Postgraduate Diploma in Marketing

Individual Assignment
December 2019
Driving Brands for Results (DBR)

Examination /Assignment Registration 14th to 27th October 2019

Period

Examination / Assignment Registration 28th to 31st October 2019

Grace Period

Assignment Submission Period 04th to 10th November 2019

Late Submission Period 11th to 17th November 2019

Assignment Acceptance time period Weekend and Weekday from 9.00am to 3.00pm

Presentation Date N/A

Email address to send soft copy dbr.pgd@slim.lk

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GUIDELINES
ASSIGNMENT SUBMISSION:

 You are required to register for examinations / assignments within the above given
period. Assignments will not be accepted if you have not registered for the
exam/assignment.
 Assignments should be submitted to SLIM within the Assignment Submission Periods
indicated above.
 Assignments will not be accepted after the late submission period under any
circumstances.
 SLIM will issue an acknowledgement slip upon the submission of your assignment and
it must be retained by the student as proof of submitting the assignment.

ASSIGNMENT COVER PAGE:

 Attached cover page format should be used, printed in the relevant colour (Stage 1-
Blue/Stage 2-Green/ Stage 3-Pink).

THE ASSIGNMENT MARKING SHEET should be attached after the cover page followed by the
Assignment checklist & declaration form.

A SOFT COPY of your assignment should be sent to the above mentioned email address for
which you will receive an automated reply of receipt of the assignment. If you have
not received the automated reply, please verify with course coordinator. The soft copy
is only a reference document that will not be considered as an assignment submission.

IMPORTANT NOTES
 If you have not submitted the assignment" your results for the respective subject will
appear as “Fail” in the final grading.

 In case of absence at the examination, the student has to re-do the assignment in order
to pass the subject in the next examination.

 If you are a student of an Accredited Study Centre, you can submit the assignment to
the accredited study centre and presentation date and time will be notified to the
centre once all assignments are received by SLIM Home and SLIM web site.

 Present university students are allowed to submit the assignment without attending
lectures since they register as self-study students. However, they have to attend
individual presentation sessions.

 Refer student deliverables indicated below for specific details about assignment
submissions and presentations.

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 MOBILE BASED TRANSPORTATION
CONTENT

PickMe, the mobile based transportation provider is a homegrown brand in Sri Lanka founded in
2015 and is currently the market leader in mobile based taxi market. Further it is Sri Lanka's most
successful start-up business in recent times. PickMe envisioned the intelligent upgrade of the
local transportation industry; consequently, inspiring Sri Lanka towards matching global
standards in effective problem solving via technology.

The PickMe software is a platform that facilitates a real time connection between the taxi
passenger and the taxi driver, enabling mutual engagement for the receipt and delivery of a
seamless service.

Uber being the global market leader in the category is the main competitor of Pick me in Sri Lanka
followed by other Sri Lankan start-ups such as YoGo, DropMe and Kangaroo. With the intense
competition and heavy marketing investments by main competitor Uber, PickMe wants to further
establish its market leadership with geographic expansion, product portfolio expansion and
enhancing brand equity through quality, awareness, positive associations and increased
customer loyalty.

TASK ONE

a) Analyse a minimum of three factors that drive the mobile based taxi market with
supporting information.
b) Conduct a thorough marketing audit for PickMe.
Guideline Note 01

a) Student are expected to present minimum three category drivers along with supporting
figures, charts and other information which provides a clear picture of Sri Lanka’s mobile
based taxi market.

b) Students are expected to conduct detailed marketing audit covering both micro and
macro environment impacts as well as SWOT analysis of the organisation.

TASK TWO

a) Propose a plan to enhance brand equity and consolidate its market position of PickMe in
Sri Lanka.
b) Propose an extension strategy that PickMe can adopt for the expansion of their portfolio
and growth.

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Guideline Note 02

a) Students are expected to present new improvements with systematic approach by using
either Aaker’s or Keller’s brand equity models to further enhance PickMe brand equity.

b) Brand strategies such as Line extension, brand extension, multi brands or new brand
strategy can be proposed with justifications to each.

TASK THREE

Develop an integrated communication plan to be in line with the new brand equity enhancement
plan attaching digital components to it.

Guideline Note 03

Communication plan should be developed to be in line with new brand equity enhancement plan
to support its awareness, loyalty and positive associations. Digital communication components
should also be included in the same plan.

IMPORTANT:

Please refrain from copying-and-pasting information from the Internet or another source and
make sure to reference your work according to the Harvard referencing format.

Word allocation for each task

Task Content Weightage
Task one 30%
Task two 40%
Task Three 30%
Total ( word count 2000 – 2500) 100%

Note: Please refer the given assignment marking scheme for marks allocation.

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 ASSIGNMENT CHECKLIST & DECLARATION
This document is intended as a guide to check and improve your assignment. Review your
assignment together with the specific guidelines and criteria (marking schedule) that are
mentioned in the programme handbook given to you.
You are expected to confirm that your assignment fulfils the below requirements. Please tick (√)
in the cages as necessary.

Student Name

Registration No ( As per registration book )

Cover page with relevant colour code of the stage

Stage 1 – Blue

Stage 2 – Green

Stage 3 – Pink

Assignment checklist & declaration form ( This sheet)

Assignment marking scheme is attached

Assignment sheet is attached

Table of contents

Body of the assignment

References

Course fee paid in full (coaching/registration/exam and membership)

Exam registration completed

Assignment emailed to relevant email address

(You will receive an automated reply of receipt for the assignment. If you have not
received the automated reply, please verify with course coordinator. The soft copy is only
a reference document that will not be considered as an assignment submission)

I’m fully aware that any misleading information provided in the above checklist will lead to the
rejection of my assignment.
I, the undersigned, confirm that I have read and understood the statement about plagiarism
which is outlined in the students’ handbook. I confirm that the work that I have submitted
accompanying this report is wholly my own, and that any quotations or sections of text taken
from the published or unpublished work of any other person is duly and fully acknowledged
therein.

Signature: _________________ Date: _________________

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 Assignment Marking Scheme
December 2019

Subject Driving Brands for Results (DBR)

Student Registration Number

Marks
Criteria
Allocated Awarded

Aligning to the purpose of the assignment 20

Some of the answer addresses to the purpose of the question 1-5
This has addressed the purpose of the assignment 6-10
Has addressed the purpose of the assignment coherently 11-15
This has addressed the purpose of assignment comprehensively 16-20
Clarity of expression 20
An attempt to organize in a logical manner 1-5
Satisfactory showing of logical manner and organization 6-10
Shows higher level of Carefully and logically organized 11-15
Shows coherent structure with clearly expressed ideas 16-20
Using examples/evidences 20
Shows a little use of examples 1-5
Some use of examples. Some evaluation attempted 6-10
Some use of examples. Well evaluated 11-15
Shows appropriate examples are fully and reliably evaluated 16-20
Critical analysis of concepts, theories, conclusions 20
Demonstrates limited evidence of critical analysis 1-5
Demonstrates some critical analysis of relevant theory 6-10
Demonstrates application of theory through critical analysis 11-15
Demonstrates application of critical analysis well integrated 16-20
Following assignment guidelines 20
Limited follow-up of assignment guidelines 1-5
Some level of follow-up of assignment guidelines 6-10
Good display of adherence to assignment guidelines 11-15
Excellent adherence to assignment guidelines 16-20

Total
100
Special Remarks

Signature of the Examiner

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 Driving Brands for Results (DBR)

Assignment Topic

Student Name

Reg. No.

December 2019 Examination

Postgraduate Diploma in Marketing

Sri Lanka Institute of Marketing

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