brand development by abe20

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									                                                                         2945 version 3
                                                                         8-Jan-09
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                        GENERIC MARKETING
                 Manage product and brand development


level:                    7

credit:                   10

final date for comment:   December 2001

expiry date:              December 2002

sub-field:                Marketing

purpose:                  This unit standard is for people who seek to participate in, or
                          provide advice for, planning, organising and monitoring
                          product and brand development.

                          People credited with this unit standard are able to establish
                          product positioning strategies, manage product life cycles
                          and develop new products. They are also able to develop
                          and manage brands.

entry information:        Recommended: Unit 2926, Apply marketing principles to
                          enterprise activities; Unit 2935, Determine the marketing mix
                          or demonstrate equivalent knowledge and skills.

accreditation option:     Evaluation of documentation and visit by NZQA and
                          industry.

moderation option:        A centrally established and directed national moderation
                          system has been set up by Moderation Services.

special notes:            The term product encompasses goods and services.




                                                            New Zealand Qualifications Authority 2009
                                                                            2945 version 3
                                                                            8-Jan-09
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                        GENERIC MARKETING
                 Manage product and brand development


                              Assessment guidance
                              This unit may be completed in a work based environment; or
                              in a training or education environment if simulated marketing
                              conditions are able to be provided, or in a combination of
                              both environments.




Elements and Performance Criteria

element 1

Establish product positioning strategies.

performance criteria

1.1         Target markets are analysed and comparisons are made of existing products
            and competing products, and relative market positions are identified.

1.2         Opportunities for new product development, and for modification of existing
            products, are identified and assessed during the target market analysis.

1.3         Customer perceptions are analysed and customer preferences for product
            positions are assessed.

1.4         Positioning and repositioning options that take account of consumer needs and
            competing products are developed.

            Range:      needs, wants, benefits, features, usage, users, competition.




                                                               New Zealand Qualifications Authority 2009
                                                                             2945 version 3
                                                                             8-Jan-09
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                        GENERIC MARKETING
                 Manage product and brand development


1.5         Market opportunities are assessed and product positions that take account of
            consumer preferences and competitive factors are decided.

1.6         Positioning strategies are developed to execute and communicate product
            positioning decisions.


element 2

Manage product life cycles.

Range:      development, introduction, growth, maturity/saturation, decline.

performance criteria

2.1         Phases of the product life cycle are differentiated for individual products and
            implications for marketing programmes are identified.

            Range:       market share objectives, market growth objectives, financial
                         objectives and competitive factors.

2.2         Product life cycle phases are evaluated for individual products, and implications
            for new product development and modification of existing products are
            assessed and incorporated into product development strategies.




                                                                New Zealand Qualifications Authority 2009
                                                                            2945 version 3
                                                                            8-Jan-09
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                        GENERIC MARKETING
                 Manage product and brand development


element 3

Develop new products.

performance criteria

3.1         New product ideas are generated through internal and external sources, and
            are screened and assessed in terms of meeting business objectives, market
            potential, competitive factors, technical requirements, financial contribution,
            compliance requirements and available resources.

3.2         Product concepts and potential are tested through formal product research and
            development processes, and product specifications are established.

3.3         Test marketing is conducted and test products are evaluated in terms of
            commercial potential, product success and failure factors.

            Range:       differential advantage, extent of innovation, benefits, features,
                         positioning options, marketing mix contribution, marketing
                         environment.

3.4         Product development strategies that define target markets, planned product
            positioning, the sales, market share and profit objectives for proposed new
            product developments are produced.

3.5         Preliminary business analysis is conducted and the viability of the planned new
            product is ascertained.

3.6         Provisions for monitoring, reviewing and adjusting strategies are incorporated
            into product development procedures.




                                                               New Zealand Qualifications Authority 2009
                                                                             2945 version 3
                                                                             8-Jan-09
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                        GENERIC MARKETING
                 Manage product and brand development


element 4

Develop and manage brands.

performance criteria

4.1         Strategic marketing objectives are analysed and brand levels and priorities that
            optimise marketing goals are established.

4.2         Existing product positioning and consumer requirements are assessed and
            brand strategies that take account of consumer preferences and competitive
            factors and encompass brand introduction, retention, or divestment decisions
            are confirmed.

4.3         Marketing mix components that enhance and maintain brand positioning in
            target markets are balanced.

4.4         Internal and external strategies that communicate brand plans and objectives
            are developed.

4.5         Financial and market share contributions of brands within assigned categories
            are established.

4.6         Provisions are made to monitor brand performance and forecasts and to take
            corrective actions to meet brand objectives.




                                                                New Zealand Qualifications Authority 2009
                                                                        2945 version 3
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                      GENERIC MARKETING
               Manage product and brand development


4.7      Brand strategies that incorporate cultural awareness and preferences where
         relevant are identified.

         Range:      colour, symbols, indigenous design, packaging and labelling
                     materials, rejection, offensiveness, acceptance, attraction,
                     permission to use (copyright and intellectual property remains with
                     the originator).


         Comments to:


         NZQA Business and Management
         Unit Revision
         PO Box 160
         WELLINGTON

         by December 2001.

Please Note:         Providers must be accredited by the Qualifications Authority
                     before they can offer programmes of education and training
                     assessed against unit standards.

                     Accredited providers assessing against unit standards must
                     engage with the moderation system that applies to those unit
                     standards. [Please refer to relevant Plan ref: 0113]




                                                           New Zealand Qualifications Authority 2009

								
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