A case study will be provided in class, and the students need to answer the set of questions below. The case study is a contemporary case by Lucy-Gill Simmen, Anupam Mebta and Ling Xing (Harvard Business Publications) about postioning of ‘Made for Drink’.
The case is about Dan Featherstone an entrepreneur and founder of Made for Drink. Made for drink is a brand of premium bar snacks he launched in the UK in 2016. Essentially, the dilemma is about how he can position this brand as the perfect pairing with drinks.
Your task is to help Mr. Featherstone identify the ‘right’ positioning of the brand.
Questions
- Define brand positioning and explian why this important for Made for Drink to chosse the brand’s postion. (10 marks)
- What value propositions could Made for Drink hold? (25 marks)
- Which of the three positioning options Featherstone is cosnidereing should Made for Drink pursue and why? (25 marks)
- What marketing mix tactics would be necessary to complement the chosen positioning? (25 marks)
- If you were to introduce Slane Whiskey to Malta, what would you do differently in terms of strategy and tactics? (15 marks)
Assignment Criteria
The following criteria will be used when marking your assignment in line with the Knights Rubric:
Knowledge and Understanding: Range & Quality of Sources (25%)
Cognitive Skills: Independent Thinking / Analysis & Conclusions derived (30%)
Relevance: Business Environment and Context (25%)
Transferable Skills: Communication & Clarity of Expression (15%)
Practical Skills: Structure and Referencing (5%)
Marks : The assessment will account for 100% of the module assessment. The maximum pass mark for re-submissions is 50%
Assignment Guidelines
- Word Count: 5000 +/-10% excluding references, tables and appendices.
- Basic Font Size:12
- Font Style: Arial
- Margins: 3cm left and right, 2cm top and bottom
- Page Numbers: Bottom Centre
- Footnotes: At the bottom of the page (numbered)
Coversheet should include the following information:
- Student name
- Student number/ID number
- Module name and code
Harvard referencing required throughout.