ASSESSMENT The module is assessed by 1200 word report on a Shopper Marketing campaign of your choice The pass mark for the module is 50%. To pass overall, the overall total calculated from adding weighted marks in each assessment component must be 50% (If your mark for the module is below 50% you will be required to complete one or more referral assessments and your mark for these will be capped at 50%). Unless explicitly indicated otherwise all coursework must be submitted electronically via Blackboard. In addition to the detail given below, further information may be posted onto the Blackboard site for the module. Assessment rationale, methods and weightings Your assignment is assessed on three areas of marking criteria: Research Content (30%) • • •
The breadth and perspective of the research (20%). This will be evident from the reference list and/or bibliography as well as the detail and physical evidence of the campaign itself. The quality of citing and the reference system. (10%) How well is the research content used to fortify the main content of the essay?
Analysis (50%) • • •
Quality of analysis of the context. (10%) Quality of analysis of the campaign (30%) Conclusions (10%) Are the most salient issues brought together at the end? Are the conclusions relevant?
Presentation, structure & clarity (20%) • • •
The overall quality of the report structure & linkage. (10%) The clarity of the report and use of English. It is important that the report flows and is properly proof read. (5%) The overall presentation style and look. (5%)
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Assignment details Assignment title: Shopper Marketing Assignment Task: Write an analysis of a shopper marketing campaign, drawing on ideas from the whole module. Maximum word length: 1200 words Due date: 25th June 2020 before 1pm Selection of a campaign - You may choose any Integrated shopper marketing campaign for an FMCG Product that involves at least one of the following promotional marketing techniques: Prize, SLP, Free or Cause-Related. The product must also have a widespread retail manifestation (offline and/or online) and cannot be an own brand product. In other words, the product must be on sale via a third-party retailer that is not the owner of the brand or product. For example, Tesco Finest are own brand Tesco products sold exclusively in Tesco so CANNOT BE USED / Adidas have their own online and offline stores, but the integrated shopper marketing campaign would need to support a product being sold in 3rd party retailers NOT their own online/offline stores. The shopper marketing campaign does not need to be recent, however, it does have to demonstrate how it is integrated and uses multiple communications to influence the ‘shopper’ on the path to purchase. Try to choose as ‘big’ a campaign as you can, which compromises some, though not necessarily all the following: 3rd party Retailer Communications channels (i.e. Instore POS / Online Store comms), On-Pack communications, TV, OOH, You Tube, Google, social media, experiential, Sponsorship etc. and record what you can find. I would like to see evidence (photos /screenshots) of the campaign and comms used, as well as evidence of the 3rd party retailers they are sold in. Representations of the campaign will need to be included with your assignment, with brief explanatory labels, which will not form part of the word count. In your preparation for the assignment you should consider a number of possible campaigns and only narrow down your choice once you have given them due consideration. Choose the campaign you feel you can say the most about. Please note, any exemplar Case Studies provided by the Module Leader cannot be used. Analysis of the campaign - Your analysis should clearly demonstrate that you understand the core ideas covered in the lectures and seminars, but don’t simply write an essay on Promotional or Shopper Marketing. You should be aiming for an analysis that offers an interesting and insightful commentary on your chosen campaign. You should try to 2
avoid saying rather obvious things about the campaign dressed up in marketing jargon. Rather, you should use the concepts and ideas from the whole module (and other modules such as Buyer Behaviour) to draw out and explore the elements of the campaign. Do not just produce a long description of the campaign without any analysis.
Learnin g Week
Date
Lecture
Seminar
19 th May
Intro to Promotional &
•
Briefing on Module Assignment
Experiential Marketing.
•
Promotional analysis exercise
26 th May
Shopper Marketing/ Shopper Path to Purchase
•
Shopper Assignment Q&A
•
Shopper, Mission and Path to Purchase group exercise
2 nd June
Promotional Objectives
• •
Shopper Assignment Q&A Brand On-Pack promotion creation group exercise
9 th June
High Street and Digital Retail
• •
Shopper Assignment Q&A Retailer Category product creation group exercise
16 th June
Experiential (Event) Marketing
• •
Shopper Assignment Q&A Experiential case study group exercise
16 th June
Controls & Constraints on Promotions
•
One to one sessions on the
Sem 3
& Techniques
Shopper assignment via Microsoft teams as per your allocated Doodle Slot
25 th June
Shopper Marketing Assignment due
For instance, you may ask yourself: • •
What is the particular journey to purchase for this product? What touch points have been exploited and why? 3
• • • • •
Which of the other concepts and ideas from the module (particularly Shopper Marketing) are relevant to this campaign? How will the shopper react - what is the behaviour change or action required? What is the consumer behaviour theory evident behind the promotion? What are the objectives of the campaign – are they tactical or strategic? How will this campaign be evaluated?
Analysis of the context - Briefly discuss the business context in which the campaign exists, but only in so far as it materially affects the nature and structure of the campaign. • • • •
Topline overview of the brand, product and category to establish context & recommendations What is happening in this market? What are the competitors doing? Are there seasonal reasons for the campaign?
As usual, also include a full bibliography of the books and articles you have used in preparing this assignment and include references where appropriate. There is no need to make a recommendation as part of this essay Eligibility of students for an ‘alternative assessment’ No alternative assignment is offered for this module Assessment criteria Criterion Research content Analysis Presentation, structure and clarity
Weighting 30% 50% 20%
Assessment General Threshold Criteria
Distin ction
The descriptions below are indicative of what is needed to merit a mark at a given level: Percentage
General Criteria
90-100% (exceptional)
As below, with highly sophisticated level of theorization and innovative conceptualization or methodology
80-89% (superior)
As below, with greater insight/originality and wider/deeper engagement with the literature
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Merit Pass Fail
75-79% (confident)
Authoritative grasp of conceptual context Insight or originality in way topic is conceptualized or developed Comprehensive integration of relevant literature/debates Advanced scholarly style (of publishable quality)
70-74% (solid)
Strong grasp of conceptual context Insight in way topic is conceptualized or developed Good integration of relevant literature/debates Scholarly style (publishable with minor revisions)
65-69% (very good)
Good conceptual understanding Critical analysis using an appropriate range of sources Clarity and precision in presenting arguments
60-64% (competent)
As above, with less depth and criticality
55-59% (promising)
As below, plus stronger on analysis
50-54% (passable)
Basic grasp of essential concepts/theory/sources Some analysis/interpretation Reasonably clear and orderly presentation
45-49% (borderline fail)
Largely descriptive; limited interpretation; limited range of sources; lack of coherence and clarity
40-44%
As above, with less interpretation
30-39% (poor)
Descriptive, unfocused work, lacking in interpretative or conceptual dimension and use of sources
0-29% (inadequate)
Incomplete or very poorly attempted work
Referencing requirements for assignments Statements, assertions and ideas made in coursework should be supported by citing relevant sources. Sources cited in the text should be listed at the end of the assignment in a reference list. Any material that you read but do not cite in the report should go into a separate bibliography. Unless explicitly stated otherwise by the module teaching team, all referencing should be in Westminster Harvard format. If you are not sure about this, the library provides guidance (available via the library website pages). Difficulties in submitting assignments on time If you have difficulties for reasons beyond your control (e.g. serious illness, family problems etc.) that prevent you from submitting the assignment, make sure you apply to the Mitigating Circumstances board with evidence to support your claim as soon as possible. The WBS Registry or your personal tutor can advise on this.
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Submitting your coursework - checks You must include your name, student ID and word count on the first page of your assignment. Unless indicated otherwise, coursework is submitted via Blackboard. On the Blackboard home page for the module you will find a button on the menu called ‘Submit Coursework’. Clicking this will take you to the submission link. At busy times the coursework submission process may run slowly. To ensure that your submission is not recorded as a late submission, avoid submitting very close to the deadline. To submit your assignment: 1. Log on to Blackboard at http://learning.westminster.ac.uk; 2. Go to the Blackboard site for this module; 3. Click on the ‘Submit Coursework’ link in the navigation menu on the left-hand side 4. Click on the link for the assignment; 5. Follow the instructions.
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1 HELP GIVE A CHILD A BREAKFAST KELLOG’S BREAKFAST CLUB CAMPAIGN
By Name
Course Instructor Institution City, State Date
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Contents
Introduction ..................................................................................................................................... 3 Market Overview ............................................................................................................................ 3 Competitor Analysis.................................................................................................................... 4 Brand Overview .......................................................................................................................... 5 The advertisement Campaign ......................................................................................................... 6 Conclusion ...................................................................................................................................... 9
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Introduction The breakfast cereal market has a role to play in supporting the nutritional needs of society, especially vulnerable populations like children. This explains why Kellogg holds a special place in the UK with its Cornflake products to children. To achieve its cause, the management considers proper marketing campaigns like Help a Child Get Breakfast campaign which was aimed at improving the capability of child breakfast clubs in addressing and meeting the needs of needy children who miss out on breakfast.
Market Overview The UK’s breakfast cereal market has been experiencing a profound growth, with a round 5% in value growth. The Britons are equally rated as Europe’s heavy spenders on breakfast cereals, ahead of Span, Germany and France. Yet, there has been a concern over a declining market in 100 years, with major brands experiencing a decline in both volume and value (Mynewsdesk, 2020). This emerges out of the market saturation as own-label goods continue to grow as well as heavy product promotion and slow response by the manufacturers to the changing lifestyles of the customers. There is a change in the consumer behaviour, especially individuals going for cereal bars, or instant breakfast solutions including pancakes and pastries. Kellogg Co as a subsidiary of Great Britain Ltd continues to dominate the market, especially its diverse range of products targeting all age groups. There is also competition from Cereal Partners UK Ltd AND Weetabix (Mynewsdesk, 2020).
(Datamintelligent, 2020)
4 Overall, the global industry trends shows that the market value is increasing of the years with market segmented by the type of product including flakes, bards, fillows as well as source including oats, rice and wheat among others.
(Datamintelligent, 2020 Based on the market forecast, the industry is expected to grow profoundly in the next coming years. For instance, the graph above shows a growing market and expectedly higher growth by 2026.
Competitor Analysis
(O’Mahony, 2019)