Project for Principles of Marketing (Spring 2023) (15 marks)

Chapter 2 1. What is the history of your company?

Company and Marketing 2. What is the mission statement of your company and what is its orientation? THE PROJECT SHOULD
Strategy BE IN THIS FORMAT.
3. What is your company’s business portfolio? Make a full product mix. (As per assignment)
YOU MUST IDENTIFY
Chapter 2 cont. 4. How does the product market expansion grid and the BCG matrix help us understand how “your company” WHO WORKED ON
Analyse the current attained its position in the industry? Use specific data for the BCG matrix i.e. for instance market growth for EACH SECTION.
Business portfolio.
that category and market share for the brand(s).
Chapter 3 5. Describe the macro and micro environment your company is facing now.
Analysing the marketing 6. Conduct a SWOT analysis (chapter 2 and 3) THE WHOLE PROJECT
environment WILL BE SUBMITTED
Chapter 4 7. Each group member will work on the adopted brand by conducting an in-depth interview with a family AS A PRINTED WORD
Managing Marketing member who represents the target market for the brand. Each should write a reflective note on their own DOCUMENT ON THE
info to gain consumer DATE ASSIGNED.
insights.
demographics/psychographics and buying behaviour and use this to support the group’s market plan choices. HARDCOPIES WILL BE
This part will be done individually and included in the word document individually. (5 marks PROVIDED TO ME IN
individually) CLASS ON THAT
Chapter 5 8. Based on the interview, understand a) the characteristics affecting consumer behaviour. Look at Figure 5.2. ASSIGNED DATE.
Consumer Markets and b) Types of Buying Decision behaviour and the buyer decision process Look at Figure 5.5 and 5.6 for the
Consumer buying POWERPOINT
Behaviour
category. PRESENTATIONS WILL
Chapter 7 9. Discuss the major bases for segmenting used for your brand by the company. What is the target market BE MADE BY THE
Segmenting, Targeting (psychographics and demographics) until now? How is the company currently positioning the brand? Write WHOLE GROUP ON
and Positioning. ASSIGNED DATES.
the positioning statement for your brand (As per assignment). What overall positioning strategy did the brand
use? Look at Figure 7.4. Who are your main competitors (Choose one)? Write the positioning statement for .
the competitor. What overall positioning strategy did the brand use? Look at Figure 7.4.
Chapter 8 10. What type of consumer product is your brand? Look at Table 8.1. YOU WILL PROVIDE
Product services and 11. Describe the individual product decisions. Include all Sku’s and variants and their prices, as well as other HARD COPIES OF THE
Brands. PRESENTATIONS AS
(The grey shaded parts
details Look at Figure 8.2.
WELL.
carry 6 marks for the 12. Explain the major brand strategy decisions Look at Figure 8.5 and Figure 8.6
group) I WILL CONDUCT A
Chapter 9 13. Collect information on your category and write a description. Identify stage of life cycle for the category and VIVA BASED ON THE
Product life cycle then for your brand. NAMES PROVIDED ON
Chapter 12 and 13 14. What channels of distribution has the brand adopted? Look at Figure 12.2 and Table 13.1 EACH REPORT.
Distribution
Chapter 14 and 15 15. Analyse the latest advertisement of your brand and the competitor’s brand and apply the concepts from the
Promotion/IMC chapters done in class. Look at Figures discussed in class.

16. As a group, what would you recommend as a marketing plan for the next year. What would be the target market, positioning
statement, pricing strategy, distribution strategy and IMC decisions. (4 marks for the group)