Performance Indicators YET TO ACHIEVE MINIMUM STANDARD

CRITERIA Fail (N)

Market overview An overview of the

FMCG/Seasoning industry in
Australia. Discussion and
assessment of the four main product Most sections of
markets/categories under information and examples are unrelated to the
consideration for the industry. innovation brief.
Examination of the relevant growth
and market developments affecting
these choices. (20 marks).

TRENDS Analysis of relevant trends

(emerging and future needs, wants,
desires and expectations) of the
target market in relation to the
chosen product category and the
technologies required: (20marks)
No emerging consumer trends are identified.
New technology or established
technologies
trends likely to influence “design”
factors over the next 5 years
Determination and assessment of
the main competitors.

TARGET MARKET - Selection and

profiling of a specific attractive
A customer segment
consumer segment for your chosen
is not clearly
category - clear, succinct and useful
identified or justified.
current demographic, psychographic,
and need states profiling of the
target market. (20 marks)

Persona - Preparation of a high

quality and insightful
persona board / sheet that enables
appropriate
ideation to be undertaken.

(30 marks) The Persona board presented is not relevant

to the consumer segment already chosen. It
does not contain the basic information required
to provide a persona. The formatting and was
unprofessional in presentation.
Group has produced a high quality
This does not read like a managerial style
managerial
report. Research evidence provided is either
style report incorporating quality
missing or very poorly executed. The text has
tables, charts,
many errors in grammar, capitalisation,
figures and graphs Quality of the
punctuation, and spelling requiring major
grammar,
editing and revision. Difficult to read and
spelling, syntax and general report
navigate.
flow.

(10 marks)+B10:G10
 MEETS STANDARD
Pass (P)
Some artefacts and work
samples are clearly and directly related
to the innovation brief.
Depth and insight into the possible
markets, categories, competitors and
consumer segments not
clearly shown.
Some trends or future needs are
discussed but these are not justified
and/or connected to the chosen target
audience.
customer segments is
discussed but the
justification argument for
choosing this segment is
missing or very weak.
Persona board was
readable but could have
been neater. It contains only
the basic information
required and any links to the
chosen consumer segment
are weak. The style chosen
was not the most
appropriate for a key
communication document
like this.
Credit (C)
Most artefacts and work
samples are clearly and directly
related to the innovation brief.
Depth and insight into the possible
markets, categories, and consumer
segments not clearly shown is
shown but not always well
An adequate set of consumer trends
are discussed but these are weakly
justified as they require improved
argument to connect them chosen
target audience.
A broad customer segment is
identified but the justification
argument for this segment is
not strong enough to support
the demographic group
selected.
The persona board was neat and
readable and did contain a good
deal on useful information about
the persona created. Some links
are made to the chosen consumer
segment.
 This does not read like a
managerial style report.
Very limited appropriate
evidence provided and/or
explained. In short the base
minimum.
The text has a number of
errors in grammar,
capitalisation, punctuation,
and spelling. Difficult to read
and navigate.
Some evidence of a managerial
style report is provided. Research
and analysis is produced in a few
places. The text has a few errors in
grammar, capitalisation,
punctuation, and spelling requiring
editing and revision. Relatively
easy to read and navigate.
 EXCEEDS STANDARD

Distinction (D) High Distinction (HD)

Almost all artefacts and

All artefacts and work
work samples are clearly are clearly and directly related
samples are clearly are clearly and directly
to the innovation brief
related to the innovation brief
Depth and insight into the possible markets, categories,
High level of depth and insight is clearly
competitors
shown.
and consumer segments

Clearly defined emerging consumer trends are identified Clearly defined emerging consumer trends
and most are justified with links proven to the chosen are identified and justified with strong links
target audience. proven to the chosen target audience.

customer segment is
clearly identified and fully
customer segment is identified but the justification
justified by the examples
argument for this segment could be stronger in places.
and information
provided.

The persona board

presented was highly
appropriate for a
The persona board presented was neat and readable and professionally created.
the majority of the information required was presented All the information required
and stronger links are made to the chosen consumer and links present.
segment. Some room for improvement is evident.
 Full evidence of a
managerial style report is
Clear evidence of a managerial style report is provided. provided. Research and
Research is provided with good analysis in most places. analysis is strong. The text
The text has limited errors in grammar, capitalisation, has no errors in grammar,
punctuation, and spelling. Relatively easy to read and capitalisation, punctuation,
navigate and spelling. Easy to read
and navigate.