MKT002 Case Study
ASSESSMENTS BRIEF MKT002
|Due date:||Week 5|
|Word count / Time provided:||15 minutes|
|Subject Learning Outcomes:||LO1, LO2 and LO5|
New product is the lifeblood of companies and societies. The product could be a physical product such as an automobile, smartphone, or coffee maker. It could also be services such as new IT solution, new manufacturing process, or a new real estate marketing concept.
The success of a new product typically requires considerable resources, and the possibility of failure are far higher than the success rate, therefore it is importance to carefully plan the new product.
You task is to choose ONE case the list below and answer the questions in A REPORT FORM of 1000 words.
CASE 1 : Gillette’s New Product Decision
Gillette has always prided their firm on razor technology innovation. Therefore, it was no surprise two decades ago when the CEO approved the development of a new razor (which would later become the Mach 3 – the world’s first three-blade razor). However, it was the circumstances surrounding this product that makes this decision so extraordinary, which included:
- The concept of the product researched poorly – with consumers unable to perceive any real extra value of a three-blade (versus the existing two-blade) razor
- Gillette’s head of manufacturing was unsure whether the razor could be produced (as the design was precise and included a new metal that had never been used in razors before). Therefore, he could not say how long it would take to set up the manufacturing process or how much it would cost (it eventually took three years at a cost of almost $1 billion)
- A pricing expert at Harvard University stated that a disposal razor would never sell in the market at the price Gillette was planning to charge
- Many managers in Gillette recommended the company upgrade its existing product instead (their two-blade Sensor Excel was the market leader in most countries). They perceived the advantages of upgrading the Sensor Excel being: it avoided using the new metal (that was delaying the manufacturing), it could be introduced sooner, and it did not require the building of a new brand.
- As highlighted above, what were the positive and negative indicators in terms of developing and launching the product?
- Do you think that most other firms would have made the decision to proceed with this product, given the information in the case above?
- If Gillette were not the leader in the market, would they have made the same decision?
- Other than the cost of development and launch, what other risks were involved with the launch of the Mach 3?
CASE 2 – The No Sugar (Diet) Drink Market
Coca-Cola first ventured into the diet soft drink market in the 1960’s with their Tab brand. In 1982 they broadened the Coke brand for the first time and launched Diet Coke, which proved to be an enormously successful product.Both of these products had a very clear diet and weight loss positioning and many of their communications tended to be mainly focused at a female market.
In 1993, their main head-to-head competitor, PepsiCo, introduced an additional product to their range – Pepsi Max. Pepsi Max was also a diet cola, but what was unusual about this was that the firm already had Diet Pepsi in their portfolio.
Like Coke’s approach, Diet Pepsi generally had a diet/weight loss and female-oriented positioning. In order, to differentiate the product, Pepsi Max was positioned quite strongly as a drink for young adult males who enjoy an adventurous lifestyle. They did not mention the word ‘diet’ in their communications, instead highlighting the ‘no sugar’ product attribute. Despite Pepsi entering the market with this style of ‘non-diet’ positioned sugar-free cola, it was not until 2005 Coca-Cola introduced their comparable product, branded as Coke Zero.
Like its Pepsi Max predecessor, Coke Zero did not emphasize the diet aspect of their drink, instead using the word zero to indicate zero calories/sugar. It is also likely that the word zero was used because it is essentially an opposite of the word maximum, which is what Pepsi uses in its communications to indicate the maximum taste of Pepsi Max.
Probably the most significant difference between Pepsi Max and Coke Zero in the marketplace is that Coke Zero targeted a much broader market. Pepsi Max had a clear young male target market, whereas Coke Zero was broadly positioned as an alternative to the traditional Coca-Cola, thereby essentially targeting existing Coke drinkers of all demographics. Reportedly, the Coke Zero launch became Coca-Cola’s most successful new product since Diet Coke.
- Why do you think that Coca-Cola waited 12 years to match the Pepsi Max product?
- Given that the firm already had a successful product in Diet Coke, what risks did they face with introducing Coke Zero?
- Is it likely that they considered targeting the same market segment, that is young males, as Pepsi Max in order to engage in head-to-head competition, or do you think they tried to avoid confronting Pepsi Max directly in the marketplace?
- The respond should be presented in report format (1000 words).
- You need to provide relevant theories to justify your answer/recommendation
- Reference requirement: 5 academic articles
- Submit the presentation by uploading the file into Moodle submission box
|Organisation of the report||30|
|Mechanical (spelling, grammar, punctuation)||20|
|The use of in-text citation & reference : at least 5 academic articles||20|
|Scale down to||15 marks.|
Rubric – Assignment 2 : Report
|Appropriate Response (30 mark)||The response to the essay topic and the main ideas are not clear.||There is one argument to the topic, however the main ideas are somewhat unclear.||There is more than one argument to the topic and the main ideas are||There are more than one clear well-crafted arguments but are not well supported by detailed information.||There are more than one clear well-crafted arguments, main ideas are clear and are well supported by.|
|Organisation of the report (30 mark)||There is not clear introduction to the topic, discussion or conclusion||The introduction addresses the topic of the report, the discussion and the conclusion are aligned with topic but very limited detail is provided.||The introduction addresses the topic of the report, the discussion and the conclusion are aligned with topic and good details are||The introduction addresses the topic of the report, the discussion and the conclusion are aligned with topic and comprehensive details are provided||The introduction is inviting, the main topic is clearly state, the discussion and conclusion are strong with excellent details|
|Mechanical : spelling, grammar & punctuation (20 marks)||The report illegible due to very poor grammar, spelling and punctuation errors||Sentences are reasonably constructed. However, there are significant errors in grammar, mechanics and/or spelling that interfere with understanding||Most sentences are well constructed, but they have similar structure. There are several errors in grammar, mechanics and/or spelling||Most sentences are well constructed and have varied structure and length. There are few errors in grammar, mechanics and/or spelling but they do not interfere with understanding||All sentences are well- constructed and have varied structure and length. The author makes no errors in grammar, mechanics and/or spelling|
|In-text citation (20 marks)||The report has no in- text citations (please note, this results in a fail of assessment)||The report has fewer than five in-text citation||The report has a least five in- text citation with significant formatting errors||The report has at least five in- text citation with minor formatting errors.||The report has at least five in- text citation formatted correctly|
|Due date:||Week 11|
|Group/individual:||Group (3 to 4 students)|
|Word count / Time provided:||2500 words|
|Unit Learning Outcomes:||LO1 to LO6|
The students are expected to propose a NEW PRODUCT/SERVICES for a chosen client and develop the marketing plan for this new proposed product with the emphasis on the commercialization stage of product development (Product Launch Plan)
The process should start with environmental/situation analysis of the client SWOT analysis), identify and describe a target market, and develop a suitable new product or new services for the company to introduce for this target market. Each group has to nominate a company (the client) for this plan. The list of the company is as follow (choose one company only).
- Hello Fresh : https://www.hellofresh.com.au/
- Providoor : https://sydney.providoor.com.au/
- The Botanica Vaucluse : https://www.thebotanicavaucluse.com.au/
- Luna Park : https://www.lunaparksydney.com/
Groups need to base their marketing report on appropriate theory and other relevant current market information where possible. Groups should support their report with the text and a minimum of EIGHT (8) other academically relevant and acceptable sources. These may include academic journal articles, research reports and industry analyses, but groups need to be aware of the validity of sources e.g. an unsupported newspaper article may not be considered valid.
- The cultural briefing should be written in the report form in 2500 words
- 8 academics articles should be used as references and they should be from recent publications (2011 onward).
- Below is the suggested structure
Executive Summary, half a page summary contains the key findings of the report.
Section 1: Introduction and background to the company
oIntroduction to the task, definition, purpose and value of a SWOT analysis for organizations.
oIntroduction to the company being analysed – including e.g. RELEVANT history, current market and product lines
Section 2: Analysis of the marketing environments (external and internal environment) and present the summary in SWOT table
Section 3: Recommendation
- Target Market: identify and describe the company target markets based on the four segmentation bases
- New product/new services description: based on the result of SWOT analysis, recommend new product or new services design for the identified target market (point a) and explain the customer value provided by this new product/new services
- Briefly devise the strategies of the relevant marketing mix variables (the 4ps for new product OR the 7Ps for new services
Section 4: Conclusion and Recommendation
- Submit the report by uploading the file into Moodle submission box
|Introduction and background of the company||10|
|Recommendation (target market, new offering, marketing strategy)||40|
|Presentation (power point)||20|
|Scale down to||25|
Rubric A3 – New Product Marketing Plan
|Introduction and background of the company (10 marks)||Limited ability to introduce the task and purpose of the report as well as limited demonstratio n to introduce the company being analyse, in respect to relevant history, current market and product.||Average ability to introduce the task and purpose of the report as well as limited demonstratio n to introduce the company being analyse, in respect to relevant history, current market and product.||Above average ability to introduce the task and purpose of the report as well as limited demonstratio n to introduce the company being analyse, in respect to relevant history, current market and product.||Good ability to introduce the task and purpose of the report as well as limited demonstratio n to introduce the company being analyse, in respect to relevant history, current market and product.||Excellent ability to introduce the task and purpose of the report as well as limited demonstratio n to introduce the company being analyse, in respect to relevant history, current market and product.|
|Situational Analysis (10 marks)||Demonstrated limited coverage of marketing environmental analysis||Demonstrate d average coverage of marketing environmenta l analysis with only few aspects are analysed||Demonstrate d above average coverage of marketing environmenta l analysis with some aspects are analysed||Demonstrate d good coverage of marketing environmenta l analysis with most aspects are analysed||Demonstrate d excellent coverage of marketing environmenta l analysis with all aspects are analysed|
|SWOT table (10 marks) Country B (10 marks)||Limited ability to analyse and present the result of SWOT analysis||Average ability to analyse and present the result of SWOT analysis||Above average ability to analyse and present the result of SWOT analysis||Good ability to analyse and present the result of SWOT analysis||Excellent ability to analyse and present the result of SWOT analysis|
|Recommendatio n (target market, new offering, marketing strategy) 40 marks||Limited description on recommende d target market by using segmenting variables and do not specify any||Sufficient description on recommende d target market by using segmenting variables and do not specify any||Adequate description on recommende d target market by using segmenting variables and do not specify any||Good description on recommende d target market by using segmenting variables and do not specify any||Excellent description on recommende d target market by using segmenting variables and do not specify any|
|recommende d target market.||recommende d target market.||recommende d target market.||recommende d target market.||recommende d target market.|
|References (10||Limited ability||Average||Adequate||Good ability||Excellent|
|marks)||to present||ability to||ability to||to present||ability to|
|information in||present||present||information in||present|
|professional||information in||information in||professional||information in|
|manner with||professional||professional||manner with||professional|
|correct||manner with||manner with||correct||manner with|
|Presentation (power point) 20 marks||The length of the presented exceed the time limit, the contents do not visually appealing with many spellings or grammar error. Inadequate referencing style for in- text and the list. The presentation is not clear||The length of the presented exceed the time limit, the contents are adequately appealing with many spellings or grammar error. Basic referencing style for in- text and the list. The presentation is not clear.||The length of the presented exceed the time limit, the contents are reasonably appealing with some spelling or grammar error. Adequate referencing style for in- text and the list. The presentation is reasonably clear.||The length of the presentation is within the time limit. The contents are visually appealing with some spelling or grammar error. Good referencing style for in- text and the list. The presentation is clear and fluent.||The length of the presentation is as prescribed, all the content in the slides is visually appealing and with no spelling or grammar error. The required referencing style is applied precisely to both in-text and the reference list. The presentation is engaging, clear and fluent|
|Due date:||Week 13|
|Word count / Time provided:||2 hours|
|Unit Learning Outcomes:||LO1 to LO6|
- The final exam is 2 hours and may consist of case studies, scenarios, analytical/problem solving and short answer questions.
- The exam will cover lecture materials of Week 2 to Week 12.
- More information about the exam will be announced in the final teaching session.