Assignment objectives:
1. To be familiar with a range of marketing concepts.
2. To further develop marketing knowledge, including an understanding of the
dynamic marketing environment, segmentation, targeting and positioning and
marketing mix.
3. To observe how marketing concepts and theories apply in practice.
Assignment question:
This is an individual task.
Select ONE product/brand from the following industries:
1. running shoes
or
2. sunscreen
and discuss in detail the marketing strategies (including segmentation, targeting,
differentiation and positioning) applied by the firm of your choice for the chosen
product. The word count is 1500 (+/- 10%) including intext citations but excluding
references.
To do this assignment:
1. Be familiar with Lecture 6 on STP (and if possible, read ahead on product, price,
place and promotion).
2. This is a case study where you are researching on the marketing activities the
company has done in relation to the product that you have chosen. There is no
need to define or explain any concepts/theories.
3. Not all companies managed to differentiate themselves in the market. For the
purpose of this assignment, choose a product/brand that differentiates itself
from the competitors and the information for that company is widely available.
4. Have a thorough understanding on the various products that the company is
selling, the price of the product, how it is distributed (place/distribution
channel) and the various promotional activities – because the 4Ps affect the
positioning strategy of a brand. For example: Godiva chocolate is positioned
as a more “luxurious” chocolate as compared to Cadbury. But why?
• Price? Premium/value-based pricing?
• Product? The way they packaged the product? Fancy gold ribbon on the
box?
• Distribution channel? Godiva uses exclusive, selective or intensive
distribution? Cadbury uses exclusive, selective or intensive
distribution? Which distribution channel represents some form of
“luxury”? Which brand is easily bought in the market (i.e. accessibility)?
• Promotional tools used? Which uses more sales promotion?
5. The context of the assignment is Malaysia i.e. target market have to be
Malaysians, and the product must be sold physically in Malaysia.
6. The focus of the assignment can be either at brand level or product level. A
good piece of work is one that is able to demonstrate consistency throughout
the report.
• Brand level: Apple iPhones, Nike Air Max, Dove Hair Shampoo
• Product level: iPhone 11 Max, Nike Air Max 97, Dove Hair Fall Shampoo
Word limit: 1500 words (+/- 10%)
Word count includes citation and tables. Only references are excluded from
word count.
Font size: 12
Paragraph: 1.5 spacing
Justified paragraphs
Margin: 2.54 cm all round
Please include page number
Penalties for late lodgement: A maximum penalty of 10 per cent of the mark allocated
to this assessment task will be deducted for each day (or part thereof) that the
assessment is late.
Assignment Submission:
Step 1: Turnitin Checking (Draft) – multiple submissions
• Threshold level not more than 20% of similarities.
• Upload ONLY the essay and reference list.
• Do submit to Turnitin FEW DAYS before the due date so that you have enough
time to receive your plagiarism result and amend where necessary. Turnitin
will take up to 24 hours to generate the plagiarism result for your second and
third submissions. This then affect your assessment 1 submission i.e. late. I
strongly urge you all to plan your schedule accordingly.
Step 2: Final Submission Assessment 2
• Once Step 1 is cleared i.e. not having more than 20% similarities, you may
upload your final copy of your report in this tab..
• The file must be saved as PDF.
• Submit 2 separate files:
Front cover (own creation that includes student name, ID, tutor’s name and
tutorial number), the report, the appendix and reference list – PDF
Marking rubric – PDF
• Please make sure you label your list of references as REFERENCES and not any
other words.
• There is no need for Monash assignment coversheet
• You will need to read and check the plagiarism declaration in Moodle before
submitting
• All PDFs file is uploaded, please click the “SUBMIT BUTTON” to complete
the submission process.
• It is YOUR RESPONSIBILITY that the correct file is uploaded because you only
have one attempt to upload the assessment.
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