Marketing Fundamentals MARK1012

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Major Project Brief – SESSION 2, 2016

Background:

One of the assessment items in the Marketing Fundamentals course is the completion of a team‐based major project that accounts for 23% of your overall course grade. It will require serious desk research ( in some cases, some field research in the form of consumer surveys may be undertaken). However, you must NOT contact the company or its executives in any way whatsoever! To learn the skills of desk research, please refer to ELISE: http://info.library.unsw.edu.au/skills/elise.html). Please consult your tutor/lecturer if you decide to conduct such surveys.

In this assignment, you are expected to apply the marketing skills you would be acquiring from your lectures and tutorials. If in your report you refer to any specific theories, concepts or deliberations to support your ideas, the source(s) must be properly referenced in the text and included in the ‘Reference’ list at the end of the report. Please do not present other peoples’ ideas as your own; do not copy (or cut and paste) materials from books, journals or Internet without properly acknowledging the source (s); it will be assessed as plagiarism and you WILL be heavily penalized.

Please browse http://wwwdocs.fce.unsw.edu.au/fce/EDU/harvard_ref_guide.pdf to familiarize yourself with the Harvard Style Reference System which you have to use for referencing purposes.

The main purpose of this exercise is to demonstrate your understanding of a market offering and analyse its environment, target market and marketing mix elements with a view to understand its market potentials and write a comprehensive report that may be used as an input towards the development of a marketing plan (by someone else in the organisation ‐ NOT you) for the product/service assigned to your team. Through this exercise, you will be exposed to experiential learning or learning by doing as each team will be involved in building an understanding of the current marketing situation for a particular product.

The Scenario

View yourselves (members of your team) as a group of young marketers in a company (choose a name for this company) which is considering the introduction of a new product or service (check the attached list for the product/service assigned to your team) in the Australian and New Zealand market. The VP Marketing of the company has assigned your team the task of developing a comprehensive report highlighting all the aspects that another team of marketing executives responsible for developing a marketing plan needs to know and understand to develop a marketing plan. More specifically, your report must contain salient marketing information pertaining to this product/service and their in‐depth analyses from a marketing perspective. You are expected to complete the assigned tasks listed in the box (next page) in TWO Stages.

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1. Identify the relevant product category1 and the industry2 (for the assigned product or service) and describe them based on secondary information (e.g., desk research using Internet or other published report, if any);

2. Discuss the relevant micro-environmental variables that are likely to impact the company’s marketing efforts.

3. Identify the macro-environmental variables that may impact the target product market and discuss the likely impacts.

4. Identify your target market and explain why you have chosen this market.

5. Recommend a marketing mix to target the market you have identified.

Use relevant and appropriate examples to support your analyses, observations and conclusions; make realistic assumptions where necessary. Although your team will not be writing a marketing plan for the assigned product/service, you must provide adequate information in your report so that the senior marketing executive assigned to develop the marketing plan can do a good job.

Please note that different teams have been assigned different products or services to work on.

Administrative Issues:

All teams actually start the major project in Tutorial Week 1 when the teams are formed and team names are submitted to the tutor. Please note that you may not have a team with members from different tutorial classes.

The project is divided into two stages:

Stage 1 involves developing a general market overview using secondary research;

Stage 2 focuses on product‐specific overview through further secondary research and development of marketing mix for the product.

Your respective tutor would use standardised ‘Rubrics’ to grade each stage of your reports (see pp. 6 ‐ 7 of this document).

Stage 1 Report – Market Overview (worth 7/23)

The report for this stage must be submitted to your tutor in Tutorial 6 (Week of September 5 ‐ 8, 2016). Each team has been assigned a ‘new product/service’ (see pp. 10 – 15 of this document) to work on. You will need to develop an understanding of this ‘product’ in order to correctly identify an appropriate product category to which it belongs. If you believe that the product belongs to more than one category3, choose one and justify your reason for selecting it. You will then need to research trends, competitors, market, etc. relevant to this product and product category in order to generate ideas for the tasks to be performed in Stage 2.

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Since Stage 1 requires you to develop a market overview for the product assigned to your team, you will be analysing the components of the micro‐ as well as macro‐environments affecting the product. Since you will be using secondary data, it will be a very good idea to familiarise yourself with the online ELISE tutorial offered by the UNSW library (see: http://info.library.unsw.edu.au/skills/elise.html).

Although this stage accounts for about a third of your total project marks, it is a good idea to follow the guideline to ensure you have included all relevant sections. It will make it easier for your tutor to give you detailed feedback for your own improvement.

Format of Stage 1 Report: General Market Overview

Your report:

• must not exceed 1500 words (excluding the Assignment Cover Sheet [see p.8 of this document], Title page, Table of Contents, Reference List and Appendices). The actual word count must be mentioned.
• should be typed in A4 sheets using 12 point (Times Roman) with 1.5 line spacing; it must have 2.5cm margins all around and should be stapled or bound;

• must include:

• Assignment Cover Sheet, signed by each member of the team showing the actual word count.
• Title page – Listing the names of all team members and identifying the product category being researched.

• Table of Contents with page numbers identifying sections in the report and appendices.
• Introduction (150 words approximately)

• The Current Marketing Situation containing the following:

o Micro‐environment: You must introduce your company and talk about its customers, competitors, intermediaries, suppliers and publics. Highlight market size, growth potentials, and target market.

o Macro‐environment; demographic, economic, technological, natural, political/legal, sociocultural [include only issues that are relevant to your product category]

o   Reference List (if any)

This report will be returned to you by your tutor with feedback. You are expected to discuss the comments with the members of your team, analyse them, and think how to overcome the shortcomings, if any. You may need to revise the report accordingly prior to its inclusion in your final report (i.e., stage 2 report).

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Stage 2 Report: Product‐specific overview (worth 16/23)

In your Stage 2 report you will move much beyond the general market overview that you presented in Stage 1, to an in‐depth product specific overview. You should start working on this stage right after you have submitted the first stage report. Since your stage 2 really depends on the quality and accuracy of your stage 1 report, it is important that you spend sufficient effort from the beginning. Note that the revised version of Stage 1 report must integrate well with the Stage 2 report materials. Your main focus will be on providing sufficient background on the product/service assigned to your team within the appropriate product category for a detailed marketing plan to be developed in the future. Based on your research, you are required to make some suggestions on elements of the marketing strategy that you consider appropriate and feasible. You must edit your final submission (i.e., revised Stage 1 report plus the contents that you developed in Stage 2) carefully to ensure that it reads like a unified document.

Stage 2 Report is due in Tutorial Week 11 (week of 24‐27 October 2016). Submit the report to your tutor at the end of your tutorial session. Since there will be no formal tutorial meeting after this week, your tutor will mail your grades to you and tell you when to collect the graded report (and from where).

Format of Stage 2: Product‐specific overview

Your report must:

• Not exceed 3000 words (excluding the Assignment Cover Sheet, Executive Summary, Title page, Table of Contents, Reference List and Appendices).

• Note that a revised or modified and updated version of your Stage 1 report would be a part of this report. For your own good, the revised version must be limited to 900 – 1100 words.

• Should be typed in A4 sheets using 12 point (Times Roman) with 1.5 line spacing; it must have 2.5cm margins all around and should be stapled or bound;

• Should contain the following basic elements. However, you may change how they are structured.

• Assignment Cover Sheet signed by all team members showing the actual word count. [The cover sheet can be found attached, or downloaded from the School of Marketing website).

• Title page including a short [about 300‐word] Executive Summary, briefly describing the product category, the main findings and comments on where there may be opportunities in this product category. Table of Contents with page numbers to various sections in the report.

• Introduction (150 words approx.)

• Discussion and analyses of the following (new content for Stage 2 report)

o  Product category overview

o  Target market: nature and customer behaviour

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o  Products: range and depth of lines

o  Price: range, any obvious strategies

o  Place: where and how are these products distributed

o  Promotion: how to promote the product

15. Concluding Statement commenting on the viability of an existing product or a possible new entrant into this market.

o  Reference List (if any)

MARK1012‐S2‐2016: MAJOR PROJECT BRIEF DOCUMENT

UNSW Business School

School of Marketing

Assignment Cover Sheet (Team Task)

Course: MARK1012 Lecturer: A/Prof Mohammed Razzaque

Tutor: ______________________________ Tutorial Class: _______________Time: ____________

Report Title: _____________________________________________________________________________________

Team Leader: ___________________________________________________________________________________

Date Submitted: ________________________________   Word Count: _____________________________

1. Student Number: ___________________    Name: ____________________________________________

2. Student Number: ___________________    Name: ____________________________________________

3. Student Number: ___________________    Name: ____________________________________________

4. Student Number: ___________________    Name: ____________________________________________

5. Student Number: ___________________    Name: ____________________________________________

I declare that this assessment item is my own work, except where acknowledged, and has not been submitted for academic credit elsewhere, and acknowledge that the assessor of this item may, for the purpose of assessing this item:

• Reproduce this assessment item and provide a copy to another member of the University; and/or

• Communicate a copy of this assessment item to a plagiarism checking service (which may then retain a copy of the assessment item on its database for the purpose of future plagiarism checking).

I certify that I have read and understood the University Rules in respect of Student Academic Misconduct.

1. Signed: ………….…………………………….. ……………………..	Date: …....…/……....…/……..
2. Signed: ………….…………………………….. ……………………..	Date: …....…/……....…/……..
3. Signed: ………….…………………………….. ……………………..	Date: …....…/……....…/……..
4. Signed: ………….…………………………….. ……………………..	Date: …....…/……....…/……..
5. Signed: ………….…………………………….. ……………………..	Date: …....…/……....…/……..
➢ Please note ALL members of the team must sign this cover sheet. If it is NOT signed, it		8
would not be graded.
➢ Do not sign this for another student, original signatures only.
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MAJOR PROJECT TOPIC ALLOCATION

Find your TUTOR’s name to find your product/service

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Product 1: Hexoskin

All students enrolled in the tutorial classes run by

Vicki Andonopolous –M09B, M11B, M12B, T09A &T10A - and

Jess Ge – M14A, M15A will work on this product.

Wearables continue to be big attractions these days, with companies and entrepreneurs literally trying to cover every body part with connectivity and sensors.

Montreal's Hexoskin announced a new smart shirt, which measures its wearer's cardiac and breathing activity. The shirt, as well as the tracking device that slips into it, sells for $449 in

Canada. Hexoskin chief executive Pierre-Alexandre Fournier says the shirt works better than wrist-worn fitness trackers in activities such as martial arts, boxing or basketball. “We measure things that are hard to measure on the wrist," he says. "And if you want to do team sports, you can't wear things on your wrist."

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Product 2: Lego Education

All students enrolled in the tutorial classes run by Seiya Takeda – M09A &M10A;

Anam Russel – M10B, M11A & M12A; - and

Luke Griffiths – T09B &T10B will work on this product.

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Toys are always a hit irrespective of whether they are educational or recreational. Lego is aiming to become a hit as an educational toy with their new WeDo 2.0 kit.

The set, which is sold to schools, aims to introduce children in Grades 2 to 4 to simple programming, a sort of slimmed-down version of Lego's full Mindstorms robotics toys.

The base set, which lets kids create and program small Lego robots, starts at $169, with a separate curriculum package costing $270.

A classroom of 30 students can be equipped for less than $2,000, according to spokesperson Leshia Hoot. "It brings science to life in the classroom," she says.

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Product 3: HTC Vive Pre

All students enrolled in the tutorial classes run by

Cornelius Do – W15B & W16A;

Tse Sing Tsai – W11A, W12A & H15A; - and

Jenny Kang – T14A & T15A - will work on this product.

Virtual reality was the biggest news at this year's CES, with companies touting numerous headsets, controllers and applications.

Taiwan's HTC is one of the companies leading the charge with its second-generation Vive Pre headset, which is more compact and comfortable and features improved lenses, as well as refined handheld controllers.

The Vive Pre also has a front-facing camera for detecting its wearer's surroundings and keeping him or her from walking into things. It's a mind-blowing experience, but it still needs a high-powered computer to work.

HTC will start taking pre-orders in February with an expected ship date in April, although the company has not yet announced the price. San Francisco-based Oculus, its main competitor, plans to sell its Rift headset for $599 US later in 2016.

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Product 4: Misfit Ray

Fitness tracker

All students enrolled in the tutorial classes run by Maverick Nguen- T15B, T16A & T17B, - and Tony Lu, H16A & H17A –

will work on this product.

Misfit’s new Ray fitness tracker looks to win users over with a sleek and versatile package that can be worn in a number of configurations. It monitors everything you look for in a wearable, including sleep duration and quality, distance traveled and calories burned. In addition, it also provides vibration alerts for calls, texts and alarms.

This product is available for $100.00

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Product 5: Royole-X Smart Mobile

A Wearable, Foldable Theater System

All students enrolled in the tutorial classes run by Aura Garcia - W09A, W10A & W11B and Aysha Brown – W12B, W13A & W14B

will work on this product.

(Photo courtesy of Steve Marcus/Reuters)

The Royole-X Smart Mobile is the smallest theater system ever. A foldable headset that melds noise-canceling headphones and goggles, the device streams movies from Netflix, Amazon Video, Hulu and YouTube, and plays videos from PlayStation, Xbox, Wii, Apple and Google. The Royole-X even has customizable, prescription vision controls that you can relax, glasses free.

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Product 6: Seven Dreamers’ Laundroid

A Robot That Folds Your Clothes

All students enrolled in the tutorial classes run by Syeda Afza- T11A, T13A & T14B; Katrina Wing – T12A & T13B and

Tung Chiew Eileen – H15B & H17A will work on this product.

(Photo courtesy of Wall Street Journal)

Moving beyond machines that only wash our clothes, Seven Dreamers’ Laundroid will analyze an article of clothing you throw at it and fold it accordingly. Demo videos show that it takes roughly 5 minutes for the robot to fold one item, and it needs to be loaded with each article of clothing individually. So for now it may still be more efficient to fold your own laundry, but the idea is that Laundroid will double as storage and incorporated into select Panasonic washers and dryers in the next two years. Just picture it: dumping your laundry into the wash and come back in 40 minutes to find flawlessly folded clothes.

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