The brand I focused on last semester and this semester was Pringles.1 Assignment Details ...

Question

The brand I focused on last semester and this semester was Pringles.1    Assignment Details     Module Title  Contemporary Marketing Practice – SEM 2  BBS Y2  Assignment Title Repeat Assessment – Marketing Strategy Report  Summer 2024  Weighting 100%  Delivery Written report - 2,500 words  Group Details Individual assignment  Lecturer Gráinne Dilleen  grainne.dilleen@setu.ie    Submission Date Friday, 30th August at 5pm  AI policy • **The use of AI is permitted. However, as an appendix, you must  clearly state whether or not you used ChatGPT or an AI tool in  your assignment**  • If you declare that ChatGPT/AI tool was not used and are  subsequently found to have used it, your grade will be 0.  • If you use ChatGPT/AI tool in your assignment, you must clearly  detail how it was used.   • Keep a detailed log of your interactions with ChatGPT. Include the  following:  • Date and time of interactions.  • The specific questions or prompts you provided to ChatGPT.  • The responses generated by ChatGPT.  • Any adaptations or modifications you made to the responses  to better suit your research or project.  • Show evidence of how you adapted ChatGPT's responses to fit the  requirements of your project. Explain the rationale behind these.  • Include a reflection =  Provide an analysis of the benefits and  limitations of using ChatGPT as a tool in your project. Discuss how  ChatGPT contributed to your project's success and any challenges  you encountered. 2    Submission Details   The repeat assessment should be submitted via Blackboard by 5pm on Friday 30th August.  A Turnitin  link is provided in the subject ‘Intro to Marketing BBOPT_B_Y2’ on Blackboard in a folder called  ‘Repeat Assessment- Summer 2024’. This is an individual assignment. No late submissions will be  accepted.   Assignment Details   The assignment requires you to write a 2500-word marketing strategy report for the brand that you  worked on for SEM 1 and SEM 2 in the Marketing modules.  Your strategy  will draw from the research  you conducted on your brand in the previous assignments. You will also identify your target market,  explain your strategy and objectives, detail your changes to the marketing mix and create marketing  content (e.g social media, billboard, email marketing) that will be used in your campaign. This document should demonstrate your skills and subject matter knowledge and apply conceptual  marketing frameworks in evaluating a brand’s existing marketing strategy and formulating a new  marketing strategy. Please refer to the notes provided throughout the semester. Feedback from  previous assignments should be incorporated and the relevant sections improved upon. Visuals should  be used throughout the document. As part of the 2,500-word report, you must cover the following areas:  Metric Indicator Weight  Introduction Introduce the report and its contents.  Introduce your brand,  present some key findings you have  learned about it.   Identify current trends and growth patterns SPECIFIC to your  brand.  10  Identify Target Market For your marketing campaign, present rationale as to why you  are choosing this specific target market. Describe how you are segmenting the market, then why you  are choosing that specific segment.  5  Current positioning,  tagline and identify  gaps/positives in their  existing marketing  Identify where the company positions themselves currently,  and what flaws do they have in their marketing approach. Plus what are they doing right with their marketing.  25  Changes to the  Marketing Mix  Outline how your strategy will change/improve each of the  four P’s of the marketing mix. What changes will occur in each P? How will this strategy  benefit the overall brand?  20  Outline new marketing  objectives  Detail new marketing objectives for the brand, based on the  changes to the marketing mix.  10  Marketing campaign  and draft content  Detail your marketing campaign that will allow you to achieve  your marketing objectives -  what is the message, what  platforms are you using? What does it look like? Include samples of content to bring your campaign to life (e.g.  bus shelter, Instagram post, sales promotion, new packaging)  25  Conclusion Marks awarded for how well the report is concluded. 5    3    Submission Guidelines  • Format: The report should be professionally formatted, with a clear structure, headings, and  subheadings and table of contents.  • Citations: Properly cite all sources of information and data used in the report.  • Appendices: Include any additional data or supporting materials in the appendices. This  section should also include whether or not a generative AI tool was used.   Academic Integrity   All work submitted should be correctly cited and referenced, respecting and acknowledging the work  of others. It is each person’s own responsibility to ensure that academic integrity is maintained  through awareness of appropriate referencing and paraphrasing practices.   For more detail on Academic Integrity, please consult the Institute’s Academic Integrity Policy and  Procedure: https://www.itcarlow.ie/public/userfiles/files/Academic-Integrity-Policy-V4.pdf   https://www.itcarlow.ie/public/userfiles/files/Academic-Integrity-Policy-V4.pdf   Contemporary Marketing Practice		Task 1. Quant Analysis Overall Feedback  	Student Names:  Chloe Rice, Deyna Murphy, Clinton Tambi 	Brand: Pringles 	Task Number 	Task Name 	% worth 	Grade awarded 	Task 1.1 	Draft Survey 	10% 	4.75% 	Task 1.2 	Quantitative Written Report 	20% 	8% 	Task 1.3 	Infographic 	10% 	3.3% 	Overall Grade 	16.2% out of 40% Feedback on survey given Quantitative Report Feedback 	Student Names:  Chloe Rice, Deyna Murphy, Clinton Tambi 	Brand: Pringles 	Metric 	Weight 	Marks Awarded 	Feedback 	Introduction & Conclusion 	10 	5 	Effort made to include introduction but first paragraph doesn’t make sense in the context of the assessment Intro refers to qualitative data but this is quantitative – needed to explain what the report was about and what sections were following Conclusion added but presenting much of the same info – e.g % of responses – need to summarise more 	Methodology 	20 	11 	· Convenience and snowball sampling detailed · MS Forms detailed as survey tool used · Survey design detailed in terms of questions · Needed to include overview of non-probability and probability sampling · And also needed to include when  the survey was sent out and for how long. 	Data Analysis & Interpretation 	35 	11 	· One section says 33 responses received, other says 32 – need to be consistent · Would be better to divide into themes for the analysis – awareness, usage etc · Only 6 questions presented – far more analysis needed · Nothing on an overview of the respondents – age, gender etc 	NPS 	5 	1 	· Explained that a NPS question was included but no detail on score or its significance. 	Recommendations 	10 	3 	· Recommendations needed to relate to how the brand can improve their marketing strategy not how to improve your survey · Recommendation made about sustainable packaging – however details given on this in the survey – so how can you make this recommendation? · General recommendation on marketing techniques · Good recommendation on flavours –linking this to the data you collected – needed to do for all recommendations. 	Use of tables, pie charts, bar charts 	10 	4 	· Used charts and graphs but limited use · Labelling on all charts – e.g Figure 1 but also needed to explain what the figure is – e.g Awareness of Pringles brand · % missing on some charts 	Overall presentation, spelling & grammar 	10 	5 	· Cover page, table of contents included · Missing page numbers · Grammar and spelling mistakes in multiple sections –  · Needed to proof read – e.g  Before sending this out to students, we did a draft survey to receive feedback from the lecturer before sending it out to the students 	Overall grade 	· 40% · 20% weighted grade = 8% Infographic Feedback 	Student Names:  Chloe Rice, Deyna Murphy, Clinton Tambi 	Brand: Pringles 	Metric 	Weight 	Marks Awarded 	Feedback 	Design - Layout, Colour Scheme, Font use 	40 	15 	· Some effort made with design · No logo used · Missed the objective of the infographic 	Content  Quantity of Data, Quality of Data, Facts 	30 	8 	· The objective of the infographic was to share information from your survey – you just created one about the brand 	Clarity (20%) – Easy to read, main ideas are obvious, graphics are clear 	20 	4 	Points are not relevant to the assignment 	Grammar and Spelling 	10 	6 	· Some spelling mistakes 	Overall grade 	· 33% · 10% weighted grade = 3.3%   Student name: Deyna, Clinton, Chloe Company Name : Pringles 	Fail (

Shubham · Accepted Answer

Introduction
This report describes brand Pringles that will include exploring market position, trends and growth patterns. Pringles is known for distinctive shape and packaging that has maintained strong presence in global snack market. The key findings describe about commitment of brand to innovative flavours and packaging continues to ensure consumer loyalty. The current trends indicate about shift towards healthier snacking options. Pringles is addressing the issue by introducing reduced-fat and vegan options. Pringles is using digital marketing and e-commerce platforms to expand reach. It shows growth pattern aligned with changing consumer preferences.
Target Market
The marketing campaign of Pringles includes target market that is young adults aged 18-35. The company provides blend of convenience, flavour variety and health-conscious options in snacking. The demographic is significant because it can represent large and dynamic segment of snack food market. This has strong influence on consumer trends. Young adults are frequent snackers and are trendsetters for engaging actively with brands online. This makes young adults’ prime audience for brand like Pringles that is based on flavour innovation and social media presence. The market is segmented based on psychographic, demographic and behavioural factors. The focus is on individuals that value convenience and likes to try new flavours that is also a healthy option. The group prefer snacks that are satisfying and are aligned with health goals like options that has reduced fat and vegan ingredients. This segment includes urban customers that have busy lifestyles. The customer is educated, tech-savvy and have disposable income to spend on premium snack products.
The segment includes frequent snackers that are active on social media and share experiences with food brands online. They are responsive to digital marketing efforts for making them ideal audience for online campaigns of Pringles (Habibi Savadkouhi and Herman Jut, 2020). The choice of the specific segment is strategic because it aligns with strengths of Pringles in flavour variety and innovative packaging. Targeting young adults allows Pringles to reinforce brand among group that consumes snacks regularly and influences broader consumer behaviour through social networks. The segment is ensuring future growth that continue to seek new and exciting snack options. This can help in making it key focus for long-term brand loyalty.
Current positioning, tagline and identify gaps/positives in their existing marketing 
Current Positioning
Pringles positions itself as brand that provides quality and variety. This includes focusing on delivering a consistent snacking experience. The distinctive packaging and product design of brand differentiate it from traditional potato chips. This includes providing product that is tasty and this is easy to store and share. Pringles markets as snack that can be eaten anytime and anywhere that appeals to consumers (Khan and Lee, 2020). Pringles has classic and adventurous options that can provide option from traditional tastes to customers that like experimenting with bold and unique flavours. This approach has allowed the brand to stay relevant in highly competitive market. Pringles has also positioned as a fun brand that encourages creativity and playfulness. The marketing campaigns highlight the versatility of crisps for stacking, creating and using as part of social challenges. The innovative approach to marketing has helped Pringles to maintain strong connection with audience.
Flaws in Marketing Approach
1. Health Perception: The primary issue in marketing of Pringles is perception of product as unhealthy. The brand focused on offering reduced-fat and vegan options. The overall perception remains that Pringles are processed snack high in calories, sodium and artificial ingredients. The perception limits appeal of brand among health-conscious consumers. The market focuses on wellness and natural ingredients.
2. Limited Focus on Sustainability: Sustainability is becoming significant concern for consumers and Pringles has not communicated its efforts in the area. The packaging of brand is criticized for being non-recyclable that can affect environmentally conscious consumers. Pringles could benefit from marketing initiatives that emphasize focuses on sustainable farms.
3. Underutilization of Digital Marketing Channels: Pringles has presence on social media and engages in online campaigns. The brand could focus on data analytics and targeted advertising for reaching specific demographics and personalize marketing efforts. Influencer partnerships and user-generated content could be used to enhance brand visibility and engagement.
4. Global Consistency: Pringles is a global brand but he marketing campaigns and product offerings can lack consistency across different regions. This can lead to fragmented brand image. This includes unified global marketing strategy that allows for regional customization that could strengthen identity of brand on global scale.
Strengths in Marketing Approach
1. Brand Identity and Recognition: The distinctive packaging and product design have made the brand recognizable snack brands in world. The consistent visual identity of brand including logo and mascot has helped create strong emotional connection with consumers. The recognition is the asset that ensures that Pringles stands out and remains the main choice for consumers.
2. Flavour Innovation: Pringles is known for variety of flavours that keeps the brand relevant and exciting (Bar and Haviv, 2023). The brand regularly introduces limited-edition flavours and collaborates with other brands to create buzz around products. The focus is on innovation that can help in attracting consumers that are looking for new taste experiences. 
3. Engaging and Playful Marketing Campaigns:

The brand I focused on last semester and this semester was Pringles.

Answer To: The brand I focused on last semester and this semester was Pringles.

Answer To This Question Is Available To Download

Related Questions & Answers

Submit New Assignment