Based on your Part 1 analysis and using your chosen brand select target segment/s
and set clear marketing objectives to increase brand awareness, market share, and
growth in sales volume and/or profitability. Your new marketing strategy should
address these objectives with the application of the marketing mix to your chosen
brand.
These suggestions should be your own ideas but may include marketing tactics and
strategies used by other successful organisations or companies preferably from
different industry sectors.
[Weighting –
50%]
Candidates are encouraged to evaluate, analyse, and recommend marketing strategies for
their chosen company within a specific context of their choice (i.e. UK, Germany, Malaysia,
Trinidad etc.). For the purpose of this assessment students need to focus on marketing
strategies being used at the B2C level.
Your arguments, findings and recommendations should be supported by theories, facts and
figures published within academic books, journal articles, recognised business magazines and
market intelligence reports.
* Your chosen detergent brand owner should be nationally and or internationally
recognised (at least), and it MUST have a website.
N.B. Please note the maximum word count excludes Appendix and References.
Assignment Structure:
This is an individual assignment as a single report in two parts. Candidates are encouraged to
be creative with their analysis and recommendations by using theories covered in the lectures
and workshops.
The below is the structure that candidates must follow for this report:
increase brand awareness increase brand awareness increase brand awareness
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