University of London Principles of Marketing Questions I want both questions 1 and 2 to be answered fully. No plagiarism. Each answer should have between 7

University of London Principles of Marketing Questions I want both questions 1 and 2 to be answered fully. No plagiarism. Each answer should have between 700-800 words. 1. A marketer of games consoles is about to launch a new one that will be internet enabled.
Consumers will pay to buy the console and they will also pay for games (which have to be bought
separately) that can be played on the console. Some games will be created and published under a
vertically integrated process by the console manufacturer itself. Other games will be created,
published and marketed by independent companies who will pay a percentage of the retail price to
the console manufacturer as part of a licence arrangement. No other games can be played on the
machine. Games can offer consumers the opportunity to make ingame purchases and the console
manufacturer will get a percentage of these micro-payments.
The console manufacturer is aware that two large competitors will also launch new consoles in a few
months’ time. The console manufacturer is currently considering how to price the consoles. Discuss
the factors that the console manufacturer should take into account and the policies and strategy
that it could follow.
If your answer requires information that is either ambiguously presented here or not given at all, you
should make the necessary assumptions and state these.
(25 Marks)
2. Victoria Beckham is a well-known British popstar from the 1990s who has subsequently launched
a high price fashion range called Victoria Beckham. This has not been very successful. However, she
is still very well-known and has recently decided to launch a range of beauty products under the
‘Victoria Beckham Beauty’ brand name that are described as, “active and effective but clean and
kind”. The clean aspect of the range refers to the lack of certain chemicals. The business’s
management believe that this attribute resonates with a young customer base who find Beckham’s
high fashion creations too expensive but who follow her on social media channels and who will now
be able to buy into her brand.
a) Using the brand strategies model explain which strategy you believe is being followed for the
launch of the ‘Victoria Beckham Beauty’ brand.
(10 marks)
b) What are the advantages and disadvantages of this move for:
i. The ‘Victoria Beckham’ clothing brand
(5 marks)
ii. The ‘Victoria Beckham Beauty’ brand
(10 marks)

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