I will attach it in the profile

Assignment Requirements

 

I will attach it in the profile

Dublin Business School

Assessment Brief

Assessment Details

 

Module Title:	Marketing Essentials Jan Intake
Module Code:	B6MK100
Module Leader:	Angela Oh’Uiginn
Stage (if relevant):	1
Assessment Title:	Devise and create a new product for the Irish Food and Beverage Market
Assessment Number (if relevant):	1
Assessment Type:	Research Report
Restrictions on Time/Length :	1300-1500
Individual/Group:	Group
Assessment Weighting:	100%
Issue Date:	January 2014
Hand In Date:	June 2014
Planned Feedback Date:	June 2014
Mode of Submission:	Moodle

 

Learning Outcomes:

On completion of this assignment students should:

1. Have strengthened their theoretical knowledge of marketing principles.
2. Have developed research skills.
3. Demonstrate an understanding of contemporary issues related to branding and marketing
4. Practice communication and presentation skills

 

Your overall grade will reflect:

1. The quality of your research information in your investigation and its relevance to your new product idea.
2. The application of marketing principles to your marketing plan
3. A balanced mix of marketing theory and creative insight and innovation

 

Assignment specification:

 

Marketing a New Product for the Food and Beverage Market

 

Background;

“In line with uncertainty in the greater economy consumers are staying home more often, which has provided a boost for supermarkets. “You can see this in the increase in meal deals in store and the greater prominence of occasion-based marketing’” “Taking an in depth look at shoppers in the store Kantar’s Cathy Cross discussed how sentiment in the home affects the shopper in the store. Unsurprisingly, consumers with less to spend are more focussed on price, promotions and sticking to a budget. Nowadays, a whopping 40% of consumers prepare a shopping list.” (Reading Pack,‘Kantar Conference Examines Key Shopper Trends’ Checkout.ie)

Devise and create a new product for the Food and Beverage Market

Task 1

Carry out market research on your chosen food category, detailing your findings with references. (20 marks) Some suggested websites;

www.checkout.ie

www.emarketer.com  

www.shelflife.ie

www.retailcustomerexperience.com

www.mobilecommercedaily.com

Task 2

a) Create an original brand name for your product and outline its core brand values and personality. Explain key differentiating features/benefits of your product such as flavours, ingredients, shape, size etc. (10 marks)

 

b) Outline your chosen packaging design with colour scheme, font and features.

(10 marks)

 

c) Clearly identify your target market and product positioning. Justify your decision based on the market research you carried out. (10 marks)

 

d) Give a clear indication of the targeted consumer profile and their characteristics. Describe in detail how your product will fit into the target groups lifestyle, behaviour, personality and general circumstances. (10 marks)

 Task 3

Prepare a group presentation summarising your report findings. The creative use of visual material is encouraged. (30 marks) There is an individual component of 10 marks assigned to each group member based on the quality of their presentation (Total for task 40 marks)

 

TOTAL MARKS: 100

                              

(Where appropriate use drawings, sketch of the product, charts, photographs, diagrams etc. Be creative!!)

IMPORTANT – PLEASE NOTE THE FOLLOWING:

 

• This is a GROUP assignment. Groups should consist of two students only

 

• PLAGIARISM – is easily identifiable and is contrary to the essence of this assignment and to Dublin Business School. Students should be aware that relying on unedited information, downloaded verbatim from sources such as the Internet and non-referenced material will not be accepted and will be penalised accordingly.

 

Presentation style for the written component.

• Cover page: Assignment title, module name, student name & numbers, word count
• Table of contents
• Font Style: Times New Roman
• Font Size: Headings 12 bold (left aligned) Body Text 12 plain (justified)
• Line spacing 1.5
• Page numbering: Bottom of Page (Footer) Right Alignment
• Text justified
• Harvard Referencing System* to be used throughout the assignment

Assessment criteria

 

Division	Comments	Marks Available	Marks Obtained
TASK ONE		20
TASK TWO		40
TASK THREE		30
Individual Component	1)      Name:	10
	2)      Name:	10
	3)      Name	10
Total			/100

General Requirements for Students:

 

1. A proportion of assessment marks is allocated to presentation. All assignments must be word-processed, with word count noted unless otherwise stated by the lecturer.

 

2. Where a hardcopy submission is required, an Assignment Submission Form must be securely attached to each submission.

 

3. When submitting online, assignments must be submitted no later than the stated deadline.

 

4. All relevant provisions of the Assessment Regulations must be complied with.

5. Extensions to assignment submission deadlines will be not be granted, other than in exceptional circumstances. To apply for an extension please go to http://www.dbs-students.com/Registrar/ and download the Assignment Extension Request Form.
6. Students are required to retain a copy of each assignment submitted, and the submission receipt (If a physical submission is required) until the issuing of a transcript indicating the mark awarded.

 

7. Assignments must be appropriately packaged and presented.

 

8. Where a submission involves digital media, it is the submitting students’ responsibility to ensure the media is appropriately labelled, fully working and they must retain a copy.

 

9. Assignments that exceed the word count will be penalised.

 

1. Students are required to refer to the assessment regulations in their Student Guides and on the Student Website.

 

1. Dublin Business School penalises students who engage in academic impropriety (i.e. plagiarism, collusion and/or copying). Please refer to the attached referencing guidelines for information on correct referencing.

What is referencing and why is it necessary?

Please follow this link to the Harvard Style Referencing Guide – all referencing is required in this format.

http://issuu.com/dbslibrary/docs/harvard-referencing-guide/1?mode=a_p

(Also available under DBS library guides on www.library.dbs.ie)

 

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