- The idea of the study is to undertake an analysis of the chosen business and the products that it offers using secondary data, to determine the perceived positioning in the marketplace from the student’s point of view.
The student should:
The student is required to research a company that uses differentiated (segmented) marketing in the consumer goods industry and undertake a marketing mix analysis (5 P’s) of 2 of their brands, relating the theory to reality.
-An introduction to the company and the 2 products/brands that you have chosen
-Detail and analyze what different authors say about differentiated marketing (and not just what the text book states) – This is important!
-You will use publicly available information, including annual reports if necessary to investigate the company and its brands
-To show how the company communicates the brands you should relate to their promotional materials (both online and offline and these should be shown in the appendix). You should take note of the importance of social media. You may also wish to look at Consumer-Generated marketing.
-You should look at each of the marketing mix elements separately, and use each one as a sub-heading
