Posted: September 21st, 2015

Re-position Bounty Chocolate

This Situation Analysis provides a scaffold into your marketing plan, the major assessment item in this course. It is designed to get you researching, analysing and thinking about the chosen categories for the marketing plan: chocolate or perfume/scent. It will also give us a good idea of your current knowledge of marketing fundamentals. You can start on this assignment as soon as you want, and the best way to start is by observing the categories in a retail store.

Presentation: Your report should use headings, be typed in Times New Roman 12 point font, use double-line spacing and have 25mm margins.

Task: Research and write a situation analysis for “BOUNTY CHOCOLATE” from Mars Company in Australia.

Your chosen brand should be one that could benefit from repositioning.

You need to justify why you chose that particular brand.

To get a quick overview and help select a brand, visit different types of retail outlets (chains vs. independents), and observe the category on the shelf (e.g. numbers of brands, amount of shelf space and which shelf level, packaging, promotions, etc).
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