marketing

marketing

1- Assessment brief file I had explained in it what I want.
2- Environmental Appraisal file will help you when you write Task1.
3- Marketing Plan file will help you when you write Task2 &Task3.

At first Please write the task1 after that write in task2 a summary about tow new products “you can keep the product as wallet but add something new or change the product from wallets to any other product for example Belts or bags or anything else, and for each products identify new target market appropriate to the company Big Skinny in the U.K. market”

Assessment Brief/ Task (6000wards)
The detailed requirements for this task are as follows:
You have been appointed as a Marketing Consultant. In this role you are required to prepare a three-year marketing plan for Big Skinny in the UK market
Task1. You are required to produce a summary of an environmental appraisal analysis for the company Big Skinny in the U.K. market. – LO1 (20% weighting).
Task2. Identify two new target markets appropriate to the company Big Skinny in the U.K. market. This must include full justification of the target markets, customer profiling and positioning – LO2 (35% weighting).
Task3. Develop differentiated marketing mixes for each target market identified in part 2 (above). This must include marketing objectives and control sections for each mix. All recommendations must be fully justified – LO2, LO3 (45% weighting)

Assessment Criteria
The module Learning Outcomes tested by this assessment task are indicated on page 1. The precise criteria against which your work will be marked is as follows:
• Summary of environmental appraisal analysis – LO1 (20% weighting)
• Identification of two target markets appropriate to This must include full justification of the target markets, customer profiling and positioning – LO2 (35% weighting)
• Development of differentiated marketing mixes for each target market identified in part 2 (above). This must include marketing objectives and control sections for each mix. All recommendations must be fully justified – LO2, LO3 (45% weighting)

Marketing Plan
1.   Background
?   Brief overview of analysis identifying key SWOT factors
2.   Assumptions
?   When developing a plan from case study material it may be necessary to make assumptions where information if sketchy or unavailable

Selection of Markets
• Stages of Target Marketing

a. Market Segmentation
Bases used:
Consumer: Demographics; Geographical; Benefits; Lifestyle; Usage.
B2B: Geographical; Size of Firm; Type of Industry; Type of Buying Organisation.

b. Product Positioning
Perceptual Mapping (MDS)

Marketing Plan continued…..

3.   Target Markets
?   Segments of the market the organisation proposes to target. The remainder of the plan will be directed at these target markets.
?   Each target market should be profiled and justified.
?   Profiles = Key characteristics and needs of each target market
?   As each segment is aimed at a different group of buyers, each target market will require a differentiated marketing mix
4.   Marketing Objectives
?   What the organisation wants to achieve in each target market.
?   Normally specified in terms of market share and/or sales turnover.
?   Must be quantified and time scaled
•   Short term      = approx. one year
•   Medium term = one to five years
•   Long term       = five+ years

Marketing Mix (4 P’s):
Product, Price, Place and Promotion.
?   Use the marketing mix to position a product / service in a target market
?   Each area of the mix must fit with the others and reflect a strong and consistent positioning strategy.
?   Every target market must have a differentiated marketing mix

Marketing Plan continued…..
5.   Product
?   Products offered:
o   Core product
o   Formal product
o   Augmented product
?   New Product Development
?   Product Lifecycle
6.   Price
•   Pricing strategy – e.g. premium pricing
•   Discounts – e.g. trade. Quantity
•   Credit Facilities

Brand Name Decisions
–   Individual names – Bold, Persil
–   Blanket family names – Heinz
–   Separate family names for different products – British Gas, One Tel.
–   Corporate name combined with individual product names – Kellogs, Cadbury
–   Note: well managed brands extend PLC – Kodak, Wrigleys, Gillette, Coca-Cola, Heinz – all over 70 years old.

Marketing Plan continued…..
7.   Place
?   What channels use to distribute products/services to the target market – e.g. retailers, catalogues, sales representatives, franchising, internet etc.
?   Channel length
?   Relationship between channel members
?   Market exposure
?   How support channel

Promotion
Key elements of promotional strategy:

Target Audience

Message

Communication Objectives

Apportionment of Budget

Advertising Sales Promotion

Evaluation & Control

Marketing Plan continued…..
8.   Promotion
?   Target Audience
?   Message
?   Communication objectives
?   Promotional budget
?   Promotional tools
•   Sales promotion
•   Public relations
•   Advertising
•   Personal selling
•   Direct Marketing
?   Evaluation and Control

9.   Control
?   How monitor plan’s effectiveness – Marketing Research.
?   Marketing Research Objectives
?   Secondary Research
?   Primary Research
•   Questionnaire
•   Sampling
Please note:
?   All recommendations should be supported with a full justification on why this is the most appropriate course of action.
?   Strategy = broad outline of plan
Tactics   = more detailed plan containing operational information e.g. budget breakdowns, allocation of responsibilities, schedules etc.

Selection of Markets
• Stages of Target Marketing

a. Market Segmentation
Bases used:
Consumer: Demographics; Geographical; Benefits; Lifestyle; Usage.
B2B: Geographical; Size of Firm; Type of Industry; Type of Buying Organisation.

b. Product Positioning
Perceptual Mapping (MDS)

Marketing Plan continued…..

Promotion
Key elements of promotional strategy:

Target Audience

Message

Communication Objectives

Apportionment of Budget

Advertising Sales Promotion

Evaluation & Control

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Compelling correspondence is essential to the achievement all things considered but since of the changing idea of the present working environments, successful correspondence turns out to be more troublesome, and because of the numerous impediments that will permit beneficiaries to acknowledge the plan of the sender It is restricted. Misguided judgments.In spite of the fact that correspondence inside the association is rarely completely open, numerous straightforward arrangements can be executed to advance the effect of these hindrances.

Concerning specific contextual analysis, two significant correspondence standards, correspondence channel determination and commotion are self-evident. This course presents the standards of correspondence, the act of general correspondence, and different speculations to all the more likely comprehend the correspondence exchanges experienced in regular daily existence. The standards and practices that you learn in this course give the premise to additionally learning and correspondence.

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This course starts with an outline of the correspondence cycle, the method of reasoning and hypothesis. In resulting modules of the course, we will look at explicit use of relational connections in close to home and expert life. These incorporate relational correspondence, bunch correspondence and dynamic, authoritative correspondence in the work environment or relational correspondence. Rule of Business Communication In request to make correspondence viable, it is important to follow a few rules and standards. Seven of them are fundamental and applicable, and these are clear, finished, brief, obliging, right, thought to be, concrete. These standards are frequently called 7C for business correspondence. The subtleties of these correspondence standards are examined underneath: Politeness Principle: When conveying, we should build up a cordial relationship with every individual who sends data to us.

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It is a unique cycle that oversees force, closeness and limits, cohesiveness and flexibility of route frameworks, and makes pictures, topics, stories, ceremonies, rules, jobs, making implications, making a feeling of family life An intelligent cycle that makes a model. This model has passed ages. Notwithstanding the view as a family and family automatic framework, one of the greatest exploration establishments in between family correspondence centers around a family correspondence model. Family correspondence model (FCP) hypothesis clarifies why families impart in their own specific manner dependent on one another ‘s psychological direction. Early FCP research established in media research is keen on how families handle broad communications data. Family correspondence was perceived as an exceptional scholastic exploration field by the National Communications Association in 1989. Family correspondence researchers were at first impacted by family research, social brain science, and relational hypothesis, before long built up the hypothesis and began research in a family framework zeroed in on a significant job. Until 2001, the primary issue of the Family Communication Research Journal, Family Communication Magazine, was given. Family correspondence is more than the field of correspondence analysts in the family. Examination on family correspondence is normally done by individuals in brain science, humanism, and family research, to give some examples models. However, as the popular family correspondence researcher Leslie Baxter stated, it is the focal point of this intelligent semantic creation measure making the grant of family correspondence special. In the field of in-home correspondence, correspondence is normally not founded on autonomous messages from one sender to one beneficiary, yet dependent on the dynamic interdependency of data shared among families It is conceptualized. The focal point of this methodology is on the shared trait of semantic development inside family frameworks. As such, producing doesn’t happen in vacuum, however it happens in a wide scope of ages and social exchange.

Standards are rules end up being followed when performing work to agree to a given objective. Hierarchical achievement relies significantly upon compelling correspondence. So as to successfully impart, it is important to follow a few standards and rules. Coming up next are rules to guarantee powerful correspondence: clearness: lucidity of data is a significant guideline of correspondence. For beneficiaries to know the message plainly, the messages ought to be sorted out in a basic language. To guarantee that beneficiaries can without much of a stretch comprehend the importance of the message, the sender needs to impart unmistakably and unhesitatingly so the beneficiary can plainly and unquestionably comprehend the data.>

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