You will be writing a marketing plan for a brand chosen from a selection identified by the module leader. These are:
Haribo: Sugar and gum confectionery market. The brand has been around for over 100 years and is now a global market leader in fruit gummies and liquorice. Available in 120 countries.
Sharwoods: Asian/world cuisine market. A company specialising in Indian, Chinese and Thai food. It’s range of sauces and accompaniments enables consumers to recreate the restaurant experience at home.
Elemis: Skincare market. A global skin wellness brand, with ranges for men and women, available in 30 countries worldwide. All products developed and produced in England and in 2020 was named Best Premium Skincare brand in the UK.
Smirnoff: Vodka/Spirits market. The number 1 worldwide Vodka brand. Founded 160 years ago and sold in over 130 countries worldwide.
Dyson: Consumer Personal and Domestic Appliances market. Founded in 1991, originally a vacuum cleaner company has grown to be a market leading innovator with bladeless fans, hairdryers and heaters among the current range. Any product from the Dyson range can be selected.
Placement organisation: if you have an agreed placement, you can write your marketing plan based on this organisation. This can only be approved by the module leader and failure to seek this approval will result in an automatic module fail. Evidence of the secured placement will be required.
The marketing plan should be written and presented in a formal, business style using the template provided at the end of this brief on page 7. The plan should be for one year.
You can select the UK or an overseas market for the location of your plan.
Although this is a business document, you must fully justify and support your choices, arguments and recommendations within your marketing plan, by making reference to appropriate theory and relevant sources.
The template includes the following sections:
· Introduction: An overview of the chosen organisation/brand (from the list on pages 1-2).
· Market analysis: Identify the most important factors and key issues facing the category/industry.
· Brand/Organisational impact: Identify the most important factors and key issues facing the brand/organisation.
· Marketing Objective: One SMART marketing objective
· Marketing Strategy and Target Market: Identify and justify a proposed marketing strategy. An outline of the target market for the proposed plan.
· Marketing Mix: The 7Ps proposed to achieve the objective and strategy.
· Control – Monitoring and Measurement: How the plan will be monitored and measured.
· Evaluation: Critically analyse the potential issues and limitations of your proposed plan and the marketing planning process used.
· References: Using UWE Harvard format. You are required to use marketing and marketing planning principles to underpin your work and cite your sources throughout.
· Appendices: Effective use of appendices will be necessary. Models should be included here and not in the main body. If you are unclear on how to use appendices within a report, please contact the Study Skills team. This will be covered within a tutorial session.
