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Page 1 of 2 © IMM Graduate School of MarketingAssignment: 1 st Semester 2011 M4/MAR303 ASSIGNMENT 1 ST SEMESTER: MARKETING STRATEGY (M4)MARKETING 3 (MAR303)(CASE STUDY) DUE DATE : 3:00 p.m. 15 MARCH 2011 OR23 MAY 2011 (during the examinationsession) TOTAL MARKS : 100 INSTRUCTIONS TO CANDIDATES FOR COMPLETING AND SUBMITTING ASSIGNMENTS The complete ‘Instructions to Students for Completing and Submitting Assignments’ must be collectedfrom any IMM GSM office, the relevant Student Support Centre or can be downloaded from the IMMGSM website. It is essential that the complete instructions be studied prior to commencing yourassignment. The following points highlight only a few important notes.1. You are required to submit ONE assignment per subject.2. The assignment will contribute 20% towards the final examination mark, and the other 80% will bemade up from the examination, however, the examination papers will count out of 100%.3. Although your assignment will contribute towards your final examination mark, you do not have toearn credits for admission to the examinations; you are automatically accepted on registering forthe exam.4. Number all the pages of your assignment (e.g. page 1 of 4) and write your name and surname,student number and subject at the top of each page.5. The IMM GSM requires assignments to be presented in a typed format, on plain A4 paper. Unlessotherwise specified, this assignment must be completed within a limit of 1500 words, excluding thebibliography.6. A separate assignment cover, which is provided by the IMM GSM, must be attached to the front ofeach assignment.7. Retain a copy of each assignment before submitting, in case the srcinal does not reach the IMMGSM.8. The assignment due date refers to the day up to which assignments will be accepted for markingpurposes. The deadline is 3:00 p.m. on 15 March 2011. Late assignments will be accepted, but 25marks will be deducted from the maximum mark, if received after 3:00 p.m. on 15 March 2011 andup to 5:00 p.m. the following day, after which no assignments will be accepted.9. If you fail to follow these instructions carefully, the IMM Graduate School of Marketing cannotaccept responsibility for the return of the assignment. It may even result in your assignment notbeing marked.Results will be available on the IMM GSM website,www.immgsm.ac.za, on Friday, 6 May 2011. Page 2 of 2 © IMM Graduate School of MarketingAssignment: 1 st Semester 2011 M4/MAR303 SPECIFIC INSTRUCTIONS 1. This case study is based on the case Ego to Axe2. This is to test your APPLICATION of knowledge and theory3. Note the mark allocation and structure your answer accordingly4. Check your final submission for appearance, accuracy, spelling and grammar5. Your plan should be between ten and fifteen typed pages (Arial Font 10pt,line spacing 1,5) Case study reference: Simpson, J., & Dore, B. 2004. Marketing in South Africa: Cases and Concepts. 2 nd edn. South Africa: Van Schaik Publishers. Case Study: 11 – Ego to Axe – pp. 158-171. Available on the IMM GSM web:www.immgsm.ac.za QUESTION 1 [90] You are expected to compile an integrated marketing plan that will address thefollowing issues:1. The changes in positioning and branding of Ego/Axe2. What are the challenges faced when changing a brand and the positioning ofa product?3. Explain how you would segment the market for Ego/Axe and your resultingstrategy.The marketing plan should include: ã An executive summary ã A situational analysis ã A SWOT analysis ã Key issues identified ã Assumptions ã Goals and objectives to be pursued ã An overview of the marketing strategy ã Detailed action plans (tactical plans) around the key components of anappropriate marketing mix ã Budgets ã Controls and reviews. PRESENTATION [10]ASSIGNMENT TOTAL: 100
