PRINCIPLES OF MARKETING

UDE2003

GROUP ASSIGNMENT & PRESENTATION:

MARKETING PLAN

(Contribute 25% for the continuous assessment)

Students will work on this project in a group consists of 5 or 6 members. The students are then
required to develop a full marketing plan for introducing a new product or service. This product or
brand can be of your own invention or currently existing and active in another part of the world.

Contents of the report:

1. Executive Summary
Presents a brief summary of the main goals and recommendations of the plan for management
review, helping top management find the plan’s major points quickly. A table of contents should follow
the executive summary.

2. Current Marketing Situation

Describes the target market and a company’s position in it, including information about the market,
product performance, competition, and distribution. This section includes the following:

• A market description that defines the market and major segments and then reviews customer
needs and factors in the marketing environment that may affect customer purchasing
• A product review that shows sales, prices, and gross margins of the major products in the product
line.
• A review of competition that identifies major competitors and assesses their market positions and
strategies for product quality, pricing, distribution, and promotion.
• A review of distribution that evaluates recent sales trends and other developments in major
distribution channels.

3. SWOT Analysis
Assesses major strengths, weaknesses, threats and opportunities that the product might face, helping
management to anticipate important positive or negative developments that might have an impact on
the firm and its strategies.

4. Objectives and Issue

States the marketing objectives that the company would like to attain during the plan’s term and
discusses key issues that will affect their attainment. For example, if the goal is to achieve a 15
percent market share, this section looks at how this goal might be achieved.

5. Marketing Strategy and Marketing Mix

Outlines the broad marketing logic by which the business unit hopes to create customer value and
relationships and the specifics of target markets, positioning, and marketing expenditure levels. How
will the company create value for customers in order to capture value from customers in return? This
section also outlines specific strategies for each marketing mix element and explains how each
responds to the threats, opportunities, and critical issues spelled out earlier in the plan. This section
includes the following:

Marketing strategy:

a. Segmentation
b. Targeting
c. Differentiation
d. Positioning
ASSIGNMENT 2 & PRESENTATION GUIDELINES

Marketing mix:

a. Product strategy
- Product attributes and features
- Branding
- Packaging and labeling
b. Pricing
- New product pricing strategy
- Product mix pricing strategy / Price adjustment strategy

c. Distribution strategy
- Channel level
- Channel design decision

d. Marketing Communication Strategy

6. Action Programs
Spells out how marketing strategies will be turned into specific action programs in six month after the
product launched. That will answer the following questions: What will be done? When will it be done?
Who will do it?

Students can refer the table as below:

Action/ Activity Objective Target dates/ month Responsible officer

Ex: Online promotion To create awareness Month 1

(create online platform)

Guidelines on report preparation

Sequences of the report materials

i. Title page (title, name of recipient and sender, date of submission).

Cover page color: White

ii. Acknowledgement

iii. Executive Summary

iv. Table of contents

v. Contents of the report

vi. References

vii. Appendices

General guidelines

i) Dateline: WEEK 6.
Convert your documents to PDF form and submit through UMSeLF
or Place it into Google Drive and submit the link through UMSeLF.

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ASSIGNMENT 2 & PRESENTATION GUIDELINES

Video Presentation dateline: WEEK 6

Convert your documents to PDF form and submit through UMSeLF
or Place it into Google Drive and submit the link through UMSeLF.

Please state your video presentation’s link at the last page of your slides.

ii) Report must have 15 to 20 pages only

iii) Plagiarism is a serious academic offence and strictly prohibited. Assignment
submission containing any plagiarism content will strictly be rejected.

* Please notice that 3 marks will be deducted for each day late from submission date.

PRINCIPLES OF MARKETING Page 3

 ASSIGNMENT 2 & PRESENTATION GUIDELINES

PRINCIPLES OF MARKETING
UDE2003

EVALUATION FORM
(ASSIGNMENT 2– 20 %)

Group Leader : 1…………………………………………………………………

Group Members : 2…………………………………………………………………

3…………………………………………………………………

4…………………………………………………………………

5…………………………………………………………………

6…………………………………………………………………

Name of the Project : ………………………………………………………………….

MARK MARK MARK

CRITERIA GOOD AVERAGE POOR
( 5 ) ( 3 ) ( 1 )
1. TITLE PAGE, Report includes a Report includes a Some of the
ACKNOWLEDGE title page with title page, criteria is missing.
MENT & TABLE complete acknowledgement
OF CONTENT information as and table of
listed in the content but
guidelines, incomplete.
acknowledgement
and a complete
table of content.
2. FORMAT Report is formatted Report is Report is
correctly based on formatted formatted
the guidelines: incorrectly in one incorrectly in
appendices, criteria. more than one
spacing, font, font criteria.
size and pages.
3. EXECUTIVE Description of what Not a clear 1 or 2 sections of
SUMMARY is in the marketing description of the marketing
plan. Describes the each section of plan are not
main points of each the marketing described.
section in plan. Not in
paragraph form. paragraph form.

4. CURRENT A detailed Section is lacking Section is lacking

MARKETING description of detail. 1 subpart is detail. More than
SITUATION current marketing missing or 1 subpart may
situations of the wrongly written. also be missing.
product chosen. All
4 subparts are
correctly written.

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 ASSIGNMENT 2 & PRESENTATION GUIDELINES

5. SWOT A detailed analysis Analysis is lacking Section is lacking

ANALYSIS of the company’s detail or wrongly detail. More than
strengths, written. 1 elements may
weaknesses, also be missing.
opportunities and
threats.

6. OBJECTIVES Objectives are Section is lacking Section is lacking

AND ISSUES measurable, detail. 1 subpart is detail. More than
achievable and missing or 1 subpart may
profitable. Issues wrongly written. also be missing.
are explained in
detail.
MARK MARK MARK
CRITERIA GOOD AVERAGE POOR
( 10 ) ( 5 ) ( 3 )
7. MARKETING A detailed Description is Section is lacking
STRATEGY description of the lacking details. 1 detail. More than
*(KK 1) organization’s part is missing or 1 subpart may
marketing strategy. wrongly written. also be missing.
8. MARKETING A detailed Description is Section is lacking
MIX description of the lacking details. 1 detail. More than
organization’s part is missing or 1 subpart may
marketing mix. wrongly written. also be missing.
9. ACTION Detailed Description is Section is lacking
PROGRAMS descriptions of how lacking details. 1 detail. More than
(CT 1,2,3) the organization part is missing or 1 subpart may
will turn plans into wrongly written. also be missing.
results are given
along with a table
with deadlines and
responsibilities are
given. Answer the
HWWH questions –
how, when, who,
how much.

TOTAL /60
*Soft Skills – Refer B4

Please fill up this evaluation form (group leader, group members and company name) and submit with
the report.

PRINCIPLES OF MARKETING Page 5

 ASSIGNMENT 2 & PRESENTATION GUIDELINES

PRINCIPLES OF MARKETING
UDE2003

EVALUATION FORM
(VIDEO PRESENTATION: 15%)

MARK MARK MARK

CRITERIA GOOD AVERAGE POOR
( 5 ) ( 3 ) ( 1 )
EYE CONTACT Holds attention of Consistent use of Displayed minimal
entire audience direct eye eye contact with
with the use of contact with audience, while
direct eye contact, audience, but reading mostly
seldom looking at still returns to from the notes.
notes. notes.
BODY Movements seem Made Very little
LANGUAGE fluid and help the movements or movement or
audience gestures that descriptive
visualize. enhances gestures.
NONVERBAL SKILLS

articulation.
POISE Student displays Makes minor Displays mild
relaxed, self- mistakes, but tension; has
confident nature quickly recovers trouble recovering
about self, with no from them; from mistakes.
mistakes. displays little or
no tension.
USE OF TIME Excellent time Good time Presentation
management and management exceeds the time
keep appropriate frame but
pace for each acceptable.
point presented.
ATTIRE Excellent attire, Good standard Inappropriate
appropriate for attire for attire to the
the presentation. presentation. presentation.
ENTHUSIASM Demonstrates a Occasionally Shows some
strong, positive shows positive negativity toward
feeling about feelings about topic presented.
topic during entire topic.
VERBAL SKILLS

presentation.
ELOCUTION Student uses a Student’s voice is Student’s voice is
clear voice and clear. Student low. Student
correct, precise pronounces most incorrectly
pronunciation of words correctly. pronounces
terms so that all Most audience terms. Audience
audience members can members have
members can hear hear difficulty hearing
presentation. presentation. presentation.
SUBJECT Student Student is at ease Student is
KNOWLEDGE demonstrates full with expected uncomfortable
CONTENT

knowledge by answers to all with information

answering all questions, and is able to
discussion without answer only
questions elaboration. rudimentary

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 ASSIGNMENT 2 & PRESENTATION GUIDELINES

correctly with questions.

explanations and
elaboration.
ORGANIZATION Student presents Student presents Audience has
information in information in difficulty following
logical, interesting logical sequence presentation
sequence which which audience because student
audience can can follow. jumps around.
follow.
MECHANICS Presentation has Presentation has Presentation has
no misspellings or no more than three misspellings
grammatical two misspellings and/or
errors. and/or grammatical
grammatical errors.
errors.
VISUAL Student uses Student uses Student uses
PRESENTATION visual aids that visual aids that visual aids that in
explain and relate well to text general support
reinforce and text and
excellently text presentation. presentation.
and presentation.
TEAMWORK Group members Group members Group members
* (LS 1,2) work together, mostly work worked
role clearly together, roles individually, not as
defined. defined and a team, no roles
followed the defined or
most part. assigned.

TOTAL /60
*Soft Skills – (Refer B4)

Note: Please fill up this evaluation form (group leader, group members and company name) and
submit with the report.

PRINCIPLES OF MARKETING Page 7