Formal written report about (biscuits Tim Tam Original)

Select an existing consumer good that you find interesting (do not choose a service or an industrial product). Your task will be to prepare a formal written report (as per the Communication Skills Handbook) that describes the product, promotion and pricing strategies for that product.

Your formal written report must include the following:

Letter of transmittal addressed to the CEO/ Manager of the product company

Title page

Executive summary

Table of contents

Formal introduction

Product and target market description (refer Lamb et al. Chapter 5)

briefly describe the product including price and features

describe the target market based on at-least 4 (four) relevant descriptors

Product Strategy (refer Lamb et al. Chapter 7 & 8)

determine the product type and discuss the marketing mix implications for this type.

explain the positioning strategy you think is being used for the product.

describe the product according to the three levels of the product.

Promotion Strategy (refer Lamb et al. Chapter 10)

describe all promotional tools used to communicate the product to the target market.

include a copy of one promotional tool used to communicate with the target market.

what are the advantages and disadvantages of using this promotional tool? Discuss whether this tool suits the needs of the target market.

Pricing Strategy (refer Lamb et al. Chapter 12)

identify the pricing objective and strategy most likely being used for this product.

draw a perceptual map for the introductory stage of the product lifecycle for this product. (include price as one of the perceptual map dimensions). Explain your map.

draw a perceptual map for the maturity stage of the product lifecycle for this product (include price as one of the perceptual map dimensions). Explain your map.

Marketing Mix adjustment strategies

discuss how the marketing mix elements (product, price, or promotion) could be adjusted to better suit the target market. As you will be assessed on your creativity and your innovative ideas, this is your opportunity to think of novel ways to market your selected product to the target audience.

Conclusions & Recommendations (see Summers & Smith 2010 for what to include)

List of references and evidence of using a range of sources apart from set text

Format, spelling, grammar, in-text references (see Summers & Smith 2010).

Also in the attachment there is a Draft and Marking Criteria

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