The document provides guidelines for students to analyze and evaluate the marketing strategies of two competing products in their project report. It outlines the key areas to compare in terms of the current marketing approaches, how the marketing mix supports positioning, and recommendations for improvement. Students are advised to apply consumer behavior concepts to explain how the marketing strategies influence purchase decisions and brand success. The last section involves assessing each brand's strategy effectiveness and providing a justified recommendation for the most impactful campaign.

1. Buyer Behavior
MKTG 1052
PROJECT GUIDELINES
(Part Four)
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2. Continuing from Part Three..
• The last section of the report deals with
– Analysis of Marketing Strategies
– Evaluation and Recommendations
• Analysis of marketing strategies means
what is currently being done; on the other
hand Evaluation means to assess the
effectiveness
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3. Note:
 This is the section where you can excel by
demonstrating applications of marketing strategy to BB
theory; but too many students don’t do well in this
section
 The reason is that they are unable to see the connection
between BB theory and marketing
 If you listened to my lectures, I kept telling all of you to
pay attention to the sections at the end of each chapter
that shows examples of marketing applications to the
respective concepts and theories
 Perhaps you should survey those sections of the text to
examine the examples
 But of course you need to also contextualize the
marketing strategies to fit specifically to the nature of
your chosen product and brands.
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4. Section 7.1
7.1 Compare the marketing • The emphasis is on the word
approach of your chosen ‘current’- that means focus on
and a competitor’s product. explaining the existing
On the basis of your marketing mix strategies and
research, explain: to what extent these account
• - How the firm’s current for the relative success of the
marketing strategy can product as well as reinforcing
account for the product’s its positioning strategies
success, and • We need to go through each
• - How the marketing mix element of the marketing mix
supports a particular to comment accordingly
positioning statement • Also show how each element
• This can be done in terms of of the MM reinforces a
comparing: consistent positioning strategy
for the brand
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5. Applying BB concepts to MM
• There is NO hard and fast rule as to how
to fit the concept to the MM element (4Ps)
• You are free to choose BUT be selective
when you apply MM concepts
• You need to ensure that the BB concept is
relevant
• You have been told many times in my
class to refer to the marketing application
sections at the back of the book chapters.
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6. Marketing Mix Strategy:
Instruction (as per Interpretation/ what needs to be
guidelines) done:
Here you want to explain how the product is perceived
Product – What and used by your customers. What unique positioning
characteristics of the does it have? (draw a positioning map to demonstrate).
physical product and What are the points of differentiation? Tangible or
intangible?
or service appeal to
Evaluative criteria used in product assessment (Attitude
how the product is chapter). List and rank the attributes.
positioned for each IF your product is considered an innovation then you
segment? Is the need to discuss the material found in Chapter 14
product considered an (diffusion of innovations).
innovation? What Factors that could impede rapid diffusion means the
‘factors’ (relative advantage, compatibility, complexity,
characteristics could
trialability and perceived risk) – these factors need to
possibly impede rapid be NEGATIVE in order to impede diffusion of the
diffusion? innovation.
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7. Marketing Mix Strategy:
Instruction (as per Interpretation/ what needs to be done:
guidelines)
Price – Is price
considered an Discuss the perception of price in
important evaluative relation to
criterion? How perceived quality and discuss the price
readily would this differences with competitor brands and
segment respond to reasons for the differentials.
price reductions? Is The nature of the product would
price relevant as an determine pricing strategy and
indicator of status? customer sensitivity to price changes.
You could use the theory of JND to
discuss this.
For status goods, pricing is a surrogate
measure of status and quality.
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8. Marketing Mix Strategy:
Instruction (as per Interpretation/ what needs to be
guidelines) done:
Promotion –What
values are important for Discuss briefly about the main types of
each segment that can promotions methods used by the brand.
be used in a Will it use more advertising (above the
communication strategy? line) or sales promotions (below the line)?
What media is currently What is the differences in buying
used? How effective do behaviour as a result of using these two
you believe is this forms of promotions. Also consider, where
strategy? relevant the new media such as Internet,
SMS and others.
Comment on the relative effectiveness
might be explained through different
theories such as perception, learning and
even the ELM model.
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9. Marketing Mix Strategy:
Instruction (as per Interpretation/ what needs to be
guidelines) done:
Place- Do the
Do different customers buy at
different segments
the store (what types of
have differing stores are preferred?) or
requirements of the online.
distribution system? Distribution system : brick
What type of versus click. Impact of online
retailing.
distribution system is
Research from Chapter Six
consistent with the (outlet selection).
lifestyle(s) of each
segment?
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10. Some possible BB concepts that you can link to
the different elements of the MM
Marketing Consumer Behavior Concepts that could be
Mix Element applied: **
Product Product positioning. Evoked set. Brand Image. Stimulus
Generalization (for product line extensions). JND (product quality)
Evaluative criteria (attitude chapter as well as alternative
evaluation chapter)
Price Price as a surrogate measure of quality. JND (price changes)
Promotion Information processing and selective perception.
Memory (learning).
Elaboration likelihood model
Place Outlet selection and purchases.
Store environment and impact on shopping and buying
Online purchasing (unique characteristics compared to in-store)
** : this list is not exhaustive; you can apply whatever BB concepts you
deem relevant. You don’t need to follow this suggested matrix if you are
not able to develop the linkages.

11. 7. Evaluation
Instruction (as per Interpretation/ what needs to be
guidelines) done:
7. Evaluation and
Recommendations This is a summative section where you
This section of your report develop an overall assessment of the
should clearly assess each
marketer's application of relative effectiveness of the two different
knowledge of consumer brand campaigns- which in your own
behaviour theory and principles opinion is more effective and give some
investigated in sections 3-6.
brief reasons why.
On the basis of this evaluation,
explain which of the two
marketing/advertising
campaigns- that of your chosen
product and competitor’s
product-the group considers is
more effective in contributing to
the overall success of the
product. Clearly discuss and
justify your reasons.
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12. 7. Evaluation
Instruction (as per Interpretation/ what needs to be
guidelines) done:
The evaluation should
also include future
recommendations for the
Briefly provide some suggestions as to
company in terms of its how they could change or improve the
• product positioning current marketing strategies and what
Marketing mix on benefit these changes will make to
• product (goods and enhancing the brand.
services)
enhancements Note there are 6 areas (see the bullet
• improved marketing
points on the left) that needs commentary
communications
• improved purchase
on.
experience
• identifying potential
new customers
• enhancing customer
satisfaction
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