Introduction to Marketing S2 2022

Introduction to Marketing S2 2022

Mid-Semester Test: Deadline 9am Friday 2nd of September 2022.

Please complete all questions: TWO short answer questions and ONE long answer question. All answers must be in your own words and should use academic references where appropriate (minimum of 4).

LONG ANSWER QUESTION (800 words maximum):

Situation: Kylie Minogue is your long-term client who owns a successful make-up brand. After much deliberation, Kylie has decided to grow her brand by creating a line of skin-care products. While her skin-care line is offering a new product, it offers the new products to the same market she already caters to. However, she is interested to know how she could utilise her marketing strategy to further grow her brand in the future. Kylie is in the final stages of creating her skin-care products. Kylies next task is to design the packaging, which she has also sought your advice. She explains to you that she has a strong emphasis on creating customer value with her packaging.

Question: Using your knowledge and frameworks from the course, pretend you are a marketing consultant for Kylie and provide some explanation and recommendations based on her marketing.

First, define marketing strategy. Then, using a strategic framework discussed within the course, explain the current strategic growth Kylie Minogues skin-care brand is currently undertaking and the other future growth avenues she could take. Next, outline and discuss the importance and functions of packaging. Finally, provide recommendations regarding the three ways Kylie could create customer value through her packaging.

Please ensure your answer is in your own words and use academic referencing (in-text and reference list entry).