26thJanuary2024before 2 pm.

Note:

For quality assurance and moderation purposes, all presentations will be recorded.

Copy of the slide deck of the group presentation and group log must be included in the Appendices section of the report.

3weeksaftersubmission deadline

Working in smallteamstodevelopa10-minutegroup presentationforanewbrandextension, youwillthen need to submit a group co-authored 1000 word report explaining the new brand extension and justifying why it will be successful.

Agrouplogdetailing individualcontribution andacopyoftheslidedeckmustbeuploadedinthe appendix of the report submitted to Turnitin via LSST Connect.

As a team you need to select an existing brand (you may choose one of the brands from the CW1 assignment orabrandof yourownpreference)and developan ideaforanewbrandextensione.g.Dove toothpaste. This is partly a creative exercise, but it must be based on thorough research into:

1. Thecurrentvaluesofthebrandbeingextended.
2. Thepotentialtargetmarketforthebrandextension.

Youareexpectedtotakeresponsibilityformaintainingandmanagingconfidentialityissuesinyourwork. You should maintainand respect confidentiality inrelation to theprotectionof personal,technicaland/or commercial information of a sensitive nature in your assessed work, whatever the format.

Forfurtherinformationandguidance,pleaseseetherelevantsectioninyourprogrammehandbook.

Whenyousubmitanassignment, youare makingadeclarationthatitisyourown workand thatyouhave acknowledged the contribution of others and their ideas in its development (for example, by referencing them appropriately).

Forfurtherinformationandguidance,pleaseseethe Universitywebsite:https://www.bnu.ac.uk/current-students/registry-helpdesk-and-academic-advice/academic-integrity-and-misconduct

0-34(F)–

Fail

Not successful

35-39E–

Marginal fail Belowrequired standard

40-49(D)

Pass Satisfactory

50-59(C)

Pass Good

60-69(B)

Pass VeryGood

70-79(A)

Pass Excellent

80-100(A+)

Pass Outstanding

Knowledge and understanding20% This should include evidence of:

• Application of either Kapferer’s or Keller’s modelstoexaminethe current brand.
• Segmentation, Targeting,Positioning (STP marketing)
• Growthstrategy- Ansoff’s grid
• Tauber Brand extensiontypology applied to brand extension idea

Work demonstrates a limited and/or substantially inaccurate or no understanding ofthe underlying concepts and principlesassociatedwithSTP marketing or brand extension as a growth strategy.

There is little or no demonstration oftheabilitytoidentify principles and conceptsunderlying theoretical frameworks and approaches.

Work demonstrates insufficient understanding ofthe underlying concepts and principlesassociatedwithSTP marketing andbrand extension asa growth strategy.

There is insufficient demonstration oftheabilitytoidentify principles and conceptsunderlying theoretical frameworks and approaches

Work demonstrates a basic understanding ofthe underlying concepts and principlesassociatedwithSTP marketing andbrand extension asa growth strategy.

There is sufficient demonstration oftheabilitytoidentify principles and conceptsunderlying theoretical frameworks and approaches.

Work demonstrates asoundbreadthand depth of understandingofthe underlying concepts and principles associatedwithSTP marketingandbrand extension as a growth strategy.

There is a sound demonstrationofthe ability to identify principles and concepts underlying theoretical  frameworks and approaches.

Work demonstrates a refined understanding ofthe underlying concepts and principlesassociatedwithSTP marketing andbrand extension asa growth strategy.

There is a sophisticated  demonstration oftheabilitytoidentify principles and conceptsunderlying theoretical frameworks and approaches.

Work demonstrates a highly accomplished understanding ofthe underlying concepts and principlesassociatedwithSTP marketing andbrand extension asa growth strategy.

There is a highly accomplished demonstration oftheabilitytoidentify principles and conceptsunderlying theoretical frameworks and approaches.

Work demonstrates an exceptional understanding ofthe underlying concepts and principlesassociatedwithSTP marketing andbrand extension asa growth strategy.

There is an exceptional  demonstration oftheabilitytoidentify principles and conceptsunderlying theoretical frameworks and approaches.

Researchskills 20%.

Thisshouldinclude evidence of:

• Backgroundonchosen brandegmarketshare, market sizeandtrends

  in sales

There is little or no evidenceofreading of the core academic texts or theutilisationofkey secondary sources There is little or no

evidenceofwider reading.

Evidenceofreading largely restricted to core texts and only partially integrated. Some utilisation of recommended key secondarysources.

Wider reading is relevantbutlimited

Wider reading is largely limited tocore texts but has clearlyenhancedthe work.

Utilisation of key secondarysources noted.

Wider reading shows a range of sourcesbeingused and applied, some of which are independently selected.

Reference to key academictextsand

Application of extensive independent readingisevident throughout the work.

Highly effective reference to key academictextsand

0-34(F)–

Fail

Not successful

35-39E–

Marginal fail Belowrequired standard

40-49(D)

Pass Satisfactory

50-59(C)

Pass Good

60-69(B)

Pass VeryGood

70-79(A)

Pass Excellent

80-100(A+)

Pass Outstanding

• Engagement with relevantacademictext.
• Use of evidence (for example               Mintel, Corporate websites, news media.
• Additionally, observational      pricing researchandprimary resultsinsupportof feasibility     of      brand  extension idea.

andonlypartially integrated.

Satisfactory  utilisation of observationalpricingresearchand primary results in support of feasibility of brand extension idea

Wider reading is relevant and only partiallyintegrated.

Good utilisation of observationalpricing research and primary results in support of feasibility of brand extension idea

theutilisationofkey secondary sources noted.

Widerreadingis relevant and integrated.

Verygoodutilisation of observational pricingresearchand primary results in support of feasibility of brand extension idea

secondarysources noted.

Wider reading is relevantandfully integrated.

Excellent utilisation of observational pricingresearchand primary results in support of feasibility of brand extension idea

theutilisationofkey secondary sources noted.

Wider reading is relevantandfully integrated.

Outstanding  utilisation of observationalpricingresearchand primary results in support of feasibility of brand extension idea

Analysis and Criticality20%

Thisshouldinclude evidence of:

• Currentmarkettrends for new product category
• A PESTLE analysis of anyissuesaffectingthe market for the brand extension
• Competitiveanalysis– perceptual map and pricing detail.

Workdemonstrates a limited or no ability to develop lines of argument and make judgements in accordance with basic theories and concepts, evidenced by:

• little or no demonstration of an abilitytoanalysethe key PESTEL issues affecting the market

Work demonstrates aninsufficientability to develop lines of argumentandmake some sound judgements in accordance with basic theories and concepts,evidenced by:

• insufficient  demonstration oftheabilitytoanalyse the key PESTEL issues affecting the

Work demonstrates a sufficient abilityto develop lines of argumentandmake largely sound judgements in accordance with fundamental theories and concepts,evidenced by:

• sufficient use of ideas and techniques to draw comparisonsonthe

Work demonstrates well-developedlines of argument and sound judgements madeinaccordance with fundamental theories and concepts,evidenced by:

• good use ofideas and techniques to drawcomparisons onthekeyPESTEL issues affectingthe market for the new

  Work demonstrates well-developedlines of argument and sophisticated judgementsmadein accordance with fundamentaltheories and concepts,evidenced by:

• very good use of ideas and techniques to draw comparisonsonthe keyPESTELissues

  Work demonstrates highlyaccomplished development oflines of argument and independent judgementsmadein accordance with fundamentaltheories and concepts,evidenced by:

• excellent use of ideas and techniques to draw comparisonsonthe

0-34(F)–

Fail

Not successful

35-39E–

Marginal fail Belowrequired standard

40-49(D)

Pass Satisfactory

50-59(C)

Pass Good

60-69(B)

Pass VeryGood

70-79(A)

Pass Excellent

80-100(A+)

Pass Outstanding

for the new brand extension or identification and analysis of thekey competition in the newmarketsector.

• little or no use of relevant and appropriatesources to support arguments.

marketforthenew brandextensionor identification and analysis of thekey competition in the newmarketsector.

• there is some limited evidence of the ability to select evaluate and comment on a limited range of relevant and appropriatesources to support arguments

keyPESTELissues affectingthemarket for the new brand extension or identification and analysis of the key competition in the new market sector.

• use of a sufficient range of relevant and appropriate sources to support arguments,someof which are independently selected

brandextensionor identification and analysis of thekey competition in the newmarketsector.

• use of a sound range of relevant and appropriate sources to support arguments some of whichindependently selected

  affectingthemarket for the new brand extension or identification and analysis of the key competition in the new market sector.

• use of a sophisticatedrange of relevant and appropriatesources to support arguments some of which are independently selected

  keyPESTELissues affectingthemarket for the new brand extension or identification and analysis of the key competition in the new market sector.

• use of a highly accomplishedrange of relevant and appropriatesources to support arguments many of which are independently selected

• exceptionaluseof ideas and techniques to draw comparisons onthe key PESTEL issuesaffectingthe market for the new brand extension or identification and analysis of the key competition in the new market sector.

• use of an exceptionalrangeof relevant and appropriatesources to support arguments many of which are independently

  selected

Transferable skills. Presentationskills30%

Thisshouldinclude evidence of:

• Clear presentation materials/consistency  of visuals
• Professional presentationskills-

Demonstrateslimitedornoabilityin verbal communication                                   is unclear(pace,pitch, clarity                              and

enthusiasm) and no attempt                                 in

presentationdesign

withnostructureand no     attempt            to

Demonstrates               an insufficientabilityin verbal communication (pace,pitch,clarity and               enthusiasm)

and insufficient presentation design withnostructureand noattemptto

Demonstrates               a sufficientabilityin verbal communication (pace,pitch,clarity and               enthusiasm)

and                    basic

presentation design withsomeattemptto provide structure andmay/maynot

Demonstrateshigh proficientabilityin verbal communication (pace,pitch,clarity and        enthusiasm) and      sophisticated presentationdesign withclearstructure

and     support    well with visual aids.

Demonstrateshighly accomplishedability in                      verbal

communication  (pace,pitch,clarity and               enthusiasm) and      sophisticated presentationdesign withclearstructure and            support    with

excellentvisualaids.

0-34(F)–

Fail

Not successful

35-39E–

Marginal fail Belowrequired standard

40-49(D)

Pass Satisfactory

50-59(C)

Pass Good

60-69(B)

Pass VeryGood

70-79(A)

Pass Excellent

80-100(A+)

Pass Outstanding

fluencyofmaterials presented

• Audienceengagement
• DeliveryofPowerPoint presentationwithin10- minute period (+/- a minute)
• Acohesivegroupeffort
• GoodresponseintheQ and A session.

support with visual aids, all texts.

Major issues with punctuality, time- management and a confused response to questions asked.

Workdemonstrates limited or no ability to work effectively with others in relation to a team effort.

supportwithvisual aids, all texts.

Minorissuesnoted with               punctuality, time-management and    a              somewhat confusedresponse to questions asked.

Work demonstrates aninsufficientability to work effectively with others in relation to a team effort

supportwithvisual aids.

Demonstrates                              a sufficientabilityin punctuality,                            time-  managementanda satisfactoryabilityto respond and handle questions reasonably.

.

Work demonstrates a sufficient ability to work effectively with othersinrelationtoa team effort

supportwithvisual aids.

Demonstrates consistent            and  confidentabilityin punctuality,        time-  managementanda good       ability       to respondandhandle questionsreasonably.

Work demonstrates a good ability to workeffectivelywith

othersinrelationto a team effort

Demonstrates high proficient ability in punctuality, time- management and a very good ability to respond and handle questions asked.

Workdemonstrates a very good ability to work effectively with others in relation to a team effort

Demonstrateshighly accomplishedability in punctuality, time- managementandan excellent ability to respond and handle questions asked.

Workdemonstrates an excellent ability to work effectively with others in relation to a team effort

outstanding                          visual aids.

Demonstrates  exceptionalabilityin punctuality,                            time-  managementandan outstandingabilityto respond and handle questions asked.

Workdemonstrates an outstanding ability to work effectively with othersinrelationto a team effort

Applicationandpractice. 10%

Thisshouldinclude evidence of:

• A visual of the new brand extension, includingitspackaging design and logo (appropriateforparent brand)
• Considerationofhow yourbrandextension

No visual included oralimitedabilityto use a range of creative

and/orartisticskills noted in the visual of the brand extension product

Aninsufficientability to use a range of creative

and/orartisticskills noted in the visual of the brand extension product

Satisfactoryrange of

creative

and/orartisticskills noted in the visual of the brand extension product

Goodrangeof creative

and/or artistic skills notedinthevisualof the brand extension product

Verygoodrangeof creative

and/orartisticskills noted in the visual of the brand extension product

Excellent  range of creative

and/orartisticskills noted in the visual of the brand extension product

Outstandingrange of

creative

and/orartisticskills noted in the visual of the brand extension product

0-34(F)–

Fail

Not successful

35-39E–

Marginal fail Belowrequired standard

40-49(D)

Pass Satisfactory

50-59(C)

Pass Good

60-69(B)

Pass VeryGood

70-79(A)

Pass Excellent

80-100(A+)

Pass Outstanding