1) Overview of company, market and existing portfolio of products/brands (10% of marks):
In this section, you should identify the company and explain why you have chosen it as the basis for your assignment. With reference to secondary data, give a brief overview of its portfolio of products/ brands as well as a brief analysis of its market performance, and identify anything else you feel is relevant to your recommendations for the new product. This section of the report is worth 10% of the overall mark for the assignment.
2) Explanation of/rationale for new product (5% of marks):
Give a brief explanation of your new product idea, explaining what makes it novel, and identifying the customer needs or wants that it fulfils. This section is worth 5% of the overall mark.
3) Identification and justification of target market (25% of marks):
Give a detailed profile of the target market and explain why you have chosen this segment in preference to other potential target markets, supporting your arguments with secondary data. This section is worth 25% of the overall mark.
4) Identification and rationale for brand positioning (10% of marks):
Explain how your brand will be positioned relative to competing products/brands and justify this choice. This section is worth 10% of the overall mark.
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