This task will allow you to demonstrate your understanding of the functional purpose of an integrated marketing mix. Marketing theory (sourced from the prescribed eBook, and peer-reviewed journal articles available from the library databases) will be used as a framework for the presentation of your Case Study. To this theoretical framework, you will apply Case specific research to evidence your understanding of marketing theory in a practical context.
To begin this task you must first select ONE (1) of the following 'New Products' launched on to the Australian consumer market in 2017/2018. This New Product will be the focus of both your Applications Activities ANDIndividual Case Study:
- Yowie Ranger series (character-moulded chocolate inclusion product)
- AFLX 2018 tournament (new game created by the AFL)
- Nadi X yoga pants (activated apparel by Wearable X).
Once chosen, you are to undertake research into how the New Product is marketed to consumers in Australia. This research should be conducted using only publicly available sources (e.g., websites, trade journals, industry reports, magazine articles, blogs, reviews), and your own observations. The following is a suggested structure for your Individual Case Study submission:
Introduction:
Introduce the marketing concepts that will be addressed in the Case Study (Target Market, Positioning and Marketing Mix), and the chosen New Product.
Body:
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Use marketing theory to discuss the purpose of Market Segmentation. Based on insights gained from your case research, construct a 'profile' of who you perceive to be the New Product's Target Market.
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Use marketing theory to discuss the importance of identifying and reinforcing a products' perceptual Positioning. Using evidence from Case research, discuss the chosen New Product's perceptual 'positioning' in the market.
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Integrate marketing theory and evidence from Case research to discuss the function of the Product element of the marketing mix.
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Integrate marketing theory and evidence from Case research to discuss the function of the Price element of the marketing mix.
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Integrate marketing theory and evidence from Case research to discuss the function of the Place element of the marketing mix.
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Integrate marketing theory and evidence from Case research to discuss the function of the Promotion element of the marketing mix.
Conclusion:Conclude with a summary opinion on how effective you believe the elements of the Marketing Mix have been integrated to support the desired perceptual Position in the market and deliver value to the Target Market.
The case study should be presented in essay format (introduction, body and conclusion), using 12 point font with 1.5 or double line spacing (headings can be used to help structure content). Page numbers must be used. For this assessment item, students are to use the prescribed eBook, plus aminimum of FOUR (4) academic references (peer-reviewed journal articles), in addition to the secondary sources from which the New Product case information is sourced (e.g., Internet, personal observation).