MKW 1120 MARKETING THEORY AND PRACTICE SEMESTER 1, 2021 Assessment 3: STP Report Value: 20% Submission Dateline : Week 10, Tuesday 11th May @ 5pm Assignment objectives: 1. To be familiar with a range of marketing concepts. 2. To further develop marketing knowledge, including an understanding of the dynamic marketing environment, segmentation, targeting and positioning and marketing mix. 3. To observe how marketing concepts and theories apply in practice. Assignment question: This is an individual task. Select ONE product/brand from the following industries: 1. running shoes or 2. sunscreen and discuss in detail the marketing strategies (including segmentation, targeting, differentiation and positioning) applied by the firm of your choice for the chosen product. The word count is 1500 (+/- 10%) including intext citations but excluding references. To do this assignment: 1. Be familiar with Lecture 6 on STP (and if possible, read ahead on product, price, place and promotion). MKW 1120 MARKETING THEORY AND PRACTICE SEMESTER 1, 2021 2. This is a case study where you are researching on the marketing activities the company has done in relation to the product that you have chosen. There is no need to define or explain any concepts/theories. 3. Not all companies managed to differentiate themselves in the market. For the purpose of this assignment, choose a product/brand that differentiates itself from the competitors and the information for that company is widely available. 4. Have a thorough understanding on the various products that the company is selling, the price of the product, how it is distributed (place/distribution channel) and the various promotional activities – because the 4Ps affect the positioning strategy of a brand. For example: Godiva chocolate is positioned as a more “luxurious” chocolate as compared to Cadbury. But why? • Price? Premium/value-based pricing? • Product? The way they packaged the product? Fancy gold ribbon on the box? • Distribution channel? Godiva uses exclusive, selective or intensive distribution? Cadbury uses exclusive, selective or intensive distribution? Which distribution channel represents some form of “luxury”? Which brand is easily bought in the market (i.e. accessibility)? • Promotional tools used? Which uses more sales promotion? 5. The context of the assignment is Malaysia i.e. target market have to be Malaysians, and the product must be sold physically in Malaysia. 6. The focus of the assignment can be either at brand level or product level. A good piece of work is one that is able to demonstrate consistency throughout the report. • Brand level: Apple iPhones, Nike Air Max, Dove Hair Shampoo • Product level: iPhone 11 Max, Nike Air Max 97, Dove Hair Fall Shampoo Word limit: 1500 words (+/- 10%) Word count includes citation and tables. Only references are excluded from wo ...

1. MKW 1120 MARKETING THEORY AND PRACTICE
SEMESTER 1, 2021
Assessment 3: STP Report
Value: 20%
Submission Dateline : Week 10, Tuesday 11th May @ 5pm
Assignment objectives:
1. To be familiar with a range of marketing concepts.
2. To further develop marketing knowledge, including an
understanding of the
dynamic marketing environment, segmentation, targeting and
positioning and
marketing mix.
3. To observe how marketing concepts and theories apply in
practice.
Assignment question:
This is an individual task.
Select ONE product/brand from the following industries:

2. 1. running shoes
or
2. sunscreen
and discuss in detail the marketing strategies (including
segmentation, targeting,
differentiation and positioning) applied by the firm of your
choice for the chosen
product. The word count is 1500 (+/- 10%) including intext
citations but excluding
references.
To do this assignment:
1. Be familiar with Lecture 6 on STP (and if possible, read
ahead on product, price,
place and promotion).
MKW 1120 MARKETING THEORY AND PRACTICE
SEMESTER 1, 2021
2. This is a case study where you are researching on the
marketing activities the

3. company has done in relation to the product that you have
chosen. There is no
need to define or explain any concepts/theories.
3. Not all companies managed to differentiate themselves in the
market. For the
purpose of this assignment, choose a product/brand that
differentiates itself
from the competitors and the information for that company is
widely available.
4. Have a thorough understanding on the various products that
the company is
selling, the price of the product, how it is distributed
(place/distribution
channel) and the various promotional activities – because the
4Ps affect the
positioning strategy of a brand. For example: Godiva chocolate
is positioned
as a more “luxurious” chocolate as compared to Cadbury. But
why?
• Price? Premium/value-based pricing?
• Product? The way they packaged the product? Fancy gold
ribbon on the
box?

4. • Distribution channel? Godiva uses exclusive, selective or
intensive
distribution? Cadbury uses exclusive, selective or intensive
distribution? Which distribution channel represents some form
of
“luxury”? Which brand is easily bought in the market (i.e.
accessibility)?
• Promotional tools used? Which uses more sales promotion?
5. The context of the assignment is Malaysia i.e. target market
have to be
Malaysians, and the product must be sold physically in
Malaysia.
6. The focus of the assignment can be either at brand level or
product level. A
good piece of work is one that is able to demonstrate
consistency throughout
the report.
• Brand level: Apple iPhones, Nike Air Max, Dove Hair
Shampoo
• Product level: iPhone 11 Max, Nike Air Max 97, Dove Hair
Fall Shampoo
Word limit: 1500 words (+/- 10%)

5. Word count includes citation and tables. Only references are
excluded from
word count.
Font size: 12
Paragraph: 1.5 spacing
Justified paragraphs
Margin: 2.54 cm all round
Please include page number
MKW 1120 MARKETING THEORY AND PRACTICE
SEMESTER 1, 2021
Penalties for late lodgement: A maximum penalty of 10 per cent
of the mark allocated
to this assessment task will be deducted for each day (or part
thereof) that the
assessment is late.
Assignment Submission:
Step 1: Turnitin Checking (Draft) - multiple submissions
• Threshold level not more than 20% of similarities.

6. • Upload ONLY the essay and reference list.
• Do submit to Turnitin FEW DAYS before the due date so that
you have enough
time to receive your plagiarism result and amend where
necessary. Turnitin
will take up to 24 hours to generate the plagiarism result for
your second and
third submissions. This then affect your assessment 1
submission i.e. late. I
strongly urge you all to plan your schedule accordingly.
Step 2: Final Submission Assessment 2
• Once Step 1 is cleared i.e. not having more than 20%
similarities, you may
upload your final copy of your report in this tab..
• The file must be saved as PDF.
• Submit 2 separate files:
Front cover (own creation that includes student name, ID,
tutor’s name and
tutorial number), the report, the appendix and reference list –
PDF
Marking rubric - PDF

7. • Please make sure you label your list of references as
REFERENCES and not any
other words.
• There is no need for Monash assignment coversheet
• You will need to read and check the plagiarism declaration in
Moodle before
submitting
• All PDFs file is uploaded, please click the “SUBMIT
BUTTON” to complete
the submission process.
• It is YOUR RESPONSIBILITY that the correct file is
uploaded because you only
have one attempt to upload the assessment.
MKW 1120 MARKETING THEORY AND PRACTICE
SEMESTER 1, 2021
Assignment sequence/sections
1. Introduction
• You should provide the reader an understanding of the
company, for example

8. vision and mission, product lines, geographical locations served
(can be an
international organisation but must be available in Malaysia),
market share and
any other information that is related to the report.
• Define the boundary of the report that is, you should clarify if
you are working on
a brand level or product level – what are you focusing on.
Please make this explicit.
2. Target Market
• You should identify 2 segments (consumer markets and not
business markets) for
the brand/product using appropriate segmentation variables as
shown below. You
must use a table to illustrate these segments. The table needs be
included within
your assignment.
• Note that this is just an example. The key is to segment your
markets meaningfully.
See segmentation lecture. The choice of the bases varies and the
appropriateness
of the bases is based on your chosen brand/product.

9. Bases Segment 1 Segment 2
Geographic Urban
Demographic Men (gender)
Above 65 year old (age)
Psychographic Sedentary lifestyle
(lifestyle)
Behavioural High brand loyalty (user
status)
Health conscious (benefit
sought)
• You should provide evidence of the target market, using
quotations from their
website advertisement or any other form of communication from
the company.
MKW 1120 MARKETING THEORY AND PRACTICE
SEMESTER 1, 2021

10. • More importantly, you need to select which segment is the
brand/product’s target
market in the discussion.
3. Values Demanded by Target Market
• List what the target market (identified in earlier section)
desires in the product.
• List as many as you can think of.
• Bullet point is accepted here and ONLY for this section.
• For example:
Working/busy people who like to eat healthy food determine
value (benefits and costs) of a
restaurant as follows:
- Has a convenient location
- Clean surrounding
- Meals containing a variety of fresh vegetables.
- Meals that are prepared with less salt.
- Meals that are prepared with minimal amount of oil
- Short waiting time when placing order and getting served.
- Affordable price.
- ...the list goes on...

11. 4. Positioning
• You have to draw a perceptual/positioning map by plotting all
possible
competitors in the map. To do so, the selection of the
dimensions (X and Y axis) of
the perceptual map are two most important attributes for the
target market. The
selection of the dimensions depend on the value your target
market seeks. E.g.
high price/low price, organic/non-organic. Avoid using high
quality/low quality –
unless you explain what does “quality” means.
• In your discussion, you will need to explain the rationale of
these dimension, and
explain the position of your brand/product’s positioning
strategy in relation to the
competitors. You need to provide evidence to support your
argument.
• Note that you might want to consider using the matrix i.e. the
less for more, more
for less and etc to explain the positioning strategy (see Lecture
6).

12. MKW 1120 MARKETING THEORY AND PRACTICE
SEMESTER 1, 2021
5. Differentiation
• You should describe how the selected brand/product is
different from the
competitors.
• Brand that offers physical products differentiate in terms of
product features
(product differentiation) OR image differentiation.
• FOR EXAMPLE, XYZ Toothpaste differentiates itself from
other toothpastes
claiming “No. 1 Dentist Recommended Toothpaste for Sensitive
Teeth” to portray
a superior image. Here you will not discuss other characteristics
of the toothpaste.
• You need to provide evidence of marketing communication,
promoting the

13. difference e.g. the product’s website and ads highlighting this
difference.
• Not all companies differentiate themselves, and hence it is
important to pick your
case carefully.
6. Conclusion
• Based on the findings from all the above sections, provide one
suggestion on how
the firm could further improve the marketing strategy of your
selected
brand/product.
References:
• Only citations within the report needs to be referenced.
Minimum of 5
citations/references such as website, books, journals, expert
reviews, online
articles, and company annual reports.
• Sources from appendixes need not to be referenced.
• Please comply with the 6th APA referencing. Please use the
link below as the guide
https://guides.lib.monash.edu/citing-referencing/apa

14. Appendixes:
• Evidences are extremely important in this assignment be it,
from websites, or
articles or images or screenshots from videos or websites.
https://guides.lib.monash.edu/citing-referencing/apa
MKW 1120 MARKETING THEORY AND PRACTICE
SEMESTER 1, 2021
• Evidences in the form of images/pictures should be labelled as
Appendix and to
be inserted at the end of the report after the References
• No images/pictures should be placed within the report
EXCEPT the segmentation
table. This is to not disrupt the flow of reading the report.
• Strictly labelled your appendixes as Appendix 1, 2, 3……10…
etc and not in any
other form.
• You may repeat the appendixes when deemed appropriate.
• Please include the source (weblink) for the images/pictures at
the bottom of the

15. images/picture but you don’t have to include as references.
MKW 1120 MARKETING THEORY AND PRACTICE
SEMESTER 1, 2021
Assessment 3: Marking Rubric (100%)
N P C D HD
Introduction
(10m)
0-4 5-6 7 8-10
Missing or inappropriate
Introduction is rather generic, a copy and paste from various
sources.
Unique facts of the company are
introduced but not all are relevant to

16. the report. Introduction sets the
boundary of the report i.e.
brand/product level
Unique facts of the company are
introduced and relevant to the report.
Introduction sets the boundary of the
report i.e. brand/product level
Segmentation
and targeting
(15m)
0-8 9-10 11 12-15
Segmentation table is absent. Target market is
briefly explained. Evidence is missing.
Some variables are used for
segmentation but not appropriate.
Target market is briefly explained.
Some evidence is missing.
Variables are used for segmentation,
but some important variables are
missing. Target market is described
with relevant evidence.
Appropriate variables are used for
segmentation. Target market is well-
described, and evidence are well-
documented.
Values
demanded (10m)

17. 0-4 5 6 7 8-10
Missing or inappropriate
Product features are
listed instead of values
demanded
List of values demanded are
provided but not all matches the
target market
List of values demanded are
provided and matches the target
market but some significant ones are
missing, not consistent.
A meaningful list of values demanded
by the target market
Positioning and
perceptual map
(20m)
0-9 10-11 12-13 14-15 16-20
Missing or inappropriate

18. The perceptual map
lacks focus, and
positioning is not clear.
Perceptual map is generic.
Dimensions either not explained or
is generic. The discussion on the
unique position of the
brand/product relative to its
competitors either missing or
generic. Evidence is either lacking
or minimal.
Appropriate plotting of the
perceptual map. Relevant
competitors are well-captured.
Dimensions are rationalised. The
unique position of the brand/product
relative to its competitors lacks
depth. Evidence is somewhat
provided.
Appropriate plotting of the perceptual
map. Relevant competitors are well-
captured. Dimensions are rationalised.
The unique position of the
brand/product relative to its competitors
in well-discussed (have depth).
Significant evidence is documented.
Differentiation
(product/image)
(20m)

19. 0-9 10-13 14-15 16-20
Missing or inappropriate
Explanation is generic. The brand/product lacks
differentiation. Product attributes are explained instead of a
differentiating attribute. Evidence is either lacking or minimal.
The explanation on product/image
differentiation is explained but lacks
focus. Well-documented with
evidence.
The explanation on product/image
differentiation is clear and focus. Well-
documented with evidence.
Recommendation
(10m)
0-4 5 6 7-10
Missing or inappropriate Recommendation is
generic and does not
relate to the report
Recommendation is generic but
relates to the report
Recommendation is focus and insightful because it relates to the
report.
Presentation of

20. ideas and clarity
of arguments
(10m)
0-5 6 7 8-10
The report is hard to follow, off-topic, concepts are
unclear, errors in grammar, spelling and
punctuation
The report is somewhat structure
and sections are not clear in
explanation. Occasional errors in
grammar, spelling, and
punctuation
The report is structured but sections
are not consistent. Minimal errors in
grammar, spelling, and punctuation
The report is focus and consistent in
explanation, demonstrated clear
understanding of concepts, with little to
almost no errors in grammar, spelling,
and punctuation.
Format and
references (5m)
0-2 3-4 5
Major error in report format and in 6th APA
referencing

21. Minor error in report format and
in 6th APA referencing.
No error in report format and 6th APA
referencing.