Faculty of Business & Information Technology Marketing Major Assignment Part 1 & Part 2 Quarter 1 - 2017 Due Dates Part 1 – Friday 24th March 2017 (This is an Individual Assignment) & Part 2 – Friday 14th April 2017 (This is an Individual Assignment) Purpose of the Assignment The purpose of this assignment is for you to apply key marketing concepts to a given product/service, the emphasis being on the elements that make up the marketing mix. The knowledge you gain over the period of the course will allow you to successfully complete and submit the required report. The product/service scenario to be used this semester follows after the report instructions. Report Instructions Over the weeks that follow, you are to carry out a detailed analysis of the given product/ service. You should analyse your product/service in relation to the marketing objectives, needs of the target markets, buyer behaviour response and in relation to the other elements of the marketing mix. You should conduct secondary research and all sources of information should be acknowledged. As primary research is not necessary in this assignment, you are requested not to contact any business organisations for information. Most reports will have a maximum word count of 4000 words (plus appendices and references). However quality, not quantity, is the criteria on which your report will be assessed. The report should be typed and the Declaration and Mark Sheet which appears at the end of this assignment must be attached to the front of your assignment before you submit it. Please ensure that you spell and grammar checks your assignment before submitting it. Your report must include the following sections: Introduction. This should include:  the history of the company  its location Consumer Behaviour. Your consumer behaviour strategy must address the following:  Internal factors that will have implications for buyer behaviour within the chosen product / service category  Social factors that will have implications for buyer behaviour  Situational factors that will have implications for buyer behaviour Segmentation, Targeting and Positioning. This section must address the following:  Your choice of segmentation strategy chosen for the product/service  Your choice of targeting strategy chosen for the product/service  Your choice of positioning strategy chosen for the product/service Stated Objectives  the company’s marketing objectives SMART guidelines to be followed for One Hard and One soft objective to be included in the report Product strategy. Your product strategy must address the following:  The type of product you are marketing (product classification)  Your product line(s) and mix  how you will brand your product?  how your product will be packaged?  any other product related matters which you consider relevant. Promotional Strategy. Your promotional strategy must include:  your promotional objectives  how you will use the various elements of the promotional mix  plus any other promotion related matters which you consider relevant.  Need to provide a 12 month plan as an outline You are NOT required to write and design advertisements and commercials. Pricing strategy. Your pricing strategy must include:  pricing objectives  specific prices for each product item  an explanation of how the specific prices were determined Distribution Strategy. Your distribution strategy must include:  an outline of the distribution channel(s) to be used plus an explanation as to why these channels were chosen  a statement as to distribution intensity  Give a planned outline for the actual rollout Application of marketing theory that you have learnt throughout the course, to your marketing plan, must be evident.   SCENARIO Flavoured Milk Takes New Zealand by Storm No sooner when Lewis Road Creamery launched their chocolate flavoured milk drink via social media campaign (Facebook), the market started buzzing. Here was a relatively new milk producer on the market; with its classic looking bottles of milk on supermarket shelves. It takes it a step further, and decides to add one of the local iconic brands into its milk; and launches Whittaker’s chocolate flavoured milk. The product starts flying off the shelves and creates even a bigger buzz in the market driving social media and word of mouth into frenzy. Why is this surprising, well for the reasons that globally and nationally overall milk consumption is in decline. Flavoured milk as a category has seen a lot of stagnation in recent years. For this product to create such an enthusiasm in a stagnant market is bit of a surprise, or may be an opportunity for competitors to capitalise on the wave till it lasts. You have been commissioned by a business based in Auckland to conduct some secondary market research and prepare a marketing plan for launching a Brand of Flavoured Milk in the (domestic) New Zealand market. This will be a new product introduction for this Auckland based company and they have high expectations of you. You are required to write a marketing plan (using the structure as outlined above), for the successful launch of your new product(s) into the market.   APA Referencing and Citations ► Referencing An essential part of writing assignments and research papers is recording the details of the sources of information used in preparing your work. Accurate referencing is important in order to acknowledge sources of information and ideas. It gives the assessor an indication of the level of your research and sources used can be identified and located for verification or further research. A variety of referencing styles exist. Manukau Business School uses the American Psychological Association (APA) system. APA Referencing Manukau Business School recommends that all students obtain a copy of MIT’s “A Guide to APA Referencing and Citations” available on the MIT library website http://library.manukau.ac.nz and that you refer to the Publication Manual of the American Psychological Association, which is available at the MIT library. The following is a brief introduction to APA Referencing only. ► Creating a reference list As you conduct your research you need to create a Reference for each source of information that you will use. This is called a reference list. The purpose of referencing is to clearly identify sources and enable others to locate them, so it is important that details are accurate and complete. If in doubt, include more, rather than less information. Specific details and formatting are required for a reference entry, and vary according to the type and format of the source. All sources cited in your work must be included in the reference list. Reference lists are shown at the very end of your work beginning on a new pages and are in alphabetical order by author. Below are some examples, for further information please refer to “A Guide to APA Referencing and Citations” available on the MIT library website. Each reference should contain the following basic elements:  Author  Publication Date  Title  Publication information  and Retrieval statement for electronic sources Sample references by type of source: Article in database: Dunaway, J., & Ginzel, K.H. (2000). The plight of the nonsmoker from prenatal life to adulthood. New Mexico Nurse, 45 (1), 7-8. Retrieved February 1, 2001, from CINAHL database. Article in journal: Harris, G. (1997). Huperei, the black orchid. New Zealand Garden Journal, 2 (3), 7-9. Article in newspaper, no author: Research Centre promotes Maori educational success. (1998, October 12). Te Maori News, 3 (76), 4. Book, one author, edition: Schermerhorn, J.R. (1996). Management (5th ed.). New York: Wiley. Book, two authors, edition: Marshall, L., & Rowland, F. (1993). A guide to learning independently (2nd ed.). Melbourne, Victoria, Australia: Longman Cheshire. Document from Web site, no author, no date of publication: Health & social impact of drinking. (n.d.). Retrieved February 27, 2000, from http://www.alcohol.org.nz/ effects/factpack/impacts.html Television programme: Harley, R. (Reporter). (2000, December 14). Citizen Clark [Television broadcast]. In R. Long (Presenter), Assignment. Auckland, New Zealand: TV One. ► Citations in your assignment Citation is a method of noting within your assignment the source of a quote or idea you have used. Citations link to a reference list that is placed at the end of our assignment. The reference list provides complete details of the sources you have used (as explained above). The APA style of citing is known as the author-date, or Harvard, method. Within your work, insert the author’s last name followed by the date of the work. Sample citations: If the name of the author is used in your sentence, put only the year in brackets: In other cases place the name and year, separated by a comma in brackets: When citing a specific part of a source, also list the appropriate page, chapter or table after the date: For unpaged electronic sources, include the paragraph number, or heading and following paragraph number: When a work has two authors, always cite both names. ► Quotations Material that is written down exactly as it appears in a previous work is a quotation. When quoting you need to cite the author, date, and page number of the source in your work, and provide complete details of the source in your reference list. If the quote is less than 40 words a quotation should be enclosed in double quotation marks and included in the text of what you are writing. If the quote is more than 40 words, omit the quotation marks and make a block quotation. Start on a new line that is indented five spaces; keep all lines flush with the indent: The first letter of the word in a quote may be changed to capital or lower case, and punctuation at the end of a sentence changed to fit the sentence. If you omit part of the quote, you must indicate this by replacing the omitted word(s) with three ellipsis points … Use four points to indicate words omitted between sentences. See the two examples above. Do not begin or end a quote with ellipsis points. Errors in spelling, grammar, etc. in the original source should be copied, but insert the word [sic] (underlined in brackets) to indicate that the error is in the quoted work. ► More information about APA referencing For more complete information and additional examples on APA referencing contact the MIT library. Manukau Business School recommends that all students obtain a copy of MIT’s “A Guide to APA Referencing and Citations” available on the MIT library website. The web address is: http://library.manukau.ac.nz/docs/apaguide.htm A full paper version of the publication manual is available at the MIT library. The details are: The Publications Manual of the American Psychological Association (5th ed.). (2001). Washington, DC: American Psychological Association. MIT library – Reference 808.06615 APA ASSIGNMENT MARK SHEET PART 1 Please enter your name and ID number and attach this page to the front of your assignment. Name: ____________________ ID Number: ______________________ ELEMENT MARK AWARD COMMENTS Introduction *History *Location 2 Consumer Behaviour *Internal factors *Social factors *Situational factors 9 S T P Strategy *Segmentation strategy *Targeting strategy *Positioning strategy 6 Presentation , Grammar & Referencing 3 TOTAL 20 ASSIGNMENT MARK SHEET PART 2 Name: ____________________ ID Number: ______________________ ELEMENT MARK AWARD COMMENTS Stated Objectives *Hard and Soft both 2 Product *Classification *Line & mix *Branding *Packaging 10 Promotion *Objectives *Promotional mix *Annual Plan 10 Pricing *Objectives *Actual Working of Prices *Justification 8 Distribution *Distribution channels *Intensity planning *Stages of distribution planning 6 Presentation , Grammar & Referencing 4 TOTAL 40