Module Code: MG412
Module Title: Principles of Marketing
Assignment : Coursework 1: Individual report: The 4Ps/marketing mix
Assignment task:
An individual 1500 word report on target marketing and the 4P’s of the marketing mix i.e. Product, Price, Place and Promotion.
You need to compare and contrast the target audience for the brand and also how effective the brands are in their application of the 4Ps of the marketing mix for one selected pair of brands (NOT ALL OF THEM) from the list below:
Brand A
Brand B
Yorkshire Tea
Twinning’s English Breakfast Tea
Lucozade Energy drink
Red Bull Energy drink
Sure Deodorant for women
Dove deodorant for women
Apple watch series 7
Fitbit Versa 3 Galaxy Watch 4
Alpro Yogurt
Muller Yogurt
Nivea for Men Skin Moisturiser
L’Oréal Men Expert Moisturiser
Kellogg’s Special K
Weetabix
Heineken lager
Stella Artois lager
You need to carry out in-depth research into the brand’s target market (who they are, their likes/dislikes, their levels of personal disposable income etc.) using market research databases – e.g. Mintel reports, WARC and TGI. You then need to look at the brands themselves, their brand values and competitive positioning in the market before going on to discuss their application of the 4Ps – product, price, place and promotion. The key to getting a good mark on this is to prepare a comparative analysis. Do not describe the brands in isolation – always look at the two together and explain why they do things differently.
You need to research the following:
Target Market
You need to develop a detailed target market profile for each brand using data sources such as Mintel, the companies’ own websites and other secondary sources. You need to think about age, gender, personal disposable income, social class, level of education, family life cycle, lifestyles, other brands they like, TV programmes they watch, hobbies etc.
Product /Brand
Using Levitt’s model of a brand, try to analyse your two selected brands (their shape, packaging, colour scheme etc.). How different are they at the functional and emotional level? What are the brand values that the companies are trying to portray? In addition include coverage of Aaker’s brand personality framework to see which personality type(s) each brand follows.
Price
You need to carry out some on-line and in-store research to establish a market price for each of the brands and any competing products. Display all this competitive pricing research in a table and draw conclusions about which pricing strategy they are adopting.
Place (Distribution)
You need to look at channel management. Which stores stock this product? Is it a mass market product where the company has maximised distribution outlets, or is it a luxury brand where distribution is deliberately limited? Explain your answer. If possible, take photos of the product in-store/on-line. What does this tell you about brand values?
Promotion
You need to research their past methods of communication (e.g. cinema, TV, outdoor, print, social media, mobile, own website etc.). Which communication methods do they use to build their respective brands? – and how do they do this? How are they positioning themselves in the minds of target audiences? (E.g. affordable, luxury, healthy, socially conscious etc.
You only have 1500 words for your report so you need to decide what goes in the appendices. It is suggested that you follow this structure for your work.
“You can order MG412 Principles of Marketing Coursework 1: Individual report: The 4Ps/marketing mix from our service and can get a completely high-quality custom paper. Our service offers any of the MG412 Academic paper written from scratch, according to all customers’ requirements, expectations and highest standards.”
The post MG412 Principles of Marketing Coursework 1: Individual report: The 4Ps/marketing mix. 1500 words appeared first on .
