Assignment 1: Purchase experience outline 1. Introduction (50 words) State the purpose of the report; to explain, based on my purchase experience, how marketing managers used elements of "the Marketing Mix" - the 4 P's to influencemypurchasedecision. · Clarify key terms; Marketing Mix (4Ps), Category & Sub-Categories, Brand Positioning. State the scope (the subject and the extent) of the report; my purchase of (SKU) on (Date) at (Place of Purchase). The body of the report 2. The product category (50 words) · First, clearly state the product which you have chosen · Secondly, identify the product category. The product category is a group of products of f ering the same general functionality, for example Beverages. Identify some sub-categories within the category. For example, Beverages may have sub-categories including soft-drinks, bottled water, juices. 3. The 4Ps Provide information about the Marketing Mix 4P's for the product you purchased by answering the following questions. 3.1 Product (125 words) · What does the product look like? · Why did you buy this product? · How will you use this product? · How is it packaged? 3.2 Place (125 words) · Was the product easily available? · Where did you buy it? . If in a shop - what kind (pharmacy, supermarket etc.)? If online - what type of website (supermarket, one brand only)?
Describe the product display. Where was the SKU/ product located within the Category display - eye level on the left? In an aisle-end display? Near the cash register? Describewhetherorhowyouthinktheproductdisplayinfluencedyour purchase decision. 3.3 Price (125 words) · How much did the product cost? How did the price compare with competitor products? . Did the price have any impact on your decision? 3.4 Promotion (125 words) · Were there any discounts on the price or special of f ers? · Do you recall having seen this product advertised? If so, where? (TV, radio, magazines, internet etc.) Did the promotional price or the advertising have any impact on your decision to purchase? 4. Brand (125 words) . What kind of people do you think this brand would appeal to? Base your answer on your analysis of the 4Ps. Justify your answer - why do you think this? If this brand were a person, what sort of person would it be? Justify your answer - why do you think this? . What do you think is this brand's positioning? 5. Conclusion (50 words) · Summary of the main f i ndings of the report. · The conclusion should clearly relate to the purpose of the report. No new information here.