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iRubric: Virtual Branding Stories rubric

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Virtual Branding Stories Marketing Plan Group Project Presentation VBS grading: In general, your branding stories must have eight (8)+ distinct parts in order to receive 100%. All eight (8) bullets; plus, information on the place, product weight, price and competitor products. Students are also free to add product-specific information with respect to marketing ethics (Chapter 1); marketing strategy with positioning and segmentation (Chapter 4); and/or buying behavior (Chapter 6). 6-7 parts = 90% 4-5 parts= 80% 2-3= 70% 0-1= parts 60% Rubric Code: ZXCWA68 By cookcm Ready to use Public Rubric Subject: Business Type: (Other) Grade Levels: Undergraduate

Criteria Maximum Grade for Assignment: 100 Points
	Needs Significant Improvement 5 pts	Satisfactory 7 pts	Excellent 10 pts
Name/Initials 10 pts.	Needs Significant Improvement The name is NOT listed, it is inadequate. (5)	Satisfactory The name is listed yet lacks the required formatting. (7)	Excellent The name is listed with the required formatting. (10)
Primary & Secondary VALS types 10 pts.	Needs Significant Improvement The VAL types are not listed, it is inadequate. (5)	Satisfactory The VAL types are listed yet lacks the required formatting. (7)	Excellent The VAL types are listed with the required formatting. (10)
VALS Type summary 10 pts. Summarize how this product aligns with your VALS type (i.e., needs, wants, estimate demand, determine where you’d likely find the product, provide the pricing information, generalize their promotion strategy, sister products from the same registered trademark, competitor information and how it enhances one’s standard of living)	Needs Significant Improvement The VAL type summary not listed, it is inadequate. (5)	Satisfactory The VAL type summary is listed yet lacks the required formatting. (7)	Excellent The VAL type summary is listed with the required formatting. (10)
List Product Manufacturer 10 pts.	Needs Significant Improvement The product manufacturer is not listed, it is inadequate. (5)	Satisfactory The product manufacturer is listed yet lacks the required formatting. (7)	Excellent The product manufacturer is listed with the required formatting. (10)
List the Product Category 10 pts.	Needs Significant Improvement The product category is not listed, it is inadequate. (5)	Satisfactory The product category is listed yet lacks the required formatting. (7)	Excellent The product category is listed with the required formatting. (10)
Provide link to the Company Mission 10 pts.	Needs Significant Improvement The mission statement is not listed, it is inadequate. (5)	Satisfactory The mission statement is listed yet lacks the required formatting. (7)	Excellent The mission statement is listed with the required formatting. (10)
Target Market 10 pts. The particular segment of a total population on which the retailer focuses its merchandising expertise to satisfy that submarket in order to accomplish its profit objectives	Needs Significant Improvement The target market is not listed, it is inadequate. (5)	Satisfactory The target market is listed yet lacks the required understanding(s). (7)	Excellent The target market is listed and has the required understanding(s). (10)
Market Positioning 10 pts. Positioning refers to the customer's perceptions of the place a product or brand occupies in a market segment. More often, positioning involves the differentiation of the company's offering from the competition by making or implying a comparison in terms of specific attributes.	Needs Significant Improvement Objectives for positioning are missing. More than one obvious tactic is missing. Very little detail on specific tactics is provided. Tactics are unclear and hard to understand. (5)	Satisfactory The objectives of positioning are stated, but somewhat unclear. Most of the tactics are thoroughly and clearly identified, but one obvious tactic is missing. Some detail on tactics is missing, hindering understanding. (7)	Excellent The objectives of positioning are clearly stated and appropriate. Tactics for managing price are thoroughly and clearly identified and reasoned. Sufficient detail about tactics is provided. (10)
Company Tagline and Packaging 10 pts. EXAMPLE: Provide the Company Tagline: "The Power of Quaker Oats"; plus, describe the packing attributes (i.e., size, shape, packaging, graphics, logos, etc.)	Needs Significant Improvement The company tagline and packaging information is missing, or, if identified, does not seem appropriate given the product/service description and. Positioning statement(s) is missing. (5)	Satisfactory The company tagline and packaging information is stated, but somewhat unclear. Most of the tactics are thoroughly and clearly identified, but one obvious tactic is missing. Some detail on tactics is missing, hindering understanding. (7)	Excellent The company tagline and packaging information is identified in excellent detail. The tagline and packaging are fully identified and explained. Correct formatting. (10)
Perceived Value: Misc. Extras 10 pts. Plus, information on the place, product weight, price and competitor products. Students are also free to add product-specific information with respect to marketing ethics (Chapter 1); marketing strategy with positioning and segmentation (Chapter 4); and/or buying behavior (Chapter 6).	Needs Significant Improvement The company value and miscellaneous extras are missing, or, if identified, does not seem appropriate given the product/service description and. Positioning statement(s) is missing. (5)	Satisfactory The company value and miscellaneous extras are stated, but somewhat unclear. Most of the items are thoroughly and clearly identified, but one+ obvious item is missing. Some details on items are missing, hindering understanding. (7)	Excellent The company value and miscellaneous extras are identified in excellent detail. The tagline and packaging are fully identified and explained. Correct formatting. (10)

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