School of Business, Law and Entrepreneurship

Assessment Task – Assignment 4

MKT10009
Marketing and the Consumer Experience
Semester 2, 2023.
Assessment Type Business report
Associated Unit Learning Outcomes 1, 2, 4.

Group or Individual task Individual

Value (%) 30%

Due Date Wednesday 1st November at 10:00 AEDT - Enter this date into your Calendar
1,500 words, (+ 10%) Not included in Word Count are Title Page, Table of Contents, List of
Submission details/form
References, Appendices.

Purpose or Overview
To develop higher order, critical thinking skills with regards to how key marketing concepts can be used in analysing a
range of marketing problems.

Detailed Assignment instructions

This assignment is an individual report that combines elements from all your previous Assignments. You are now a
brand manager proposing a new product to the Chief Marketing Officer (CMO) of your company. For this assignment:
 The brand you are extending is the brand you analysed for your Assignment 2.
 The target market for the brand extension is one of the three personas you created for Assignment 1.
Your report to the CMO will recommend one segment to be targeted from amongst the three personas and justify your
recommendation.
Then, you will recommend a brand extension strategy and a new product positioning to the target persona and explain
how the new product will be differentiated from competing products currently serving that target persona.
Lastly, you will provide details of the marketing mix for your new product and explain how this marketing mix will attract
the consumers (the target persona) to your new product.
Your report will be in these main parts:
 Explain how you have ranked the attractiveness of the three personas and justify why you have chosen one of
them to target.
 Your target persona’s characteristics – this will be the foundation of your new product and brand extension
strategy.
 Explain how the positioning strategy of your new product differentiates it from competing products and how it
will appeal to your target persona.
 Details of the Marketing Mix – Product, Price, Promotion and Place (the 4Ps). The Marketing Mix implements
and communicates the Positioning you explained above.

How does this Assignment differ from Assignment 3 (group)?

Here in Assignment 4, you will role play as the brand manager of the brand that you investigated in Assignment 2.
Instead of a new company launching a new product to a new market, here in Assignment 4 your company is established
in the market and will need to assess the market potential of the three personas from Assignment 1. Then you will
decide on one persona as your target market for whom you will launch your new product.
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Report Layout - Please include: -

 Title Page* - a separate page containing Unit code MKT10009, Semester and Year, Assignment Number, Date of
Submission, Your Name. If you used Chat GPT (or any other AI support), please place a statement on your Title
page to say; “I have used Chat GPT (or INSERT other AI as the case may be) in developing and writing this
Assignment”.
 Table of contents – a separate page

Then start the Assignment contents on a separate page.

Use Heading and sub-headings according to the Assignment document such as: -

Part 4. Marketing Mix

 Place.
 Promotion.
 Price.
 Product.

Number every page. (In Word > Insert (in the toolbar at top of page) > Page Number.)

Use Proofreading and spell-checking to reduce errors with spelling, grammar and/or sentence construction.

Do not use blogs and self-styled “consultants” as authoritative sources. Their credentials cannot be verified.

In-text referencing and the reference list must be in the APA style.

Part 1. Target Market Analysis

In Assignment 1, you conducted a small market research project that resulted in three simple ‘personas’:
representations of consumers with certain characteristics. Now, in Assignment 4 you must treat these personas as
exemplars of typical segments instead of as individuals.

Cut your Personas from you Assignment 1 and paste them into an Appendix (Appendices are not counted in the Word
Count). Then complete the Table below and refer the reader to the Persona details in the Appendix.
You should add more details of their characteristics and behaviour using your own research (e.g., using Australian
Bureau of Statistics census data, industry analysis, and/or segmentation reports).

Persona The fit of the segment with the brand’s Size and growth Structural attractiveness
identity/positioning
1
2
3

You must show how you have compared and assessed their attractiveness as markets for the new product by using each
of the following criteria:
1. The fit of the segment with the brand’s identity/positioning
Your brand offers certain products using a certain identity/positioning. In some ways strong brand identities are
good, but it can be limiting (e.g., imagine if Apple launched a vacuum cleaner – it would not fit with the Apple brand.
And yet Samsung can launch a vacuum cleaner with no damage to their brand). Which of the segments are most
likely to respond to your brand’s identity, or do you want to risk it and use a new/multi-brand strategy?
2. Size and growth
How large and lucrative are these segments? What are current market factors influencing these segments? A large,

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 fast-growing segment may be good, but would they have the willingness to pay? It may be better to target a small,
niche segment if it means the potential to yield a higher margin.
3. Structural attractiveness
Can we communicate with this segment effectively? Can we deliver to these segments effectively? Are stronger
competitors already serving them?

Your attractiveness analysis will utilize all relevant theories and frameworks you’ve learned throughout the semester.
In addition, for a Higher Grade, provide credible data such as census reports, industry reports, databases, and academic
references where appropriate. Conclude by clearly stating which persona you have chosen to be your target market
segment.
IMPORTANT: If one of your three created persona (in Assignment 1) is very similar to your brand’s existing persona
(from Assignment 2), then that persona is automatically disqualified from consideration for extension. We are looking to
serve new consumers, not duplicate what is already being served by the brand.

Part 2. Brand Extension and Product Strategy

You will be extending the product you analysed in Assignment 2. Show how you are using one of the four brand
extension strategies (see below) to create a new product that will satisfy the needs of your target.
Fig 2. What strategy will you choose, and why?

Example: Milo decides to target the segment of users over 60 years of age. They could use one of these strategies:
 Line Extension
If they think the brand name “Milo” can cross generational boundaries, then they can just launch smaller cans (more
suitable for single and couple households with no children present in the home).
This would be an additional Milo branded product within the same category.
 Brand Extension or Category Extension
The Milo Brand Manager thinks that the Milo brand is strong and elastic enough to be stretched into a new category
and product using the Milo brand, so they entered into the breakfast cereal category launched Milo Breakfast
Cereal.
This is a Milo branded product in a new category.
 Multi-brands
If Milo is seen as too synonymous with young kids or teenagers (e.g., their tagline is “Gives Your Kids More!”), then
the company (Nestle) might instead launch another chocolate and malt powder product but brand it as “Nestle
Sustain”.
 New Brands
If Nestle decides to not contaminate the Milo target market and give new benefits, they might launch “Nestle
Sustain” chocolate-flavoured chewable tablets with added calcium and other nutrients for older people.
Finish this section by describing the product you are going to offer to your target segment. Show your new product in
the “three levels” framework - core, actual, and augmented (Week 6). Include brand elements and brand personality
(Week 10).
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Part 3. Competitor and Positioning Analysis
Your task is to:
 Research the marketing mix of these competitors.

 Then present them in a brand positioning map (Week 5). Make sure you show where your new product is
positioned on the map. Remember, if your new product is in a new category, different from the one in which your
Assignment 2 product was located, then you will need to do a Positioning Map that shows the competitors in that
new category. Then add your new product to that map.
 Then, using this brand positioning map and thinking about the characteristics of the target market, formulate a
positioning strategy, develop a brand positioning statement (Week 5) and value proposition (see diagram below).
Show how your Positioning links to the needs and characteristics of your target persona. What will be your
strategy to build that positioning in the consumers’ mind? Use the concepts of brand equity and brand
relationships to show how you will develop your brand.

Fig 3. What value proposition will you choose, and why?

Part 4. Marketing Mix

Now that you have chosen your target segment and decided upon your Positioning you need to create a Marketing Mix
to implement and communicate your new product to them. Demonstrate application of theory from the Unit materials
when you explain Mix details.
 Place. Will you use distributors (Intermediaries)? Will you use retailers (online and/or bricks-and-mortar)? If yes,
then how do you want them to display and promote your new product? (Week 7).
 Promotion. What key messages/themes will you use? (Week 8). They should be a creative way of communicating
your Positioning.
Where (which media), during what times (media vehicle matching?
 Price. Recommend and justify a price using one of the pricing strategies (Week 9).
What can your target segment afford?
What do you think they would be willing to pay?
Are you proposing any payment strategies and/or financial partners involved?
 Product. Refer the reader to Part 2, where you described your new Product. Then, if you have additional ideas, put
them here.

Your marketing mix plan should be strongly grounded by your understanding of the target market and why it would be
effective.
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Guidance
How you will be marked
When reading your assignment, the markers will be guided by these questions, elaborated by the rubric at the end of
this document:
 Was the selection of target market based upon good analysis that demonstrates that you have learned the right
tools and concepts to use?
 Did the brand extension and product strategy reflect accurate and insightful understanding of the target market?
 Was the positioning strategy based on solid research about competitors and the target segment’s needs and wants?
 To what level does the marketing mix showcase your learning of how to create a creative, compelling, yet sensible
plan?
 How much effort did you put into the work to make it compelling while also adhering to the technical instructions?
Submission Instructions
 Assignments and other assessments must be submitted through Canvas assessment submission system.
 Please ensure you keep a copy of all assessments that are submitted.
MARKING RUBRIC
Target Segment Selection (20%)
Does the work use the following
concepts in this section
effectively in its analysis?
 Three target market
attractiveness criteria
Is the analysis supported by
appropriate, impactful, and
compelling sources?
Brand Extension and Product
Strategy (20%)
Did the work effectively use the
following concepts to develop
and justify the brand extension
strategy?
 Brand extension strategy
 Brand elements
 Brand personality
 Link between persona and
brand
Did the work effectively use the
three-level concept to guide its
product design?
Competitor & Positioning
Analysis (20%)
Does the work use the following
concepts in this section
effectively in its analysis?
 Competitor analysis
 Positioning Map(s)
 Positioning Statement
 Value proposition framework
 Brand equity building
 Brand relationships
Is the analysis supported using
appropriate, impactful, and
compelling sources?
Marketing Mix (20%)
Does the work use the following
concepts in this section
effectively in its analysis?
 Product – The Three Levels
 Place - Roles of intermediary
 Promotion - Integrated
Marketing Communications
theory
 Pricing strategy
Will the Marketing Mix
implement and communicate the
Positioning strategy? Is the mix
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High Distinction (HD)
80-100
Work that exceeds expectations and
may serve as a guide to others as
an example of “best practice”
Goes beyond the required concepts
and theories and does so very
effectively. The analysis applies the
right concepts in the right manner in
a way that demonstrate mastery.
Demonstrates highly varied and
compelling supporting data to create
a very persuasive argument.
Goes beyond the required concepts
and theories and does so very
effectively. The analysis applies the
right concepts in the right manner in
a way that demonstrates mastery.
Demonstrates highly varied and
compelling supporting data to create
a very persuasive argument.
Goes beyond the required concepts
and theories and does so very
effectively. The analysis applies the
right concepts in the right manner in
a way that demonstrates mastery.
Demonstrates highly varied and
compelling supporting data to create
a very persuasive argument.
Goes beyond the required concepts
and theories and does so very
effectively. The analysis applies the
right concepts in the right manner in
a way that demonstrates mastery.
Demonstrates highly varied and
compelling supporting data to create
a very persuasive argument.
Distinction (D)
70-79
Very good work.
Purposefully and logically
developed.
Thoroughly addresses all aspects of
the task.
Shows evidence of sound
understanding and thoughtful
examination.
Uses the complete required concept
and theories accurately and
thoroughly.
Uses appropriate, varied, and
related supporting data in the
justification of the argument.
Uses the complete required concept
and theories accurately and
thoroughly.
Uses appropriate, varied, and
related supporting data to shape the
content of the section
Uses the complete required concept
and theories accurately and
thoroughly.
Uses appropriate, varied, and
related supporting data to shape the
content of the section
Uses the complete required concept
and theories accurately and
thoroughly.
Uses appropriate, varied, and
related supporting data to shape the
content of the section
GRADE
Credit (C)
60-69
Good work.
Generally clear, accurate and
relevant.
Adequately addresses all
requirements of the task.
Development is generally logical,
facts generally correct.
Uses the minimum required concept
and theories.
The way the concepts were used in
the analysis demonstrate accurate
understanding, but the application of
the concepts could be improved.
The analysis uses reasonably varied
supporting data in the justification of
the argument
Uses the minimum required concept
and theories.
The way the concepts were used in
the analysis demonstrate accurate
understanding, but the application of
the concepts could be improved.
The analysis uses reasonably varied
supporting data in the justification of
the argument
Uses the minimum required concept
and theories.
The way the concepts were used in
the analysis demonstrate accurate
understanding, but the application of
the concepts could be improved.
The analysis uses reasonably varied
supporting data in the justification of
the argument
Uses the minimum required concept
and theories.
The way the concepts were used in
the analysis demonstrate accurate
understanding, but the application of
the concepts could be improved.
The analysis uses reasonably varied
supporting data in the justification of
the argument
Pass (P) Fail (N)
50-59 0-49
Satisfactory. Unsatisfactory work that requires
Shows basic understanding with further development and needs
minimal evidence of reflection or improvement
thoughtful analysis. Does not address the topic in a
Merely complies with the basic meaningful way.
requirements. May be extremely brief, inaccurate,
illogical or undeveloped.
The work shows an incomplete and The majority of work in this section
basic grasp of concepts and theories does not meet the criteria or uses
and attempts to use them. glaringly irrelevant content.
The concepts and theories used
were either incomplete or simple,
and do not go beyond the basic
level.
The analysis is accompanied by
minimal supporting data and lacks
supporting arguments.
The work shows an incomplete and The majority of work in this section
basic grasp of concepts and theories does not meet the criteria or uses
and attempts to use them. glaringly irrelevant content.
The concepts and theories used
were either incomplete or simple,
and do not go beyond the basic
level.
The analysis is accompanied by
minimal supporting data.
The work shows an incomplete and The majority of work in this section
basic grasp of concepts and theories does not meet the criteria or uses
and attempts to use them. glaringly irrelevant content.
The concepts and theories used
were either incomplete or simple,
and do not go beyond the basic
level.
The analysis is accompanied by
minimal supporting data.
The work shows an incomplete and The majority of work in this section
basic grasp of concepts and theories does not meet the criteria or uses
and attempts to use them. glaringly irrelevant content.
The concepts and theories used
were either incomplete or simple,
and do not go beyond the basic
level.
The analysis is accompanied by
minimal supporting data.
 plan coherent and consistent
with previous sections?
Organisation (5%)
Grammar (5%)
Vocabulary (5%)
Referencing (5%)
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Organisation appropriate to task.
Paragraphing is to a high standard.
Cohesive devices used accurately &
appropriately throughout. Within
Word Limit AND satisfied Format
requirements.
A wide range of grammatical
structures are employed with
precision.
Rare, minor errors / ‘slips’ may
occur.
Wide range of sophisticated
vocabulary used with precision.
Vocabulary is of appropriate
academic register.
Rare minor errors or ‘slips’ may
occur.
Correct referencing for APA style is
evident throughout the whole report
(both in-text referencing and
references list).
Organisation sufficient but may have
been handled more effectively.
Paragraphing to a good standard.
Cohesive devices used accurately
(with minor lapses). Within Word
Limit AND satisfied Format
requirements.
Majority of sentences are error free
(occasional lapses).
Errors do not interfere with
message.
Range of academic vocabulary,
generally used with precision (some
inaccuracies may occur).
Correct referencing for APA style is
evident throughout most of the
report (both in-text referencing and
references list), with only minor
corrections required.
Organisation evident, clear overall
progression.
Paragraphing evident but central
topic may not always be clear.
There may be underuse or some
inaccurate use of cohesive devices.
Minor lapses in cohesion. Within
Word Limit AND satisfied Format
requirements.
Frequent error free sentences.
Good control over grammar &
punctuation (although errors occur).
Errors have only minimal effect on
meaning.
Sufficient range of vocabulary to
demonstrate flexibility and some use
of academic style & register.
Errors in word choice or formation
may occur but have only minimal
effect on meaning.
An attempt at referencing for APA
style is evident throughout most of
the report, (both in-text referencing
and references list), with
improvements required in
consistency.
Organisation evident but poorly
handled.
May lack paragraphs / lack clear
central topics for paragraphs.
Some cohesion within or between
sentences may be faulty. Within
Word Limit AND satisfied Format
requirements
Some error-free sentences.
Punctuation mostly accurate.
Errors sometimes affect meaning.
Adequate vocabulary for the task.
May lack an awareness of academic
style & register.
Errors in word choice or formation
have some effect on meaning.
APA style referencing is evident in
parts of the report (in- both text
referencing and references list);
however, improvement in correct
style and consistency is required.
Organisation not evident.
May lack paragraphs / lack clear
central topics for paragraphs.
Little or no cohesion within or
between sentences. Exceeded Word
Limit, did not satisfy Format
requirements
Mostly simple sentence forms.
Some error-free sentences.
Punctuation mostly inaccurate.
Errors affect meaning.
Vocabulary mostly inadequate for
the task.
Lacks an awareness of academic
style & register.
Errors in word choice or formation
have large to some effect on
meaning.
Did not meet criterion.