Module Contact: Dr Nick Yip, NBS Copyright of University of East Anglia Version 1

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1 UNIVERSITY OF EAST ANGLIA Norwich Business School Main Series UG Examination PRINCIPLES OF MARKETING NBS-4006Y Time allowed: 2 hours Answer TWO questions from SECTION A and ONE question from SECTION B The TOTAL number of marks available for this paper is 100 Notes are not permitted in this examination. Do not turn over until you are told to do so by the Invigilator. NBS-4006Y Module Contact: Dr Nick Yip, NBS Copyright of University of East Anglia Version 1

2 Page 2 SECTION A Answer ANY TWO of the following questions. Each question carries 20 MARKS. 1. Portfolio planning is seen as the process of managing groups of brands and product lines. a) Drawing on an appropriate theoretical framework, explain how firms can balance sales, profit margins, and market share position amongst their product portfolio. b) Explain the various levels of your chosen framework with suitable examples of your choice. 2. The success of a firm s marketing planning and implementation depends more on the effectiveness with which it tackles competition. a) Drawing on an appropriate theoretical framework, explain how firms can choose to adopt one or more competitive strategies to decide their position in the marketplace. b) Using suitable examples of your choice, discuss the relevance of these various strategies for different types of products and markets. 3. Digital technologies enable firms to supplement and complement traditional marketing communication and promotional techniques. a) Explain and discuss the relevance of various digital and online marketing techniques. b) Using suitable examples of your choice, discuss how some of the digital marketing techniques can support and enhance the experience of traditional marketing communication methods.

3 Page 3 4. Of the 4Ps in the marketing mix, pricing is critical as it makes the difference a product becoming profit making or loss making. a) Discuss and explain the different types of pricing strategies commonly used in marketing using suitable examples of your choice. b) If you were to market different versions of the same brand of product with different pricing points, explain how you would differentiate mass market from high end pricing strategies. (Total for Section A: 40 Marks) TURN OVER

4 Page 4 SECTION B Answer ANY ONE of the following questions. Each question carries 60 MARKS. 5. Hereford Farms is a cooperative of over 50 organic farmers who grow a variety of vegetables and fruit. About 10 years ago, increasingly frustrated by the low margins in farming and the impossible demands placed on them by supermarket chains, Hereford Farms started to move away from primary farming into processed food. A few years ago, the cooperative launched CRUNCH, a brand of potato crisps into the market. Consciously marketed as a high-end home grown quality product, and aided by a quirky branding campaign, CRUNCH has come to occupy a niche position in the competitive potato crisp sector, even though its retail price per pack is at least 10p higher than the leading market brand on average. The cooperative has since expanded its offering to include a range of potato based snacks as well as vegetable crisps. Its profits have soared. A few months ago, a large US foods multinational has acquired a controlling stake in the cooperative and is making plans to expand the brand into the growing posh popcorn market with a view to repositioning the firm as a healthy snack food company. Using a typical marketing planning process, address the following through the application of relevant theoretical frameworks to the scenario above: a) A brief sample mission statement and a set of about 3-4 time-bound measurable objectives, (5 Marks) b) A comprehensive market analysis that will involve a brief but thorough microand macro-environmental scanning as well industry analysis to understand the nature of competition, and summarise the analysis; (25 Marks) c) A set of marketing strategies and outline of portfolio planning with a brief justification for your choices and suggestions; d) A set of competitive strategies based on a value chain analysis with a brief justification for your choices and suggestions.

5 Page 5 6. Samba Spirit is a trademarked brand of a spirit distilled from sugarcane juice and is the national alcoholic beverage of Brazil. In contrast to the crude, unrefined, and sometimes toxic variety of the spirit that is widely available in Brazil, this brand is marketed as a high quality, finely refined version of the spirit that can be sold as a stand-alone drink and as an ingredient mixer in many cocktails. Gomez Liquors, the Brazilian company that owns the brand, has worked hard over the years to build up a small but exclusive export channel to market the product. It has a valuable distribution pipeline among many leading clubs and bars in most major cities around the world but its export values are very small. Over the past couple of years, the company has seen a rising demand for this product throughout the UK, driven by the flourishing night time economy of London and other major UK cities, as well as growth in sales of expensive alcoholic spirits in upmarket grocery chains and retail supermarkets. Using your theoretical understanding of distribution strategies and promotional communication tactics, address the following through the application of relevant theoretical frameworks to the scenario above: a) A set of relevant distribution strategies and choice of distribution channels with justification for your recommendations and suggestions; b) An outline of the type of distribution intermediaries including influential opinion makers who will be a key part of the distribution and communication strategies being developed; c) A set of promotional methods involving both online and offline communications that will be appropriate and relevant to the types of distribution strategies that are being recommended. TURN OVER

6 Page 6 7. Lacto Free is a new brand of vegan, dairy-free alternative products made from almond, soya, rice bran etc. and sold in the form of milk, yoghurt, cream, and powdered versions. The brand s product range is currently available only in a handful of upper end supermarket chains and health food shops in major UK cities and it is more expensive than many of the other brands in the market including supermarket own-label brands. The marketing team behind the brand want to identify demand potential for the product in the mass market before planning for the brand to become more widely available through the major supermarkets. They are interested in gathering consumer insights by understanding consumer purchase patterns, average spend, consumer interest in health foods, and how consumers including non-vegan ones will use and consume this brand s range of vegan products. Using your theoretical understanding of the market research process and research methodologies, address the following through the application of relevant theoretical frameworks to the scenario above: a) An outline marketing research plan that highlights some key research objectives that need to be attained as a result as carrying out market research and your justifications; b) A set of recommendations for background and secondary research; c) A set of quantitative research methods and techniques with your justifications; d) A set of qualitative research methods and techniques with your justifications (Total for Section B is 60 Marks) END OF PAPER