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BBSG4103
MARKETING MANAGEMENT AND STRATEGY ASSIGNMENT I
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INSTRUCTIONS TO STUDENTS
1. Your assignment should be typed using 12 point Times New Roman font and 1.5-line spacing.
2. Your assignment should be prepared individually. You should not copy another person’s
assignment. You should also not plagiarize another person’s work as your own.
3. Your assignment must be submitted before 6PM until 11th March 2018.
Submission after 17th March will NOT be accepted. Late penalty will be deducted on a basis of
10% per day until 5th day from the due date.
4. Batch wise extension will NOT be granted for any reason unless it is communicated by the batch
leader/Lecturer to the course coordinator before 7 days prior to the due date.
EVALUATION
This assignment accounts for 30% of the total marks for the course.
You would be given feedback on the assignment before the Final Semester Examination commences.
Warning : The submitted assignment will automatically undergo a similarity check. If plagiarism is
detected, marks would be deducted as follows:
Assignments with 10 - 30 % overlap with others: 20% deduction from the total marks scored.
Assignments with 31 - 50 % overlap with others: 40% deduction from the total marks scored.
Assignments with more than 50% overlap with others: Zero mark would be given.
Lecturer: Mr. GOPI MUTHURAMAN
ASSIGNMENT
PURPOSE:
Requirement
You are the marketing manager of a multi-national cosmetic company. The company has
falling sales. Hence, marketing targets are not being met. You believe the solution to this
problem is to add a new product to your company portfolio of products. Therefore, you are
required to develop a marketing plan to propose the best target segment for the new cosmetic
product of your choice.
[30 Marks]
BBSG4103
Marketing Management &
Strategy
Poor Low Fair Above average Excellent
Criteria Marks Max.
0 1 2 3 4
Weight Marks
No introduction, An introduction was An adequate A well explained introduction, An excellent introduction
purpose and scope of given, but purpose and introduction, purpose purpose and scope of giving an overview of the
1 Introduction 0.4 2
the assignment were scope of the assignment and scope of assignment assignment was given. whole assignment.
given. was not given. was given.
Target market was Target market selected Target market selected The assignment shows that the The assignment shows that the
not selected. Industry but information presented but information student has done a survey of student has done an excellent
2 Target Market 0.9 4.5
analysis was not was incorrect. presented was the target market and has survey of the target market and
done. inadequate. presented it well. has presented it very well.
Total points 6 30
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