BSB126: Marketing Plan- Merlo, Loreal & Eukanuba- Marketing Report Writing Assignment

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Marketing Report Writing Assignment:

Task:

You are to choose one product/brand from the list below, research the industry and construct a basic marketing plan
for how you would grow your chosen product/brand and reach your stated marketing goal. This is an individual
assignment, and therefore you should neither collaborate nor collude with anyone else including other students –
past, present or future.

BRAND LIST:
Choose one brand from this list as the subject of your marketing plan. Assume the role of marketing manager for the
product/brand and your job is to construct a basic marketing plan to grow the brand.

1. Merlo is a well-established Brisbane-based coffee brand, with retail outlets and licensed arrangements at over 200 locations in four Australian states. However, the retail and wholesale coffee market is very competitive in Australia. So what’s next for Merlo for their continued growth?

2. L’Oréal is a worldwide giant with scores of brands in more than a hundred countries. L’Oréal designed their Men Expert brand and range of products to specifically target the growing male grooming market. Are there countries left for Men Expert to conquer? Alternatively, perhaps L’Oréal should consider launching new products under the Men Expert brand.

3. The pet food market in Australia is dominated by the big umbrella brands that are strongly represented in the major supermarket chains. Eukanuba is a niche player that would benefit from some carefully crafted growth strategies. Should they concentrate on penetrating the market further, develop new products or take Eukanuba to new markets?

BASIC MARKETING PLAN – OUTLINE AND EXPLANATION

I. SITUATION ANALYSIS
This section provides general information about the marketing environment including the company, its goals and
resources. A SWOT analysis and CDSTEP profile might be appropriate here. Given the tight word limit, I suggest you only highlight the relevant macro-environmental forces that are most salient to your chosen brand. Direction can be found in chapter 4 of the text, and your tutorial.

II. MARKETING GOAL
From the Ansoff matrix on page 272 of your text, list your chosen method of growing your product/brand [penetration, market development or product development]. Then describe your realistic marketing goal. Marketing goals should have two things – a focus (either monetary or non-monetary) and benchmarks (by how much and by when). Monetary goals can be net income, margins, return on investment, retail sales (and others) while non-monetary goals can be sales volume, market share (and others).

III. MARKETING STRATEGY
At a basic level, marketing strategy is identifying the target market, and defining the value proposition. You can find
additional resources and frameworks in chapter 6 of the text.

Target Customers: Describe two or three market segments, and then identify one segment you will target. Develop a profile of your target segment.

Value Proposition: The value proposition is addressing the question “why will your target customers want to buy this product?” You should also construct a positioning statement that brings together the target customers and value proposition into one statement. You may want to include a positioning map in your analysis.

IV. MARKETING TACTICS
These are the marketing mix elements that you should tailor to suit your target customers, your company resources and your competition.
Product – You can suggest product development or branding changes. Describe the current brand identity. You should consult chapters 8-10 of your text.
Price – Briefly discuss the 5Cs; decide on whether you will use cost, competitor or value based pricing and justify your decision. Are there any other pricing models that might be suitable? Will you offer any incentives? Chapter 11 of the text and your tutorial should help.
Distribution – Distribution captures the channel through which the product is delivered to customers. Briefly describe the current marketing channels (supply chain) for your chosen product, describe its distribution intensity and offer an alternate/complementary method of distribution. Justify your recommendation. Chapter
12 of the text will be helpful.
Promotion – Using the “Objective-and-Task” method, describe how you would spend AUD $50,000 to help reach your marketing goal. Describe the IMC tool(s) you will use, how the money will be spent, and what you expect to achieve. Promotion decisions should be realistic and suggestions can be found in chapter 13 of the text.

V. REFERENCES [not included in word count]
As a rough guideline, you should reference between 10 and 20 reputable sources in your assignment. You must cite and reference all your sources of information in APA format.

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Posted on : February 14th, 2018
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