Principles of Marketing

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Assignment Brief Academic Year 2022-23

Module code
and title:		 MG412 Principles of Marketing Module leader: Babafemi Akande
Assignment
No. and type:		 Coursework 1:
Individual report: The
4Ps/marketing mix.
1500 words		 Assessment
weighting:		 50%
Submission
time and date: 		Individual assignment
submission on 22 June 2023
by 2pm via Turnitin.		 Target feedback
time and date:		 In 3 weeks
Assignment task
An individual 1500 word report on target marketing and the 4P’s of the marketing mix i.e. Product, Price,
Place and Promotion.
You need to compare and contrast the target audience for the brand and also how effective the brands are
in their application of the 4Ps of the marketing mix for one selected pair of brands (NOT ALL OF THEM)
from the list below:

Brand A Brand B
Yorkshire Tea Twinning’s English Breakfast Tea
Lucozade Energy drink Red Bull Energy drink
Sure Deodorant for women Dove deodorant for women
Apple watch series 7 Fitbit Versa 3 Galaxy Watch 4
Alpro Yogurt Muller Yogurt
Nivea for Men Skin Moisturiser L’Oréal Men Expert Moisturiser
Kellogg’s Special K Weetabix
Heineken lager Stella Artois lager

You need to carry out in-depth research into the brand’s target market (who they are, their likes/dislikes,
their levels of personal disposable income etc.) using market research databases – e.g. Mintel reports,
WARC and TGI. You then need to look at the brands themselves, their brand values and competitive
positioning in the market before going on to discuss their application of the 4Ps – product, price, place and
promotion. The key to getting a good mark on this is to prepare a comparative analysis. Do not describe
the brands in isolation – always look at the two together and explain why they do things differently.

Internal approval: Anh Nghiem, 21/08/2022
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You need to research the following:
1. Target Market
You need to develop a detailed target market profile for each brand using data sources such as
Mintel, the companies’ own websites and other secondary sources. You need to think about age,
gender, personal disposable income, social class, level of education, family life cycle, lifestyles,
other brands they like, TV programmes they watch, hobbies etc.
2. Product /Brand
Using Levitt’s model of a brand, try to analyse your two selected brands (their shape, packaging,
colour scheme etc.). How different are they at the functional and emotional level? What are the
brand values that the companies are trying to portray? In addition include coverage of Aaker’s
brand personality framework to see which personality type(s) each brand follows.
3. Price
You need to carry out some on-line and in-store research to establish a market price for each of
the brands and any competing products. Display all this competitive pricing research in a table and
draw conclusions about which pricing strategy they are adopting.
4. Place (Distribution)
You need to look at channel management. Which stores stock this product? Is it a mass market
product where the company has maximised distribution outlets, or is it a luxury brand where
distribution is deliberately limited? Explain your answer. If possible, take photos of the product in
store/on-line. What does this tell you about brand values?
5. Promotion
You need to research their past methods of communication (e.g. cinema, TV, outdoor, print, social
media, mobile, own website etc.). Which communication methods do they use to build their
respective brands? – and how do they do this? How are they positioning themselves in the minds of
target audiences? (E.g. affordable, luxury, healthy, socially conscious etc.
You only have 1500 words for your report so you need to decide what goes in the appendices. It is
suggested that you follow this structure for your work.
Executive Summary
THIS IS WRITTEN LAST (because it is a summary of your research) BUT IT APPEARS FIRST (before the
contents page), in order to catch the attention of the reader and encourage them to read further. It should
cover in one page or less:
The aim of the report,
The methods of research,

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The results (top-line summary only)
Conclusions
Contents Page (Use the feature in Word to do this automatically)
Introduction
This should be quite brief – it’s NOT a detailed coverage of a 100 years of corporate history. It should
include the aim of the report and some background information on each of the chosen brands – i.e. a brief
description of the brands with useful data such as market share, market size and trends in sales,
which you can find from the most recent Mintel reports as well as in the trade press.
Findings
Use sub-headings to make your report easier to follow. We suggest you adopt the following headings:
1. Comparison of Target Markets
2. Product – Evaluation of the Products and their Brand Values
3. Price – Evaluation of the Pricing Strategies Used
4. Place – Distribution of the Brands
5. Promotion – Communications by the Brands
You should try to put relevant raw data in the appendices with only a summary of the data in the body of
the report. Every time you state a fact e.g. market size, price data, sales etc. you must provide a
referenced source for that fact (both in the text and in the reference list based on the Harvard referencing
rules). All graphs, data, diagrams and tables should have the title on the top e.g. Figure 1: XYZ Product
Category Market Share; or if it’s a table, Table 1: XYZ Product Category Market Share with a source
written directly underneath and to the right of that table e.g. Source: Mintel (2021).
Conclusion and Recommendations
This is where you provide some element of evaluation of your research findings.
How has each brand applied the 4P’s?
Why have they applied the 4P’s in this way?
Which brand has been most successful in its application of the 4P’s?
How could each of the brands improve their use of the 4P’s?
Reference List

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This should be listed alphabetically by Surname.
More than 10 references is the standard to aim for in the report and from a variety of sources suitable for
use in H.E to include the use of an academic text for example Brassington and Pettitt ‘Essentials of
Marketing’ available via Keylinks on the BB module shell under module materials.
Appendices
Use the appendices to display any raw research data such as pricing data which the reader could not
access anywhere else.
Style Issues
You may not write in first person – using I, me or my.
Your report should be written in a formal business-like manner.
You may include tables and photographs in the body of the report, but they must all include a title (above
and to the left) and the source (below and to the right).
This assignment has been designed to provide you with an opportunity to demonstrate your
achievement of the following module learning outcomes:
LO 1 Analyse the effectiveness of the marketing mix for any given company or brand.
LO 2 Demonstrate knowledge of STP marketing planning process
Referencing and presentational requirements
Please reference your work according to the Harvard style as defined in Cite Them Right Online
(http://www.citethemrightonline.com). This information is also available in book form: Pears, R. and
Shields, G. (2019) Cite them right: the essential reference guide. 11th edn. Basingstoke: Palgrave
Macmillan. Copies are available via the University library.
Use of a coversheet for the report is required to include student number, word count and title of the
assignment.
Submission details
This assignment should be submitted electronically using the relevant submission point in

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the Submit your work section of your Blackboard module shell.
Please also note that work that is submitted up to 10 working days beyond the submission date will
be considered a late submission. Late submissions will be marked and the actual mark recorded
but will be capped at the pass mark (typically 40%), provided that the work is of a passing standard.
Work submitted after this period will not be marked and will be treated as a non-submission.
Please ensure that your work has been saved in an appropriate file format. Turnitin will only accept
the following file types: Microsoft Word, Excel or PowerPoint, PostScript, PDF, HTML, RTF,
OpenOffice (ODT), Hangul (HWP), Google Docs, or plain text. Your file must also contain at least
20 words of text, consist of fewer than 400 pages and be less than 40MB in size.
You can submit your work as many times as you like before the submission date. If you do submit
your work more than once, your earlier submission will be replaced by the most recent version.
Once you have submitted your work, you will receive a digital receipt as proof of submission, which
will be sent to your forwarded e-mail address (provided you have set this up). Please keep this
receipt for future reference, along with the original electronic copy of your assignment.
Academic integrity
Academic integrity means taking responsibility for your own work.
When you submit an assignment, you are effectively making a declaration that it is your own work and that
you have acknowledged the contribution of others and their ideas in its development (for example, by
referencing them appropriately).
For further information and guidance, please see the University website: https://www.bucks.ac.uk/current
students/registry-helpdesk-and-academic-advice/academic-integrity-and-misconduct
You are also expected to take responsibility for maintaining and managing confidentiality issues in your
work. You should maintain and respect confidentiality in relation to the protection of personal, technical
and/or commercial information of a sensitive nature in their assessed work, whatever the format.
Confidentiality issues will vary from subject to subject and you are encouraged to seek advice from your
course team if you are unclear about requirements in your context. For further information and guidance,
please see the University website: https://www.bucks.ac.uk/academic-confidentiality

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Assessment Criteria Academic Year 2022-23

Fail Fail Pass Pass Pass Pass Pass
0-34 (F) –
Fail		 35-39 E –
Marginal fail		 40-49 (D) 50-59 (C) 60-69 (B) 70-79 (A) 80-100 (A+)
Not successful Below required
standard		 Satisfactory Good Very Good Excellent Outstanding
Knowledge and
understanding 30%
This should include
evidence of:
Segmentation,
targeting and
positioning
(STP
Marketing)
Levitt’s model
of a
product/brand
Branding and
brand values
Aaker’s brand
personality
framework.
Pricing
strategies
Distribution
strategies
Paid, owned
and earned
media.		 Work
demonstrates a
limited and/or
substantially
inaccurate or no
understanding of
the underlying
concepts and
principles
associated with
STP marketing
and the marketing
mix. There is little
or no
demonstration of
the ability to
identify principles
and concepts
underlying
theoretical
frameworks and
approaches.		 Work
demonstrates
insufficient
understanding of
the underlying
concepts and
principles
associated with
STP marketing
and the marketing
mix. There is
insufficient
demonstration of
the ability to
identify principles
and concepts
underlying
theoretical
frameworks and
approaches		 Work
demonstrates a
basic
understanding of
the underlying
concepts and
principles
associated with
STP marketing
and the marketing
mix. There is
sufficient
demonstration of
the ability to
identify principles
and concepts
underlying
theoretical
frameworks and
approaches.		 Work
demonstrates a
sound breadth
and depth of
understanding of
the underlying
concepts and
principles
associated with
STP marketing
and the marketing
mix. There is a
sound
demonstration of
the ability to
identify principles
and concepts
underlying
theoretical
frameworks and
approaches.		 Work
demonstrates a
refined
understanding of
the underlying
concepts and
principles
associated with
STP marketing
and the marketing
mix. There is a
sophisticated
demonstration of
the ability to
identify principles
and concepts
underlying
theoretical
frameworks and
approaches.		 Work
demonstrates a
highly
accomplished
understanding of
the underlying
concepts and
principles
associated with
STP marketing
and the marketing
mix. There is a
highly
accomplished
demonstration of
the ability to
identify principles
and concepts
underlying
theoretical
frameworks and
approaches.		 Work
demonstrates an
exceptional
understanding of
the underlying
concepts and
principles
associated with
STP marketing
and the marketing
mix. There is an
exceptional
demonstration of
the ability to
identify principles
and concepts
underlying
theoretical
frameworks and
approaches.

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Assessment Criteria Academic Year 2022-23

Research skills
25%
This should include
evidence of:
Use of
academic text.
Use of
evidence (for
example
Mintel,TGI,
Corporate
websites, news
media.
Number and
diversity of
sources used.
Suitability of
sources for
use in H.E.		 There is little or no
evidence of
reading of the
core academic
texts or the
utilisation of key
secondary
sources
There is little or no
evidence of wider
reading.		 There is limited
evidence of
reading of the
core academic
texts or the
utilisation of key
secondary
sources.
Wider reading
lacks relevance.		 Evidence of
reading largely
restricted to core
texts and only
partially
integrated.
Some utilisation of
recommended key
secondary
sources.
Wider reading is
relevant but
limited and only
partially
integrated.		 Wider reading is
largely limited to
core texts but has
clearly enhanced
the work.
Utilisation of key
secondary
sources noted.
Wider reading is
relevant and only
partially
integrated.		 Wider reading
shows a range of
sources being
used and applied,
some of which are
independently
selected.
Reference to key
academic texts
and the utilisation
of key secondary
sources noted.
Wider reading is
relevant and
integrated.		 Application of
wider independent
reading is fully
evident in the
work.
Effective
reference to key
academic texts
and the utilisation
of key secondary
sources noted.
Wider reading is
relevant and fully
integrated.		 Application of
extensive
independent
reading is evident
throughout the
work.
Highly effective
reference to key
academic texts
and the utilisation
of key secondary
sources noted.
Wider reading is
relevant and fully
integrated.
Analysis and
Criticality 25%
This should include
evidence of:
Analysis and
interpretation
of research
data on the
market sector
and both
brands.
Comparison of
Target Markets		 Work
demonstrates a
limited or no ability
to develop lines of
argument and
make judgements
in accordance with
basic theories and
concepts,
evidenced by:
• little or no
demonstration of
an ability to draw		 Work
demonstrates an
insufficient ability
to develop lines of
argument and
make some sound
judgements in
accordance with
basic theories and
concepts,
evidenced by:
• insufficient
demonstration of		 Work
demonstrates a
sufficient ability to
develop lines of
argument and
make largely
sound judgements
in accordance with
fundamental
theories and
concepts,
evidenced by:
• sufficient use of		 Work
demonstrates
well-developed
lines of argument
and sound
judgements made
in accordance with
fundamental
theories and
concepts,
evidenced by:
• good use of
ideas and		 Work
demonstrates
well-developed
lines of argument
and sophisticated
judgements made
in accordance with
fundamental
theories and
concepts,
evidenced by:
• very good use of
ideas and		 Work
demonstrates
highly
accomplished
development of
lines of argument
and independent
judgements made
in accordance with
fundamental
theories and
concepts,
evidenced by:		 Work
demonstrates
exceptionally
accomplished
development of
lines of argument
as well as
sophisticated and
independent
judgements made
in accordance with
fundamental
theories and

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Assessment Criteria Academic Year 2022-23

and application
of the 4P’s by
the brands.		 comparisons on
what is the same
and what is
different about the
way the two
companies utilise
STP marketing for
the brands
selected or how
the brands apply
the 4p’s of the
marketing mix.
• little or no use of
relevant and
appropriate
sources to support
arguments.		 the ability to draw
comparisons on
what is the same
and what is
different about the
way the two
companies utilise
STP marketing for
the brands
selected or how
the brands apply
the 4p’s of the
marketing mix.
• there is some
limited evidence of
the ability to select
evaluate and
comment on a
limited range of
relevant and
appropriate
sources to support
arguments		 ideas and
techniques to
draw comparisons
on what is the
same and what is
different about the
way the two
companies utilise
STP marketing for
the brands
selected and how
the brands apply
the 4p’s of the
marketing mix.
• use of a
sufficient range of
relevant and
appropriate
sources to support
arguments, some
of which are
independently
selected		 techniques to
draw comparisons
on what is the
same and what is
different about the
way the two
companies utilise
STP marketing for
the brands
selected and how
the brands apply
the 4p’s of the
marketing mix.
• use of a sound
range of relevant
and appropriate
sources to support
arguments some
of which
independently
selected		 techniques to
draw comparisons
on what is the
same and what is
different about the
way the two
companies utilise
STP marketing for
the brands
selected and how
the brands apply
the 4p’s of the
marketing mix.
• use of a
sophisticated
range of relevant
and appropriate
sources to support
arguments some
of which are
independently
selected		 • excellent use of
ideas and
techniques to
draw comparisons
on what is the
same and what is
different about the
way the two
companies utilise
STP marketing for
the brands
selected and how
the brands apply
the 4p’s of the
marketing mix.
• use of a highly
accomplished
range of relevant
and appropriate
sources to support
arguments many
of which are
independently
selected		 concepts,
evidenced by:
• exceptional use
of ideas and
techniques to
draw comparisons
on what is the
same and what is
different about the
way the two
companies utilise
STP marketing for
the brands
selected and how
the brands apply
the 4p’s of the
marketing mix.
• use of an
exceptional range
of relevant and
appropriate
sources to support
arguments many
of which are
independently
selected
Transferable Skill
Literary skills 10%
This should include
evidence of:
Accurate spelling,
punctuation and		 No evidence of
any attempt to edit
the report into a
cohesive
document.
Poor literacy skills.		 Weak editing in
the final report.
Major problems
with literacy skills		 Satisfactory
editing in the final
report. Consistent
problems with
literacy skills.		 Good editing in
the final report.
Minor problems
with literacy skills.		 Very good editing
in the final report.
Very good literacy
skills
demonstrated.		 Excellent editing
in the final report.
Excellent literacy
skills
demonstrated.		 Outstanding
editing in the final
report.
Outstanding
literacy skills
demonstrated.

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Assessment Criteria Academic Year 2022-23

grammar
Completing all of
the assignment
tasks
Appropriate
language use
Appropriate report
writing conventions
Transferable Skill
Referencing 10%
This should include
evidence of:
Use of Harvard
referencing in text
and on the
reference list.		 No attempt at
referencing		 Major errors noted
in the application
of the rules of
Harvard
referencing
missing or
inaccurate
reference list.		 Parts of work
adheres to rules of
Harvard
referencing
missing or
inaccurate
reference list.		 Mostly adheres to
rules of Harvard
referencing in text
and in reference
list.
.		 Very good
adherence to rules
of Harvard
referencing in text
and in reference
list.		 Excellent
adherence to rules
of Harvard
referencing in text
and in reference
list.		 Perfect or almost
perfect adherence
to rules of Harvard
Referencing in
text and in
reference list.

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