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MRKT1001 MARKETING PRINCIPLES
ASSESSMENT THREE BRIEF
Assessment 3 Summary

Task Description
Assessment 2 and 3 are linked and require you to develop an idea for a new product (good or
service) for an existing organisation. The organisation can be large, small, not for profit, local or
international. However, the product (good or service) needs to be fictitious – you need to create a
completely new product or service or idea for the organisation.
You are then to present your idea in the form of a written marketing plan. The first part of the
marketing plan will be written for Assessment 2 and the second half of the marketing plan will be
written for Assessment 3.
Rationale
As you will learn in Module 1, marketing is all about “creating, communicating, delivering and
exchanging offerings[1] that have value for customers, clients, partners and society at large”
(American Marketing Association cited in your text, Lamb et al. 2016, p. 3).
The aim of this assessment is for you to identify a problem and to contribute a solution to this
problem through the use of appropriate marketing and creative problem-solving (CPS) tools.
You will develop:
(1) a concept for a new or improved product offering for an existing business
(2) Explain your new product idea by addressing the elements of a formal marketing plan
Your marketing plan is to be based on an existing organisation however the product/service you
develop should be fictitious. The product offering that you choose also needs to be something that a
consumer (or customer) can purchase and that provides customer value. Your new or improved
offering may be a consumer good, industrial good or a service.
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Task Instructions
In Assessment 3 you are to complete Stage 2 of the marketing plan and outline the broad marketing
strategies (the marketing mix – 4Ps for a product of 7Ps for a service) that will be implemented to
achieve the objectives for your new product offering. Stage 2 of your marketing plan should cover
the following:
1. Positioning Strategy
In this section you should develop a clear positioning statement for your new product offering, i.e.
how will it provide differentiated value for the target market.
2. Product/service market offering
In this section you will need to outline the following:
• Nature of the offer – what combination of good, service and experience
• Level – core, actual and augmented product
• Type – industrial or consumer good (convenience, shopping, speciality or unsought)
• Unique selling proposition (USP) or sustainable competitive advantage
• Detail your recommendations concerning branding, packaging, labelling
If you are proposing a new service offering rather than a product you will need to also discuss the
additional 3Ps for services:
People (Internal marketing; customer service) and explain how you will:
• select, train, staff
• manage customer expectations through service providers/staff.
Processes (systems; procedures) and explain what systems you will use to support the staff to
deliver the service.
Physical evidence (internal marketing, customer service) and explain how you will offer tangible
cues about your service
• exterior facilities (e.g. building, parking) and interior facilities (eg light, sound)
• space/function, e.g. store layout
• signs, symbols, e.g. staff uniforms, store signage, brochures
3. Price
Here you are to explain how you will set the price for your offering. Your pricing should be
consistent with your financial objectives and address each of the following steps:
• Pricing goals – profit-oriented, sales-oriented or status-quo oriented
• Forecast demand, costs and profits
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• Pricing strategy – penetration, skimming or status quo.
4. Placement/ distribution
Explain how you will get your offering to the final consumer. Consider the following decisions in
your discussion:
• Channel structure – direct or indirect
• Level of distribution intensity – intensive, selective or exclusive
• Logistics services – the desired level of supply chain service, which maximises service yet
minimises cost (e.g. value-added services, product transformation).
5. Promotion / Marketing communications
Explain how you will apply the integrated marketing communications (IMC) concept to the
promotion of your offering. Your discussion should cover:
• Communication goals (to perform, persuade or remind)
• Message design – should be consistent, unified and customer-focused
• Promotional mix (advertising, public relations, personal selling, sales promotion, direct
marketing, digital marketing, other such as product placement).
Formatting guidelines
Your assignment should be created as a Word document. Use 12-point Arial and 1.5 line spacing.
Referencing style
When citing references, you should use the Harvard system of referencing. Refer to the SCU Library
referencing guides. You should cite at least three academic references.
Submission
Assignments are to be submitted using the ‘Assessment 3 -Assignment submission’ link in
Blackboard.
Assessment Rubric

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Description of Grades
High Distinction:
The student’s performance, in addition to satisfying all of the basic learning requirements,
demonstrates distinctive insight and ability in researching, analysing and applying relevant skills and
concepts, and shows exceptional ability to synthesise, integrate and evaluate knowledge. The
student’s performance could be described as outstanding in relation to the learning requirements
specified.
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Distinction:
The student’s performance, in addition to satisfying all of the basic learning requirements,
demonstrates distinctive insight and ability in researching, analysing and applying relevant skills and
concepts, and shows a well-developed ability to synthesise, integrate and evaluate knowledge. The
student’s performance could be described as distinguished in relation to the learning requirements
specified.
Credit:
The student’s performance, in addition to satisfying all of the basic learning requirements specified,
demonstrates insight and ability in researching, analysing and applying relevant skills and concepts.
The student’s performance could be described as competent in relation to the learning requirements
specified.
Pass:
The student’s performance satisfies all of the basic learning requirements specified and provides a
sound basis for proceeding to higher-level studies in the subject area. The student’s performance
could be described as satisfactory in relation to the learning requirements specified.
Fail:
The student’s performance fails to satisfy the learning requirements specified.