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1. Assignment Brief Academic Year 2021-22
1
Assignment task
Working in small teams to develop a 10 minute group presentation for a brand extension, you will then need
to submit a group co-authored 1000 word report explaining the new brand extension.
This assignment has been designed to provide you with an opportunity to demonstrate your
achievement of the following module learning outcomes:
LO 2 Demonstrate knowledge of STP marketing planning process
LO 3 Identify the key components of the marketing environment.
LO 4 Identify research requirements to begin to solve a business/marketing problem in a company
Task requirements
You now need to select an existing brand (you may choose one of the brands from the CWK1
assignment or a brand of your own preference) and develop an idea for a new brand extension e.g. Dove
toothpaste. This is partly a creative exercise, but it must be based on thorough research into:
1. The current values of the brand being extended
2. The potential target market for the brand extension.
Module code
and title:
MG412 Principles of Marketing Module leader:
Assignment
No. and type:
CW2 Brand Extension Report Assessment
weighting:
50%
Submission
time and date:
Group Presentation:
Group Report:
via Turnitin.
Target feedback
time and date:

2. 2
This will involve academic research, secondary research and competitor research in store. It may
also involve small scale primary research to establish whether your new brand extension finds
acceptance with your chosen target market. However, for this assignment, marks will be awarded for the
results of the primary research, not a full description of the process of carrying it out.
Conducting the Research
1. Academic Reading
You need to ensure that you have read, at the very least, chapters 6, 9 and 10 in Brassington and
Pettitt’s “Essentials of Marketing” and the BB source materials available on Kapferer’s Brand
Identity Prism.
Also use WARC to find articles on (or related to) the topic of brand extensions – for example
 WARC June 2016 :How to extend a brand
 WARC News 23 January 2013 “Brand extensions favoured by shoppers”
 WARC Case Study :John Lewis Insurance: The power of true brand extension marketing,
IPA Effectiveness Awards, 2016
 D. Aaker (1990) Brand Extensions: The Good, the Bad and the Ugly
2. Secondary Research
You will need to make reference to appropriate Mintel reports as well as the company’s website
and press articles about the existing brands. You should also try to find information about the
brand’s values and existing target market. Additionally you will need to research current issues in
the marketing environment (PESTEL analysis) that potentially could impact on your new product
introduction.
3. Competitor Research
You will need to look at the existing products in the new suggested market to ensure that your
new brand could compete effectively (e.g. with Dove toothpaste you will need to consider Colgate
and Aquafresh)
10 minute Presentation
A 10-minute PowerPoint presentation with an additional 5 minute Q &A session.
The presentation needs to cover the following points
 Background on the chosen brand include useful data such as market share, market size and
trends in sales.
 Coverage of the existing brand values supported with use of visual examples.eg advertising
campaigns, company’s web site, sponsorship activities etc.
 A brief explanation of the new product with reference to what growth strategy the brand is
adopting. (Ansoff).
 Clear identification of the proposed target market for the new brand extension ( include any
primary data results if undertaken)
 Any key trends and PESTEL issues that have influenced your choice of brand extension idea.
 A comparative analysis of your suggested brand extension with any key competition identified in
the new market sector.
 A Visual Image of the Brand Extension showing brand name, packaging design and logo. You
also need to consider how your brand extension will be distinct from competing products.

3. 3
Writing the Report
The report is a supporting document to the materials presented above and you need to include a sound
academic framework to the discussion.
We suggest that you adhere to the following headings for your reports:
Executive Summary
THIS IS WRITTEN LAST (because it is a summary of your research) BUT IT APPEARS FIRST (even
before the contents page), in order to catch the attention of the reader and encourage them to read further.
It should cover in one page or less:
 The aims of the report,
 The methods of research,
 The results (top-line summary only)
 Conclusions
Contents Page (Use the feature in Word to do this automatically)
Introduction
This should be quite brief. It should include the aims of the report and some background on the chosen
brand. Include useful data such as market share, market size and trends in sales, which you can find from
the most recent Mintel reports and in the trade press
Methodology
A simple statement of how the research was carried out. This is particularly important in terms of competitor
research, observational research,or primary research if you included it. Ideally you should critique whether
your data is sufficient to justify your conclusions.
Findings
It is suggested that you use sub-headings to make your report easier to follow. You could adopt the
following headings:
 Existing brand and Brand Values -coverage to include key academic definitions explaining what
is a brand, the concept of a brand extension and a detailed examination of one academic model on
branding.(i.e.Kapferer’s Brand Identity Prism).
 Description of the Target Market – a detailed description of the TA for the new brand extension
supported by reference to secondary sources e.g. Mintel and TGI supported by academic coverage
of STP marketing planning process.
 Analysis of the New Market, Including Trends – PESTLE analysis and Ansoff’s Grid
 An Explanation of the New Product (Tauber’s Brand Extension Options, product packaging, the
choice of a brand name and brand positioning)
 Competition – a comparative analysis of your suggested brand extension with any competition
identified in the new market sector (this should be tabulated)
You should try to put relevant raw data in the appendices and just include a summary in the body of the
report. Every time you state a fact e.g. market size, price data, sales etc. you must provide a referenced

4. 4
source for that fact (both in the text and in the reference list). All tables and graphs should have the source
written directly underneath.
Conclusions
This is where you provide some element of evaluation of your research findings. Do you think your brand
extension will be successful? Why/Why not?
Reference List
This should be listed alphabetically by Surname and should follow the rules of Harvard Referencing
perfectly
Appendices
Use the appendices to display any raw research data, such as pricing data.
A group log of individual contribution to the task must also be included.
Style Issues
 You may not write in first person – using I, me or my.
 Your report should be written in a formal business-like manner.
You may include tables and photographs in the body of the report, but they must all include the source
(below and to the right) and title (to the left and above).
Referencing and research requirements
Please reference your work according to the Harvard style as defined in Cite Them Right Online
(http://www.citethemrightonline.com). This information is also available in book form: Pears, R. and Shields,
G. (2019) Cite them right: the essential reference guide. 11th
edn. Basingstoke: Palgrave Macmillan. Copies
are available via the University library.
How your work will be assessed
Part A :Presentation Weighted 30%
Background on the chosen brand including coverage of existing brand values.20%
Coverage of market trends including key PESTEL issues 20%
Explanation of the new product, proposed target market and key competition. 20%
A Visual Image of the Brand Extension 10%
Presentation Skills (Creativity of images used, fluency with the material presented and timing) 30%
Part B : Report Weighted 70%

5. 5
Your group report will be assessed against the assessment criteria which have been provided at the end of
this brief.
These criteria have been designed specifically for this assignment and are intended to measure the extent
to which you have demonstrated your achievement of its associated learning outcomes (see above). They
have been aligned with the institutional grade descriptor appropriate for your level.
The assessment criteria provide a basis for fair and consistent marking and indicate what is expected of
you in this assignment. It is strongly recommended that you engage with them while you are working on the
assignment and use them in combination with any feedback you receive once your work has been marked
to help you plan for future learning and development.
Specific guidance is detailed below -:
Research Skills 20%
You need to demonstrate that you have spent at least a month working on this report. To do this, you need
to provide evidence in the written text and in your reference list that you have engaged in research in the
form of academic texts and secondary sources, such as Mintel, Trade and National Press and
articles on WARC. We will be looking for more than 10 references froma varietyof sources in your
reference list. If all that is mentioned in the reference list is website links and company websites, you will
lose marks.
Marketing Knowledge 30%
You will need to demonstrate full knowledge of a range of marketing concepts including: STP marketing,
profiling target audiences, branding, and brand extension strategies. This knowledge needs to be supported
via academic references and applied in full. You also need an explanation, with reference to academic text,
of key models covered on the module including Kapferer’s Brand IdentityPrism (in discussing the
existing brand being extended from) and Ansoff’s Grid and Tauber’s Brand Extension Options (in
discussing the new brand being extended to). Additionally a visual showing the application of Kapferer’s
model to the brand to demonstrate your understanding is also required.
Analysis 20%
You need to be able to demonstrate that this brand extension will be successful. Marks for analysis will be
given for your:
 New Market trends/PESTLE Analysis 10%
 Competitor Analysis (include in a tabulated format) 10%
Literacy Skills 10%
Please remember the LDU’s advice regarding academic writing i.e. it must be objective, impersonal,
concise, accurate and evidence-based.
Referencing 10%
We expect you to apply the rules of Harvard Referencing in full both in the text and in the Reference List at
the end of the report.
Group Work 10%
 As this is a group assignment you need to submit a group log showing in detail who did what for
both the presentation and report writing stages.
 We will use the group log to identify inequalities in contribution and allocate individual grades if
required.
 The group log must be included in your appendixes
 The editing of the final report should be consistent in format throughtout.

6. 6
Use and modify the following table structure for the group log:
Date Students Attending Issues Actions
.
Submission details
 You are reminded of the University’s regulations on academic misconduct, which can be viewed on
the University website: https://bucks.ac.uk/__data/assets/pdf_file/0024/9546/Academic-Misconduct-
Policy.pdf. In submitting your assignment, you are acknowledging that you have read and
understood these regulations
 Please also note that work that is submitted up to 10 working days beyond the submission date will
be considered a late submission. Late submissions will be marked and the actual mark recorded,
but will be capped at the pass mark (typically 40%), provided that the work is of a passing standard.
Work submitted after this period will not be marked and will be treated as a non-submission.
 This assignment should be submitted electronically. Please use the relevant Turnitin submission
point in the Submit your work area in your Blackboard module shell.
 Please ensure that your work has been saved in an appropriate file format. Turnitin will only accept
the following file types: Microsoft Word, Excel or PowerPoint, PostScript, PDF, HTML, RTF,
OpenOffice (ODT), Hangul (HWP), Google Docs, or plain text. Your file must also contain at least 20
words of text, consist of fewer than 400 pages and be less than 40MB in size.
 You can submit your work as many times as you like before the submission date. If you do submit
your work more than once, your earlier submission will be replaced by the most recent version.
 Once you have submitted your work, you will receive a digital receipt as proof of submission, which
will be sent to your forwarded e-mail address (provided you have set this up). Please keep this
receipt for future reference, along with the original electronic copy of your assignment.
Before you submit
 Please use the provided checklist below to make sure you are ‘fit to submit’ your work
 We recommend you use this checklist as soon as you get this assignment brief to help you plan
your work

7. 7
Fit to Submit: Assignment Checklist
This brief assignment checklist is designed to help you avoid some of the most common mistakes
students make in their coursework.
Have you read the assignment brief? If not, do so now!
In it you will find details of the assessment task, word count, the assessmentcriteria your work is marked
against, and the learning outcomes – the basis for the assessmentstrategyin each module.
Students often lose marks by forgetting some of the more straightforward elements of their
assignments.We recommendthat you “tick off” each of the points below as you prepare your work for
submission.If you need any help, ask your tutor and/or visit
https://bucks.ac.uk/students/academicadvice/assessment-and-examination
Have you read and understood the assessment criteria?
Have you met the learning outcomes?You will lose marks and your work may even be failed if
you have not.
Have you demonstrated you can think and write critically in the completed work? This means
you have supported your arguments/explanations appropriately e.g. using relevant academic
sources and you have offered discussion points which extends your own or others’ viewpoints
to make reasoned conclusions/judgements.
Have you maintained an appropriate tone throughout your work? Is your work formal, focused,
developed and clear?
Have you checked that the referencing in your assignmentis in line with your programme
requirements?
Have you proof-read your work and used spellcheck software to check your spelling and
grammar?
Have you checked the presentation of your work is as specified by your tutor, for example, are
font size, colour, style, line spacing and margins as the tutor specified?
Have you kept to the word count (or equivalent)? If you are not sure, check with your tutor.
Can you confirm that the work submitted is your own and maintains academic integrity?

8. Assessment Criteria Academic Year 2021-22
8
Fail Fail Pass Pass Pass Pass Pass
0-34 (F) –
Fail
35-39 E –
Marginal fail
40-49 (D) 50-59 (C) 60-69 (B) 70-79 (A) 80-100 (A+)
Not successful Below required
standard
Satisfactory Good Very Good Excellent Outstanding
Research20% There is little or no
evidence of reading
of the core academic
texts or the
utilisation ofkey
secondarysources
There is little or no
evidence of wider
reading.
There is limited
evidence of reading
of the core academic
texts or the
utilisation ofkey
secondarysources.
Wider reading lacks
relevance.
Evidence of reading
largely restricted to
core texts and only
partially integrated.
Some utilisation of
recommended key
secondarysources.
Wider reading is
relevant but limited
and only partially
integrated.
Wider reading is
largely limited to
core texts but has
clearly enhanced the
work.
Utilisation ofkey
secondarysources
noted.
Wider reading is
relevant and only
partially integrated.
Wider reading
shows a range of
sources being used
and applied,some of
which are
independently
selected.
Reference to key
academic texts and
the utilisation ofkey
secondarysources
noted.
Wider reading is
relevant and
integrated.
Application of wider
independentreading
is fully evident in the
work.
Effective reference
to key academic
texts and the
utilisation ofkey
secondarysources
noted.
Wider reading is
relevant and fully
integrated.
Application of
extensive
independentreading
is evident throughout
the work.
Highly effective
reference to key
academic texts and
the utilisation ofkey
secondarysources
noted.
Wider reading is
relevant and fully
integrated.
Marketing Knowledge
30%
Work demonstrates
a limited and/or
substantially
inaccurate or no
understanding ofthe
underlying concepts
and principles
associated with STP
marketing,branding,
and brand extension
strategies.
There is little or no
demonstration ofthe
Work demonstrates
insufficient
understanding ofthe
underlying concepts
and principles
associated with STP
marketing,branding,
and brand extension
strategies.
There is insufficient
demonstration ofthe
ability to identify
principles and
Work demonstrates
a basic
understanding ofthe
underlying concepts
and principles
associated with STP
marketing,branding,
and brand extension
strategies.
There is sufficient
demonstration ofthe
ability to identify
principles and
Work demonstrates
a sound breadth and
depth of
understanding ofthe
underlying concepts
and principles
associated with STP
marketing,branding,
and brand extension
strategies.
There is a sound
demonstration ofthe
ability to identify
Work demonstrates
a refined
understanding ofthe
underlying concepts
and principles
associated with STP
marketing,branding,
and brand extension
strategies.
There is a
sophisticated
demonstration ofthe
ability to identify
Work demonstrates
a highly
accomplished
understanding ofthe
underlying concepts
and principles
associated with STP
marketing,branding,
and brand extension
strategies.
There is a highly
accomplished
demonstration ofthe
Work demonstrates
an exceptional
understanding ofthe
underlying concepts
and principles
associated with STP
marketing,branding,
and brand extension
strategies.
There is an
exceptional
demonstration ofthe
ability to identify

9. 9
ability to identify
principles and
concepts underlying
theoretical
frameworks and
approaches.
concepts underlying
theoretical
frameworks and
approaches
concepts underlying
theoretical
frameworks and
approaches.
principles and
concepts underlying
theoretical
frameworks and
approaches.
principles and
concepts underlying
theoretical
frameworks and
approaches.
ability to identify
principles and
concepts underlying
theoretical
frameworks and
approaches.
principles and
concepts underlying
theoretical
frameworks and
approaches.
Analysis 20%
This should include
evidence of:
 New Market
trends/PESTLE
Analysis 10%
 Competitor
Analysis
(include in a
tabulated
format) 10%
Work demonstrates
a limited or no ability
to develop lines of
argumentand make
judgements in
accordance with
basic theories and
concepts,evidenced
by:
• little or no
demonstration ofan
ability to draw
meaningful insights
in to key PESTEL
issues that
influenced the
choice of the brand
extension product.
• little or no use of
relevant and
appropriate sources
to support the
analysis ofthe key
competitors in the
new marketsector
for the brand
extension.
.
Work demonstrates
an insufficient ability
to develop lines of
argumentand make
some sound
judgements in
accordance with
basic theories and
concepts,evidenced
by:
• insufficient
demonstration ofthe
ability to draw
meaningful insights
in to key PESTEL
issues that
influenced the
choice of the brand
extension product.
• there is some
limited evidence of
the ability to select
evaluate and
commenton a
limited range of
relevant and
appropriate sources
to support the
analysis ofthe key
competitors in the
new marketsector
for the brand
extension.
Work demonstrates
a sufficientability to
develop lines of
argumentand make
largely sound
judgements in
accordance with
fundamental
theories and
concepts,evidenced
by:
• sufficientuse of
ideas and
techniques to draw
meaningful insights
in to key PESTEL
issues that
influenced the
choice of the brand
extension product.
• use of a sufficient
range of relevant
and appropriate
sources to support
the analysis ofthe
key competitors in
the new market
sector for the brand
extension
Work demonstrates
well-developed lines
of argumentand
sound judgements
made in accordance
with fundamental
theories and
concepts,evidenced
by:
• good use of ideas
and techniques to
draw meaningful
insights in to key
PESTEL issues that
influenced the
choice of the brand
extension product.
• use of a sound
range of relevant
and appropriate
sources to support
the analysis ofthe
key competitors in
the new market
sector for the brand
extension
Work demonstrates
well-developed lines
of argumentand
sophisticated
judgements made in
accordance with
fundamental
theories and
concepts,evidenced
by:
• very good use of
ideas and
techniques to draw
meaningful insights
in to key PESTEL
issues that
influenced the
choice of the brand
extension product.
• use of a
sophisticated range
of relevant and
appropriate sources
to support the
analysis ofthe key
competitors in the
new marketsector
for the brand
extension some of
which are
independently
selected
Work demonstrates
highly accomplished
developmentof lines
of argumentand
independent
judgements made in
accordance with
fundamental
theories and
concepts,evidenced
by:
• excellent use of
ideas and
techniques to draw
meaningful insights
in to key PESTEL
issues that
influenced the
choice of the brand
extension product.
• use of a highly
accomplished range
of relevant and
appropriate sources
to supportthe
analysis ofthe key
competitors in the
new marketsector
for the brand
extension many of
which are
independently
selected
Work demonstrates
exceptionally
accomplished
developmentoflines
of argumentas well
as sophisticated and
independent
judgements made in
accordance with
fundamental
theories and
concepts,evidenced
by:
• exceptional use of
ideas and
techniques to draw
meaningful insights
in to key PESTEL
issues that
influenced the
choice of the brand
extension product.
• use of an
exceptional range of
relevant and
appropriate sources
to supportthe
analysis ofthe key
competitors in the
new marketsector
for the brand
extension manyof
which are

10. 10
independently
selected.
Literary skills 10% No evidence of any
attemptto editthe
report into a
cohesive document.
Poor literacy skills.
Weak editing in the
final report.
Major problems with
literacy skills
Satisfactory editing
in the final report.
Consistentproblems
with literacy skills.
Good editing in the
final report.
Minor problems with
literacy skills.
Very good editing in
the final report.
Very good literacy
skills demonstrated.
Excellent editing in
the final report.
Excellent literacy
skills demonstrated.
Outstanding editing
in the final report.
Outstanding literacy
skills demonstrated.
Referencing 10% No attemptat
referencing
Major errors noted in
the application ofthe
rules of Harvard
referencing missing
or inaccurate
reference list.
Parts of work
adheres to rules of
Harvard referencing
missing or
inaccurate reference
list.
Mostly adheres to
rules of Harvard
referencing in text
and in reference list.
.
Very good
adherence to rules
of Harvard
referencing in text
and in reference list.
Excellent adherence
to rules of Harvard
referencing in text
and in reference list.
Perfect or almost
perfect adherence to
rules of Harvard
Referencing in text
and in reference list.
Group work 10%
This should include
evidence of:
 Group log
included in
the
appendix.
No group log
submitted.
Very limited
evidence included of
efficient team work
as demonstrated by
minimal detail of
individual
contribution in the
group log.
Some evidence
included of efficient
team work as
demonstrated bya
satisfactorylevel of
detail of individual
contribution in the
group log.
Evidence included of
efficient team work
as demonstrated by
a good level of detail
of individual
contribution in the
group log.
Evidence included of
efficient team work
as demonstrated by
a very good level of
detail of individual
contribution in the
group log.
Evidence included of
efficient team work
as demonstrated by
an excellent level of
detail of individual
contribution in the
group log.
Evidence included of
efficient team work
as demonstrated by
an outstanding level
of detail of individual
contribution in the
group log.