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iRubric: Virtual Branding Stories rubric

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

Powered by iRubric 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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