisure and Entertainment

Groups will consist of 4 members. All of the members must be in the same seminar class.
The seminar tutor will make decisions as to the final membership of groups.

Student groups will present to your seminar tutor (acting as the senior manager of your
chosen company) and other students in the final weeks of the module. The group has 10
minutes to present in front of the CEO (seminar tutor) and 10 minutes of discussion by the
CEO's board of directors (other students) will follow. Other academic staff and external
visitors may also observe the presentations.
You should assume that your audience are senior decision-makers who will decide on the
commercial viability of your product idea. Accordingly, you are expected to put forward
persuasive arguments in favour of the adoption of the product. You are also expected to
conduct yourself in a professional manner.

Membership of the groups will be organised during the seminars with your tutor.

Your Presentation (10 Minutes) should contain the following Components:

Product - A description of the product. What is it and what does it do? Describe its
attributes. What benefits does it offer and which pains does it remove? Why is it relevant
and important? Remember, the product must be in one of the categories set out above.

Customer Need - Set out important information which describes the opportunity you are
looking to fill. What base(s) of segmentation you have used and why? Include size, geo-
demographic, psychographic etc. Summarise the profile and persona of your target market.
Include a brief analysis of the market: Key market trends (e.g. growth trends). Who are your
significant competitors and how are they positioned? Include a brief analysis of the market:
Key market trends (e.g. growth trends).
Include a statement that identifies why your target market should buy your improved
product or service– i.e. what benefits it now offers and what problems it solves?

Company - Why is it a suitable opportunity for your company?

Distribution - How do you plan to distribute your product? Is the distribution plan relevant
for your target market?

Price - Set out your pricing objectives. Why would your target audience see value in the
proposed pricing structure? What is your price for the product?

Marketing Communications - Set out details of your promotion plans. Explain how your
strategy fits your target market and also enhances your positioning strategy.

Your Recommended Marketing Mix (given your analysis above)

Your work needs to show that you have accessed good quality information on your market
and product (e.g. Mintel) and that you have used the ideas about marketing from the
module (e.g. from the lecture materials and from the core text)

All members of the group must present and participate in the presentation.

Questions will follow on after the presentation. A detailed marking rubric is set out below.
Presentation Submission

One representative of each group will upload the presentation.  All other group members will upload
a Submission Coversheet containing all the names and student numbers of the members of their
groups (this is to allow each student to receive the Group Mark).

Key Dates:

Week 1 – Seminar tutor randomly allocates groups for seminar exercise.

Week 3 - Deadline for Presentation Groups to be formed.

Week 4 – Formative element: Presentation One: Your group needs to give a presentation which
should last no more than 5 minutes and should not contain more than 5 slides. The presentation
needs to (1) describe the product, and (2) describe the segmentation, targeting and positioning
strategy for the product. You will receive feedback from your class tutor.

Week 5 – Formative: Outline of presentation handed in via Turnitin and discussed in seminar group

Week 9 - Formative Assessment: Presentation Two: Your group needs to give a presentation which
should last no more than 5 minutes and should not contain more than 5 slides. The presentation
needs to describe the strategy for (1) pricing, (2) promotion and (3) place for your product. You will
receive feedback your class tutor.

Week 11 – Monday, 9 December 2019 by 1400: full copy of presentation slides submitted via
Turnitin (One representative of each group will upload the presentation. All other group members
will upload a Submission Coversheet containing all the names and student numbers of the members
of their groups (this is to allow each student to receive the Group Mark).

Week 11 – In Seminar: Presentations – schedule to be confirmed (during normal timetabled hours).

Each group will be assigned a one-hour slot in which they will present and provide feedback to two
other groups. Thus, each group will view two other presentations, as well as giving its own.
 Assignment 2
Individual Assignment (50%)

Individual Case Study Analysis:

You will need to produce a case study analysis relating to marketing problems facing a
business. The task requires candidate to answer three questions relating to the case study.
The word count is 1,000 words +/-10%

Background

MINTEL Fashion Accessories report - UK - January 2018

(Excerpt)

Many of the luxury brands have posted strong results in 2016 and Q1 2017 boosted by
an increase in tourism to the UK due to a weak Sterling following the EU referendum.
Burberry in the UK saw double-digit sales growth for the six months to 30 September
2017, but reported a slowdown in Q2 as tourism spend slowed as a result of the
annualisation of Sterling’s weakness. The company reported a 10% decline in global
revenue to £2.8 billion for the year ended 31 March 2017 due to challenging conditions
in the US and Hong Kong. A strong performance in the EMEIA (Europe, Middle East and
Africa) during the period was driven by the UK and an acceleration in sales in China.

While Mulberry saw turnover in the UK increase 8.6% for the year ended 31 March 2017
driven by an increase in tourism spend in London, global revenue growth for the six
months ended 30 September 2017 was flat. UK retail sales for the period were also flat
and, given that UK retail sales account for approximately 60% of the group’s total sales,
the results are underwhelming and show that the brand needs to do more to boost its
appeal in its domestic market. International sales performed better and the group is
focusing on expanding further in markets including China, Hong Kong and Japan where
consumers are more engaged in luxury purchasing.

Designer brand positioning

For Burberry, accessories represent 37% of total group revenue, with sales in the
category increasing by 10% during the first half of 2017. Products that performed well
were handbags and small leather goods. Full-price sales for bags increased 16% for the
year ended 31 March 2017 driven by new launches such as the Bridle and Buckle bags
and more novelty in more established styles. The bags category is seen as having the
greatest growth potential in the next few years and will be a central focus for Burberry.
As part of the new strategy under its recently appointed CEO Marco Gobbetti, Burberry
will move to reposition itself firmly in the luxury sector by extending its price
architecture and scaling back sales to lower-end retailers and wholesalers. It will also
create new luxury leather goods and accessories to attract new high-end customers.

Burberry’s strategy of moving the brand more upscale echoes a similar move by other
designer brands such as Mulberry, LVMH’s Céline and Givenchy. Coach is also responding
to the challenges it is facing in the US market by creating a more upscale, edgier look
under the guidance of a new designer. While Mulberry attempted to position itself at the
higher end of the luxury market, it had to rethink that strategy as it outpriced many of
its customers and struggled to compete against some of the more established hard
luxury brands. Burberry does not want to make the same mistakes and lose the younger
buyers who are extremely important in today’s luxury market. Consumer research for
Designer Fashion – UK, November 2017 shows that the 16-24s are the most active
luxury shoppers and they tend to buy more accessible entry-level products.

By contrast, some of the luxury designers such as Michael Kors, Prada and Louis Vuitton
have reduced the number of new handbag designs. Gucci’s increase in sales has been
driven by its renewed brand appeal under Alessandro Michele who has succeeded in
attracting younger customers with his new styles. The company has reworked its product
offering with older styles in all categories replaced by the new aesthetic. The brand has
moved away from discounting and has not run any promotional offers in its stores since
Q4 2016. Leather goods account for 54% of sales and benefited from new reworked
handbag styles.

Specialists and their retail offering

Monsoon Accessorize is looking to add new market channels and after opening
concessions in Debenhams it is looking to team up with other department stores. It has
also started trading on online marketplaces including Amazon. As the company looks to
create a separate brand identity for Accessorize away from Monsoon, it is opening new
stores under the accessories brand with a new design. The flagship Accessorize store at
Westfield London in White City, which opened at the end of 2016, features digital panels
that stream content from its Instagram site and hanging LED rods that change colours
depending on the textures and colours used in the season’s collections. Customers are
also able to choose the store’s playlist and curate their own Trend Edits on the
Accessorize app, which is then displayed throughout the store, thereby personalising the
shopping experience.
Digital activity
Burberry is focusing more on leveraging its digital reach and is investing in making it
easier for customers to buy online by fulfilling online orders from stores. It will revamp
its editorial content online in order to appeal more to luxury consumers and has
relaunched its mobile app and introduced an augmented reality app in October 2017,
which allows customers to overlay digital illustrations by a Burberry artist on their own
pictures through the camera lens, using Apple’s ARKit function. Users can export the
images they create to social media in a Burberry frame and share them.

Task
You are required to answer the following questions:

1. The article tells us that Burberry intends to go more up-market. Explain the relevance and
importance of positioning and repositioning for marketers. What are the implications for
the performance of the business if such a move is successful? (40%)
2. In the case of Burberry, demonstrate by means of a positioning map, how the positioning of
the brand will change as result of this process. In presenting map, also identify where on the
map the following brands would be located: Gucci and Primark (30%).
3. Provide two methods which brands such as Burberry might use to achieve repositioning.
(30%).

Word Limit: 1000 words +/-10%

Deadline:

Friday, 27 December 2019 by 1400 – Individual Assignment submitted via Turnitin

Principles of Marketing & Communications in a Digital World

Marking criteria for Presentation

Marking 100 80-89 70-79 60-69 50-59 40-49 30-39 20-29 0

Guidelines for Exemplary Excellent Very Good Good Satisfactory Adequate pass Marginal fail Fail Missing/ Not

Assessment done

Missing or
Criteria 1 : Cannot be Excellent level of Very good level Good level of Well-structured Inadequately Limited attempt to Material is wrong.
improved structure, clarity of structure, structure, clarity and signposted structured and structure material difficult to
Doesn’t meet
Presentation on. and quality of clarity and quality and quality of presentation. addressed to for presentation. understand due
the basic
(oral) 20% presentation. Oral of presentation. presentation. Audible and audience. Pace Pace and to poor structure
assessment
presentation to Oral presentation Oral presentation pace of a and audibility audibility are and/or pace and
criteria.
an excellent to a very good to a good satisfactory adequate. below the basic audibility.
standard. standard. standard. standard standard needed.

Mark
awarded*

Criteria 2: Missing or
Cannot be Material is Material is Material is Material is Material included Material Material is nearly wrong.
Presentation improved imaginatively imaginatively imaginatively carefully is relevant to the presented is entirely irrelevant
Doesn’t meet
(visual) 20% on. presented presented presented structured with topic and has mostly irrelevant and/or is
the basic
resulting in clarity resulting in clarity resulting in clarity clear message been structured. and lacks presented in a
assessment
of message and of message and of message and and visual effect Visual aspect of structure or visual highly
criteria.
information to an information to a information to a to a satisfactory presentation is impact below the disorganised
excellent very good basic standard
 standard. standard. good standard. standard. adequate needed manner

Mark
awarded*

Missing or
Quality of Cannot be Excellent Very good Good standard of Satisfactory Adequate theory Theory applied in Theory is nearly wrong.
improved standard of standard of theory applied in applied in this this presentation entirely irrelevant
theory applied in Doesn’t meet
Content: on. theory applied in theory applied in this presentation presentation below the basic and/or is
this presentation the basic
Application of this presentation this presentation standard needed presented in a
assessment
highly
Theory criteria.
disorganised
manner
40%
Mark
awarded*

Missing or
Collaboration Cannot be The team The team The team The team The team The team The team wrong.
improved collaborated in collaborated in collaborated in collaborated in collaborated in collaborated in a collaborated in
Doesn’t meet
20% on. their presentation their presentation their presentation their their presentation manner below the their presentation
the basic
in an excellent in a very good in a good presentation in a in an adequate basic level in an manner
assessment
manner. manner. manner. satisfactory required. substantively
manner. criteria.
manner. below the basic
level needed.

Mark
awarded*
Marking Criteria for the Individual Assignment

Marking
100 80-89 70-79 60-69 50-59 40-49 30-39 20-29 0
Guidelines for
Assessment
Exemplary Excellent Very Good Good Satisfactory Adequate pass Marginal fail Fail Missing/
Not done
Criteria 1: Cannot be Missing or
improved on. Excellent Very good Good Satisfactory Adequate Explanations on Explanations on wrong.
Explanation of explanations on explanations on explanations on explanations on positioning and positioning and
positioning and explanations on
positioning and positioning and positioning and positioning and positioning and repositioning for repositioning for Doesn’t
repositioning for repositioning for repositioning for repositioning for repositioning for repositioning for marketing are marketing are meet the
marketing; marketing. marketing. Very marketing. Good marketing. marketing. below the basic substantively below basic
discussion of Excellent good discussion discussion of Satisfactory Adequate standard the basic standard assessment
implications for discussion of of implications for implications for discussion of discussion of required. required. criteria.
implications for performance of performance of implications for implications for Discussion of Discussion of
performance of the
performance of the business the business performance of the performance of implications for implications for
business (40%) the business business the business performance of performance of the
the business are business are
below the basic substantively below
standard the basic standard
required. required.
Criteria 2: Cannot be Excellent Very good Satisfactory Adequate Presentationof Presentation of Missing or
Presentation of improved on. presentationof presentationof Good presentation presentation of presentation of positioning map, positioning map, wrong.
positioning map positioning map, positioning map, of positioning positioning map, positioning map, change of change of position Doesn’t
change of position change of position map, change of change of position change of position position and and location of 2 meet the
and presentation
and location of 2 and location of 2 position and and location of 2 and location of 2 location of 2 additional brands basic
of the change of additional brands. additional brands. location of 2 additional brands. additional brands. additional brands are substantively assessment
position of additional brands. are below the below the basic criteria.
Burberry together basic standard standard required.
with location of 2 required.
additional brands
(30%)
Criteria 3: Cannot be Excellent Very good Good Satisfactory Adequate Explanation of Explanation of two Missing or
Explanation of two improved on. explanation of two explanation of two explanation of two explanation of two explanation of two two methods for methods for wrong.
methods for methods for methods for methods for methods for methods for repositioning are repositioning are Doesn’t
repositioning repositioning repositioning repositioning repositioning repositioning below the basic substantively below meet the
standard the basic standard basic
(30%)
required. required. assessment
criteria.