STP report

MKW 1120 MARKETING THEORY AND PRACTICE SEMESTER 1, 2021

Assessment 3: STP Report

Value: 20%

Submission Dateline : Week 10, Tuesday 11th May @ 5pm

Assignment objectives:

1. To be familiar with a range of marketing concepts.

2. To further develop marketing knowledge, including an understanding of the

dynamic marketing environment, segmentation, targeting and positioning and

marketing mix.

3. To observe how marketing concepts and theories apply in practice.

Assignment question:

This is an individual task.

Select ONE product/brand from the following industries:

1. running shoes

or

2. sunscreen

and discuss in detail the marketing strategies (including segmentation, targeting,

differentiation and positioning) applied by the firm of your choice for the chosen

product. The word count is 1500 (+/- 10%) including intext citations but excluding

references.

To do this assignment:

1. Be familiar with Lecture 6 on STP (and if possible, read ahead on product, price,

place and promotion).

MKW 1120 MARKETING THEORY AND PRACTICE SEMESTER 1, 2021

2. This is a case study where you are researching on the marketing activities the

company has done in relation to the product that you have chosen. There is no

need to define or explain any concepts/theories.

3. Not all companies managed to differentiate themselves in the market. For the

purpose of this assignment, choose a product/brand that differentiates itself

from the competitors and the information for that company is widely available.

4. Have a thorough understanding on the various products that the company is

selling, the price of the product, how it is distributed (place/distribution

channel) and the various promotional activities – because the 4Ps affect the

positioning strategy of a brand. For example: Godiva chocolate is positioned

as a more “luxurious” chocolate as compared to Cadbury. But why?

• Price? Premium/value-based pricing?

• Product? The way they packaged the product? Fancy gold ribbon on the

box?

• Distribution channel? Godiva uses exclusive, selective or intensive

distribution? Cadbury uses exclusive, selective or intensive

distribution? Which distribution channel represents some form of

“luxury”? Which brand is easily bought in the market (i.e. accessibility)?

• Promotional tools used? Which uses more sales promotion?

5. The context of the assignment is Malaysia i.e. target market have to be

Malaysians, and the product must be sold physically in Malaysia.

6. The focus of the assignment can be either at brand level or product level. A

good piece of work is one that is able to demonstrate consistency throughout

the report.

• Brand level: Apple iPhones, Nike Air Max, Dove Hair Shampoo

• Product level: iPhone 11 Max, Nike Air Max 97, Dove Hair Fall Shampoo

Word limit: 1500 words (+/- 10%)

Word count includes citation and tables. Only references are excluded from

word count.

Font size: 12

Paragraph: 1.5 spacing

Justified paragraphs

Margin: 2.54 cm all round

Please include page number

MKW 1120 MARKETING THEORY AND PRACTICE SEMESTER 1, 2021

Penalties for late lodgement: A maximum penalty of 10 per cent of the mark allocated

to this assessment task will be deducted for each day (or part thereof) that the

assessment is late.

Assignment Submission:

Step 1: Turnitin Checking (Draft) - multiple submissions

• Threshold level not more than 20% of similarities.

• Upload ONLY the essay and reference list.

• Do submit to Turnitin FEW DAYS before the due date so that you have enough

time to receive your plagiarism result and amend where necessary. Turnitin

will take up to 24 hours to generate the plagiarism result for your second and

third submissions. This then affect your assessment 1 submission i.e. late. I

strongly urge you all to plan your schedule accordingly.

Step 2: Final Submission Assessment 2

• Once Step 1 is cleared i.e. not having more than 20% similarities, you may

upload your final copy of your report in this tab..

• The file must be saved as PDF.

• Submit 2 separate files:

Front cover (own creation that includes student name, ID, tutor’s name and

tutorial number), the report, the appendix and reference list – PDF

Marking rubric - PDF

• Please make sure you label your list of references as REFERENCES and not any

other words.

• There is no need for Monash assignment coversheet

• You will need to read and check the plagiarism declaration in Moodle before

submitting

• All PDFs file is uploaded, please click the “SUBMIT BUTTON” to complete

the submission process.

• It is YOUR RESPONSIBILITY that the correct file is uploaded because you only

have one attempt to upload the assessment.

MKW 1120 MARKETING THEORY AND PRACTICE SEMESTER 1, 2021

Assignment sequence/sections

1. Introduction

• You should provide the reader an understanding of the company, for example

vision and mission, product lines, geographical locations served (can be an

international organisation but must be available in Malaysia), market share and

any other information that is related to the report.

• Define the boundary of the report that is, you should clarify if you are working on

a brand level or product level – what are you focusing on. Please make this explicit.

2. Target Market

• You should identify 2 segments (consumer markets and not business markets) for

the brand/product using appropriate segmentation variables as shown below. You

must use a table to illustrate these segments. The table needs be included within

your assignment.

• Note that this is just an example. The key is to segment your markets meaningfully.

See segmentation lecture. The choice of the bases varies and the appropriateness

of the bases is based on your chosen brand/product.

Bases Segment 1 Segment 2

Geographic Urban

Demographic Men (gender)

Above 65 year old (age)

Psychographic Sedentary lifestyle

(lifestyle)

Behavioural High brand loyalty (user

status)

Health conscious (benefit

sought)

• You should provide evidence of the target market, using quotations from their

website advertisement or any other form of communication from the company.

MKW 1120 MARKETING THEORY AND PRACTICE SEMESTER 1, 2021

• More importantly, you need to select which segment is the brand/product’s target

market in the discussion.

3. Values Demanded by Target Market

• List what the target market (identified in earlier section) desires in the product.

• List as many as you can think of.

• Bullet point is accepted here and ONLY for this section.

• For example:

Working/busy people who like to eat healthy food determine value (benefits and costs) of a

restaurant as follows:

- Has a convenient location

- Clean surrounding

- Meals containing a variety of fresh vegetables.

- Meals that are prepared with less salt.

- Meals that are prepared with minimal amount of oil

- Short waiting time when placing order and getting served.

- Affordable price.

- ...the list goes on...

4. Positioning

• You have to draw a perceptual/positioning map by plotting all possible

competitors in the map. To do so, the selection of the dimensions (X and Y axis) of

the perceptual map are two most important attributes for the target market. The

selection of the dimensions depend on the value your target market seeks. E.g.

high price/low price, organic/non-organic. Avoid using high quality/low quality –

unless you explain what does “quality” means.

• In your discussion, you will need to explain the rationale of these dimension, and

explain the position of your brand/product’s positioning strategy in relation to the

competitors. You need to provide evidence to support your argument.

• Note that you might want to consider using the matrix i.e. the less for more, more

for less and etc to explain the positioning strategy (see Lecture 6).

MKW 1120 MARKETING THEORY AND PRACTICE SEMESTER 1, 2021

5. Differentiation

• You should describe how the selected brand/product is different from the

competitors.

• Brand that offers physical products differentiate in terms of product features

(product differentiation) OR image differentiation.

• FOR EXAMPLE, XYZ Toothpaste differentiates itself from other toothpastes

claiming “No. 1 Dentist Recommended Toothpaste for Sensitive Teeth” to portray

a superior image. Here you will not discuss other characteristics of the toothpaste.

• You need to provide evidence of marketing communication, promoting the

difference e.g. the product’s website and ads highlighting this difference.

• Not all companies differentiate themselves, and hence it is important to pick your

case carefully.

6. Conclusion

• Based on the findings from all the above sections, provide one suggestion on how

the firm could further improve the marketing strategy of your selected

brand/product.

References:

• Only citations within the report needs to be referenced. Minimum of 5

citations/references such as website, books, journals, expert reviews, online

articles, and company annual reports.

• Sources from appendixes need not to be referenced.

• Please comply with the 6th APA referencing. Please use the link below as the guide

https://guides.lib.monash.edu/citing-referencing/apa

Appendixes:

• Evidences are extremely important in this assignment be it, from websites, or

articles or images or screenshots from videos or websites.

MKW 1120 MARKETING THEORY AND PRACTICE SEMESTER 1, 2021

• Evidences in the form of images/pictures should be labelled as Appendix and to

be inserted at the end of the report after the References

• No images/pictures should be placed within the report EXCEPT the segmentation

table. This is to not disrupt the flow of reading the report.

• Strictly labelled your appendixes as Appendix 1, 2, 3……10… etc and not in any

other form.

• You may repeat the appendixes when deemed appropriate.

• Please include the source (weblink) for the images/pictures at the bottom of the

images/picture but you don’t have to include as references.