Answer BOTH questions
Questions carry equal weight
Word limit 1500 words per answer (3000 for the whole assignment). Penalties will be imposed if either question is more than 10% over the word limit.
Essay or report format (executive summary not necessary)
References should be cited using an accepted academic system (Harvard or Footnotes recommended)
Please Note: You should NOT research any data for this assignment. You should rely on the information in the scenario and make reasonable assumptions (articulate your assumptions). You should review and use materials covered in class and are advised to undertake some research into distribution and retail theory by deepening and broadening your knowledge of distribution and retail beyond that covered in lectures.
Due date: Tuesday 28 April 2015 by 13.00
The final assignment on this module is to be submitted only electronically via Blackboard). It will automatically be scanned through a text matching system (designed to check for possible plagiarism).
• DO NOT attach a CA1 form or any other form of cover sheet;
• YOU MUST include your name and student ID on the first page of your assignment.
To submit your assignment:
• Log on to Blackboard at http://learning.westminster.ac.uk;
• Go to the Blackboard site of BMKT505 Distribution and Retailing;
• Click on the ‘Submit Coursework’ link in the navigation menu on the left-hand side,
• Click on the link for ‘Final Assessment’;
• Follow the instructions.
The electronic copy must be submitted as ONE Word document in 1.5 spacing
Question 1
SCENARIO
Rimmel is a very mature cosmetic brand that has always positioned itself as a ‘value for money’ product. Its low cost products have been available in supermarkets, Supadrug/Boots and local chemist stores. The company has provided retailers with a metre long in-store display unit that exhibits the full range of ‘colour’ make up products from blusher to nail polish.
Imagine that Rimmel is now launching a perfume. The TV ad will position the product using images of an attractive 18 – 24 year old woman who appears to lead a trendy, fashionable, varied and active life. The ad would appear to target both women buying for themselves and people buying gifts for women. The ad does not give a ‘value for money’ impression.
TASK
Imagine Rimmel are debating whether to use their traditional retail channels to distribute the product. Evaluate the alternatives Rimmel have for reaching the end consumer and explain your recommendation.
Question 2
SCENARIO
You are working as a retail consultant and have been retained to advise a shoe retailer ‘ShuYou’. They have asked you to design the layout and display of one of their stores. The store is situated in a side street close to a popular High Street. Although the shop is in a side street a lot of people pass by on their way to the major parking garage further down the street. The High Street has a good representation of national chain stores selling clothing and shoes. The store size is 1200 square foot, (120 square metres). It has a 20-foot (6metres) frontage and a depth of 60 feet (20 metres). ShuYou is positioned as a family shoes store aimed at C2D target market. The strap line on all their advertising is ‘At the Feet of the Family’.
TASK
Recommend how the store should look. Your answer should cover ambience, layout and design, fixtures, fittings and atmospherics
