Assessment Task #3 GROUP Project 2000 words per student – 50%

Potential Consumer Identification - Market Report

This group assignment covers the seminar topics done in class and requires you to consider
the application of theoretical concepts and principles within the context of consumer
behaviour. All students of this subject are required to attempt the consumer behaviour project
as a group (2 per group). Groups should self-select and self-manage themselves and should
not change unless members drop out of the class. Students are therefore urged to consider
their choice of groups carefully. Students may be asked to leave a group and work
individually if they are deemed by the lecturer not to be performing in the group context at an
appropriate level.
Peer review is an important part of this marketing project, and you will be required to
complete the peer review form when submitting your assignment. This gives an indication to
the examiner of each student’s group performance and marks will be allocated in proportion
accordingly.

It is your responsibility to read the Statement of Authorship (see: LAST PAGE OF THIS
SUBJECT LEARNING GUIDE) before attaching this document to your assignment.
Attachment of a signed Statement of Authorship form will be taken as confirmation that you
have read this statement and agree with it. Where another student’s work has been copied, it
will be assumed that both parties cheated and results for both assignments will be cancelled.
If you allow, deliberately or negligently, another student to cheat by giving access to accounts
or computers containing work that is subsequently copied from your files by that student, it
will be assumed that you assisted in that cheating. It is your responsibility to keep that
work secure. Please retain a copy of your assignment.

Avoid colloquial language and spelling, grammatical and typographical errors. Repeated
errors of this kind will be penalised. Please type your assignments in 12-point font using 1.5
line spacing. Your left and right margins should be set to 3.5 cm or 1.5 inches to allow space
for comments to be made by the assessor; use only one side of A4 paper. Assignments must
follow the specified word length, although a tolerance of 10% is allowed without penalty.
Credit will be given in assignments that show readings from other sources. Please ensure you
acknowledge the source of your article by referencing using the Harvard system. Please
reference any material you use which is not your own.
ASSESSMENT BRIEF
This is a group project (2 students in each group). Please look at IBIS website and pick a fast-
moving consumer goods company
According to IBIS report below: “Arnott's is Australia's leading biscuit manufacturer,
producing more than 70 biscuit varieties including chocolate, plain, cream, savory, cookies,
flavoured snacks, crispbread, crackers, rice crackers, rice and other grain cakes, and kids'
products. See IBIS reports for more information regarding this industry https://my-ibisworld-
com.ez.library.latrobe.edu.au/au/en/industry/c1173/at-a-glance. Arnott is looking to introduce
a healthy biscuit that is low in fat and calories and most suitable for Vegan consumers.
Your group is required to develop a marketing strategy from a consumer behavior perspective
for this healthy alternative. This will be done by identifying the consumer to sell the product.
The process is organized around the key decisions that marketing managers must make. The
first key decision is the selection of the target market(s) to be served. This is followed by the
determination of a viable product position for each target market. Finally, the marketing mix
elements—product, place, price, and promotion—must be structured in a manner consistent
with the desired product position.
MARKET SEGMENTATION
1. Market segmentation is the process of dividing all possible users of a product into
groups that have similar needs the products might satisfy. Market segmentation
should be done before the final development of a new product. In addition, a complete
market segmentation analysis should be performed periodically for some of the
existing products. The reason for continuing segmentation analyses is the dynamic
nature of consumer needs.
EXTERNAL INFLUENCES
2. You need to also consider the External influences - Are there cultures or subcultures
whose value system is particularly consistent (or inconsistent) with the consumption
of our product?
3. Is this product appropriate for male or female consumption? Will ongoing gender-role
changes affect who consumes our product or how it is consumed?
4. Do ethnic, social, regional, or religious subcultures have different consumption
patterns relevant to our product?
5. Do various demographic or social-strata groups (age, gender, urban/suburban/rural,
occupation, income, education) differ in their consumption of our product?
6. Is our product particularly appropriate for consumers with relatively high (or low)
incomes compared with others in their occupational group?
7. Can our product be particularly appropriate for specific roles, such as students or
professional women?
8. Would it be useful to focus on specific adopter categories?
9. Do groups in different stages of the household life cycle have different consumption
patterns for our product? Who in the household is involved in the purchase process?
INTERNAL INFLUENCES
1. Can our product satisfy different needs or motives of different people? What needs
are involved? What characterizes individuals with differing motives?
2. Is our product uniquely suited for particular personality types? Self-concepts?
3. What emotions, if any, are affected by the purchase and/or consumption of this
product?
4. Is our product appropriate for one or more distinct lifestyles?
5. Do different groups have different attitudes about an ideal version of our product?
SITUATIONAL INFLUENCES
1. Can our product be appropriate for specific types of situations instead of (or in
addition to) specific types of people?
DECISION PROCESS INFLUENCES
1. Do different individuals use different evaluative criteria in selecting the product?
2. Do potential customers differ in their loyalty to existing products or brands?

PRODUCT POSITION
A product position is the way the consumer thinks of a given product or brand relative to
competing products or brands. A manager must determine what a desirable product position
would be for each market segment of interest. This determination is generally based on the
answers to the same questions used to segment a market, with the addition of the consumer’s
perceptions of competing products or brands. Of course, the capabilities and motivations of
existing and potential competitors also must be considered.
A. What is the general semantic memory structure for this product category in each
market segment?
B. What is the ideal version of this product in each market segment for the situations the
firm wants to serve?
C. Which evaluative criteria would be used in the purchase decision? Which decision
rules and importance weights are used?

PRICING
You are required to set a pricing policy that is consistent with the desired product position.
Price must be broadly conceived as everything a consumer must surrender to obtain a
product. This includes time and psychological costs as well as monetary costs.
1. Does the segment hold any values relating to any aspect of pricing, such as the use of
credit or conspicuous consumption?
2. Does the segment have sufficient income, after covering living expenses, to afford the
product?
3. Is it necessary to lower the price to obtain a sufficient relative advantage to ensure
diffusion? Will temporary price reductions induce product trials?
4. Who in the household evaluates the price of the product?
5. Will price be perceived as an indicator of status?
6. Is the economy in purchasing this type of product relevant to the lifestyle(s) of the
segment?
7. Is price an important aspect of the segment’s attitude toward the brands in the product
category?
8. What is the segment’s perception of a fair or reasonable price for this product?
9. Will the role of price vary with the type of situation?
10. Can a low price be used to trigger problem recognition?
11. Is price an important evaluative criterion? What decision rule is applied to the
evaluative criteria used? Is price likely to serve as a surrogate indicator of quality?
12. Are consumers likely to respond to in-store price reductions?
DISTRIBUTION STRATEGY
You should develop a place, or distribution, strategy that is consistent with the selected
product position. This involves the selection of outlets (e.g., store-based, online, mobile) if
the item is a physical product, or the location of the outlets if the product is a service.
1. What values do the segments have that relate to distribution?
2. Do the male and female members of the segments have differing requirements of the
distribution system? Do working couples, single individuals, or single parents within
the segment have unique needs relating to product distribution?
Recommendations and limitations
1. Propose how the new product is consistent with the target market. Consumer profiling
is characterising consumers so that they can be segmented for the purpose of
marketing/advertising. Thus you need to create the ideal consumer profile that will
buy your product.
2. What recommendations can you offer based on the findings?
3. What actions should be taken moving forward?
4. What changes or improvements are suggested when compared to existing brands if
any?
5. Acknowledge any limitations or constraints. This demonstrates awareness of potential
weaknesses and adds credibility to the conclusions drawn.
CONCLUSIONS
1. Summarize the key findings

Bibliography (no. and quality of academic articles and correct setting out of references) And
Referencing (within body of report) + Spelling/Grammar and General
Presentation/Professionalism of Report

Assignment requirements:
1. This is a group assignment. The length of this assignment, in relation to the overall
assessment of this subject, complies with the University’s policy on student
assessment workloads.
2. Assignments are to be typed and posted on LMS. The use of strict, professional
expression is expected.
3. All assignments must have a Statement of Authorship sheet with all of the
appropriate details completed, including name(s), signature(s) and should be dated.
Group assignment cover sheets should be acknowledged by each member, which
usually requires advance planning
4. The Harvard style referencing, if using any other referencing styles, it should be
consistent
5. References - You MUST include references at the end of the report. This should be
on a separate page. FULL details are required - name and initials of all authors, full
title, publisher, place and date of publication. Failure to do so may constitute
 plagiarism, which is subject to a charge of academic misconduct. At this level of
study, you must get these details right!
6. Please also note the policy regarding time extension for assignments and Submission
of Late Work. This policy will be strictly administered.
Potential Consumer Identification - Market Report
Detailed Grading Criteria

1. Executive Summary (overview of the content of the report -this is not an 5

introduction.
2. Table of Contents 2
3. Introduction (Provide background information on the company itself and include a 3
brief discussion of the market in which the company operates. Also state what the
report is going to achieve and how that is going to be done)
4. Market Segmentation 12
5. External Influences 5
6. Internal Influences 5
7. Situational Influences 5
8. Decision-Making Process Influences 15
9. Product/Positioning 10
10. Pricing 5
11. Distribution 5
12. Recommendations & Limitations 25
13. Conclusions 1
14. References 2
TOTAL 100

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