group project 2015-9-18 lk v3

MPR4603 Managing Holistic Marketing Project

HIGHER DIPLOMA IN EVENT MARKETING & PROMOTIONBUSINESS ADMINISTRATION DISCIPLINE

GROUP PROJECT FOR MANAGING HOLISTIC MARKETING 2015-16

Purpose of the group project:The intended learning outcome of this group project is to train students to work as a team in collecting large amount of marketing intelligence about the product and compile them systematically into a holistic picture, analyze them in a logical manner, and develop relevant strategies and tactics into action plans.

Requirements:Students are required to select a brand of their choice to study. Students should research about the brands and visit it on-site to collect information about the brand. Try fill out the information required in the attached exhibits. You are required to identify ONLY ONE market segment and draw some preliminary conclusion from each of the exhibits that help you develop relevant marketing strategies and action. You can identify the required segment with help of the Hong Kong Fact (Exhibit 16)

Based on the information collected, fill in as much information as possible in into Exhibits 1-10. Students are required to develop a reasonable sales objective (expressed in sales dollars) and write down the marketing strategies and tactics that may achieve the stated sales objective into Exhibit 11 - 14. Students are further required to prepare the action plan for the whole year, the budget, calculate the expected profit and loss from the sales of the product in that market segment.

Students are suggested to clip photograph of the product, the desired POP format and the type of shops they want to employ to carry their products.

Date of submission : 5:00 pm. 4 December 2015Marks : 15% towards your final module grade

Warning!You are required to submit your group project on time. The Department has the following late penalties:

Deadline exceeded by Penalty1 calendar day Marks reduced by 20%2 calendar days Marks reduced by 50%

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3 calendar days Assignment not acceptedGROUP PROJECT

MANAGING HOLISTIC MARKETING 2015-16

Project Topic

Individual Student Score

Student Names Student Number Score* Student Names Student Number Score*1 42 53 6

*After Peer Evaluation

Overall Project Score

Max Marks Student Score1. Background Information 3 marks2. Needs and wants for the product 5 marks3. Competition 15 marks4. Geographic distribution and seasonality 4 marks5. Key Outside Influences 8 marks6. The Market 3 marks7. Distribution Channel 8 marks8. Pricing and Pricing Policies 8 marks9. Marketing Communications Analysis 8 marks10. Positioning 8 marks11. SWOT Analysis 12 marks12. Marketing Strategies and Tactics 10 marks13. Tactics 3 marks14. Trial Profit and Loss 5 marks

Total: 100 marks

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Exhibit 1 – Background Information (3 marks)

Company NameCorporate Vision

Corporate Mission

Products Category of the CompanyMarket Segment

Exhibit 2 – List and describe the needs and wants for “your type” of product (5 marks)

Primary need for the product (1 mark)Secondary Needs (wants) (2 marks)

1.2.3.4.5.

Buying Factors (2 marks)

1..2.3.4.

Exhibit 3 – Competition (15 marks)

3.1 Direct Competition (2 marks)

Product (s) Brand Name Company / Organization123

3.2 Indirect Competition (2 marks)


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3.2 Target Competitors (2 marks)


3.3 Competitive Comparison (3 marks)

Rank Needs / Buying Factors

Your Product

Competitor 1 Competitor 2 Competitor 3

1234567

*Use a 1 to 10 scale to assesses positions (10 equals excellence)

3.4 Analysis and Conclusion (6 marks)

Strength of your product (3 marks) Weakness of your product (3 marks)

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Exhibit 4 – Geographic Distribution and Seasonality (4 marks)

4.1 No. of stores that carry your product in the region (1 mark)

Your Product Hong Kong Kowloon New Territories East

New Territories West

123

4.2 Seasonality (1 mark)

Product Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec123

4.3 Analysis and Conclusion (2 marks)

Do high potential accounts appear in specific region? ________________________________________________________________________________

Is distribution of stores appropriately? ________________________________________________________________________________

Have there been any shifts in the regional purchases over the last few years? ________________________________________________________________________________

Does the information on seasonality suggest anything about the use and timing for promotional and special sales activities? ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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Exhibit 5 – Key Outside Influences (8 marks)

5.1 PESTLE Identification

Key Outside Influence and Description

(Political, Economic, Social, Technological, Legal, Environmental)

(5 marks)

Impact on your product

Threat No Impact Opportunity

1 -3 -2 -1 0 +1 +2 +3

2 -3 -2 -1 0 +1 +2 +3

3 -3 -2 -1 0 +1 +2 +3

4 -3 -2 -1 0 +1 +2 +3

5 -3 -2 -1 0 +1 +2 +3

6 -3 -2 -1 0 +1 +2 +3

7 -3 -2 -1 0 +1 +2 +3

8 -3 -2 -1 0 +1 +2 +3

5.2 Analysis (3 marks)

Is your product particularly sensitive to any of these outside influences?

Exhibit 6 – The Market (3 marks)

6.1 The market segment for your product (3 marks)

Estimate no. of users (use figures in Exhibit 16 Hong Kong: The Facts)

Estimate unit consumption per user per year

Estimate unit selling price in the segment

Estimated Segment Size ($)

Estimated total sales of the three segments ($)

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Exhibit 7 – Distribution Channel (8 marks)

7.1 Estimate the Percent (%) Products Distributed Through Channel (3 marks)

Channels Your Product Competitor 1 Competitor 2 Competitor 3Directe-ShoppingDistributorsRetailerOther (if any)

7.2 Name of the distributors or distributing companies (2 marks)

Name of Distributors

Your Product Competitor 1 Competitor 2 Competitor 3


Do end users prefer to purchase products through channels currently used? ________________________________________________________________________________________________________________________________________________________________

Is there any strong distribution channel being used by competitors? ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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Exhibit 8 – Pricing and Pricing Policies (8 marks)

8.1 Pricing Comparison

Pricing and Policies (5 marks) Your Product Competitor 1 Competitor 2 Competitor 3Average selling priceLowest selling priceHighest selling priceCash Discount allowedQuantity discount (if available)Installment available (how long)Samples available (if any)Return goods policy (how many days)Trade-in policy (if available)Rebates (if available)Warrantees (length of period if available)


Does any competitor have an advantage based on a pricing related policy? ________________________________________________________________________________

Are there any serious disadvantages to your product? ________________________________________________________________________________

Are there industry standard to follow? ________________________________________________________________________________

Have any policies contributed to market share gain or loss? ________________________________________________________________________________

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Exhibit 9 – Marketing Communications Analysis (8 marks)

9.1 Marketing Communication Programs (4 marks)

Program Your Product Competitor 1 Competitor 2 Competitor 3Current Communication MessageMedia UsedMedia Spending (if available)*

*Visit www.admango.com in IVE library to obtain the information.


Are there differences in the marketing communications expenditures of your competitors? ________________________________________________________________________________

Is the media spending sufficient in reaching the target audience? ________________________________________________________________________________

Does the communicate message meaningful to the end users? ________________________________________________________________________________

Which competitor is leading the trends in marketing communication? ________________________________________________________________________________

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http://www.admango.com/


Exhibit 10 – Positioning Information (8 marks)

10.1 Positioning Information (2 marks)

Current positioning strategy of the product (1 mark)How is the product perceived by end users?(1 mark)

10.2 Competitors’ Current Positioning Strategies (3 marks)

Competitor 1

Competitor 2

Competitor 3

10.3 Marketing Success Factors (Factors that consumer accept most in buying and using) (3 marks)

1

2

3

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Exhibit 11 – SWOT Analysis of your product (12 marks)

Strengths Weakness1 1

2 2

3 3

4 4

Opportunities Threats

1 1

2 2

3 3

4 4

Exhibit 12 – Marketing Strategies and Tactics (10 marks)

Strategy Area Strategies Tactics Planned results Estimated CostProduct

Price

Distribution

Promotion

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Exhibit 13 – Tactics (3 marks)

Tactics J F M A M J J A S O N D Estimated Cost ($)

*Assume that each advertisement on newspaper cost $200,000; each 30 sec TV spot commercial cost $200,000; every POP campaign costs $100,000

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Exhibit 14 – Budget / Trial Profit and Loss (5 marks)

Year +1 +2 +3Estimated Sales ($,000)Discount givenNet SalesExpensesCost of Goods Sold(assume 25% of the selling price)Sales representative salary (*$200,000 per sales rep per year)Advertising expensesPromotion expensesSponsorship expenses

Total Sales CostTotal Administrative Cost

Grand Total CostProduct Operating Profits

Profit % to Sales% of Sales contributed by new products

-- End of Project --

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EXHIBIT 15: Peer Evaluation Form

Managing Holistic Marketing – Project Peer Evaluation Form

Project Title:

Student Name: Student Number:

Type in the names; give a grade on cooperation/contribution of your team members below

Team Members GradeName 0 1 2 3 4

(Yourself)(Team member 1)

(Team member 2)

(Team member 3)

(Team member 4)

(Team member 5)

Note: You must submit this form in a sealed envelope or fold and staple together with the project.

Legend: 0 – Significant contribution (this should be chosen if all member contributed equal effort)1 – Considerable contribution2 – Some contribution3 – Little contribution4 – No contribution

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Exhibit 16


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group project 2015-9-18 lk v3

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