BMI 3C Marketing

Culminating Project – The Marketing Plan -- 60 Total Marks -- 20% of Year

You are an advertising agency and your task is to create a marketing plan for a product.

You may choose to do an existing product, but try to create your own with its own brand name. If you choose an existing product, you must create an entirely new Marketing Plan. You may do this assignment alone or with a partner. The expectations for this project will be greater if you choose to work with a partner. Only 2 to a group, if you ask for exceptions, you will not be allowed to work with a partner at all.

First Steps: Brain Storming Copy to separate word page and complete (5 marks)
Brain storm ideas for a product that you will market. Use this work sheet and hand in.
Think about what product you want to market. Write down 5 ideas then pick the one you like best.
1. ______2. ______
3. ______4. ______
5. ______
The product I like best: 1 mark
Think about what you want to name your product. Write down 5 ideas then pick the one you like best.
1. ______2. ______
3. ______4. ______
5. ______
The name I like best: 2 marks
Create a slogan for your product. Write down 5 ideas then pick the one you like best.
1. ______
2. ______
3. ______
4. ______
5. ______
The slogan I like best: 2 marks

Steps 2, 3 and 4: The PPT Report, Promotion and Presentation

Create a Power Point that contains ALL the following information:

Marks / Component
1
1
3
5
3
3
3
2
2
3
3
5
1 /

Part A: The Report (lines show suggested slide breaks) Total: 35 marks

  1. Title Slide (visual, presenter names, company name, etc)
  2. Table of contents
  1. Company Description - brief
  2. Company Positioning Statement (see Unit 3, Part 2)
  3. Goals (two or more)
  4. Product - describe fully: the brand name, its features (“points of difference”), colours, sizes, accessories, packaging, etc. What consumer needs does it satisfy? (Unit 3)
  5. Price - strategy (be specific and justify) (see Unit 5)
  6. Place - strategy (channel of distribution, specific retailers, geographic areas)
  7. Target market - be very specific, a minimum of four attributes (geographic, demographic, psychographic, behavioural) Will you target more than one segment? If so, how and why? (See Unit 2)
  8. Situation Analysis:
(a)Existing Products: Assess the situation as you believe it exists today.
(a)Promotion Strategy
Slogan and logo(you can have more than 1 slogan, 1 should be from 1st steps above)
Compose a slogan and a logo. Describe why they are effective.
(b) Sales Promotion
Create a Sales Promotion you will use to boost sales of your product/service. It can be a contest, coupon, giveaway, or any other idea you feel makes sense. Include visual presentation in your report.
(c) Publicity
Describe a publicity event you could use to introduce your new product/service or to boost your existing product/service. How would you organize it? Include a Press Release, or flyer in your report.
(d)Personal Selling
Compose a “Canned Sales Presentation” for your product/service.
This Sales Pitch would be suitable for presenting to customers in a format of your choice: telemarketing, door-to-door, small-group presentation, one-on-one with retailer, whatever.
Use and PPT to present and voice the pitch.
(e)Advertising
Describe your two advertising mediums and items (see below) submitted:
  • How do they appeal to their target market?

Marks / Component
5
5 /

Part B: Audio/Visual (Advertising) Total: 10 marks

  1. A Magazine-size Ad, Poster Ad or Bill Board Ad. (see Unit 4)
  2. A Radio Ad 20 - 30 seconds in length. You may create the AD for full marks, or submit thescript for part marks (max 3). If creating the AD, use
– on the screen display your product logo, and simply do a voice over of your script.
Marks / Component
10 /

Part C: Presentation Total: 10 marks

  • 10 - 15 minute presentation
  • Highlight the important points and show your Promotional Items.
  • As an option, you and a partner may present Personal Selling in the form of a 2-3 minute mock sales conversation between a salesperson and a prospective customer. (see Unit 5)

Marketing Plan Presentation Final Evaluation Rubric

Categories / Level 1
(50-59%) / Level 2
(60-69%) / Level 3
(70-79%) / Level 4
(80-100%)
Thinking and Inquiry / -uses critical and
creative thinking skills
with limited
effectiveness / -uses critical and
creative thinking skills
with moderate
effectiveness / -uses critical and
creative thinking skills
with considerable
effectiveness / -uses critical and
creative thinking skills
with a high degree of
effectiveness
Communication
-use of visual supports
(product prototype,
packaging, presentation
software, commercial,
etc.)
-communication of
information and ideas to
the appropriate audience
(ie. professionalism,
enthusiasm, pace, eye
contact, voice) / -uses visual supports with
limited effectiveness
-communicates
information and ideas
with a limited sense of
audience / -uses visual supports with
some effectiveness
-communicates
information and ideas
with some sense of
audience / -uses visual supports with
considerable
effectiveness
-communicates
information and ideas
with a clear sense of
audience / -uses visual supports with
a high degree of
effectiveness
-communicates
information and ideas
with a strong sense of
audience
Application
-application of marketing
concepts in the
Marketing Plan
Presentation (ie. 4 P‛s,
Marketing Research,
SWOT Analysis, etc.) / -uses marketing concepts
in the Marketing Plan
with limited
effectiveness / -uses marketing concepts
in the Marketing Plan
with moderate
effectiveness / -uses marketing concepts
in the Marketing Plan
with considerable
effectiveness / -uses marketing concepts
in the Marketing Plan
with a high degree of
effectiveness