Higher National Diploma in Business

Student Name:

Student Number:

Unit: Marketing Principles

Lecturer:

Group 1 Assignment Number 2

Date Issued: w/c 14th Feb 2011 Submit on: w/c 2nd June 2011

This Assignment has been internally verified and approved for issue:
By: Damir Jovic On: 10/02/11

To achieve this assignment a student must:

Learning Outcomes
LO3: Understand the individual elements of the extended marketing mix
LO4: Be able to use the marketing mix in different contexts

Verifier Signature: Date:

Higher National Diploma in Business

Assessor Signature Date

 Higher National Diploma in Business

GRADING CRITERIA
THIS ASSESSMENT TASK GIVES YOU THE FOLLOWING GRADING
OPPORTUNITIES:

Grade Criteria at a Pass Met Not

Met
P1 Explain how products are developed to sustain competitive
advantage
P2 Explain how distribution is arranged to provide customer
convenience
P3 Explain how prices are set to reflect an organisation’s objectives
and market conditions
P4 Illustrate how promotional activity is integrated to achieve marketing
objectives
P5 Analyse the additional elements of the extended marketing mix
P6 Plan marketing mixes for two different segments in consumer
markets
P7 Illustrate differences in marketing products and services to
businesses rather than consumers
P8 Show how and why international marketing differs from domestic
marketing.
Grade Criteria at a Merit Met Not
In addition to the above Pass criteria: Met

M1 An effective approach to study and research has been applied

M2 Deliver a timely and professional presentation that is appropriate for
the audience (target market).
M3 Ensure your presentation follows a logical structure and coherent
arguments are presented in a persuasive and business like way.
M3 Use a variety of sources (to include the internet and textbooks) for
your research
M4 Demonstrate that you have linked marketing theory to marketing
practice.
Grade Criteria at a Distinction Met Not
In addition to the above Merit criteria: Met
D1 Produce a highly professional presentation with supporting speaker
notes that evidences high level critical reflection and creative thinking
D2 Use an extensive range of resources for your research
D3 Demonstrate a high level appreciation oft he link between marketing
theory and marketing practice.

Higher National Diploma in Business

 Higher National Diploma in Business

Marketing Principles
Assignment 2
Scenario

http://www.unilever.co.uk/
You work for Unilever as part of a Brand Management team within their Marketing
Department based in London. You have been asked by your Marketing Manager to
deliver a presentation to a visiting group of international Business students who are in
the country on a cultural visit organised and funded by the British Council.

Working as part of a group, the presentation brief you have been given requires that
you address the following areas – with the overall theme of “Unilever - a truly local and
global organisation”.

Here is what you need to do:

Task 1: Select a Unilever brand (product or service or mixture of both that you are
familiar with). Describe your chosen brand using one of the following marketing theories:
a) product life cycle b) the Boston Matrix. Make sure that you clearly explain the theory
involved and relate to your chosen brand. Use chats or diagrams where appropriate.
(Suggestion: 3 PowerPoint slides)

Task 2: Using the same brand present and analyse its marketing activities using the
marketing mix framework discussed in class.
Your slides should include:
a) Contextual overview: Is it an established or new brand? Is it a one - product offer?
How successful has it been?
b) Detailed description of its marketing mix elements.
c) Your recommendations for how the marketing mix could be developed/changed
to secure future competitive advantage. (Suggestion: 4 PowerPoint slides)

Task 3: Select two Unilever brands which are sold in the UK and abroad. You can
continue using the brand you have chosen for tasks 1 and 2 providing that it is sold both

Higher National Diploma in Business

 Higher National Diploma in Business
in the UK and abroad. Describe and compare their target markets (segments) and
marketing activities referring to marketing mix ingredients (including the 4Ps and the
extended marketing mix). (Suggestion: 6 PowerPoint slides)

Task 4: As part of its marketing activities Unilever also sells a range of products and
services to organisations that are:

• consuming the brands in their workplace in areas such as staff

canteens/cafes or
• buying the products from Unilever for resale in their shops and distribution
outlets.

Explain how Unilever’s approach would differ marketing products and services to
organisations (B2B) rather than consumers (B2C). (Suggestion: 2 PowerPoint slides).

Task 5: Identify what, if any, service element is wrapped up as part of the total brand
offer/experience and how this is being used to improve/develop relationships with
customers. (Suggestion: 1 PowerPoint slide)

Task 6: Explain how and why Unilever adapts its marketing activities when dealing with
international markets. Outline the different options available to Unilever for entering an
overseas market and the associated business risks involved. (Suggestion: 4
PowerPoint slides)

Important notes

• This assignment is in the form of a group presentation.

• Names for each group would be drawn out of a hat.
• Each group would be asked to present their work during a class presentation.
• Your group presentation should be no more than 20-25 minutes.
• Refer to the attached sheet detailing how your presentation will be assessed.
• You must use PowerPoint/Visual Aids and at the end of your presentation you must
• To pass this assignment you are required to take part in the group presentation
and submit individually a folder that contains:

1. A group agreement sheet which will also evidence how you have worked
as a team
2. Copies of your PowerPoint slides with speaker notes
3. As part of your own continuing professional development the Marketing
Manager has asked you for a short (1/2 page) self reflective statement on
what you have learnt from carrying out this team task. This needs to be
handed-in as part of your submission.

• I reserve the right to award individual grades if appropriate.

You should reference your work, where appropriate, using the Harvard referencing
system and include a bibliography.

Higher National Diploma in Business