Assignment Front Sheet

Qualification

Unit number and title

Pearson BTEC Level 5 HND Diploma

Business (Accounting)

Unit 4: Marketing Principles

Unit code: F/601/0556
Credit value: 15 credits

Student name

Assessor name

Date issued

Completion date

Submitted on

17th Sep 2013

1st Oct 2013

Assignment Title

Nestle Launch Flavoured Milkshakes

Assignment No

01MP- F/601/0556 -13PKISL7002

Hand-in Policy
You must complete this assignment on time. If you experience difficulties, you must inform your tutor
accordingly.
Late Work Policy
Consideration will be given to students who have valid reasons for late submission (eg, illness).
Plagiarism
In cases of plagiarism, college regulations will be applied. You must declare that this assessment is your own
work by signing the following statement:

Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully
acknowledged.
Student signature:

Date:

Assessment Criteria
Learning
Outcome
LO1

LO2

Learning
outcome
Understand
the concept
and
process of
marketing
Be able to
use the
concepts of
segmentation
, targeting
and
positioning

Assessme
nt Criteria
1.1
1.2
2.1
2.2
2.3

In this assessment you will have the

opportunity to present evidence that
shows you are able to:
Explain the various elements of the
marketing process
Evaluate the benefits and costs of a
marketing
orientation for a selected organization
Show macro and micro environmental
factors which influence marketing
decisions
Propose segmentation criteria to be used
for products in different markets
Choose a targeting strategy for a selected
product/service

Task Evidence
No. (Page no)
1
1
2
2
2

In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT
and DISTINCTION grades
Grade Descriptor
M1 Identify and apply strategies to find
appropriate solutions

Indicative characteristic/s

Effective judgements have been made.

An effective approach to study and research
has been applied.

Contextualisation
To achieve M1, you will make effective judgements about
factors of marketing benefits and costs and the marketing
mix of Nestle dairy division.
To achieve M1, you will make effective judgements about
factors of marketing segmentation, targeting and
positioning strategy of Nestle dairy division.
(Tasks 1,2)

M2 Select / design and apply appropriate

methods / techniques

Appropriate learning methods/techniques have

been applied.

To achieve M2, you will have used suitable techniques to

explore the nature of marketing mix and the benefits and
costs and the details that would be used to inform the
presentation and briefing paper for the non-executive
directors and the senior managers of Nestle Pakistan.
To achieve M2, you will have used suitable techniques to
explore the major environmental factors and their impact
on the launch of the product and the details will have been
used to inform the presentation and the briefing paper for
the non-executive directors and the senior managers of
Nestle Pakistan.
(Tasks 1,2)

M3 Present and communicate appropriate

Communication is appropriate for familiar and
findings
unfamiliar audiences and appropriate media
have been used.

To achieve M3 the work you present will be presented in

suitable business formats and will use marketing jargon
accurately.
(Tasks 2)

D1 Use critical reflection to evaluate own

work and justify valid conclusions

To achieve D1 you will have reached conclusions which

draw out the links between the other dairy competitive
products already exist in the market, there marketing mix
and the cost and benefit factor. You will provide an
evaluation which will suggest how this knowledge might be
of value to senior staff to help in identifying the main key
elements to launch the product in the market by Nestle
Pakistan.
(Task 1)

Conclusions have been arrived at through

synthesis of ideas and have been justified.
Realistic improvements have been proposed
against defined characteristics for success.

D2 Take responsibility for managing and

organising activities

Activities have been managed.

To achieve D2 you will have demonstrated an effective

approach to independent research and study and will have
met the deadline to submit the tasks and achieve the unit
assessment criteria.
(Tasks 2)

D3 Demonstrate convergent /lateral /

creative thinking
Please note that for unit assignments assessors should use these or other exemplar indicative characteristics for the individual grade
descriptors from Annexe C of the HN specification or any other relevant indicative characteristics for the particular assignment. The
indicative characteristic should then be contextualised. Only one indicative characteristic per grade descriptor, M1, M2, M3, D1, D2 is
required.

Assignment brief
Unit Name number and
title

Marketing Principles
Unit code: F/601/0556
Credit value: 15 credits

Qualification

Pearson BTEC Level 5 HND Diploma in Business (Accounting)

Start date

17th Sep 2013

Deadline/hand-in

1st Oct 2013

Assessor

Sajjad Hussain

Assignment title

Nestle Launch Flavoured Milkshakes

Scenario
You work as a Key Brand Manager in the dairy division of Nestle Pakistan. You have been asked to
launch a milk shake in four flavours. You are advised to launch only in three major cities of Pakistan
(Karachi, Lahore and Islamabad). You have to present a report with the complete New Product
Development stages of flavoured milk shake in the market, environmental factors that would affect
main targeted markets, which segment you want to serve, how would you target the consumer through
positioning the Nestles milk shakes in the mind of the consumers, with the clear cost and benefits
comparisons and Consumer behaviour and the Marketing Mix of the product.
Action is required to do a marketing research for the launch of the flavoured milk shakes so that you
understand the consumer buying behaviour and make segments accordingly. And would be able to
identify the target consumer then would be able to create a positioning in the minds of the consumers
in the market.
There is no marketing launch without clearly defining the Marketing mix and the stages of a product in
a product life cycle of a new product.
Reading material attached with the assignment as a reference notes for guidance, highlights few of the
basic concepts of marketing.
Further information about Nestle Pakistan visit www.nestlepakistan to learn more about companys
market value and to build a well-structured and defined portfolio of the product.

Task 1 (L.O. 1: 1.1, 1.2, and M1, M2, D1)

You have been asked to provide a complete marketing report to the senior management to help them
understand the very core of marketing mix and evaluate the benefits and costs of marketing orientation
of Nestle Dairy flavoured milk shakes.
Produce a presentation to brief the report to the senior management of Nestle Pakistan in which you:
Compare and contrast the different dairy products already available in the market there cost and
benefits and there marketing mix.
To achieve M1, you will make effective judgements about factors of marketing benefits and costs and
the marketing mix of Nestle dairy division.
To achieve M2, you will have used suitable techniques to explore the nature of marketing mix and the
benefits and costs and the details that would be used to inform the presentation and briefing paper for
the non-executive directors and the senior managers of Nestle Pakistan.
To achieve D1 you will have reached conclusions which draw out the links between the other dairy
competitive products already exist in the market, there marketing mix and the cost and benefit factor.
You will provide an evaluation which will suggest how this knowledge might be of value to senior staff to
help in identifying the main key elements to launch the product in the market by Nestle Pakistan.
Task 2 (LO2: 2.1, 2.2, 2.3, and M1, M2, M3, D2)
Prepare a briefing report that would define the major environmental factors involved which influence
marketing of launching the dairy flavoured milkshakes by Nestle Pakistan. Identify the segment that
would be served for this particular product and choose the target strategy for the flavoured milkshakes
and what would be the new positioning strategy for the milk shakes in the portfolio of Nestle Pakistan.
Identify the different factors that would be in the buying behaviour decision making process of the
consumers for buying milkshakes of Nestle Pakistan.
To achieve M1, you will make effective judgements about factors of marketing segmentation, targeting
and positioning strategy of Nestle dairy division.
To achieve M2, you will have used suitable techniques to explore the major environmental factors and
their impact on the launch of the product and the details will have been used to inform the presentation
and the briefing paper for the non-executive directors and the senior managers of Nestle Pakistan.
To achieve M3 the work you present will be presented in suitable business formats and will use
marketing jargon accurately.
To achieve D2 you will have demonstrated an effective approach to independent research and study and
will have met the deadline to submit the tasks and achieve the unit assessment criteria.

Evidence
checklist

Summary of evidence required by student

Task 1

Produce a presentation which compare and contrast the different dairy

products already available in the market there cost and benefits and there
marketing mix

Task 2

Prepare a briefing report which identifies the different factors that would be
in the buying behaviour decision making process of the consumers for
buying milkshakes of Nestle Pakistan.

Evidence
presented

Submission guidelines
You must:
Complete all tasks
Present your work in one business report-style document which should include a table of contents,
references list, foot or end notes if any and appendices if any.
Complete, sign and submit the usual statement of authenticity.
Submit your work in a single word processed document of 4000-5000 approx. words. This word limit is
only for guidance and is not applied on grading.
Produce clear specific reasoning and arguments in support of your answers.
Make appropriate reference to the relevant concepts, techniques and theories.
Appropriately cite all information success (in the text and bibliography) as per references guidelines
given to you before.
Due to late submission the maximum grade will be Pass.
Declaration sheet must be signed if not then the assignment will not be accepted
You are required to clearly write down your Edexcel I.D Number, ISG number and you complete name
as per the registration form.