MARKETING IN BUSINESS

 
Important Notes: ? Please refer to the Assignment Presentation Requirements for advice on how to set out your assignment. These can be found on the NCC Education Campus. Scroll down the left hand side of the screen until you reach Personal Support. Click on this, and then on Policies and Advice. You will find the Assignment Presentation Requirements under the Advice section. ? You must familiarise yourself with the NCC Education Academic Dishonesty and Plagiarism Policy and ensure that you acknowledge all the sources which you use in your work. The policy is available on Campus. Follow the instructions above, but click on Policies rather than Advice. ? You must complete the ‘Statement and Confirmation of Own Work’. The form is available on the Policies section of Campus. Scroll down the left hand side until you reach Personal Support. Click on this and then click on Policies and Advice. ? Please make a note of the recommended word count. You could lose marks if you write 10% more or less than this. ? You must submit a paper copy and digital copy (on disk or similarly acceptable medium). Media containing viruses, or media which cannot be run directly, will result in a fail grade being awarded for this module. ? All electronic media will be checked for plagiarism.
Marker’s comments:
Moderator’s comments:
Mark: Moderated Final
Mark: Mark:
Marketing in Business December 2013 Final ? NCC Education 2013
Introduction
‘Wonder-Wash’ – Washing Powder – “the powder that gives you Wonder Wash power!”
Cleanse PLC is a major producer of domestic washing powders and other domestic cleaning products, based in Manchester in the United Kingdom. The company have been present in the market since 1901 and produce a wide range of products under well-known domestic brand names. The company has four production plants in the United Kingdom, each specialising in particular products and brands, and to satisfy growing demands for their products across Europe the company also have a production plant in Genoa, Italy. The company have recently acquired an additional production plant located in Istanbul, Turkey. The company have made this move in an attempt to tap into the growing demand for domestic washing products in Turkey and its surrounding countries. The new facility is located close to all of the major transportation routes in and around Turkey.
Cleanse PLC’s Turkish production facility predominantly produces washing powder alongside other Cleanse PLC products. However, the branded washing powder ‘Wonder-Wash’ was not selling well in the Turkish market-place. Despite significant expenditure on press, magazine and television advertising, focusing upon the company’s famous slogan “the powder that gives you Wonder Wash power!” sales of Wonder Wash had been disappointing and the company’s competitors are developing a growing share of the market.
The European Board members of Cleanse PLC are not happy, as they have invested many millions of Euros into the construction and operation of the Turkish production plant. Following recent meetings, the Board have developed a plan and budget to develop a new washing powder product specifically for the Turkish market. This new product is to be manufactured at the Turkish production plant.
The European Board of Cleanse PLC is disappointed that the aforementioned internal review into new product development has not yet been completed. As a marketing consultant with particular expertise in new product development, you have been employed by Cleanse PLC to put forward a series of changes to improve new product development at the company and to encourage the use of creativity and innovation by employees at Cleanse PLC.
During 2012, Cleanse PLC set up an internal review of how the business develops new products, and also how they could encourage creativity and innovation amongst their workforce when developing new products. This internal review is still on-going.
Marketing in Business December 2013 Final ? NCC Education 2013
Assignment
Task 1 – 40 Marks
Select a suitable model of New Product Development, and assess how this could be implemented and used in the development of the new washing powder product to be made at the Turkish plant.
Task 2 – 20 Marks
Market research conducted for Cleanse PLC shows that Turkish customers expect to be able to conduct a pre-wash, and then a full wash of their laundry, without the need to add more washing powder. At the moment, ‘Wonder Wash’ does not guarantee this, as it is not seen as essential in the UK and European market places in which the product was originally developed.
How important is understanding buyer behaviour as an integral part of the New Product Development process?
Task 3 – 20 Marks
How might you apply Everitt Rogers’ (1962) model of “Diffusion of Innovations” to the new Cleanse PLC washing powder, developed for the Turkish market?
Task 4 – 15 Marks
Define creativity and innovation, and explain how the use of both of these processes may help Cleanse PLC in the future, in terms of developing new cleaning products for the various market-places in which it operates.
Task 5 – 5 Marks
You should present your work as a business report. Proof read the report carefully to ensure a high standard of spelling and grammar and include a list of references.
Guidance
Consult with your tutor, if you are uncertain or unsure, regarding any aspect of this assessment.
Submission Requirements
Answers should be presented in a clear and professional manner, ideally in a business report format. The total word count for this assignment should be 4,000 words, plus or minus 10%.
Marketing in Business December 2013 Final ? NCC Education 2013
Examiners Notes:
You are advised not to use any additional information from outside of the Case Study itself. This includes searching the Internet as the company/business used in the Case Study does not exist.
All tasks can be answered by reference to the Case Study only.
You should develop and produce your own ideas as to how you would address the tasks above if confronted with them in a real-life marketing role, and not simply borrow ideas from others or regurgitate what is being conducted currently.
Warning: All media must be virus free!
Media containing viruses, or media which cannot be run directly, will result in a FAIL grade being awarded for this module.
You must read and understand NCC Education’s policy on ‘Academic Dishonesty and Plagiarism’.
You must complete the ‘Statement and Confirmation of Own Work’ form and attach the completed form to your assignment.