A brief introduction of the new or improved product or service that is the focus of your group work.

Assignment Brief

This is a kind of presentation that is designed to check the proficiency of students in the Marketing field. Moreover, it emphasizes on various topics related to Marketing such as Product/Service Description, Outline Market Analysis, Segmentation, Targeting, Positioning, etc.

Instructions 

Group Presentation

The presentation offers students the opportunity to develop key skills in several areas.  It will test students’ small group communication skills, organisational proficiency and their capacity to synthesise all the necessary academic and market information in order to develop an in-depth presentation on the chosen topic.

Student groups (3-4 people maximum) will present to the seminar tutor and other students at the end of the module.  The group has 10 minutes to present in front of the CEO (seminar tutor), with 10 minutes of discussion by the CEO`s board of directors (other students) to follow.

Membership of the groups will be organised during the seminars with your tutor.

Market Analysis and Marketing Mix

Your group`s market analysis and marketing mix presentation must include the following:

1. Product/Service Description

A brief introduction of the new or improved product or service that is the focus of your group work.

2. Outline Market Analysis

Choose a defined market in which this new or improved product or service will be introduced (e.g. US, UK, Iberian, EMEA, etc.).  Briefly analyse the market for this new or improved product or service, including:

• key market trends (e.g. past changes in consumption/demand, future growth trends)
• key competitors and how are they positioned (including indirect competitors or substitutes)
• current customer attitudes/behaviours in this market
• main issues/opportunities you think are relevant

3. Segmentation, Targeting and Positioning

Select target segments for your new or improved product or service.  Include:

• base(s) of segmentation (e.g. criteria such as demographic, geographic, psychographic) you have used and why
• profile (description of segment) and persona (typical consumer) of your target segments
• unique selling proposition (USP) for this target segment or segments:  why should your target segment buy your improved product or service, i.e. what benefits does it offer, or what problems does it solve?

 4. Recommended Marketing Mix (given your analysis above)

• Product (include branding and packaging)
• Pricing Strategy
• Promotional Strategy including Digital Media
• Place, i.e. Channel or Distribution Strategy

Key Requirements

Your presentation needs to show:

• that you have accessed good quality information on your market and product (e.g. Mintel or similar research, via your Roehampton library resources), and
• that you have used the ideas about marketing from the module (e.g. from the lecture materials and from the core text), e.g. models and frameworks used to articulate marketing ideas, theories, and strategies

All members of the group are required to present and participate in the presentation. You must attend the presentation - students who do not attend and participate in the presentation are awarded 0% for group work. A single mark for the presentation will be awarded to the Group.

Please note that your presentations will be recorded.

Presentation Submission

One representative of each group will upload the presentation.  All other group members will upload a Submission Coversheet containing all the names and student numbers of the members of their groups (this is to allow each student to receive the Group Mark).

Sample Answer

Marketing Group Assignment

Product Name: EcoSip – The Edible Coffee Cup
Market Focus: United Kingdom (UK)

Product/Service Description

Our group has developed a new product called EcoSip, which is an edible coffee cup. This cup is made from natural grains and plant-based materials, allowing it to be eaten after use or composted. It comes in three flavours, vanilla, oat, and chocolate, and is completely vegan and environmentally friendly. This product helps reduce waste caused by single-use cups, offering a fun and sustainable way to enjoy coffee.

Outline Market Analysis

We have chosen the UK coffee market for our product launch. This market has seen big changes in recent years, especially with growing interest in sustainability.

Key Market Trends

• UK consumers drink over 95 million cups of coffee every day.

• More people now care about the environment and prefer eco-friendly products.

• Government rules (like the UK Plastic Packaging Tax) are pushing businesses to use greener packaging.

Key Competitors

• KeepCup and Frugalpac offer reusable or recyclable cups, but none are edible.

• Indirect competitors include bamboo cups, metal thermos mugs, and compostable paper cups.

Customer Attitudes and Behaviours

• Young people in particular care about the planet and are open to trying new, eco-friendly products.

• Coffee shops that offer green options are gaining more attention and loyalty from customers.

Main Issues and Opportunities

• One issue is that some people may be unsure about eating their cup or worry about hygiene.

• However, we see a big opportunity to partner with cafés and promote EcoSip as both tasty and sustainable.

Segmentation, Targeting and Positioning (STP)

Segmentation

We used demographic, psychographic, and behavioural segmentation:

• Demographic: Aged 18–35, urban, coffee drinkers.

• Psychographic: Environmentally conscious, health-aware, trend-followers.

• Behavioural: People who support green products and like trying new things.

Target Segment Profile

Our main target is young professionals and university students in cities like London, Manchester, and Leeds.

Persona Example:

Sophie is 27 years old and works as a graphic designer in London. She buys coffee every morning from a local café and cares about reducing her carbon footprint. She uses reusable bags, buys organic food, and follows eco-influencers on social media.

Unique Selling Proposition (USP)

“EcoSip – the only cup you can drink from and eat! Good for your taste buds and the planet.”

EcoSip is not just a cup, it’s a green experience. It solves the problem of waste from takeaway coffee cups and offers a fun, tasty alternative.