Principles of Marketing: Confectionery Product Marketing Report

This report is a marketing analysis for a new confectionery product, detailing the marketing process, planning, segmentation, targeting, and positioning strategies. It begins with an introduction to marketing principles, followed by an outline of the marketing planning process, including marketing audits and environmental analysis. The report then identifies a suitable target market, explains market segmentation, targeting methods, and product positioning within the confectionery market. The final section provides a detailed analysis of the extended 7Ps marketing mix (Product, Price, Place, Promotion, People, Physical Evidence, and Process) tailored for the new confectionery product, explaining how each element contributes to the product's success and competitive advantage. This assignment is designed to provide a comprehensive understanding of marketing strategies and their application in the confectionery industry, offering valuable insights into product development, distribution, pricing, promotional activities, and the overall marketing mix.

Assignment Brief
As part of the formal assessment for the programme you are required to
submit a Principles of Marketing assignment. Please refer to your Student
Handbook for full details of the programme assessment scheme and general
information on preparing and submitting assignments.
Learning Outcomes:
After completing the module you should be able to:
1. Explain the marketing process, with particular reference marketing audits,
orientation, environmental analysis, marketing planning
2. Distinguish the contribution of the elements of the extended marketing mix to
effective marketing planning
3. Use the concepts of segmentation, targeting and positioning to respond to
marketing problems
4. Apply the marketing mix in selected situations
Your assignment should include: a title page containing your student number, the
module name, the submission deadline and a word count; the appendices if relevant;
and a reference list in BU Harvard format. You should address all the elements of
the assignment task listed below. Please note that tutors will use the assessment
criteria set out below in assessing your work.
Maximum word count: 3000 words
Please note that exceeding the word count will result in a reduction in grade
Proportionate to the number of words used in excess of the permitted limit.
Assignment Task
Introducing a new confectionery product
You currently work as a marketing assistant for a local confectionery
Manufacturer and have had an idea for a new confectionery product.
Your manager has asked you to prepare an informal report explaining how you
would market the new confectionery product and you are to submit your report on
19th July 2016 and your report should contain the following sections:
Section 1 – Marketing Process and Planning
- Please include an introduction to marketing as a concept / approach followed by an
outline of how the marketing planning process should be executed for the new
confectionery product (to include marketing audits and environmental analysis).

- Explain the contribution of the extended marketing mix to effective marketing
planning for the confectionery product (full marketing mix analysis is NOT required
here – that is required in Section 3).
(1000 words max) 33%
Section 2 – Segmentation, Targeting & Positioning
- Please identify a suitable target market for the new confectionery product and
explain how the market would be segmented, how you would target potential
customers / consumers, and how you would position the new product in the overall
confectionery product market.
(1000 words max) 33%
Section 3
- Please provide details of the extended (7Ps) marketing mix for the new
confectionery product being offered to the selected target market.
(1000 words max) 34%
New Confectionery Product
Product Explain how products are developed to sustain competitive advantage
Place Explain how distribution is arranged to provide customer convenience
Price Explain how prices are set to reflect an organisations objectives and
Market conditions
Promotion Illustrate how promotional activity is integrated to achieve marketing
Objectives
Analyse the additional elements of the extended marketing mix:
People
Physical Evidence
Process