Marketing Design & Innovation Assignment

2300 words Assignment:

“Link Between Innovation & Market Performance”

Guidelines

• In this assignment, students are expected to put their knowledge of marketing, design, and innovation into practice by investigating and evaluating the strategic brand decisions of Wrigley in a particular country where they have launched (or adapted) a new product/brand.
• Having investigated the consumer trends in that particular market, and how they might be linked to the introduction/adaptation of the Wrigley brand, they must then assess its market performance and finally draw conclusions as to its overall success - remembering to support all claims with evidence.
• In this case, evidence might come from actual market statistics, consumer sentiment (comments online), and perhaps media reports, although the students are encouraged to be creative in their search for supporting evidence. Assumptions can be made but they must of course be justified and supported. It is also important to construct this assignment on the foundations of relevant marketing, design, and innovation theory
• Abstract- a summary of what you have presented in your assignment- 200-300 words
• Table of contents
• List of tables-if any
• No word count
• INTRODUCTION

• -no marks but if not there, marks are deducted-foundation of assignment
• OBJECTIVE
• PART A-20 MARKS
• PART B-20 MARKS
• PART C-25 MARKS
• PART D-25 MARKS
• REF AND APPLICATION OF CONCEPTS -10 MARKS

Introduction:

• WHAT AUTHORS ARE SAYING ABOUT

What is Innovation

What is Market performance

What is the link between innovation and market performance

• BACKGROUND

SHORT BACKGROUND OF WRIGLEYS-100 WORDS

Just one thing to note - the assessment examines the links between innovation and market performance rather than opportunity/ competitive advantage as was done in the first assignment

Related Link- Marketing Assignment Help

objection:

• WHAT IS THE ASSIGNMENT- REFERENCE

–Investigate the consumer trends that might have prompted the launch of this product/brand. Assess the market performance of the product/brand and draw conclusions on its overall success

• WHAT IS THE NEW PRODUCT- Type of product
• COUNTRY OF LAUNCH and YEAR
• Very important need to be specific for marks

Changing consumer behavior/ TRENDS 20 MARKS

• PART A
• CONSUMER TRENDS for the year of launch, not present trends (2016)
• 1. EXPLAIN-bad breath
• 2. EXPLAIN-bowel movement
• 3. EXPLAIN-sugar free
• 4. EXPLAIN-mint
• x. EXPLAIN
• Will be different for country of choice AND YEAR

Are there clear links between the consumer trends identified and the launch of a new product/brand?
20 MARKS

• PART B
• Look at the ingredients of the product launch.
• What are they used for and they should match the trends in part A. Eg. Sorbitol
• Write in narrative then you can draw a table

Extensive assessment 25 MARKS

• PART C
• THE ASSESSMENT
• THIS DEPENDS ON THE CHOICE AND COUNTRY
• DIFFERENT FOR EACH STUDENT

Is there a definite and logical conclusion reached as to the success of the new product/brand 25 MARKS

• PART D
• SHOW RECENT RESEARCH WITH PRODUCT DATA(2016)
• YOU CAN USE SOCIAL MEDIA INFO
• HOW MAINTAINED COMPETITIVE ADVANTAGE and market performance sales performance over competitors, NEW FLAVORS, PACKAGING, NEW INGREDIENTS, ADVERTISING, endorsements by dental and diabetes association
• USE CONCEPTS
• Info sourced/cited

SUMMARY

• RECAP WHAT YOU HAVE DONE

APPLIED CONCEPTS, AND MODELS EMBEDDED THROUGHOUT THE ASSIGNMENT( NOT DESCRIPTIVE)

• Business process model-pg416
• Product life cycle of gums
• Ansoff –product development-mint
• Product development strategies
• Adoption curve
• Dynamic capability
• Core competencies of Wrigley's
• Critical success factors
• Brand loyalty
• Market research
• BCG
• POSITIONING
• Market innovation
• Competitive advantage
• Type of buy
• innovation strategies
• model of innovation
• organizational heritage
• Pearson quadrant
• Critical factors for innovative success Wrigley
• PACKAGING- COLOUR
• ETC

Bibliography

• Harvard reference style
• Make sure all quotes are cited
• Every info on the assessment sourced
• All diagrams referenced-models
• Use headings and subheadings
• White spaces

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