MARK101: Principles of Marketing

T2 - 2025

The Marketing Plan

3,500 words

Due Date: Friday 26 September 2025, 23:59(NZ time)

MARK: 35% of the final grade

The use of AI for this assignment is strictly prohibited.

1. The project

You are the marketing manager for Clean Collective, a New Zealand beverage brand. The company has been successful in the alcoholic beverage market so far, and has decided to expand into the energy drink market. Clean Collective has launched 4 flavours, but wants to add more. You have been tasked to develop a new energy drink product for Clean Collective and prepare a marketing plan. This new product will be launched in New Zealand in October 2026. The target market is based in New Zealand.

As  part  of  the  marketing  planning  process,  you  must  identify  and  justify  an  appropriate opportunity for your organisation  based  on  thorough  market  research.  It  is  important  to understand the organisation’s current product portfolio, its customers, competitors, and the market environment.

Once you have this understanding, it is your responsibility as Marketing Manager to ensure the organisation meets its marketing goals. This assignment gives you a valuable opportunity to  develop the  skills  needed  to  create  an  effective  marketing  plan  and  to  gain  a  deeper understanding of the strategic marketing planning process in a real-business context.

The lectures, tutorials, and resources on Nuku must be used to complete this assignment.

The tutorials are especially designed to guide you through the key parts of the marketing plan, and you can ask questions and receive feedback. You are welcome to revisit and improve your work after tutorials and  include your  best versions  in your  Marketing  Plan.  (*no  need  to resubmit  tutorials  separately).   Please  refer  to  the  Tutorial   Information  and  Assignment Resource modules on Nuku for more details. Information will be updated regularly on these sites. Good luck, Marketing Managers!

2. Assignment parameters

The maximum word limit for this assignment is 3,500 words.  (There is NO buffer!)

(*The word count excludes: the Cover Page, Title Page, Table of Contents, Competitive

Analysis Grid, examples of Marketing Communications, Controls table, Reference List, and Appendices.)

•   You can interview family members, friends, and colleagues. YOU MUST NOT, contact organisations or conduct primary research (e.g., do not conduct surveys).

•    Develop a product for the New Zealand domestic market (i.e., you need to target a segment living in New Zealand.)

•   The new product needs to be something Clean Collective would consider launching. The product idea needs to be supported by the evidence-based situational analysis.

•    It  should  be a  tangible,  edible  product  (energy  drink), Not  a service, or inedible goodies.

•    DO NOT copy an existing product. You can be inspired by existing products, but you need  to  create  something   new  for   Clean   Collective  that   is  different  from  your competitors.

• You must attach a completed MARK101 cover sheet to your assignment on the first page. This is available on Nuku.

Formatting Requirements

The report should be presented professionally, in a manner in which you would be proud to show a future employer.

•   The first  page  of  this  project  should  be  a  MARK101  cover  page  with  your  signed declaration (refer to Nuku for the template).

•   The second page is your own “Title Page” (refer to the example of Nuku).

•   The third page is a formatted Table of Contents.

•   Your main Marketing Plan sections will start from the fourth page.

•    Margins : 2.54 cm on all sides (top, bottom, left, and right).

•    Fonts : Times New Roman

o size 12 for the main body of the report

o size 12 - 10 for the table (must be readable for readers)

o This excludes Infographic and mock-up images

•    1.5 spacing.

•    Include page numbers on the bottom of each page

•    Use headings and subheadings (including tables and figures).  Explain what the reader should understand from any tables or diagrams.

•    Use professional business or academic writing

(see: https://www.wgtn.ac.nz/student-learning/studyhub/academic-writing)

•   APA reference (see: https://libguides.victoria.ac.nz/referencing-citing/styles/apa)

•    Refer to the Assignment Resources module on Nuku for more guidance.

The structure of the report and allocation of marks

10 marks have been allocated for grammar, structure, professionalism, and overall impression.

The word counts above are a guideline rather than a strict word limit. You may allocate words to the important sections as needed, but ensure the total word count fits within 3,500 words.

3. The Marketing Plan

Your report should include the following sections.

3.1. Table of Contents

A Table of Contents provides some direction for the reader when reports are longer than eight pages.

Refer to the “How to create a Table of Contents” in the Assignment Resources module on Nuku.

3.2. Introduction

This section needs to identify the brand, the purpose of the report, the new product idea, the launch date, and the report’s limitations and assumptions.

Refer to the Assignment Resources module on Nuku.

3.3. Brand identity

A brand identity is created by marketers to differentiate their brand and brand image is the interpretation of these elements by the consumer.

You should analyse the brand identity of Clean Collective by collecting marketing information. Then, create an infographic that describes Clean Collective’s brand identity. This must include the five factors of brand identity.

Refer to Lecture 1 and the Tutorial 1 Guide on Nuku.

3.4. Situational Analysis

Before one can develop a marketing strategy and tactical plan, a situational analysis needs to be conducted. This involves gathering and analysing quality information. A situational analysis is made up of several components. It provides background data on the macro environment, industry, customers, and the competition. These parts are detailed below.

(NOTE: it is important  to remember that conducting a situational analysis is not a linear process. Although  the report is set out in a linear manner,  the  actual process is not. For instance, you might begin with a quick environmental scan (to identify new opportunities) before conducting a product analysis. After that you might consider potential target markets, then conduct a more in-depth macroenvironment analysis, which may lead you to revisit your target market, and so on.)

3.4.1. Macroenvironment Analysis

Scan the  macro environment for  new  product opportunities.  Macroenvironmental factors such as demographic, cultural, technological, natural, political, and economic may drive new product ideas. What potential opportunities emerge? Potential threats? You need to identify the most relevant macroenvironmental factors that support your product idea, as well as those that may threaten its success.

This means you choose the key macroenvironmental factors for this section. It can be all or   just a few …your decision as the marketing manager! This section will serve as the foundation for your marketing plan.

Tip: Please use credible sources and include in-text references to support your analysis.

Remember, marketing without data is like driving with your eyes closed!

Refer to the Tutorial 2 Guide on Nuku.

3.4.2. Customer Analysis

Who are your potential customers? Who is the decision-maker? How, when, what, and why do they buy these types of products and brands? Use customer reports and your interview data to analyse the customers.

Note:

•   The interview transcript must be included in the appendix section.

•   To protect privacy, ensure your interviewee’s identity is anonymised—for example, use terms like “consumer” or “interviewee” instead of their real name.

Refer to the Week 2 lectures and Tutorial 3 Guide on Nuku.

3.4.3. Product Market Analysis

This section focuses on the industry in which your new product idea will compete. The purpose is to understand the market and identify potential opportunities within it. Therefore, do not discuss your new product idea here. Instead, conduct research on the product market (e.g., energy drink market).

Consider the following:

•     What are the current demand trends in your product market? For example, are sales increasing or decreasing?

•     Have buying patterns for this product changed over the past few years?

•     What is the size of the product market?

•     What significant changes have taken place in this market?

•     Have you identified the correct product market?

Tips. Use data, stats, and references to support your analysis

Refer to the Week 3 lecture and Assignment Resources module on Nuku.