Individual Assignment Student Name Student ID Tutor Tutorial Time Word Count This assignment is an..

Individual Assignment

Student                            Name

Student                            ID

Tutor

Tutorial                            Time

Word                               Count

This assignment is an application based assignment that is designed to test your understanding of marketing concepts (mainly chapters 4, 6, and 8). You will need to answer all the questions and provide justification for your answers. You will be marked on your ability to apply marketing concepts and discuss your answers in a coherent and logical manner.

By the end of this assignment you will be able to:

Apply market segmentation to a         real life brand or product;

Develop an appreciation of the   rationale underlying marketing strategies;

Formulate recommendations for real life marketing problems

Submission:

One softcopy MUST be submitted via TURNITIN link, this will assess plagiarism.

Use the assignment template

Formatting:

Font size: 12 pt | Spacing: 1.5 pts | Font: Times New Roman/Calibri

Word count 2500 total (10% + without penalty) excluding references

Deadline:

Week 5 (5 APRIL 2019) Friday by 4pm according to the submission guidelines above.

Your assignment will be marked using the following marking guide:

Question 1 (Total: 50 marks)

This is an application question. When discussing the answers, please ensure you relate your answers to the advertisement and not your general perception of the brand . You will need to link to the symbols, the visuals, and characters (and so on) that you can see in the ad. Please do not make up imaginary claims which are NOT reflected directly in the Ad.

Question                  1 Choose ONE                  print advertisement                   for ONE product of your choice (e.g. Diet Coke). Discuss and explain the                   purpose of segmentation. Using                         the five bases of segmentation, identify which THREE bases of segmentation                        have been utilized in the ad. Define each of the segmentation                   bases you have selected. Justify the segmentation bases you have                 identified by critically analysing the symbols, images, words and                       content of  your print ad to determine/describe the target market.
** Use at                   least 3                       academic references                         to support your answer (50                         marks)

Marks                       Allocated

Discuss                     the purpose of segmentation.

/5

Selected                   segmentation bases are clearly defined and explained. Marks                     are awarded based on how well the academic references are applied                         rather than just “quoted”

/9

Referencing                       (3 academic required) Textbook                   definition or lack of academic referencing for the above will not                         be given marks – use other academic resources

/6

(Example                  1) Ability to analyse symbols, images, words and content used in AD                        to support the type of segmentation

/10

(Example                  2) Ability to analyse symbols, images, words and content used in AD                        to support the type of segmentation

/10

(Example                  3) Ability to analyse symbols, images, words and content used in AD                        to support the type of segmentation

/10

Total                        Marks for Question                  1

/50

IMPORTANT INSTRUCTIONS:

Academic journal articles will be the source of academic reference. Refer to the Curtin Library website for the academic databases. Examples        would be ProQuest, Science Direct, Emerald, etc.

Your print advertisement needs to be an official manufacturer/brand generated advertisement. (You   can refer to: adsoftheworld.com, and such websites to search for RELEVANT ads). DO   NOT use your own definition for what constitutes a Print AD, if you are unsure ask your tutor – this will be covered in tutorials.

Videos are NOT         acceptable. They        should strictly be in PRINT form (e.g. publishable in magazines, newspapers). You      will receive 0 for Question 1 by     using videos to answer the question.

DO   NOT use any Ads shown in tutorial or lectures .       Failure to adhere to this will result in 0 marks for Question 1.

Failure      to use academic references for specific parts within the marking         guide (clearly outlined) will result in zero marks being awarded for         those questions

Question 2 (Total: 50 marks)

This is an application question. When discussing the answers, please ensure you apply the marketing concepts you learnt in the unit. In addition, it is encouraged that you research using databases available via Curtin Library.

Question                  2 Choose ONE product category (e.g. ice cream). Explain what is positioning?                        Plot ONE perceptual map using the positioning bases outlined in the                  textbook. Each perceptual map should have at least FIVE different brands on it.
(a)                    Why did you position the brands in these positions on the                        perceptual map?                                                Provide                     a justification for each brand as to why you have plotted the                   brand in the position on the perceptual map. References are                  required to support your answers.
(b)                    Based on the perceptual map, pick one of the brands in the                       perceptual map. How do you think the brand has communicated the                         positioning and value to their target customer? Use ads, social                 media campaigns, product packaging (NO VIDEOS) to showcase their                  communication.
**                     Use at least 5                     academic references                         to support your answer (50                         marks)

Marks                       Allocated

Positioning is                   clearly defined and explained [2 marks] Justify your                        use of positioning bases and why they were the most appropriate                   choice for your product category and brands [3 marks] Textbook                        definition or lack of academic referencing will not be given marks                       – use other academic resources

/5

Perceptual                       map Marks                       are allocated based on correct formatting, labelling and clarity                       of perceptual map

/5

Why                          did you position the brands in these positions on the perceptual                                map?                                                                                  Provide                     a justification for each brand as to why you have plotted the                   brand in the position on the perceptual map. References are                   required to support your answers

/15

Based                               on the perceptual map, pick                                 one of the brands in the perceptual map. How do you think the                                brand has communicated the positioning and value to their target                               customer? Use ads, social media campaigns, product packaging (NO                          VIDEOS) to showcase their communication (these should be                          referenced).

/20

Referencing                       (5 academic required)

/5

Total                        marks for Question 1

/50

IMPORTANT INSTRUCTIONS:

A      minimum of 5 academic references are required for Q2. Academic         journal articles will be the source of academic reference. Refer to the Curtin Library website for the academic databases. Examples        would be ProQuest, Science Direct, Emerald, etc.

Failure      to use academic references for specific parts within the marking         guide (clearly outlined) will result in zero marks being awarded for         those questions

Referencing       for the purpose of Q2b ONLY can be non-academic references (* this        will not be counted as part of your total academic references         required)

Question 1

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Reference the source of your advertisement.

Question 1 (word count: 1000 words – 10% over is allowed)

Choose ONE print advertisement for ONE product of your choice (e.g. Diet Coke). Discuss and explain the purpose of segmentation. Using the five bases of segmentation, identify which THREE bases of segmentation have been utilized in the ad. Define each of the segmentation bases you have selected. Justify the segmentation bases you have identified by critically analysing the symbols, images, words and content of  your print ad to determine/describe the target market.

** Use at least 3 academic references to support your answer (50 marks)

References Question 1

Question 2

Choose ONE product category (e.g. ice cream). Explain what is positioning? Plot ONE perceptual map using the positioning bases outlined in the textbook. Each perceptual map should have at least FIVE different brands on it.

(a) Why did you position the brands in these positions on the perceptual map?

Provide a justification for each brand as to why you have plotted the brand in the position on the perceptual map. References are required to support your answers.

(b) Based on the perceptual map, pick one of the brands in the perceptual map. How do you think the brand has communicated the positioning and value to their target customer? Use ads, social media campaigns, product packaging (NO VIDEOS) to showcase their communication.

** Use at least 3 academic references to support your answer (50 marks)

[ Insert perceptual map ]

[ Insert communication materials from chosen brand – 2B]