Word count is 1,500, however, does not include the executive summary, titles, or graphs etc. Please pay close attention to the report guide for layout, comparing it closely to the marketing criteria. The chosen ad is the one attached for "Smirnoff Sorbet Light".
BUS105 Task 3 Report Guide REPORT CRITERIA DESCRIPTION GUIDE ON CONTENT AND FORMAT Written communication and presentation skills using the guidelines in Summers and Smith (2014) In accordance with Summers and Smith (2014) guidelines, include an executive summary, table of contents, formal introduction, conclusion, list of references, and appendices. Marks are also allocated for the correct format, professional presentation, spelling, grammar and in-text referencing. -Title Page Contains a title and all relevant personal identification including word count. -Executive Summary A detailed summary of your entire report. Can be up to 1 page in length. -Table of Contents Identifies the headings and sub-headings in the report and their respective page numbers. -Introduction Should include: Purpose and Authorisation, Limitations and Scope -Conclusion Should re-acquaint the reader to what the report was about and summarise the main ideas of the report. -References The report should contain both in-text references, and a List of References that includes all in-text references used. The formatting should be Harvard style. -Appendices Appendices should be included if there is supplementary information you wish to refer the reader to that helps further support the evidence you have supplied your reader in the body of the report. You are required to include your actual print ad in an Appendix. Identification of a physical product and discussion of company background, and main target market(s) based on marketing theory and concepts supported by credible academic and practical sources. a. Background b. -What is the product, who manufactures/delivers the product, and where can it be bought? c. d. Target Market e. –Using the four segmentation variables (refer to p.171 of the textbook), who appears to be the main target markets for this product? Provide a summary description of a typical consumer in this market. Understanding and application of marketing mix theory and concepts supported by credible academic and practical sources. Product -Describe the product on three layers (refer to p.201). Discuss the product classification and explain which product class (refer to p.202) you consider the product is in. -Identify and explain the product lifecycle stage for the product. Justify your opinion. What are the main implications for marketing (refer to p.241)? -Describe the brand positioning of the product – what attributes are used to position the brand, and does this align with the target market? Justify your answer. Price -What is the price of the product? How does this compare with competitors’ prices? What might differences in price compared to the competition suggest? -What type of pricing strategy (refer to pp. 258-263), or psychological pricing technique (p.273) appears to have been set for this product? Justify your opinion. -Discuss two factors (other than demand) that appear to influence the price for this product. Promotion -Select one print advertisement for this product (place a copy in the Appendices). What is the main promotional message? Critically evaluate the type of execution strategy (refer to pp.358-359) that has been used to deliver the message. -What type of advertising objective (refer to p. 352) appears to have been selected, and how effectively is it embedded in the execution strategy used? -Discuss the other elements of the IMC mix used to communicate the product to the target market. What additional promotional elements (along with the print ad) are used and how (refer to p.342 for a list of IMC mix elements)? Based on the IMC mix elements used, is a push or pull strategy (refer to p.349) being used? Placement -Is the product marketed via direct or indirect channels? What evidence supports your conclusion? If channel intermediaries are used, what type(s) would they use (refer to pp. 302-303)? -What kind of distribution intensity is used, and is it suitable for the product (refer to p.313)? -What type of retail outlet do they place their product in (refer to pp. 315)? Discuss why they would place their product in those types of outlets. Application of marketing theory and concepts for articulating recommendations, one of which focuses on improving CSR/sustainable aspects of the product’s marketing supported by academic and practical sources Innovative Recommendations The marketing mix should be adapted at each stage of the product lifecycle. Having identified the stage of the product lifecycle in the product strategy section, and based on marketing theory and concepts, you are required to make two (2) recommendations for how innovation and creativity could be used to improve the marketing of the product. Recommendations may be based on any element of the marketing mix i.e. improving the product, pricing, promotion or placement of the product. *Note: One of the recommendations must be based on improving a sustainable aspect and/or improving the corporate social responsibility (CSR) of the product. Be sure to justify your recommendations in terms of why you consider they would be effective. Demonstrates consistent report progress by meeting key checkpoints in designated tutorials Completed attempt of report related checkpoint tasks in the following tutorial weeks: -Week 4 – Print ad selected and approved by your tutor (2.5 pts). -Week 6 – Completed attempt of workbook questions for target audience section of your report (1.5 pts). -Week 7 – Completed attempt of workbook questions for product section of your report (1.5 pts). -Week 9 – Completed attempt of workbook questions for price section of your report (1.5 pts). -Week 10 – Completed attempt of workbook questions for promotions section of your report (1.5 pts). -Week 11 – Completed attempt of workbook questions for placement section of your report (1.5 pts). BUS105 Task 3: Marketing Report Marking Rubric This rubric provides information on what is required to gain a pass in this task, and what additional is required to merit a higher mark. First, read the criteria for a pass grade (50-64.5%), and then consider what additional behaviours you would need to demonstrate to gain a higher grade. Student Name & ID Number: Assessment Criteria 85 – 100% HD 75 – 84.5% D 65 – 74.5% C 50 - 64.5% P 0 – 49.5% F Identification of a physical product and discussion of company background, and main target market(s) based on marketing theory and concepts supported by credible academic and practical sources. Offers insightful synthesis of the company background and develops rich profiles of the main target market(s). Discusses various aspects of the company background and target market(s) in detail supported by a variety of credible academic and practical sources. Discusses various aspects of the company background and major target market(s) and connects these to a credible marketing theory and a variety of concepts. Identifies the major aspects of the company background and a target market(s) and connects these key aspects of a relevant marketing theory using credible academic and practical sources. Identifies a physical product accompanied by isolated and/or insignificant details of the company with little or no use of marketing theory or credible sources. Mark /15 Comment: Understanding and application of marketing mix theory and concepts supported by credible academic and practical sources. Provides a critical evaluation in the understanding and application of marketing mix theory and concepts. Explains in detail a variety of components of marketing mix theory using many credible academic and practical sources. Explains the key components of marketing mix theory using a variety of credible academic and practical sources. Identifies key components of marketing mix theory and concepts including product, pricing, promotion & place, supported by essential credible academic and practical sources. Identifies isolated aspects of marketing mix theory with little or no use of credible sources. Mark /60 Comment: Application of marketing theory and concepts for articulating recommendations, one of which focuses on improving CSR/sustainable aspects of the product’s marketing supported by academic and practical sources Makes creative and innovative marketing recommendations. Detailed application of marketing theory and concepts in articulating the justification of recommendations, supported by a variety of credible academic and practical sources. Discusses marketing theory and concepts for articulating feasible recommendations, connected to report findings including one focused on improving a sustainable and/or CSR aspect of the product’s marketing supported by a variety of academic and practical sources. Makes recommendations, including one giving some due consideration to improving a sustainable and/or CSR aspect of the product’s marketing, supported by some key academic and practical sources. Makes some or a limited number of unsupported recommendations Mark /15 Comment Written communication and presentation skills using the guidelines in Summers and Smith (2014) Professional report structure, format and presentation; communicates synthesised, well-justified ideas Report structure, format and presentation of a high standard; Communicates detailed main ideas clearly and concisely. References sources of information in text and/or in the reference list in correct Harvard format; exhibits mostly English spelling and grammar errors; communicates main ideas with logical flow. References sources of information in text and/or in the reference list in mostly correct Harvard format; follows basic report structure, format and presentation; exhibits some occurrences of English spelling and grammar errors; communicates most main ideas with reasonable logic. In accordance with Summers and Smith (2014) the report: Incorrectly references sources of information in text and/or in the reference list; exhibits inconsistent structure, format and presentation; contains numerous English grammar and spelling errors; inadequately communicates main ideas logically Mark /10 Comment: Demonstrates consistent report progress by meeting key checkpoints in designated tutorials Meets all tutorial checkpoints. Meets most tutorial checkpoints, with a comprehensive level of completion Meets most tutorial checkpoints, with a moderate level of completion Meets at least half the tutorial checkpoints, with a basic level of completion. Meets less than half of the tutorial checkpoints, with a fragmented level of completion. Mark /10 Comment: General Comment: TOTAL /110 Weighted Mark /45 The ‘busbies’ 2015 Good Ads and not so good ads for task 3 This presentation serves to provide examples of ads that will help guide your selection of a print ad for Task 3. Some things to remember & Consider for Task 3 You need to choose a product (tangible good) from one of the five categories shown in the lecture slides since Week 2. You need to find a print ad that features the chosen product. You can find a print ad in a classic print magazine, or a digital screen shot. If you choose a digital screen shot (e.g. you use Google images) you need to do the ‘detective work’ to find out where the ad was originally placed as this gives you some foundation clues for evaluating the marketing of the product. When you do the ‘detective work’, you will often find it takes you to the company’s webpage that manufactures the product, or the ad agency that created the ad. You need to be able to state the print publication that the ad was placed in. For example, Vogue