Revision of mt order
My professor gave me feedback:
Having read your draft, please find my comments:
Please carefully read the task in the assessment brief.
Essentially, the paper needs to focus much more on value creation. There is only a short section saying that Coke sells happiness. This needs to be deeply investigated and discussed. Why is this the case? How do you support this theory? You might analyze TV commercials or slogans and serve those up as evidence that this is indeed the value proposition. Who does happiness create value? What is this value? Remember that we are talking about perceived value.
You may also want to distinguish between functional and emotional values. Functional values are partly derived from caffeine while emotional values may be “fun”, “enjoying life”, etc.
The above is critical.
The paper provides too much general information about the Coca Cola company. It is recommended that you select a specific Coca Cola brand, e.g. Coke Classic or Coke Zero or Coke without caffeine, or Coke Zero without caffeine, etc. or other brands like Fanta and Minutemaid.
Only by zeroing in on one specific brand will the essay show enough depth.
Please try to cut down on content that does not address the specific task. The task has been formulated with extreme care and focus and, therefore, it is front and center. You may use the marketing mix and target market to back up your theory.
Please get back to me if anything is unclear.
This was assessment brief:
COURSEWORK 1: INDIVIDUAL ESSAY (50%) TASK
Students should prepare a 2,000-word essay on the topic outlined below. The definition of “Marketing” has evolved over the years from production to product to sales to societal consumer-centric marketing. There are numerous iterations of the concept, ranging from Ernest Dichter, Philip Kotler, Theodore Levitt, David Aaker, Martin Lindstrom to Douglas Van Praet and others.
Increasingly, “creating and delivering relevant value” has become the key requirement when planning the launch or relaunch of products and services. Sometimes, it is about an “unmet need”, but often what precisely constitutes “value” for consumers is ill-defined or misunderstood within an organization. Meeting currently unmet needs requires careful evaluation, e.g. potential market size, the relative importance of fulfilling such a need, the appropriateness and desirability for the value proposition in different parts of the world. Further, brands may evolve their value proposition over time to better meet changing consumer needs.
The correct identification of a value proposition from the consumer point of view is critical to market success. Some approaches include adding more functional benefits to existing products, sales promotions, micro-targeting, etc.
To what extent are these basic approaches still relevant in a volatile and uncertain environment? Are there are strategies to meet evolving needs?
Task : Essay
With reference to an existing global brand, analyze the extent to which it is delivering identifiable value to its consumers.
Guidelines
The analysis may include (but is not limited to) messaging analysis and strategy (marketing communications), description of the target market and the corresponding relevance of the value proposition, positioning, how and the value proposition is relevant globally, potential adjustment of the value proposition in future (if needed and why), the consumer insight which identified the value proposition, etc. Keep in mind that the value proposition may be functional, emotional or both and may involve texture, packaging, color, claims, size, dosage, application (s), design, communication channels. Using the marketing mix may provide a useful format for the essay. It is important however to identify the single most important value proposition which differentiates the brand from its current competition.
This is my rubric:
Written Work Grading Matrix Template (applicable for Individual Essays & Group Reports)
Classificati on
%
Range
Content 30%
Application oftheory 15%
Knowledge and Understandin g 15%
Evidence of Reading 20%
Referencing 10%
Presentatio n, grammar and spelling 10%
Outstanding
80-100
Outstandin g – Extensive critical evaluation & synthesis of issues & material which includes an original & reflective approach.
Outstanding
– Extensive evidence of relevant and perceptive application of theory, &/or empirical results, where applicable
Outstanding – Exceptional knowledge & in-depth understanding of principles & concepts
Outstanding evidence of reading with a distinguished range of contemporary sources with high impact factors.
Outstanding Referencing. Original sources were predominant with outstanding paraphrasing interpretations
. Citations and reference list were immaculately displayed according to the MMU Harvard Reference Guide. The presentation of the reference list was
consistent.
Outstanding
–
Outstanding, well-directed presentation
, logically & coherently structured, using correct grammar & spelling
Excellent
70-79
Excellent – Critical evaluation & synthesis of issues & material which includes original & reflective thinking
Excellent – Clear evidence of relevant application of theory, &/or empirical results, where applicable
Excellent – Excellent knowledge & depth of understanding of principles & concepts
Excellent evidence of reading with a range of seminal works and contemporary studies with high impact factors.
Excellent referencing. Citations and reference list were displayed according to the MMU Harvard Reference Guide. The presentation of the reference list was
consistent.
Excellent – Excellent, well-directed presentation
, logically structured, using correct grammar & spelling
Good
60-69
Good quality – Critical evaluation & synthesis of issues & material
Good quality
– Evidence of relevant application of theory &/or empirical results, where applicable
Good quality – Comprehensiv e knowledge & depth of understanding of principles & concepts
Good evidence of reading with a range of sources including textbooks, peer reviewed journals and/or conference papers.
Good referencing . Citations and reference list were displayed according to the MMU Harvard Reference Guide with
good levels of consistency.
Good quality
– Good quality presentation
, well structured, using correct grammar & spelling
Acceptable
50-59
Acceptabl e – Accurate description of main issues & material, with some critical evaluation
Acceptable – Occasional relevant application of theory, &/or empirical results where applicable
Acceptable – Appropriate knowledge & understanding of principles & concepts
Satisfactory evidence of reading including the core textbook and peer- reviewed studies.
Acceptable referencing. Citations were consistent and the reference list adhered to a Harvard Referencing system; although not always in line
with the MMU Harvard
Acceptable – Orderly presentation & structure with acceptable grammar & spelling
