marketing plan PART B for Bellamy’s Organic

Unit: BSD126: Marketing Plan B

Weighting: 20%

Overall grade:

Criteria 1-2: Higher Order Thinking (HO)

Investigate real world business problems, situations and requirements through the effective analysis, evaluation and synthesis of theoretical and practical knowledge and information.

Knowledge and Technological Skills (KS)

Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.

Criteria 2: Professional Communication (PC)

Apply professional communication and academic literacy knowledge and skills to communicate effectively in written forms appropriate for diverse business and academic literacy purposes and contexts.

Criteria

7+ 7 7-

6+ 6 6-

5+ 5 5-

4+ 4 4 -

3+ 3 3-

2+ 2 2-

1+ 1 1-

Criterion 1

Marketing Tactic

PRODUCT

15%

You provide innovative yet realistic modification to the product/brand extension linking to the opportunity and marketing mix. Excellent justification for choices made relevant to the product and target market.

You present a complete discussion of the modification/brand extension and link this to the opportunity identified and the marketing mix. Very sound justification for choices made relevant to the product and target market.

You present a discussion of the product or its potential but do not adequately link ideas to opportunities and elements of marketing mix. Sound justification for choices made.

You present a basic description of the product and/or its modification/brand extension but do not link this to opportunity and/or marketing mix. Some justification for choices made.

You present basic information regarding the product modification/brand extension and relevance to opportunity and marketing mix. Little justification provided for choices made.

You present irrelevant (or missing) information that does not address the modification/brand extension, opportunity or marketing mix.

Poor justification for choices made.

Poor attempt at presenting information relevant to the modification/brand extension, opportunity, and/or marketing mix. No justification for choices made.

Criterion 1B

Marketing tactic

PRICE

15%

You provide excellent research evidence of the pricing policy giving a complete coverage of the importance of the 5 C’s as they pertain to the product. Excellent links to marketing mix.

You provide very good research evidence of the pricing policy giving considerable coverage of the importance of the 5 C’s as they pertain to the product. Some links to marketing mix.

You provide good research evidence of the pricing policy giving ample coverage of the importance of the 5 C’s as they pertain to the product. Links to marketing mix.

You provide some research evidence of the pricing policy giving some coverage of the importance of the 5 C’s as they pertain to the product. Adequate links to the marketing mix.

You provide inadequate research evidence of the pricing policy giving little coverage of the importance of the 5 C’s as they pertain to the product. Little linkage to marketing mix.

You provide little/no research evidence of the pricing policy or its elements and give little/no coverage of the importance of the 5 C’s as they pertain to the product. Little/no link to marketing mix.

You provide little/no research evidence of the pricing policy or its elements and give no/unclear coverage to the 5 C’s as they pertain to the product. Little/missing link to marketing mix.

Criterion 1C

Marketing tactic

DISTRIBUTION

15%

You describe all of the intermediaries and marketing channel used in the distribution and provide insight into possible new directions/or justify current channels. Excellent model provided.

You describe most of the intermediaries and the type of marketing channel used in the distribution process and provide some justification. Very good model provided.

You describe some of the intermediaries involved in the distribution process and provide justification. Good model provided.

You describe a few of the intermediaries involved in the distribution process but there are gaps showing insufficient research. Adequate model provided.

You describe only one component (retail/wholesale) of the distribution process and fail to provide adequate justification. Inadequate model provided.

You attempt to describe elements of the distribution process but do not name or describe the intermediaries or type of marketing channels involved. A simplistic model presented.

You do not describe or justify the type of distribution channel used or the intermediaries involved. Very Simplistic model provided.

Criterion 1D

Marketing Tactic

PROMOTION

15%

You present complete and relevant media and sales promotion tactics within budget and justified to bring success for this product.

You present relevant media and sales promotion tactics within budget and justified to bring some success for this product.

You identify media and sales promotion tactics that are incomplete, meet budget and attempt at justification to bring some benefit for this product.

You identify media and sales promotion tactics that meet requirements and use the allocated budget but may not result in a successful campaign.

You attempt to name media and sales promotions and budget but detail is missing and will not result in a convincing campaign.

You fail to provide details of media and sales promotions or provide inappropriate tactics for this product that will result in discredited campaign.

You do not provide/or provide irrelevant choices and tactics which will result in a failed campaign.

Criterion 2

Marketing Tactic

Revised Part A

10%

Part A Marketing Goal and Strategy is very clear and justified.

Marketing Goal and/or Strategy is clear and justified.

Marketing goal and/or Strategy is revised but unclear and not justified.

Marketing goal and/or Strategy is NOT revised and/or justified.

Marketing goal and strategy have not been updated and do not relate to tactics.

Marketing goal and strategy are not updated and relationship to Part B not acknowledged.

Marketing goal and strategy have little or no bearing on the tactics outlined. No linkage between two Parts.

Criterion 3

Report writing structure

Writing mechanics

Academic referencing

Your marketing plan adheres to the checklist requirements. Report writing structure and tone throughout.

Meaning is always clear with no or few errors in spelling. Grammar and/or punctuation.

Writing is fully justified with strong academic in-text citations (QUT APA referencing) that are technically correct and without errors.

Reference list is attached and has no errors.

Your marketing plan adheres to the checklist requirements. Report writing structure and tone is evident.

Meaning is usually clear with few errors in spelling, grammar and/or punctuation.

Writing is justified with strong academic in-text citations (QUT APA referencing) that are technically correct with one or two errors. Reference list attached and mostly correct – one or two errors.

Your marketing plan generally adheres to the checklist requirements. Report writing structure and tone present with occasional lapses.

Overall meaning is clear with some errors in spelling, grammar and/or punctuation.

Writing is partially justified with technically correct in-text citation (QUT APA referencing) - with a few errors.

Reference List attached and mostly correct – a few errors.

Your marketing plan mostly adheres to the checklist requirements. Report structure and tone are attempted with several lapses.

Overall meaning is clear with some inconsistencies in expression, errors in spelling, grammar and/or punctuation.

Writing shows attempt to justify with technically correct in-text citation (QUT APA referencing) with quite a few errors. Reference list attached and mostly correct – but quite a few errors.

Your marketing plan does not meet the checklist requirements. Report structure and tone are missing.

Overall meaning is unclear with significant inconsistencies in expression, errors in spelling, grammar and/or punctuation.

Lacks justification with many technical in-text citation errors (QUT APA referencing) or missing elements. Reference list is attached; and does not match in-text references and is full of errors.

Your marketing plan fails to meet the task and checklist requirements. Report structure and tone are not present.

Overall meaning is confused and lacks meaning due to significant errors in grammar, spelling and/or punctuation.

Little to no justification provided. Little to no attempt to use (QUT APA) in-text referencing. Reference list is either not attached and/or has many missing elements.

Your marketing plan fails to meet the task and checklist requirements.

Report structure and tone are not present.

Errors in grammar, spelling and/or punctuation make meaning very difficult.

No justification provided and little or no attempt made to use technically correct in-text citations.

(QUT APA referencing).

Reference list is either not attached or is missing major elements or sources are not relevant