MARKETING 116
Marketing Portfolio Assignment 3 F 20
This is the last part of a portfolio project that you will complete over the course of the semester. By the time you have finished, you will have partially written a Marketing Plan for a consumer product in Canada. You will be automatically enrolled in a group on e-centennial by your professor. Select a consumer company that you have experienced from assignment 1. Verify with your professor. You will need to, develop a product strategy, pricing and a promotion strategy. Your group will also need to conduct a competitive pricing analysis, determine your promotional objective, and outline a promotional plan. Complete a written summary 8-10 pages answering the following questions:
- Using a company from Assignment #1, brainstorm a minimum of 5 new product ideas that the company could consider. Screen the list down to one selection and provide rationale for your choice. Describe the product and include a minimum of 5 features and 5 benefits. Construct a prototype for the presentation portion. Establish a new name for your product. Provide your rationale. (Refer to ch 10-11 for guidance) (10 marks)
- Make a recommendation as to what objective, strategy and tactics of pricing you should implement for your product. Provide a competitive analysis of at least 3 key competitors for your product. Explain. (Refer to Chapter 13 for guidance) (10 marks)
- Given your identified position in the product life cycle, outline what you think the advertising should be to promote your product. Explain the type and advertising objectives. What is the key message you are trying to share with your target audience? What is your creative appeal? Specifically, what media do you recommend (a minimum of 3 media including adv&dis)? Why? (10 marks)
- Subscribe to trial account at http://animoto.com/ and complete a 25-30 advertising video for your product. Include the link within the word document (5 marks)
- Overall professionalism (cover page with title, date, names, course code and section, faculty name, grammar headings, spelling, etc.) (5 marks)
Submit via e-centennial by due date in order to be eligible for grade.
Rubrics:
| Product development | 0-4 Missing many requirements | 5-6 Missing some ideas names rationale | 7-8 Somewhat provides a minimum of 5 new products that the company couldconsider. Screen the list down to one selection and provide rationale for your choice. Describe with a minimum of 5 features and 5 benefits for your new product. Missing some rationale. | 9-10 Brainstorm a minimum of 5 new products that the company couldconsider. Screen the list down to one selection and provide rationale for your choice. Describe with a minimum of 5 features and 5 benefits for your new product. Establish a new name for your product Provide your rationale. |
| Pricing analysis and strategy | 0-4 Is missing elements of pricing strategy and rationale | 5-6 Somewhat identifies pricing strategy recommendation without supporting rationale or comparison. | 7-8 Somewhat identifies pricing objectives, strategy and tactics recommendation with supporting rationale and has provided a comparison with three key competitors. | 9-10 Clearly identifies pricing objectives, strategy and tactics recommendation with supporting rationale and has provided a comparison with three key competitors. |
| Identification and rationale of advertising strategy | 0-4 Is missing advertising objectives, type or media | 5-6 Has identified some advertising objectives without some rationale or less than 3 media adv & dis | 7-8 Somewhat identified advertising type and objectives, creative and media (min 3 media with adv & dis) strategy supported with rational | 9-10 Cleary identified advertising type and objectives, creative and media (min 3 media with adv & dis) strategy supported with rational |
| Completion of Animoto advertising video | 0-2 Is missing some or all of video. | 3 Completion of advertising video less than 25-30 seconds that demonstrates some creativity and some application of objectives | 4 Completion of advertising video 25-30 seconds that demonstrates some creativity and some application of objectives | 5 Completion of advertising video 25-30 seconds that demonstrates creativity and application of objectives |
| Overall | 0-2 Is missing cover, or bibliography/citation in apa style…several spelling or grammar errors | 3 Is missing cover, or bibliography/citation in apa style | 4 Provides cover page, bibliography and citations apa style…has 1 or 2 spelling or grammar errors | 5 Provides cover page, bibliography and citations apa style. Is free of spelling or grammar errors |