Marketing Strategy Report; Targeting, Positioning And The Marketing Mix

ection	Credit Requirement in addition to Pass	Distinction requirement in addition to Credit	HD Requirement in Addition to Distinction
Exec Summary	Adequate summary; purpose, processes, findings, recs	Reasonably comprehensive; purpose, processes, findings, recs	Comprehensive and concise; purpose, processes, findings, recs
Introduction		Purpose & Scope with sufficient detail	Includes Authorisation and Limitations
Target Segment	Demonstrates learnings from Assn 3	Further analysis of data from Seg Attractiveness table. Why Target is opportunity to grow sales.	Which brand strengths most important
Positioning	USP and why this USP appeals to the target segment	Criteria to justify USP	Map – other highly relevant axes
		Creativity	other relevant factors for Posn
		References
		Statement includes all required elements
		Two Maps
		USP on Map
PLC stage	Classified	Data to support classification
Diffusion Adopters	Classified	Data to support classification
Type of Consumer Prod	Classified	Data to support classification
Product	3 levels concept	Linkage Brand Positioning > 3 levels	Maybe a further discussion of Branding
	why effectively implements + communicates Position	Augmented level connection to additional benefits and/or services.	Comprehensive, consistent, creative. Creativity and independent thought.
		3 level concept > Linkage to PLC & Diff	Judged very likely to increase sales
Place	Appropriate for Type, Intensity,	Linkage to Brand Positioning	Comprehensive, consistent, creative
	Channel Structure + Retail display & retailer support	Clear linkage Type>Intensity> Structures>Display & Support	Judged very likely to increase sales
	why effectively implements + communicates Position	Linkage PLC & Diff	Maybe discussion of product availability and Logistics
Promotion	Message = Brand Positioning (or adaptation thereof)	Linkage Brand Positioning	Comprehensive, consistent, creative
	Three promo tools, Why tools chosen	Linkage PLC & Diff	Judged very likely to increase sales
Price	Strategy – logical	Linkage to Type of Consumer Product	Comprehensive, consistent, creative
	why this implements + communicates Position	Linkage to Intensity of competition	Judged very likely to increase sales
	Price Comparison table	Linkage PLC & Diff
Conclusion	How recommended Marketing Mix implements & communicates Brand Positioning to Target segment.	Compliance plan	Sophisticated analysis showing insightful understanding of marketing strategy.
	Explains how Marketing Mix is internally consistent.	Triple Bottom Line (TBL) – how performance measured.	TBL – Application includes sustainability
	Explains why plan is ethical and socially responsible.
	Explains how plan complies with CSR

 

Assignment 4 Marking Guide Page 2.docx

 

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