MMK101 Marketing Fundamentals
Trimester Two, 2018
Assessment Brief – IdPet Marketing Plan
DUE DATES AND TIMES:
Assessment 1 - Tuesday 24th July 2018 @ 5pm AEST
Assessment 2 - Tuesday 7th August 2018 @ 5pm AEST
Assessment 3 - Tuesday 11th September 2018 @ 5pm AEST
PERCENTAGE OF FINAL GRADE: 60%
Task: Develop a marketing plan by applying the overarching theoretical framework that you learn in
MMK101 to enable IdPet to be successful in the Australian market.
This assessment is designed to give students the opportunity to analyse real-world problems facing
small companies, and to propose strategies to fulfil given objectives. This is consistent with the Unit
Learning Outcomes (ULOs) and Graduate Learning Outcomes (GLOs) as follow:
Unit Learning Outcome (ULO) Graduate Learning Outcome (GLO)
ULO 1: Evaluate marketing concepts and critique their
application within real-world scenarios.
GLO 1: Discipline-specific knowledge and
capabilities
GLO 4: Critical thinking
GLO 8: Global citizenship
ULO 2: Evaluate market information to develop
segmentation, targeting and positioning strategies within
culturally diverse environments.
GLO 1: Discipline-specific knowledge and
capabilities
GLO 4: Critical thinking
GLO 8: Global citizenship
ULO 3: Demonstrate critical judgement to evaluate
marketing strategies in different environments and
contexts.
GLO 1: Discipline-specific knowledge and
capabilities
GLO 4: Critical thinking
GLO 8: Global citizenship
ULO 4: Demonstrate the ability to source, interpret and
share information in a digital world.
GLO 3: Digital literacy
Deakin's Bachelor of Commerce and MBA are internationally EPAS
accredited. Deakin Business School is accredited by AACSB.
https:
www.efmd.org/index.php/accreditation-main/epas
https:
www.efmd.org/index.php/accreditation-main/epas
http:
www.aacsb.edu
Page 2 of 14
ASSESSMENT FEEDBACK:
Students who submit their work by the due date will receive their marks and feedback via
CloudDeakin 15 working days after the due date.
DESCRIPTION/REQUIREMENTS:
Assessment 1: Essential Digital Literacy (EDL) (0%)
Due Date: Week 3, Tuesday 24th July 2018 @ 5:00pm AEST
Failure to complete this task fully and completely by the due date and time will result in you being
unable to submit assessments two and three, and therefore forfeiting 60% of your final grade in this
unit.
Assessment 2: Segmentation, Targeting, Differentiation and Positioning Strategy (20%)
750 Words (+/- 10%)
Due Date: Week 5, Tuesday 7th August 2018 @5:00pm AEST
Late Submission Penalty: If the assessment is submitted late without an approved extension from
the Unit Chair, a marking penalty of 5% of the available marks will be deducted each day for up to
five days. If the assessment is submitted more than five days after the due date it will not be marked
and will be awarded zero (0%).
Word Limit Penalty: If the assessment exceeds the word limit 5% of the available marks will be
deducted for every 10% that the word limit (750 words) is exceeded.
Students who submit their assessment on time will be provided with written feedback and marks on
CloudDeakin by Tuesday 28th August 2018 @ 5:00pm AEST.
Page 3 of 14
Assessment 3: Marketing Strategy Recommendations (40%)
1500 Words (+/- 10%)
Due Date: Week 9, Tuesday 11th September 2018 @5:00pm AEST
Late Submission Penalty: If the assessment is submitted late without an approved extension from
the Unit Chair, a marking penalty of 5% of the available marks will be deducted each day for up
to five days. If the assessment is submitted more than five days after the due date it will not be
marked and will be awarded zero (0%).
Word Limit Penalty: If the assessment exceeds the word limit 5% of the available marks will be
deducted for every 10% that the word limit (1500 words) is exceeded.
Students who submit their assessment on time will be provided with written feedback and marks
on CloudDeakin by Tuesday 2nd October 2018 @ 5:00pm AEST.
Page 4 of 14
https:
IdPet.com.au/
IdPet is a personalised pet product company that wants to continue to grow as a
and and be
known as the number one best place to shop for fun, practical and personalised pet products. IdPet
has hired you as an independent marketing consultant to help the company to achieve this goal. Your
ole is to develop a marketing plan consisting of a segmentation, targeting, differentiation and
positioning strategy (Assessment 2) and strategic recommendations (Assessment 3) to help IdPet.
Background:
IdPet offers personalised products for pets, created in Australia to offer fu
y family
members practical, fashionable and individualised accessories. Stemming from its sister
company IdTee which began producing personalised children’s wear in 2005, IdPet was
launched in April 2013 from sheer passion and a crazy drive at the Dog Lovers Show in
Melbourne to a huge positive response.
IdPet offers affordable, practical yet individual products with personality. Like humans, our
fu
y mates are not all the same; they have individual quirks and habits that reflect their
personality. From playful and outgoing to the serious and clever pooch, active and sporty or
elaxed and calm, IdPet has designs and products sure to suit any
eed’s style and
personality.
IdPet’s product range is big! IdPet has everything one’s pooch could possibly require, from
collars, leads, clothing and bowls. IdPet has your pets’ needs and personality covered. IdPet’s
core product is personalised pet collars. Its collars come in a variety of sizes and have been
tailor made to suit most
eeds for comfort and offer personality via the use of vi
ant
graphics. All collars are individually printed in Melbourne. Everything that IdPet produces
must pass its CEO’s Max’s and Sid’s canine test; they run the quality department and if a
product does not pass their test it does not go forward.
IdPet likes to see its customers as pet lovers who treat their animals as fur babies and valued
members of their pack. Its customers want value and style with the added safety of
personalisation (i.e., contact details included). IdPet has tried to meet all of its customers’
needs and offer a variety of products to suit all discerning fashion savvy pooches.
IdPet recognises the ‘helpful heros’ human and fluffy that do so much to make our
community a better place. IdPet values animals and feels that it is important to give back.
Part of its core mission is to support and assist animal welfare and associated charities. IdPet
do this through its ‘personalised ID tag Fundraiser’ program, where $6.00 of every tag sold
goes directly back to its partners like Pet Rescue and Oscars Law.
https:
idpet.com.au
Page 5 of 14
As you can see, IdPet specialises in personality and individuality, it is here that its journey
egan and it is where its future lies.
Please refer to the video case study, where the owner of IdPet, Katrina Thomson, discusses
the challenges and vision for the company. The case study can be found on the MMK101
CloudDeakin site under Assessment Resources. This video case study MUST BE USED AS THE
BASIS for your segmentation, targeting, differentiation and positioning strategy
(Assessment 2) and your strategic recommendations (Assessment 3).
The three (3) objectives of the marketing plan are to:
1. Identify a suitable target market for IdPet within the Australian consumer market.
2. Identify how IdPet should be positioned within the Australian consumer market.
3. Develop marketing strategies using THREE (3) of the 4Ps (marketing mix) (i.e., product,
promotion, price and place) that will enable IdPet to be successful in the Australian
market.
We wish you an enjoyable time researching and developing your reports, and we look
forward to reading your wonderful marketing plans. As further motivation for developing
excellent marketing plans, IdPet is kindly sponsoring a prize for the best plan; details to
follow.
Page 6 of 14
Assessment 1: Essential Digital Literacy (EDL)
NOTE: This task is a hurdle requirement in this Unit – you MUST successfully complete the Essential
Digital Literacy task in full by the due date and time before you can submit Assessments 2 and 3.
Assessment Assessment 1: Essential Digital Literacy (EDL)
Completed Individually ONLY
Weighting 0% of final grade, but if you do not complete this task you will be unable to
access the Assessment Drop Box for submission and will be unable to
submit your assessments
Due Date Week 3, Tuesday 24th July @ 5:00pm AEST
Where to Submit EDL link is under ‘Resources’ on the MMK101 CloudDeakin site
Late Submission Penalty You will automatically forfeit 60% of your final grade
Where is the Essential Digital Literacy task located? Within the MMK101 CloudDeakin site under
‘Resources’/’Assessment Resources’/’Assessment 1 – Essential Digital Literacy’
Page 7 of 14
What order does the Essential Digital Literacy task need to be completed in?
1. Complete the “Pre-Module Self-Assessment” section located in the introduction page in the
MMK101 unit site. This unlocks the quiz to the “Find” section.
2. Complete the “Find” section, then complete the quiz (link to quiz is located in the “Find”
section). You must achieve at least 80% to unlock the “Use” section of the module.
3. Students complete the “Use” section, then complete the quiz. Students must achieve at least
80% to unlock the “Share” section of the module.
4. Students complete the “Share” section, then complete the final quiz. Students must achieve
at least 80%.
5. Students complete the “Post-Module Self-Assessment”.
6. HURDLE: Failure to complete this task fully and completely, including the “Post- Module
Self-Assessment” will result in you being unable to submit Assessments 2 & 3.
If you have any queries, please go to the designated “Essential Digital Literacy (EDL)
Discussion Forum” on the MMK101 CloudDeakin site Discussion Area.
https:
d2l.deakin.edu.au/d2l/le/content/434991/viewContent/3159432/View
https:
d2l.deakin.edu.au/d2l/le/content/434991/viewContent/3159433/View
Page 8 of 14
Assessment 2: Segmentation, Targeting and Differentiation and Positioning
Strategy (20%)
NOTES:
• Assessment 1, Essential Digital Literacy task – MUST have been completed fully by Tuesday
24th July, 5:00pm AEST in order to be able to submit Assessments 2 and 3.
• If any company other than IdPet is used for this Assessment it WILL NOT BE MARKED and,