Individual Pitch Proposal

TASK 1 Pitch
The Brief

Your task is to outline in 1000 words an idea for a Societal/Sustainable Marketing Plan that outlines how a chosen brand can sustainably grow. You will learn about societal marketing in the module. The idea should support in some way the aims of one or more of the United Nations Sustainable Development Goals (SDGs)

You are required to select a brand with growth potential. This could be a new start-up business, SME (Small and Medium-sized Enterprise) looking to expand or even an established brand in need of innovation. It is a future facing document (rather than one looking at past activities).
The following week, in the seminars, each student will present his/her pitch to the group. Each student has 3 minutes to pitch their idea. You may deliver this pitch to your group using whatever media you prefer. A tutor will be present, and you will receive comments and feedback on the pitch idea during your seminar from your tutor.

Make your pitch exciting and compelling! Get people interested in it!
The strongest pitch in your group will then become the ‘winning’ brand which will be the subject of the Group Project. You will see in the mark scheme that part of the mark is for your pitch being deemed ‘compelling/persuasive’. That is assessed on the way you explain your idea to the group and the way you set it out on the written submission.

You proposal should be supported by market research and relevant data sets.
You should aim to conduct both secondary research and some preliminary primary research.
Primary data may be a handful of interviews with target customers or a questionnaire e.g., to gain feedback on the idea for a new service/new product/packaging/promotional strategy etc.

Apply the theory you learn throughout this module to evidence your learning and understanding.
Aim to use a broad range of credible sources to inform your research such as academic articles, data bases, books and relevant, respected websites. In text referencing should be present and in the Harvard style and a reference list at the end of the plan. For clarification and guidance please see the link here: https://www.bathspa.ac.uk/library/researching-and-referencing/ If you are unsure about how to use academic referencing correctly in your work you can arrange an appointment for training via the BSU library.

A suggested structure for your pitch is:

Introduction:

⦁ A brief outline of your chosen brand and why you find it interesting /relevant.
⦁ Outline analysis of the brand’s current situation. This can include key facts such as founders, year founded, key financials, distribution channels and recent news/events that may be related to an issue/dilemma the brand is facing (if any)

Situation analysis:
⦁ A very brief business sector overview – is the sector growing or declining? Who are the market leaders? Who is your brand competing with for market share?
⦁ What are the key issues facing your brand? What are the factors driving these issues?
⦁ Which segment are you targeting? (Define with a number of segmentation variables)
⦁ Based on your research, what is the opportunity for growth you have identified?
⦁ What theoretical models/frameworks can you use in this section?
⦁ Primary research to support secondary research can be used in this section.

Strategies and tactics:
⦁ The strategic growth goals identified; why, what, who, how and when?
⦁ What is the societal marketing orientation you have identified? How does this play out in the Marketing Mix?
⦁ Support your proposed initiative using marketing management tools, e.g. market research.
⦁ Use theory from this module, and apply that, thus demonstrating your understanding – Ask yourself: ‘What theoretical models/frameworks can you use in this section?’
⦁ Is your idea commercially viable? How will you measure success?