Assignment 2 (Individual Assignment – 33.3% of the module mark) – Integrating Marketing and Sales Strategies– Developing a PowerPoint Sales presentation for the case product (Aqualisa Quartz)Assignment 2 focusses on the information contained in a case study relating to Aqualiza Quartz a better shower. The organisation is intending to develop a sales and marketing strategy starting September 2016 to focussing on the environmentally friendly aspects (Eco Shower) of the Aqualiza Quartz. Additional information on Aqualiza showers can be found at http://www.aqualisa.co.uk/our-products/showering-inspiration/eco-excellence/ but you are also encouraged to research additional sources relating to Aqualiza and the competition.Assignment 2 requires that you re-visit issues centred on applying marketing strategy (segmentation, targeting and positioning = STP) and applying it to the selling environment. The focus on STP is from the viewpoint of the sales function rather than solely from the viewpoint of the marketing function. From a marketing perspective you will need to identify the proposed segments for the sector discussed in the case followed by identifying the segments which should be targeted by the company discussed in the case. You should then proceed to position your product against the competition. Having identified how the product is positioned from a marketing perspective, this should be translated into a “silent seller” identifying the features and benefits of the product and its main competitors (there is likely to be more than one) and evaluate whether it is equal, superior or inferior to the competition. The Assignment requires that you can appreciate the similarities and differences and potential overlap between marketing and sales. Part of the Assignment is a repeat of the ‘features and benefits’ exercise completed in Assignment 1but the focus will on the case product and not on a product of your choosing..However, here you are required to consider the product and its competition featured in the case study and clearly, this is not a product of your choice. This is now the reality of ‘the world of work’ which you are likely to experience over the next few years.You will also be asked to consider anyrelevant issues related to STP and apply it to a selling environment.Assignment 2 does not have a word count limit, but it does have a space limit. You will be required to submit your Assignment PowerPoint presentation, as a pdf document consisting of no more than 12 slides. Each slide will need to follow a template described in the specific tasks below.You are encouraged to interact in groups in order to complete this Assignment. However, your final submission will be based on your individual interpretation of your group’s discussion (i.e. an individual assignment submission).The specific tasks that you will need to address in your PowerPoint presentation:Slides 2 – 6 relate to the marketing aspects.Slides 7 to 12 – relate to translating the marketing aspects into the selling aspects.- Slide 1 – Name, KU number and Title- Slide 2 – Defining the industry in which Aqualiza competes.- Slide 3 – Table identifying and defining the specific market segments within the sector.- Slide 4 – Table justifying which segments should be targeted by Aqualiza for the Aqualiza Quartz taking into consideration the eco aspects of the shower.- Slide 5 – Table identifying the competitors to Aqualiza Quartz (ECO) in the relevant segments and evaluating the marketing positioning of Aqualiza relative to competitors identified.- Slide 6 – Positioning statement for Aqualiza- Slide 7 – Table of selling features and appropriate paired benefits for Aqualiza Quartz (Eco).- Slide 8 – Comparative table of the features /benefits of the competitors.- Slide 9 – Comparative table of the profile (features / benefits) Aqualiza versus the major competitor profiles – stating whether the comparison attributes are equivalent (O), superior (+) or inferior (-).- Slide 10 – General Equivalence Statement / Recommendation statement / Objection statement- Slide 11 – Table of supporting promotional materials to be used to support sales representatives during sales call. – Slide 12 – Conclusions
Marking guidelines for Assignment 2Slide 1 – Single slide with Name, KU number and appropriate title. (5%)Slide 2 –Single slide appropriately defining the industry in which Aqualiza competes (5%).Slide 3 – Single slide with table appropriately identifying and defining the specific market segments within the sector (5%).Slide 4 – Single slide with table appropriately justifying which segments should be targeted by Aqualiza for the Aqualiza Quartz taking into consideration the eco aspects of the shower (10%).Slide 5 – Single slide with table appropriately identifying the competitors to Aqualiza Quartz (ECO) in the relevant segments and evaluating the marketing positioning of Aqualiza relative to competitors identified (10%).Slide 6 – Single slide appropriately expressing a positioning statement for Aqualiza (5%).Slide 7 – Single slide with table of selling features and appropriate paired benefits for Aqualiza Quartz (Eco) (10%).Slide 8 – Single slide comparative table of the features /benefits of the competitors (10%).Slide 9 – Single slide with appropriate comparative table of the profile (features / benefits) Aqualiza versus the major competitor profiles – stating whether the comparison attributes are equivalent (O), superior (+) or inferior (-) (10%).Slide 10 – Single slide with appropriate General Equivalence Statement / Recommendation statement / Objection statement (10%).Slide 11 – Single slide of appropriate supporting promotional materials to be used to support sales representatives during sales call (10%). Slide 12 –Single slide of appropriate conclusions (5%).General – Good tidy slides, not busy, appropriate sized fonts, good structure and layout, appropriate referencing on additional slide (Slide 13) where appropriate of source material (5%).
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