Final Evaluation: 40%

Course Identification

Name of program – Code: Business Management

Course title: MARKETING

Course number: 410-CE2-AS

Group: 8032

Teacher’s name: Nino Colavecchio

Duration: 2h30min

Semester: Summer 2022

Student Identification

Name: Henil bhalani Student number: 2220666

Date: 2022/08/02 Result:

Standard of the Evaluated Competencies

To establish a marketing plan and ensure its implementation – 01TX

1. To analyze data necessary to building a marketing plan.

2. To establish the goals of the marketing plan.

3. To establish a marketing strategy.

4. To design and implement the marketing plan.

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Instructions

● The teacher will not answer questions during the exam.

● It is the teacher’s responsibility to identify language errors. If such errors are found, teachers may
apply a penalty of up to 10% of the grade (IPEL – Article 5.7).
● Plagiarism, attempts at plagiarism or complicity in plagiarism during a summative evaluation
results in a mark of zero (0). In the case of recidivism, in the same course or in another course,
the student will be given a grade of '0' for the course in question. (IPEL – Article 5.16).
● This exam consists of 11 pages

Mark Breakdown

This evaluation is on 100 points

Quality of language deduction (0.5/error, maximum 20 errors)

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 CASE STUDY: FOR USE FOR ALL QUESTIONS

Campbell Soup launches new V8 plant-based drink

Highlights:

● Campbell Soup is launching V8+Hydrate, a new line of hydration beverages using sweet
potatoes, according to a press release. The New Jersey company said this is the first-
ever beverage to use the vegetable as natural electrolytes in a drink.
● The 8-oz cans have 45 calories, one serving of vegetables and no artificial sweeteners.
The non-GMO, gluten-free and vegan drink comes in three flavors: strawberry
cucumber, coconut watermelon and orange grapefruit. The drinks, which have a
suggested retail price of $4.99 for a six-pack, will be sold by Amazon, Walmart.com and
Peapod. It also is launching in retail outlets, MediaPost reported.
● The new product "responds to key consumer demands," Diego Palmieri, chief marketing
officer for Campbell Soup’s U.S. Meals and Beverages division, said in a statement. "We
know our consumers are seeking to live healthier lifestyles and turning to products that
contain added nutrients and functionality."

Insight:
Campbell Soup’s new drink contains all the buzzwords that consumers are looking for —
healthy, gluten-free, plant-based, GMO-free and low calorie. For a company best known for
soups, Pepperidge Farm cookies and Goldfish crackers, its new V8+Hydrate line pushes the
company into the hydration business where it will compete against leading brands such as
Gatorade, Powerade and BodyArmor.

Sales of water derived from plants like maple or coconut are projected to double to $5.4 billion
by 2020 as “healthy hydration” grows in popularity, according to a report by Zenith Global.
Campbell Soup may be hoping V8+Hydrate gives them a stake in this fast-growing market, and
that sweet potatoes are the latest fad to catch on with consumers.

If shoppers gravitate to sweet potatoes to help them hydrate, then Campbell Soup could be
among the early leaders. In a recent consumer study, Campbell Soup said the new V8+Hydrate
Strawberry Cucumber drink was picked by consumers over Vita Coco Pure Coconut Water. It's
a good start but the hydration and plant-based markets are competitive with several big-name
brands already established.

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This isn’t the first time Campbell Soup has expanded V8. A few years ago, the New Jersey
company noticed that only 35% of people liked tomato-based drinks — the product V8 is known
for. Campbell Soup has since added energy-based beverages to the V8 line as well as fruit and
vegetable blends.

Industry Trends

Plant-based waters market size was more than USD 2.5 billion in 2016 and is envisaged to
witness phenomenal growth of more than 19 % between 2017-2024.

U.S. Plant-based Waters Market Size, By Product, 2013 - 2024 (USD Billion)

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 Element of the competency: To establish a marketing plan and ensure its implementation.

Evaluation criteria:
PESTEL Analysis / 20
● Correct interpretation of data
● Logical process of ideas
● Clear, concise and complete answers
● Coherent connections to the case study

1. worker rights and employees law ( minimum wage,

incentive,employee benefits) can affect their interior environment
2. changing of government can affect th sales and marketing if any
rules are implemented which is not good for this industry.
POLITICAL
3. government champaign on harmful drinks can affect the sales of
beverage industry.

rate of inflation and interest.

tax on raw material and on final products.
stability of economic system.
exchange rate of currency ( if it sales outside their country )
ECONOMIC
If government implement minimum wage for employee it will affect
the pricing of a product.

location of industry.
education level of customer.
the brand name, logo,and adverting can affect the society.
population of a country (aged or young)
SOCIAL

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 new and advanced technology can change affect a production.
advancement in technology by a competitors.
Using of old technology like hand making and lead to production
speed.
advertising on Online platform, own website.
TECHNOLOGICAL

climate change , weather.

New laws regarding recycling, air and water pollution can change
their cost structure.

ENVIRONMENTAL

changing in such laws: - this laws can affect in both the ways positive
and negative.
1.environmental law
2.employment law
3. health and safety law.
LEGAL

changing in a tax (affect both ways)

patent rights.

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 Element of the competency: To establish a marketing plan and ensure its implementation.

Evaluation criteria:
Value proposition canvas / 10
● Correct interpretation of data
● Logical process of ideas
● Clear, concise and complete answers
Positioning statement / 10
● Coherent connections to the case study

benefits that the consumer anticipates, seeks, or is surprised by This encompasses things
Gains like functional usefulness, social advantages, happy feelings, cost savings, and so forth.

bad emotions, unfavourable expenses or conditions

Pains

certain client group is attempting to accomplish. This might be jobs they're attempting to do, issues
Customer
they are trying to solve, or desires or needs they're attempting to meet.
jobs

Product and
services

design of a product.
Gain creators

Pain relievers

POSITIONING
STATEMENT

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 Element of the competency: To establish a marketing plan and ensure its implementation.

Evaluation criteria:
● Correct interpretation of data Depth of description / 10
● Logical process of ideas
● Clear, concise and complete answers
● Presence of theories, elements and concepts Relevance to the product /5
● Coherent connections to the case study

Teenagers (gym members) are helped to stay fit and in shape.

Encourage them to live a healthy lifestyle.Provide information about the
benefits and downsides of excessive sugar consumption.
Make student discounts available to them.
PERSONA 1

It enables them to ingest veggies in liquid form.

Provides them with all of the nutrients they require, which might be
tough to absorb all at once.
Explain why V8+ hydration is better and healthier than other beverages.
PERSONA 2
Offering birthday discounts and loyalty points will assist the organisation
in retaining consumers.

Offering birthday discounts and loyalty points will assist the organisation
in retaining consumers.

PERSONA 3

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Element of the competency: To establish a marketing plan and ensure its implementation.

Evaluation criteria:
● Correct interpretation of data
● Logical process of ideas
SWOT analysis Of V8 product / 20
● Clear, concise and complete answers
● Presence of theories, elements and concepts
● Coherent connections to the case study

afffordable price for everyone

healthy
their market is wide

S for every age group

new innovation from their compitators

expand its business into different varieties of beverages

Continue geographic expansion globally

Growing competition can reduce market share

government policies
rules and regulation

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Element of the competency: To establish a marketing plan and ensure its implementation.

Evaluation criteria:
● Correct interpretation of data USP / 10
● Logical process of ideas
● Clear, concise and complete answers
● Presence of theories, elements and concepts Elevator pitch /5
● Coherent connections to the case study

product made from sweet potatos

hydrated
USP

best drink for every age which is made with all goodness of sweet
potato.

ELEVATOR
PITCH

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Element of the competency: To establish a marketing plan and ensure its implementation.

Evaluation criteria:
● Correct interpretation of data Knowledge of strategy /5
● Logical process of ideas
● Clear, concise and complete answers
● Presence of theories, elements and concepts
Justification /5
● Coherent connections to the case study

cheap drink in all flavour

PRICING
STRATEGY

JUSTIFY

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