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Sample assignment on marketing principles portfolio

Marketing Principles

Portfolio

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Table of Contents

INTRODUCTION...........................................................................................................................3

MARKETING PLAN......................................................................................................................3

New product................................................................................................................................4

Packaging....................................................................................................................................4

Ingredients information...............................................................................................................4

Expiry date..................................................................................................................................6

Market segmentation...................................................................................................................6

Brand Appeal...............................................................................................................................6

Promotion....................................................................................................................................6

STP...................................................................................................................................................7

Consumer Attitudes and trends ..................................................................................................7

Segmentation ..............................................................................................................................7

Targeting .....................................................................................................................................8

Business Model of Juice .............................................................................................................8

Sales Strategy .............................................................................................................................9

Marketing strategy .....................................................................................................................9

Proposed plan of action ..............................................................................................................9

APPLICATION OF RANGE OF MODELS.................................................................................10

SWOT analysis..........................................................................................................................10

Ansoff Matrix............................................................................................................................12

CONCLUSION..............................................................................................................................13

REFERENCES..............................................................................................................................14

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INTRODUCTION

Marketing principle involves a wide range of processes that is concerned with assessing

the requirement of consumers and then delivering them the same in order to attain results. A

marketing plan is a blueprint that outlines business overall marketing efforts. However,

developing a marketing process helps in assessing the 4 marketing mix elements i.e. product,

price, place and promotion in order to achieve desired results. Further, in order to grow the

business it is essential for them to develop a marketing plan that helps in developing right

product for right customers (Craig and Campbell, 2012). It is essential to analyze the target

segment and the retention strategies to be implemented by business in order to retain consumers

for long term. For this business is required to provide best quality products and services so that

repeat purchases can be attained. Marketing plan is the roadmap for Atlantic Quench Cranberries

that helps them to gain unlimited customers and improve the success of firm.

In the present study, a new product named mixed fruit juice has been launched within UK

market targeting young people for are health conscious. Therefore, business also keep in mind

regarding the ingredients involved within it such as low sugar and calorie content and high

carbohydrates so that fruit juice can be healthy for consumers. Further, the packaging of the

product is done in varied innovative approaches so that it stimulate buyers interest and enhance

the brand appeal of Fruit magic juice in market (Dalgic, 2006). Also, business promotes its

products through different advertising campaign in order to inform potential consumers and

providing meaningful message to them. Further, STP strategy has been used by Atlantic Quench

in order to develop an effective brand image in the minds of consumers. Also, analyzing the

current consumer trends and market growth of business assists in developing an effective

marketing plan so that best results can be attained.

MARKETING PLAN

It can be assessed that marketing strategy combines all the marketing goals into one

single plan. However, a good marketing strategy need to be drawn from carrying out market

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research and focus on the right product mix in regard to attain the maximum profit and sustaining

the business (Dent, 2011).

New product

Atlantic Quench Cranberries introduces Fruit magic juice in the market and attracts

consumers of every range but mainly young adults. Further, business also produces new juice

range available in different flavors such as Kiwi-Strawberry flavor. While, it is also released in

the form of juicy fruit desserts such as Orange Creme Pop, Strawberry Shortcake, Lemon Square

and Apple Pie. Further, for health conscious consumers, business also launches sugar free juice

with the name of Juicy Secret and Juicy Riddle (Ferrell and et. al., 2012). In addition to this,

business also focuses on launching the product range in varied flavors in the coming next year

sic as Starburst candy, Strawberry and Cherry. Thus, marketers of company is required to

develop effective designing and promotion campaign so that consumer can be aware regarded the

product range and brand name in order to promote healthy juice product to consumers.

Packaging

Packaging is the best technology that helps in enclosing or protecting the products before

distribution, sale and consume. It is a process that assists in protecting the product, maintaining

its safety and quality before consumption and ensure that it reaches safely to the end users in the

same condition when it was packaged. It can be packaged into glass, plastic, cans and beverage

cartons so that it can be easily consumed by people (Chablo, 2001). Atlantic Quench Cranberries

packages its Fruit magic juice into recyclable cans that is made from aluminum and steel. It is

100% recyclable and lightweight and also saves 95% of energy in order to make a can from

recyclable materials so that best quality products can be delivered to consumers.

Ingredients information

Here, Atlantic Quench Cranberries are required to involve healthy and useful information

regarding nutritional facts, sugar, carbohydrate, calories, fats etc. on one side of the can so that

consumers can be aware regarding their intake of nutrition value. However, as the product is

focused more on the diet and health conscious people they focus on sugar content and make its

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low as minimum so that juice consumers can be attracted and thus enhance the market share

(Daniel, Wilson and McDonals, 2003). Following are the nutritional information that has been

provided on the can of Fruit magic juice are as follows-

Per serving 60g

Per 100 g

Energy (g)

804

1340

Calories (g)

191

319

Protein (g)

2.6

4.4

Total fat (g)

<1.0

<1.0

Saturated (g)

<1.0

<1.0

Carbohydrate (g)

44.5

74.1

Sugar (g)

26.1

43.5

Dietary Fibre

1.1

1.9

Sodium (mg)

51.6

86

Potassium (mg)

24

40

Magnesium (mg)

24

40

Vitamin C (mg)

12.8

21.3

Vitamin E (mg)

1.5

2.5

Vitamin B6 (mg)

.0.2

0.4

Vitamin B12 (mg)

Further, there are different other ingredients used in producing Fruit Magic Juice in order

<1.0

<1.0

to make them healthy and nutritional-

Water- It is the main ingredient used in all the drinks.

Sugar- However, in order to add sweetness in the juice, sucrose has been added.

Maltodextrin- It is complex carbohydrate used in fruit juices in order to make them

healthy and add glucose in it in order to give health benefits to sports person and maintain

their carbohydrate level high (Dickson and Ginter, 2007).

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Intense sweeteners- It is used in fruit juices in order to make them intense sweet without

adding sugar substances. However, it is many times sweeter than sugar that means that it

gives a sweeter taste to the drink.

Preservatives- It allows products to have a long life and stooping the growth of micro-

organisms such as yeasts, moulds and bacteria (Donovan and Henley, 2004).

Colours- There are three different types of colours such as natural, artificial and caramels

so that it can be added in order to make a good appeal to consumers and easily

recognized by consumers.

Expiry date

It is essential for Atlantic Quench Cranberries to mention the date of expiry o the fruit

juice on the backside of the can. It is printed with all the ingredients' information as well as

showcases date of packaging. It is mostly 6-9 months after packaged. Therefore, it is essential for

end users to consume the same before the expiry date so that it provides better health benefits to

drink consumers (Fiqueiredo and Petkova, 2007).

Market segmentation

Atlantic Quench Cranberries segments its market on the basis of demographic

segmentation i.e. age and thus targets young people among 15-30 years. However, it provides

them fruit juice as per their needs and interest in different types of flavors so that satisfaction can

be attained. Business launches its new product range in the market by keeping the needs of

consumers in mind i.e. of healthy fruit juice drink. AQC targets young people and provides them

best quality products at minimum prices that helps them in gaining best health benefits (Geyer,

Van and Atasu, 2007).

Brand Appeal

The brand appeal of firm is high in the market as firm is carrying out its business from

last several years and successfully launching unique products related to fruit juices. Therefore,

there is high brand appeal as company position effectively in the minds of consumers and

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enhance the sales and profitability of firm in market. The marketers of company position

themselves effectively as a premium brand of fruit and juice drinks and sells at minimum prices

so that everybody can consume the drink both health conscious as well as regular juice

consumers (Levens, 2013).

Promotion

The product launched need to be promoted significantly by using effective tools and

techniques so that more number of customers can be attracted. Promoting the Fruit Magic Juice

through online marketing i.e. social media websites helps in gaining attention of wide range of

consumers and thus enhances the sales and profitability of business. However, business also

undertakes effective strategies so that fruit juice can be attracted towards target people i.e. young

consumers among the age of 15-30 who are active on social media websites and spend most of

their time chatting and connecting with friends (Coaching, 2013). Therefore, Atlantic Quench

Cranberries selects such method of promoting the Magic Fruit Juice in market and thus gain high

popularity so that best results can be attained.

STP

Consumer Attitudes and trends

The product chosen for being launched into the market is a juice. The population of 15-24

years olds in UK are the largest consumers of juice and other drinks. The market has seen high

level of growth in this particular segment in the recent years. Children’s drinks are considered as

an important area of growth within the juice drinks market. The usage of fruit and vegetable juice

is slightly above average among these consumers. Over the years demand for fruit juices have

increased significantly (Akaka, Vargo and Lusch, 2013). The people of UK are expecting high

quality, natural and healthy juices which can bring revolution in the market. The consumers have

increasingly sophisticated regarding their understanding of nutrition. All the juice products are

expected to face competition from the home made products. The soft drinks and fruit juices are

considered as essential product. The sector is experiencing a major growth. According to the

market analysts, it is believed that this trend will continue in the future also. There is no sign of

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decline in the demand of convenience health drink products. Consumers are always looking for

natural and healthy options in case of FMCG products. Hence, from this it can be analysed that

new juice product of Atlantic Quench has huge potential because the consumer attitude towards

these kinds of drinks is positive.

Segmentation

Market segmentation is a strategy under which the target market is divided into subsets of

consumers, businesses or countries. In this way the Atlantic Quench will be better able to satisfy

the needs of the potential customers. Company can make use of demographic segmentation for

the launch of new product (Alon, Jaffe and Vianelli, 2012). Under this the marketers can segment

the market on the basis of factors such as age, sex, generation, religion, occupation etc. The

following juice product is generally targeted at the young populate between the age group of 15-

30 years. It is because the product offers benefits which matches with the expectations of the

young people. It has the potential to fill the young generation with many energetic features. It is

expected that this segmentation strategy will help in achieving the aim and objectives of the

marketing plan (Aras and Crowther, 2012).

Targeting

It is a strategy which decides the target market for the new product. The target market in

case of Atlantic Quench is young generation people. This segment is targeted because young

ones are very fond of beverages. The market of soft drink and energy drink is highly popular

especially among the young age groups (Boudreax and Emerick, 2014). Apart from that they are

generally highly conscious about their health and because of that they more look for nutritional

products. Hence, this concludes that this target strategy is appropriate for the new product.

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Business Model of Juice

New Business

Drivers

Priority

Value

Distribution

Key Activities

Value Chain

Identity

Customers

Propositions

Channels

Competitive

Relations &

Network

Alliances

Key

Strategy

Partnership

Cost & Budget

Revenue streams & Cash flow

Sales Strategy

The sales strategy of the company will be based on the long term relations with the

customers. It has been noticed that Atlantic Quench shares a good business relationship with the

customers. In order to maintain effective sales, the employees will be given appropriate training.

In this case, those people are to be employed who holds a good experience in the FMCG industry

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(Chen and Lai, 2010). Further the brand can adopt tie up strategy in order to boosts up the sales.

Sales will be forecasted by analysing the above trends in the industry.

Marketing strategy

It is important that business should adopt an effective marketing strategy for the

promotion of its products and services. It is essential to get a hold on to the target market. For the

purpose of promoting the new product, company can adopt social media marketing into the

business (Foxall, 2014). It is evident that social media marketing has been the latest sensation in

the market. It is because it is cheap and very effective. Further the company can get high number

of customers on a single platform. The response rate in case of this strategy is very fast and high.

It has the potential to generate high level of sales and awareness among the masses (Importance

of strategic marketing planning. 2015).

Proposed plan of action

Following is the proposal plan of action for implementing the above marketing plan.

Task

1

2

3

4

5

6

7

8

9

10

Activities

Weeks

4

6

3

2

4

3

2

3

4

5

Carrying out Market survey

Business plan development

Meeting financial requirement

Development of infrastructure

Physical resource set up

Purchasing material required

Recruiting repair staff and other employees

Opening up of physical store

Marketing and promotion

Targeting customers

Activity/ Months

1-4

5-12

13-17

18-21

22-27

28-30

31-34

35-40

41-43

44-48

Carrying out

Market survey

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Business plan

development

Meeting

financial

requirement

Development of

infrastructure

Physical

resource set up

Purchasing

material

required

Recruiting

repair staff and

other employees

Opening up of

physical store

Marketing and

promotion

Targeting

customers

APPLICATION OF RANGE OF MODELS

SWOT analysis

Strengths-

Atlantic Quench Cranberries is a leading industry in fruit juice market.

Company owns a clear vision of delivering healthy products (Cohen, 2005).

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Business possess strong new product development department in order to gain success.

Organization also focuses on selling juice boxes that involves low-calorie cranberry

drinks and white cranberry juice.

Business achieved annual sales of around $1.7 billion in 2007 (Frank, 2011).

Weaknesses-

Business is not easily founded in the rural areas of UK.

Employees are not well knowledgeable regarding the features and qualities of Magic

Fruit Juice (Luther, 2011).

Retailers fears to keep it in their stores as it lacks awareness.

Business lacks in advertising the product to wide range of consumers (Andersen, 2001).

Opportunities-

Atlantic Quench possess the opportunity to target consumers who are seeking an

alternative options regarding high sugar content which is essential in most of the fruit

juice drinks (Harris, 2002).

Business also possess the opportunity for the growth in the sale of the drinks made such

as fresh pressed juices and smoothies in order to enhance the market share.

Also, business focuses on targeting health focused consumers so that sales can be

increased of business (Mason, 2007).

Now-a-days people are highly shifting towards healthy standard of living.

Arising in various types of diseases through consuming cold drinks, business focused on

demand of fruits and other healthy products (Nicholas and et. al. 2003).

Threats-

Business faces high competition in market as there are wide range of substitutes available

(Akaka, Vargo and Lusch, 2013).

As the product is new in market it is unknown to varied consumers.

Business focuses on only local region and does not sell the product globally.

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Atlantic Quench Cranberries is required to sell the product at competitive rates and thus

gain losses (Aras and Crowther, 2012).

Ansoff Matrix

This is another most important model used by Atlantic Quench Cranberries packages for its

new product launch Fruit magic juice. Through this product launch, company can easily attract

its target customers towards its existing as well as new markets. This model provides strategic

direction to company by presenting its four alternative growth strategies. It helps in determining

appropriate and valid strategies for the firm through which they can compete with the existing

brands as well. There are basically four stages of Ansoff growth matrix i.e.

Market penetration: This growth strategy is determines as a least risky growth strategy

as company is maintaining its growth in their current market segments by aiming to

increasing its market share. It helps the company in increasing their market share within

its existing market segment (Craig and Campbell, 2012).

Product development: This is another growth stage of which involves new product for

their existing market. In this way, it can be determine that this strategy has been adopted

by Atlantic Quench Cranberries packages to find out new customers within their existing

markets. For this, they have launched launch Fruit magic juice in the market. With the

help of this, they can meet out the needs of customers and outperform all their products

of competitors (Importance of strategic marketing planning. 2015).

Market development: This is another strategy which is highly focused with entailing new

markets for its existing products. With the help of further segmentation of markets

company can easily identify its new group of customers (Foxall, 2014).

Diversification: It is the last and another most important strategy under which companies

can move its new products into new markets at the same time. Under this strategy firm

grow by diversifying into new businesses (Chen and Lai, 2010).

From the above description it can be stated thatAtlantic Quench Cranberries packages

entails the product development strategy which strengthen their competitive advantage by

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attracting more number of customers. This is the best way through which they can influence their

strengths by developing a new product targeted to its existing customers (Boudreax and Emerick,

2014).

CONCLUSION

At the end of the study, it can be conferred that developing marketing plan helps in

defining the business objectives in order to attain organizational goals. Here, Atlantic Quench

Cranberries produces new product i.e. Magic Fruit Juice in market to attract health related

consumers and provide them best health drink to satisfy their needs. Moreover, business focuses

on segmenting the customers on the basis of age and targeting young people among the age

group of 15-30 and prioritizing them fresh and healthy juice to consume. Also, SWOT analysis

has been carried out that helps business to determine the opportunities and convert them into

strengths so that high market share can be attained.

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REFERENCES

Books and Journals

Akaka, M. A., Vargo, S. L. and Lusch, R. F., 2013. The complexity of context: A service

ecosystems approach for international marketing. Journal of Marketing Research. 21(4).

pp. 55-90

Alon, I., Jaffe, E. and Vianelli, D., 2012. Global Marketing: Contemporary Theory, Practice,

and Cases. McGraw-Hill Higher Education.

Andersen, H. P., 2001. Relationship development and marketing communication: an integrative

model. Journal of Business & Industrial Marketing. 16(3). pp.167 – 183.

Aras, G. and Crowther, D., 2012. Business Strategy and Sustainability. Emerald Group

Publishing.

Boudreax C. and Emerick, 2014. The Most Powerful Brand On Earth: How to Transform Teams,

Empower Employees, Integrate Partners and Mobilize Customers to Beat the

Competition in Digital and Social Media. Prentice Hall

Chablo, E., 2001. The Importance of Marketing Data Intelligence in Delivering Successful CRM.

Customer Relationship Management. 2(5). pp.57-70.

Chen, S. M. and Lai, C. G., 2010. Distribution systems, loyalty and performance. International

Journal of Retail & Distribution Management, 38(9), pp.698 – 718.

Coaching, S., 2013. 7 Steps to an Integrated & Implementable Marketing Plan. Speedy

Publishing LLC.

Cohen, W. A., 2005. The marketing plan. John Wiley & Sons.

Craig, T, and Campbell, D., 2012. Organisations and the Business Environment. 2nd ed.

Routledge.

Dalgic, T., 2006. Handbook of Niche Marketing: Principles and Practice. Psychology Press.

Daniel, E., Wilson, H. and McDonals, M., 2003. Towards a map of marketing information

systems: an inductive study. European Journal of Marketing. 37(5/6). pp.821-847.

Dent, J., 2011. Distribution Channels: Understanding and Managing Channels to Market.

Kogan Page Publishers.

Dickson, P. and Ginter, J., 2007. Market Segmentation, Product Differentiation, and Marketing

Strategy. Journal of Marketing. 51(2). pp.1-10.

Donovan, R and Henley, N., 2004. SOCIAL MARKETING: PRINCIPLES AND PRACTICE.

SMQ Principles. 10(1). pp.31-34.

Ferrell, O. and et. al., 2012. Marketing Principles. Cengage Learning.

Fiqueiredo, J, and Petkova, A., 2007. When Is a New Thing a God Thuing? Technological

Change, Product Form Design, and Perceptions of Value for Product innovation.

Organization Science. 18(2).pp. 217-232.

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Foxall, G., 2014. Strategic Marketing Management (RLE Marketing) (Vol. 3). Routledge.

Frank, J., 2011. Advertising. Pearson Education India.

Geyer, R, Van, W, and Atasu, A., 2007. The Economics of Remanufacturing under Limited

Component Durability and Finite Product Life Cycles. Management Science. 53(1).pp. 88-

100.

Harris, P., 2002. Marketing Plans: How to Prepare Them, How to Use Them. European Business

Review. 14(3). pp.230 – 230.

Levens, M. R., 2013. Marketing: Defined, Explained, Applied. Harlow: Pearson.

Luther, W., 2011. The Marketing Plan: How to Prepare and Implement it. AMACOM Div

American Mgmt Assn.

Mason, R. B. 2007. The external environment’s effect on management and strategy: A

complexity theory approach. Emerald Group Publishing Limited. 45(1). pp.10-28.

Nicholas and et. al. 2003. Strategic marketing planning: A grounded investigation. European Journal

of Marketing. 37(3/4). pp.430.

Online

Importance of strategic marketing planning. 2015. [Online]. Available through:

<http://aprofitmaker.com/importance-of-strategic-marketing-planning/>. [Accessed on

26th January 2016].

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