MKTG5010 Branding Luxury

Semester 1, 2021
Brand Campaign | Group Project

The aim of this assignment is to develop and present a luxury business pitch. This will allow
for students with an entrepreneurial spirit to pitch a luxury or premium business idea. This
will follow a similar format of The Mark Challenge. The Mark Challenge is a business pitching
competition organized by the International University of Monaco (IUM), open to business
initiatives related to luxury products and services.

The competition aspires to:

1. Support and showcase the next generation of entrepreneurs, who start their business
ventures from all over the world,
2. Foster innovative ideas and business concepts in the luxury fields, through creative
channels to better target the HNWI and UHNWI worldwide,
3. Develop and promote essential skills of international students and Alumni:
collaborative working, critical and creative thinking, project management,
4. Enhance the Principality of Monaco’s image as a place supportive of entrepreneurial
initiatives with a social or environmental impact.

Create a team composed of minimum two maximum four people. The highest expertise
among the team members automatically defines the category of the team.
The projects have to encompass the following characteristics:
• A premium or luxury product or service
• B2B or B2C Business Model
• “Global” and not “local” potential market
• Match the “THREE rules” that follow
Business plan submission
Write a three page business plan containing the following elements:
• Company’s mission and slogan well defined
• Clear and relevant value proposition
• Thorough analysis of customers, segments and distribution channels
• Relevant timeline and business development plan: operational development
milestones, resources needed, management team
• Revenue model and financial forecasting

This assignment has two components:

• Business plan write up submission (20%)
• Pitching the business idea – 10 minutes (10%)

Submission Guidelines:
Font: Times New Roman, Size: 12, Single line space

Presentation: 17 May 2021

Deadline for write-up submission: 24 May 2021 by 4pm.
A softcopy must be submitted through TURNITIN.
 Group Project
(Brand Campaign write up)
Marking Guide

Assessment Criteria Marks

Distinctive Competence: Does the company proposes a novel,

disruptive or unique business concept that will provide it with a /20
competitive advantage?

Market Opportunity: Is there a clear market need presented? Does the /20
proposal suggest a viable way to meet that need?

Viability: Does the proposed business have a realistic potential to /20 /100
succeed?

Management Team: Is the proposing team well prepared to develop the /20
company and positioned to manage the risks?

Financial Strength: Does the team fully understand the financial

requirements of the proposed business? Do they understand the /20
financial needs two or three years out? Is there a need to raise funds?

Group Project
(Presentation)
Marking Guide
Assessment Criteria Marks
Content: Well-structured presentation (incl. concise introduction, /10
defined main body and clear conclusion).
Novelty: Degree of creativity and research shown in the pitch (i.e. /10
ability to think outside the box). /30
Communication: Ability to answer questions (i.e. evidence that /10
each presenter knows the topic well; is prepared and shows
confidence when answering questions from audience).