Download Unit 3 Assignment 2

BTEC Subsidiary Diploma
Unit 3 – Assignment 2
Highcliffe School - Centre 55215
BTEC National Subsidiary Diploma in Business
UNIT 3 – INTRODUCTION TO MARKETING
ASSIGNMENT NUMBER 2 of 2
ASSIGNMENT 2 – TITLE
CRITERIA ASSESSED P4,P6,M2,M3,D2
‘MARKETING A NEW PRODUCT’
CANDIDATE NAME -
CANDIDATE SIGNATURE –
(As confirmation that work is your own)
DATE ISSUED –Wk. Beg 11th May 2015
SUBMISSION DATE Pitch/Questionnaire Wk. Beg. 8th June 2015
Feedback
Wk. Beg. 29th June 2015
ASSESSOR -
Mr S CALLEAR
SCENARIO
From what you have studied so far you should be well aware that the value of Market Research cannot
be overstated in making sure that the product or service a business is hoping to bring to market will be a
success. Market Research companies or agencies are often paid huge sums of money by leading global
businesses to put together a comprehensive marketing plan to ensure that research into a product or
service is so thorough so that if it proves viable, success is almost guaranteed. Some businesses will
choose to do this research in-house and depending on the size of the business, budgets will differ
drastically as to what can be spent on the whole marketing process.
Criteria to be Assessed
P4 – Use marketing research for marketing planning
P6 – Develop a coherent marketing mix for a product or service
M2 - Explain the limitations of marketing research used to contribute to the development of a selected
organisation’s marketing plans
M3 - Develop a coherent marketing mix that is targeted at a defined group of potential customers
D2 - Make justified recommendations for improving the validity of the marketing research used to
contribute to the development of a selected organisation’s marketing plans
Look at this Case Study for Kellogg’s taken from the Times100 education materials
http://www.thetimes100.co.uk/case-study--new-products-from-market-research--6-388-1.php
Task 1
Select a popular product or service that you know well and ideally use. Examples are cereal brands,
foods such as package meals or snacks, drinks, clothing or footwear and technology such as phone
innovations or gaming variations. Services that could be focused on are numerous, including
delivery/transport services, home help or cleaning services.

Write a short introduction to explain the existing product or service you have chosen to focus on.
You should comment on the company that produces the product/service it and the history of the
product/service, for instance how long has it been around and has the product or service
changed much since it was initially launched. P6
Task 2
From recent analysis such as primary sales data and the strength currently seen in that particular market
for all other products or services, the company producing that brand feels that it’s life cycle may be in
decline and wants to look at introducing a modification or change to the product or service in the hope
that this will breathe new life into its sales. A classic example of this being the Kellogg’s launch of
crunchy nut brands see in the case study above

By adding to your product introduction (task 1), under the heading task 2, either describe or draft
design the modification or change that you have thought of. For example, if it is a modification
to a popular brand of jeans then you may wish to take an image and explain the change or draw
out the modification. P6
Task 3
Prepare a presentation together with a survey/questionnaire that is to be handed out to your
presentation audience this being the other members of your chosen company’s research &
development committee.
The presentation should be used to detail all parts of your marketing plan;
Introduce your product (information from Task 1). P6
Explain the change/modification (information from Task 2). P6
Describe in detail about your target market or segment, this should be specific and explain how you
have come to this conclusion based on other markets you could have targeted. P6; M3
Describe how you aim to reach this target market. P6
Describe your pricing strategy for your product or service. P6
Describe your initial launch campaign or promotion to hopefully guarantee success. P6
NOTE – to achieve M3 all other parts of the marketing mix mentioned in your presentation need to be
consistent with the particular target market your product is aimed at.
The survey/questionnaire should allow the audience opportunity to comment on all elements of your
marketing plan;
The product choice and modification
The chosen market
How you intend to reach the target market
Your pricing strategy and promotional strategy
P4
Task 4
Use the feedback you have received from your audience to help refine you marketing plan.

Following on from your written work for Task 1 and Task 2, under the heading Task 4, summarise
the feedback you have received from the committee members and conclude by describing any
changes that you intend to make to your marketing plan.
P4;P6;M3
Task 5
The market research you have performed in terms of this product or service has not been in any real
depth and as a result any such launch based on this would have a strong chance of failure. Explain the
limitations of the marketing research that you have used as part of your marketing plan and how the
marketing mix developed from this could lead to an unsuccessful launch for your product/ service. M2
Using the links below to other unsuccessful product launches, explore the above further to make
justified recommendations as to how the validity of your research could have been improved. D2
http://www.walletpop.com/photos/top-25-biggest-product-flops-of-all-time/