MKTG5112 - The Americano - A Cheese Burger Stack of BBQ Beef Mince - Social Media Marketing Assignment Help

Assignment Task

Referencing Rubric

Providing evidence based on valid and referenced academic sources is a fundamental educational principle and the cornerstone of high-quality academic work. Hence, The IIE considers it essential to develop the referencing skills of our students in our commitment to achieve high academic standards. Part of achieving these high standards is referencing in a way that is consistent, technically correct and congruent. This is not plagiarism, which is handled differently. Poor quality formatting in your referencing will result in a penalty of a maximum of ten percent being deducted from the mark awarded, according to the following guidelines. Please note, however, that evidence of plagiarism in the form of copied or uncited work (not referenced), absent reference lists, or exceptionally poor referencing, may result in action being taken in accordance with The IIE’s Intellectual Integrity Policy (0023).

Markers are required to provide feedback to students by indicating (circling/underlining) the information that best describes the student’s work.

Minor technical referencing errors: 5% deduction from the overall mark – the student’s work contains five or more errors listed in the minor error’s column in the table below.

Major technical referencing errors: 10% deduction from the overall mark – the student’s work contains five or more errors listed in the major error’s column in the table below.

If both minor and major errors are indicated, then 10% only (and not 5% or 15%) is deducted from the overall mark. The examples provided below are not exhaustive but are provided to illustrate the error.

 Checkers introduces exclusive gourmet pizza range
NEW PRODUCTS

Pizza lovers are in for a welcome surprise thanks to the brand new range of Bella Vita gourmet pizzas available exclusively at Checkers and Checkers Hyper stores nationwide.

Made with real Italian flour and fermented to create the perfect sourdough, the dough is then hand-stretched and stone baked. The end result is an Italian masterpiece with a crisp ciabatta crust, topped with specially selected ingredients. Godere!

The gourmet range of pizzas are priced at R79.99 and include six variations:

THE AMERICANO - a cheeseburger stack of BBQ beef mince, gherkins and red onions, drizzled with tomato sauce and mustard

THE OH MY CHEESE - a cheesy sensation of mozzarella, white cheddar, pecorino and feta with a fresh tomato and garlic sauce.

THE TUXEDO - a gourmet delight of cream cheese with balsamic onions, bacon and feta.

THE FRESCO CAPRESE - an Italian favourite with roasted cherry tomatoes, basil pesto, white cheddar and mozzarella cheese.

THE A-MAYO-NAZING - a rich and creamy speciality of chicken mayonnaise and a duo of cheddar cheese.

THE MEXICANO - a fiery fiesta of spicy chicken, jalapenos, black beans, corn, spring onions and a drizzle of sour cream.

Question 1

Assume you are the Marketing Manager for Checkers. Explain the following aspects of brand portfolio for the new general manager of Checkers.

Bella Vita’s branding strategy (10)

How you can protect the Bella Vita brand (10)

Checker’s brand management portfolio (including Bella Vita) with specific focus on brand extensions and co-branding (30)

Question 2

Discuss how you would utilise the following marketing communication (MC) tools for the best possible exposure of the new gourmet pizza range.

MC Tools:

Sales promotion

Direct response marketing

Personal selling

Digital media marketing

Question 3

Gauteng Soccer League (GSL) will be hosting their 1st soccer award event soon and the marketing director at GSL has approached you as the marketing manager at checkers to consider sponsoring their award event by proving Bella Vita gourmet pizzas to be served at the awards. The Soccer League marketing director has disclosed to you the following with regards to the awards:

Awards will be broadcasted live on 1 DSTV and 1 SABC channel

Others sponsors secured to date are MTN, VW and Coca-Cola

Each sponsor will receive 5 minutes of brand recognition at the awards.

Awards are a once off events and therefore the sponsorship contract will cease immediately after the awards ceremony.

Awards will be hosted on Saturday, 2 November 2019 from 8:00 PM till 10:00 PM.

Number of guests expected is approximately 350- 400

Justify whether you would approve or reject this sponsorship request by considering the following factors;

Sponsorship objectives

Sponsorship selection Criteria’s

The type of sponsorship appropriate for this type of event

Possible benefits of sponsoring this event

Possible pitfall of sponsoring this event

Mark will be awarded for theory and application

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