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