1
Assignment Details
Module Title Contemporary Marketing Practice – SEM 2
BBS Y2
Assignment Title Repeat Assessment – Marketing Strategy Report
Summer 2024
Weighting 100%
Delivery Written report - 2,500 words
Group Details Individual assignment
Lecturer Gráinne Dilleen
XXXXXXXXXX
Submission Date Friday, 30th August at 5pm
AI policy • **The use of AI is permitted. However, as an appendix, you must
clearly state whether or not you used ChatGPT or an AI tool in
your assignment**
• If you declare that ChatGPT/AI tool was not used and are
subsequently found to have used it, your grade will be 0.
• If you use ChatGPT/AI tool in your assignment, you must clearly
detail how it was used.
• Keep a detailed log of your interactions with ChatGPT. Include the
following:
• Date and time of interactions.
• The specific questions or prompts you provided to ChatGPT.
• The responses generated by ChatGPT.
• Any adaptations or modifications you made to the responses
to better suit your research or project.
• Show evidence of how you adapted ChatGPT's responses to fit the
equirements of your project. Explain the rationale behind these.
• Include a reflection = Provide an analysis of the benefits and
limitations of using ChatGPT as a tool in your project. Discuss how
ChatGPT contributed to your project's success and any challenges
you encountered.
2
Submission Details
The repeat assessment should be submitted via Blackboard by 5pm on Friday 30th August. A Turnitin
link is provided in the subject ‘Intro to Marketing BBOPT_B_Y2’ on Blackboard in a folder called
‘Repeat Assessment- Summer 2024’. This is an individual assignment. No late submissions will be
accepted.
Assignment Details
The assignment requires you to write a 2500-word marketing strategy report for the
and that you
worked on for SEM 1 and SEM 2 in the Marketing modules. Your strategy will draw from the research
you conducted on your
and in the previous assignments. You will also identify your target market,
explain your strategy and objectives, detail your changes to the marketing mix and create marketing
content (e.g social media, billboard, email marketing) that will be used in your campaign.
This document should demonstrate your skills and subject matter knowledge and apply conceptual
marketing frameworks in evaluating a
and’s existing marketing strategy and formulating a new
marketing strategy. Please refer to the notes provided throughout the semester. Feedback from
previous assignments should be incorporated and the relevant sections improved upon. Visuals should
e used throughout the document.
As part of the 2,500-word report, you must cover the following areas:
Metric Indicator Weight
Introduction Introduce the report and its contents.
Introduce your
and, present some key findings you have
learned about it.
Identify cu
ent trends and growth patterns SPECIFIC to your
and.
10
Identify Target Market For your marketing campaign, present rationale as to why you
are choosing this specific target market.
Describe how you are segmenting the market, then why you
are choosing that specific segment.
5
Cu
ent positioning,
tagline and identify
gaps/positives in their
existing marketing
Identify where the company positions themselves cu
ently,
and what flaws do they have in their marketing approach.
Plus what are they doing right with their marketing.
25
Changes to the
Marketing Mix
Outline how your strategy will change/improve each of the
four P’s of the marketing mix.
What changes will occur in each P? How will this strategy
enefit the overall
and?
20
Outline new marketing
objectives
Detail new marketing objectives for the
and, based on the
changes to the marketing mix.
10
Marketing campaign
and draft content
Detail your marketing campaign that will allow you to achieve
your marketing objectives - what is the message, what
platforms are you using? What does it look like?
Include samples of content to
ing your campaign to life (e.g.
us shelter, Instagram post, sales promotion, new packaging)
25
Conclusion Marks awarded for how well the report is concluded. 5
3
Submission Guidelines
• Format: The report should be professionally formatted, with a clear structure, headings, and
subheadings and table of contents.
• Citations: Properly cite all sources of information and data used in the report.
• Appendices: Include any additional data or supporting materials in the appendices. This
section should also include whether or not a generative AI tool was used.
Academic Integrity
All work submitted should be co
ectly cited and referenced, respecting and acknowledging the work
of others. It is each person’s own responsibility to ensure that academic integrity is maintained
through awareness of appropriate referencing and paraphrasing practices.
For more detail on Academic Integrity, please consult the Institute’s Academic Integrity Policy and
Procedure: https:
www.itcarlow.ie/public/userfiles/files/Academic-Integrity-Policy-V4.pdf
https:
www.itcarlow.ie/public/userfiles/files/Academic-Integrity-Policy-V4.pdf
Contemporary Marketing Practice Task 1. Quant Analysis
Overall Feedback
Student Names: Chloe Rice, Deyna Murphy, Clinton Tambi
Brand: Pringles
Task Numbe
Task Name
% worth
Grade awarded
Task 1.1
Draft Survey
10%
4.75%
Task 1.2
Quantitative Written Report
20%
8%
Task 1.3
Infographic
10%
3.3%
Overall Grade
16.2% out of 40%
Feedback on survey given
Quantitative Report Feedback
Student Names: Chloe Rice, Deyna Murphy, Clinton Tambi
Brand: Pringles
Metric
Weight
Marks Awarded
Feedback
Introduction & Conclusion
10
5
Effort made to include introduction but first paragraph doesn’t make sense in the context of the assessment
Intro refers to qualitative data but this is quantitative – needed to explain what the report was about and what sections were following
Conclusion added but presenting much of the same info – e.g % of responses – need to summarise more
Methodology
20
11
· Convenience and snowball sampling detailed
· MS Forms detailed as survey tool used
· Survey design detailed in terms of questions
· Needed to include overview of non-probability and probability sampling
· And also needed to include when the survey was sent out and for how long.
Data Analysis & Interpretation
35
11
· One section says 33 responses received, other says 32 – need to be consistent
· Would be better to divide into themes for the analysis – awareness, usage etc
· Only 6 questions presented – far more analysis needed
· Nothing on an overview of the respondents – age, gender etc
NPS
5
1
· Explained that a NPS question was included but no detail on score or its significance.
Recommendations
10
3
· Recommendations needed to relate to how the
and can improve their marketing strategy not how to improve your survey
· Recommendation made about sustainable packaging – however details given on this in the survey – so how can you make this recommendation?
· General recommendation on marketing techniques
· Good recommendation on flavours –linking this to the data you collected – needed to do for all recommendations.
Use of tables, pie charts, bar charts
10
4
· Used charts and graphs but limited use
· Labelling on all charts – e.g Figure 1 but also needed to explain what the figure is – e.g Awareness of Pringles
and
· % missing on some charts
Overall presentation, spelling & gramma
10
5
· Cover page, table of contents included
· Missing page numbers
· Grammar and spelling mistakes in multiple sections –
· Needed to proof read – e.g Before sending this out to students, we did a draft survey to receive feedback from the lecturer before sending it out to the students
Overall grade
· 40%
· 20% weighted grade = 8%
Infographic Feedback
Student Names: Chloe Rice, Deyna Murphy, Clinton Tambi
Brand: Pringles
Metric
Weight
Marks Awarded
Feedback
Design - Layout, Colour Scheme, Font use
40
15
· Some effort made with design
· No logo used
· Missed the objective of the infographic
Content Quantity of Data, Quality of Data, Facts
30
8
· The objective of the infographic was to share information from your survey – you just created one about the
and
Clarity (20%) – Easy to read, main ideas are obvious, graphics are clea
20
4
Points are not relevant to the assignment
Grammar and Spelling
10
6
· Some spelling mistakes
Overall grade
· 33%
· 10% weighted grade = 3.3%
Student name: Deyna, Clinton, Chloe
Company Name : Pringles
Fail (<30%)
Pass(40 +)
50+
60+
XXXXXXXXXXComments
56%
Task 1 – Brand’s Cu
ent Marketing Strategy 20 Marks
1.Overall Visual PRESENTATION
free of spelling, punctuation and grammar mistakes.
Harvard Referencing is flawless on every slide
used visuals
avoids too much text
ullet point
audio/video links
visually engaging
content is accurate & approp
Ability to Answer Questions
Interesting content
Logical structure and flow.
Maintained audience attention
Strong introduction
Strong conclusion
x
Nice creative template that reflects the
and
Introduction slide included
Needed to go into more detail when presenting - very topline information given – needed in-depth research
Students presented well.
2. Description of Parent Company;
Size: sales turnover and description of the Parent Company operations
Product portfolio,
Brand name(s),
Your
and.
x
Kellogg’s introduced as the parent company
More info needed on sales and the product portfolio for the parent company
Description provided of Pringles and what the product represents
Present Positioning Strategy of Brand assigned.
x
Differentiation mentioned but not elaborated on.
Description of Existing target market
x
Target market overview given - Main target 18-25 but no persona given
More info on this age group needed
Extensive secondary research ca
ied out & referenced.
x
3. Marketing Programme; 4 P’s Description of the
and’s cu
ent marketing strategy
Product
Price
Promotion
Place
Examples and visuals to support your answer.
x
Product range explained - flavours. Packaging outlined. Pack size would have been good to introduce
Price outlined and compared
iefly to competitors
Place - gave info about where product is made and HQ and also mentioned where sold. In the marketing mix, place relates to where the product is available.
Tesco mentioned but others needed.
Promotion – social media, magazines, competitions mentioned but more detail needed and visuals of content good to include. Way more forms or promotion used by company.
Must apply the theory of marketing when describing the Marketing Mix.
x
Yes
Must use evidence from Secondary Research.
x
Somewhat
Evidence of initiative.
x
somewhat
4. List of References
Comprehensive
Must list all references refe
ed to alphabetically.
x
Yes, but only 4 references used - reflects the need for more analysis,
Pringles
Pringles
Created by Deyna murphy
C XXXXXXXXXX
Agenda
What I will be talking about
Pringles history
Cu
ent marketing strategy
Slogan
Strengths
Weaknesses
New target audience
New marketing strategies to target students
Introduction
Iconic snack loved worldwide
Created in 1967
Unique packaging created to last longer and stick out on shelves
Sustainable
and
Innovative flavors
Sold in 140 countries worldwide
Cu
ent marketing strategy
Flavor creation/limited edition packaging
Social media presence is strong (Audience engagement)
Competitive pricing strategy
Promotion campaigns
Interactive campaigns
Packaging and design
Worldwide distribution
Pringles slogan/ Tagline
Strength's
Convenience (easy for students to grab off a shop shelf and eat rather then cook)
Variety of flavors for students to choose from (meets all tastes and preferences)
Satisfying crunch and freshness that students enjoy
Price (Cheap and in budget for ages of students 19-21)
Shareability (Large portion easy for friends to enjoy while studying)
Brand recognition ( Know what your getting for your money, its reliable)
Weaknesses
Nutritional value is low and for busy students on the go will not suffice
Portion control ( Easy for students not to realize how many Pringles consumed leading to future health issues)
Cost ( even though they are cheap buying multiple cans will add up and effect a Student on a tight budget)
Addictiveness (Their slogan once you pop you cant stop highlights the addictive nature of pringles and could effect productiveness)
New target audience
Name- Rebecca Geoghegan
Age- 21
Location- Co. Kilkenny
Education- Setu student studying business full time
Job- Hotel secretary
Ho
ies- Travelling, Running, Coffee dates and social media
New marketing strategies to target students
Increase social media presence ( Increase followers and
and awareness)
Conduct market research and create a new flavor to target students tastes (From our survey caramel and chocolate had the most votes)
Promote pringles as a study snack
Offer student discounts instore and online
Student meal deals
Sponsor student events Setu matches, races and clubs/ societies
New tagline
Introducing study and pringles as one making students think of pringles when studying.
This also links into how a cheaper high quality crisp can help with your education on a budget.
Tailored marketing strategy- Product
New pringles limited edition study
eak flavor featuring student favorites such as BBQ and sour cream and onion as we found in data.
Smaller packaging and serving making it easier to ca
y around college or
inging to the li
ary during study sessions.
New product name- Midnight munchies tailored to students, two euro per can.!
Cheap so more students can purchase the snacks
Limited edition to create a