Preliminary Certificate in Marketing Assignment & Examination Application

PCM IV- 2015

Name(should be filled by student as per student ID)
Registration Number (should be filled by student)
Nature of the assignment

Individual Assignment

Assignment submission Date

29th of November 2015 (Before 4.00 PM)

Last date of acceptance (with penalty and marks 6th of December 2015 (Before 4.00 PM)
deduction)
Examination Date

20th of December 2015

Assignment Requirements

This assignment should be conformed to the Assignment Guidelines presented as per the
PCM Text Book. (please refer Course Manual {last section} of the Text book)

Do not insert any pictures on the cover page of the assignment. Submit the soft copy of the
assignment along with the bound hard copy (all assignments should be spiral bound)

Assignments will NOT be accepted after last date of acceptance under any circumstances.

Total 07 Marks will be reduced from all assignments submitted after the submission date.
Also a fine of LKR 500/= will be charged for any individual assignment submitted after the
SUBMISSION due date.

Assignments should be submitted only if sitting for the examination paper. (Except for
Transferred candidates). If a student has not submitted the assignment, he/she will not be
issued an exam admission.

Assignment / Examination Application (This page) should be attached to the assignment

before the cover page. The assignment-marking scheme should be attached right after the
cover page. ( Please note this is not mentioned in the format in the course manual but to be
adhered)

PCM Examination Rules and Regulations

You ill e issued a stude t ID ard fro the i stitute ithi first o th. It s our
responsibility to coordinate with the study centre where you attend the lectures to
collect the ID card.

Your examination will be held on 20th of December 2015 at two examination centres
Colombo and Kandy. Examination centre will be communicated through the admission
form.

Admission will be prepared only for the students who submitted their assignments
before the last date of acceptance. You are expected to collect your admission form at
least three days before the examination date. You will not be allowed to sit for the
examination without admission card and student ID.

If you were absent on the examination date due to an illness, your assignment marks
can be transferred to the next immediate examination. You are expected to submit a
medical certificate as a proof of your illness alone with the following table filled before
14 days from the examination date. It will valid only for the next immediate
examination.

Results will be published in SLIM web site within one month from the examination date.
Result sheets or letter of assignment transfer (Only for absent students) should be
collected from SLIM / Study centres within two weeks after releasing the results.

Its only the assignment marks will be transferred. Therefore student should coordinate
with SLIM / Study Centre to apply for the next immediate examination before the
assignment submission date submitting a repeater application form along with
payment of LKR 2,000 as repeat examination fee.

------------------------------------------------------------------------------------------------------------------------------

(Please separate from here and hand over to SLIM / Study centre attached with medical
certificate)
Student Name
Registration Number
Reason for the absence
Signature of Student
Received by
(SLIM
/Study
Centre
Officer)

Date

Assignment Topic
The I porta e of Segmentation, Targeting, Positioning And Marketing Mix for a New
Busi ess

Assignment Background
Many entrepreneurs failed to understand market dynamics and the non-identification of
specific needs gaps in the market to position products has been one of the key failures in new
usi ess e tures, this phe o e a has led ost usi ess getti g i to a stu k i the iddle
situation.
Having a defined segmentation plan targeting a more specific audience with the right
marketing mix will enable business to overcome this situation and it is imperative that
marketers focus on specific elements of segmentation, targeting and positioning along with a
focus marketing mix strategy which will enable entrepreneur to be on top of the game.

Task 01 (Segmentation)
You have been hired by a start up business that intend to launch an entertainment brand called
tar Hu (Video gaming centers) which plans to open centers in Colombo and Kandy during
the phase one of its operations. You are advice by the marketing manager to come up with a
segmentation plan covering the following areas with applicable justifications.
Geographic segmentation
(Candidates are to cover the Key elements such as the approximate population etc. in selecting
the two locations to start video gaming centers in Colombo and Kandy)
Demographic segmentation (Candidates are to cover the Key elements such as Age, gender,
education and income of the target audience)
(25Marks )

Task 02 (Targeting and Positioning)

Briefly explain the targeting and positioning process as you have learned in class.
How to target the selected audience (How to reach the audience without using TV, Radio and
Press)
Selection of the positioning strategy (Select a positioning strategy from the below strategies
and come up with your own positioning statement that will create a unique image in the minds
of the target audience for tar Hu .
Positioning strategies
Unique selling proposition
Price positioning
Differentiation strategy or any other strategy learned at class room discussions.
(25 Marks)

Task 03
Co e up ith a Marketi g Mi strateg for tar Hu brand with a minimum of two sub
elements for each marketing mix tool and this marketing mix will be able to drive the tar
Hu services in the market.
(Use the below as a guideline but do not limit your marketing mix to the same elements)

Marketing Mix Element

Product

Price

Place
Promotions

Sub Element
Brand name
Features and benefits
Quality
Per game rate
Per hour rate
Day packages
Membership packages
Location
Convenience
Hoardings
Banners and pennants
Leaflet distributions

Implementation details

(30 Marks)

Task 01

25 Marks

Task 02

25Marks

Task 03

30 Marks

Following assignment guidelines

( As per the Course Manuel in the Text Book)
Total

20 Marks
100 Marks

For late submission 07 marks will be deducted from the total earned marks

Assignment Marking Scheme PCM IV/ 2015

(For the use of the examiners only)
Programme

Preliminary Certificate in Marketing

Examination

PCM IV 2015 20th December 2015 Examination

Assignment Topic
Student Registration Number
(to be filled by the students)
Allocation of marks ( Please Use only a RED PEN from this point onwards)

Area of evaluation

Weightage

Task 01

25%

Task 02

25%

Task 03

30%

Following assignment guidelines

20%

Total

100%

Marks Awarded

Late Marks
Final marks of evaluation
Overall comments by the examiner

100
Signature of Examiner

Signature of

& Date

Education officer

Important: This should be attached to the assignment after the cover page