POM - II 2024 Assignment - PDF

Postgraduate Diploma in Marketing Management Individual Integrated Assignment - December 2024 Principles of Marketing (POM) Examination /Assignment Registration 14th October 2024 to 17th November 2024 Period Assignment Submission Period...

Postgraduate Diploma in Marketing Management Individual Integrated Assignment - December 2024 Principles of Marketing (POM) Examination /Assignment Registration 14th October 2024 to 17th November 2024 Period Assignment Submission Period 23rd - 24th November 2024 GUIDELINES Assignment Submission: ▪ You are required to register for examinations / assignments within the above given period. Assignments will not be accepted if you have not registered for the exam/assignment. ▪ Assignments should be submitted to LMS within the Assignment Submission Periods indicated above. ▪ Assignment should be uploaded to LMS – (Learning Management System) as a PDF format. ▪ Rename the file: Registration No.- Name with Initials -Programme Ex. 0000012345 A B Perera SCA ▪ Assignments will not be accepted after the late submission period under any circumstances. Page 1 of 12  Assignment Cover Page: ▪ Cover page format should use the relevant colour Diploma in Marketing Management - Blue Higher Diploma in Marketing Management - Yellow Graduate Diploma in Marketing Management - Green Postgraduate Diploma in Marketing Management – White The Assignment Marking Sheet should be attached after the cover page followed by the Assignment checklist/declaration form and lecturer approval form for the assignment. IMPORTANT NOTES If you have not submitted the assignment, your results for the respective module will appear as “Fail” in the final grading. Refer the student deliverables indicated below for specific details about assignment submissions and presentations. ASSIGNMENTS WITH PRESENTATIONS Presentation dates and times will be published on the website after the submission of the assignment. Presentation time will be 20 minutes and additional 10 minutes will be given for questions and answers. The presentation should be saved as a PDF document and saved in a Pen Drive which does not contain any Viruses. (Only the relevant presentation should be saved in the pen drive) Students should bring two copies of the presentation printed one slide per page. Page 2 of 12 Assignment Topic: BACKGROUND Company: "PureEssence Lanka (Pvt) Ltd" Product Category: Personal Care (Shampoo) PureEssence Lanka (Pvt) Ltd is a fast-growing FMCG company in Sri Lanka, specializing in personal care products such as shampoos, conditioners, body lotions, and skincare items. The company is committed to creating eco-friendly, affordable personal care solutions tailored to the diverse needs of Sri Lankan consumers. Their flagship product, "HerbPure Shampoo," an herbal shampoo made from natural ingredients, was launched in 2020. It quickly gained traction in urban areas, appealing particularly to environmentally-conscious Millennials and Gen Z customers due to its organic formula and sustainable packaging. Although HerbPure Shampoo has seen impressive growth since its launch, capturing a notable market share among urban youth and professionals, the company has identified significant untapped potential in other consumer segments. PureEssence Lanka has not fully penetrated into Baby Boomer and Generation X markets, where a growing demand for anti-hair loss and scalp care solutions exists. The company believes that, with the right marketing and communication strategies, these segments could offer significant growth opportunities, as they represent a substantial portion of the personal care market in Sri Lanka. Given the steady growth trajectory since its introduction, the company has set its sights on expanding its product presence nationwide, reaching rural areas, and exploring partnerships with local retailers to make HerbPure Shampoo accessible to a broader audience. With this tasks in hand "PureEssence Lanka (Pvt) Ltd", recruited you as a Brand Manager to "HerbPure Shampoo,". Your first assignment is to provide a report consisting on following tasks. TASK ONE Study the micro and macro environmental forces and discuss how these environmental forces could affect the product and company. Guideline Note 01 Students are required to analyze at least three forces from the micro and macro environment. Page 3 of 12 TASK TWO Conduct a consumer demographic analysis based on generational groups and discuss how each group behaviour could impact penetration of ‘HerbPure Shampoo’. Guideline Note 02: Students are required to analyze the behaviours of Generation Baby Boomers, Generation X, Generation Millennials and Generation Z. Provide examples of how the product is marketed (or can be marketed) to meet their needs. TASK THREE Determine the stage of the Product Life Cycle (PLC) for brand ‘HerbPure Shampoo’ and Provide key strategies/tactics company can adopt based on the identified product Life Cycle Stage. Guideline Note 03: Students are required to justify the selected strategies. TASK FOUR Design a suitable Marketing Communication Strategy to promote the brand, considering you are targeting brand penetration towards Baby Boomers and Generation X. Guideline Note 04: Students are required to use at least three communication channels and justify the selection of the channel. IMPORTANT: Please refrain from copying and pasting information from the Internet or other sources. Add your reference work according to the Harvard referencing format. Word Allocation for each task. Task Content Weightage Task one 20% Task two 25% Task three 25% Task Four 30% Total (word count 5000 +/- 10%) 100% Note: Please refer to the given assignment marking scheme for the mark allocation criteria Page 4 of 12 Instructions for Presentations Presenters are required to perform a PowerPoint presentation based on the key facts/ findings of the study and you may spend a maximum of 20 minutes for the presentation. Presentation Slide Template Slide 1 Slide 2 Title Slide Introduction to the Product Include assignment title, your name, Briefly present the product overview, its course name, and submission date target audience, and key features Slide 3-4 Slide 5-6 Environmental Forces Consumer Demographics Summarize micro environmental factors Provide a brief analysis of consumer behavior segmented by Baby Boomers, Gen Summarize macro environmental factors X, Millennials, and Gen Z. Slide 7 Slide 8-9 Product Life Cycle Analysis Marketing Communication Strategy Identify the product’s current stage in Summarize your IMC strategy, highlighting the PLC and suggest marketing strategies the key elements of advertising, aligned with that stage. promotions, digital marketing, and PR etc. Slide 10 Conclusion Recap your key findings and strategic recommendations. Page 5 of 12  ASSIGNMENT CHECKLIST & DECLARATION This document is intended as a guide to check and improve your assignment. Review your assignment together with the specific guidelines mentioned in the programme handbook and the assignment marking criteria given in the marking scheme. You are expected to confirm that your assignment fulfills the below requirements. Please tick (√) the cages necessary. Student Name Registration No Cover page with relevant colour code (Stage 1-Blue/ Stage 2-Yellow /Stage 3- Green) Assignment checklist, declaration form (This sheet) & lecturer approval for the assignment Assignment marking scheme is attached Table of contents Body of the assignment References Course fee paid in full (coaching/registration/exam and membership) Exam registration completed I’m fully aware that any misleading information provided in the above checklist will lead to rejection of my assignment. I, the undersigned, confirm that I have read and understood the statement about plagiarism which is outlined in the students’ handbook. I confirm that the work that I have submitted accompanying this report is wholly my own, and that any quotations or sections of text taken from the published or unpublished work of any other person is duly and fully acknowledged therein. Signature: Date: Page 6 of 12  Assignment Marking Scheme December 2024 Module Principles of Marketing (POM) Student Registration Number Marks Criteria Allocated Awarded Aligning to the purpose of the assignment 20 Some of the answer addresses to the purpose of the question 1-5 This has addressed the purpose of the assignment 6-10 Has addressed the purpose of the assignment coherently 11-15 This has addressed the purpose of assignment 16-20 comprehensively Clarity of expression 20 An attempt to organize in a logical manner 1-5 Satisfactory showing of logical manner and organization 6-10 Shows higher level of Carefully and logically organized 11-15 Shows coherent structure with clearly expressed ideas 16-20 Using examples/evidences 20 Shows a little use of examples 1-5 Some use of examples. Some evaluation attempted 6-10 Some use of examples. Well evaluated 11-15 Shows appropriate examples are fully and reliably evaluated 16-20 Critical analysis of concepts, theories, conclusions 20 Demonstrates limited evidence of critical analysis 1-5 Demonstrates some critical analysis of relevant theory 6-10 Demonstrates application of theory through critical analysis 11-15 Demonstrates application of critical analysis well integrated 16-20 Following assignment guidelines 20 Limited follow-up of assignment guidelines 1-5 Some level of follow-up of assignment guidelines 6-10 Good display of adherence to assignment guidelines 11-15 Excellent adherence to assignment guidelines 16-20 Total 100 Special Remarks Signature of the Examiner Page 7 of 12 COVER PAGE – INDIVIDUAL ASSIGNMENT REGISTRATION NUMBERS: 0 0 0 0 0 MODULE TITLE: LEVEL: BUSINESS SCHOOL/ASC: By submitting this assessment, I confirm that I understand and abide by the examination rules and regulations of SLIM. POSTGRADUATE DIPLOMA IN MARKETING MANAGEMENT (PGDIP) SRI LANKA INSTITUTE OF MARKETING (SLIM) Page 8 of 12 LECTURER APPROVAL FOR THE ASSIGNMENT REGISTRATION NUMBER/S: 0 0 0 0 0 MODULE TITLE: NAME OF THE LECTURER: APPROVAL SIGNATURE: DATE: Page 9 of 12