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v6 Principles of Marketing Presentation Assignment

This document outlines the criteria and instructions for a group presentation assignment on marketing trends among Generation Z and developing a new product or service. It provides details on: 1. Presentation rules including time limits, professionalism expectations, and section requirements 2. The assignment requires studying Generation Z trends to develop a differentiated product/service for a market segment 3. Individual assignment questions involve market segmentation, pricing strategies, and using social media to engage consumers.

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40 views

v6 Principles of Marketing Presentation Assignment

This document outlines the criteria and instructions for a group presentation assignment on marketing trends among Generation Z and developing a new product or service. It provides details on: 1. Presentation rules including time limits, professionalism expectations, and section requirements 2. The assignment requires studying Generation Z trends to develop a differentiated product/service for a market segment 3. Individual assignment questions involve market segmentation, pricing strategies, and using social media to engage consumers.

Uploaded by

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Copyright
© © All Rights Reserved
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Download as DOCX, PDF, TXT or read online on Scribd
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DEDAN KIMATHI UNIVERSITY OF TECHNOLOGY

PRINCIPLES OF MARKETING
JAN – APRIL 2021 Lecturer: Dr Mwai (PhD)
EMAIL: [email protected]
PRESENTATION GROUP ASSIGNMENT
Criteria for your presentation
1. Presentation rules
 Each group will have a maximum of 25 members
 The presentation will be timed (5 minutes)
 You will be signaled when you have minute remaining
 You will be signaled when you have reached the maximum time
 You are expected to present yourself verbally and visually as an adult
professional (i.e clothing, manners, language. Etc.)
2. Sections of the presentation (bolded Titles need to be in your slideshow as
separate slides. Each section starts with a new slide)
3. Do not look at your power point.

The assignment requires you to study the current trends within the
generation z in the market and come up with a differentiated product/service
that could satisfy the need of a particular market segment.

1. Write short notes about the new product


2. Briefly explain the marketing concept that you will use to market your
product
3. Explain how you would use the marketing mix in your new product
4. Explain how would use segmentation in your new product

Take away individual Assignment


INSTRUCTIONS
 Attempt all questions

 Font- 12, Times Roman, one page 1.5 spacing, Right hand bottom paging.

 No page number on the title page.

 APA citation format and referencing

 Between 3 and 5 pages typed

 Originality is highly encouraged

 A hard copy of the assignment will be presented in class

TAKE AWAY ASSIGNMENT


QUESTION ONE (15 Marks)

You are the newly appointed brand manager for Grooming Partner, an
unscented deodorant shampoo aimed at Generation X members. Sales of
this brand have been declining for quite some time and recent exploratory
research conducted by the company suggests that your brand is no longer
price competitive. From your study of marketing, you think that a
reconsideration of the market segmentation used previously to better
understand the target consumer might be the key to this dilemma.

a) From your own investigation of organisations similar to yours, you


discover that many marketers of deodorants in those organisations
sharpen their marketing strategy by adopting a multivariate demographic
segmentation (i.e. combining two or more demographic variables)
approach. Using examples, explain why and how such a segmentation
approach might be used to inform strategy in attempting to resolve the
sales decline. (5 Marks)

b) What pricing strategy or strategies might work best with your suggested
segmentation approach to recover this situation and why? Illustrate your
argument with example(s). (5 Marks)

c) With reference to the case above in what ways can social media be used to
alter the relationship between the between marketers and consumers.
(5 Marks)

QUESTION TWO (15 Marks)

Growing roses in household gardens is not easy. Angelica Nurseries has


developed a rosebush that needs no spraying, pruning, or dusting and has
prolific flowering. What advice of direct relevance to this situation would
you give Angelica Nurseries to develop brand recognition and sustain
consumer loyalty for:

a) Their new product; (5 Marks)

b) Their product range more generally; and (5 Marks)

c) Their corporate nursery brand? (5 Marks)

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