Marketing Mix Project 2 Objectives The exercise is valuable in getting students to consider the marketing mix elements and the positioning of specific products. This exercise encourages students to build their research skills and presentation skills. Instructions Students will prepare a research report on a specific product. Each member will analyze the marketing mix (product, price, promotion and place or distribution) of their product and the position of advertisement. The report will discuss the marketing mix element with respect to that product, so that the full marketing mix of the product is explained. The report will also include the positioning of the product with respect to the advertisements that were viewed.
Format Requirements: o At least 2 full pages. o Introduction section o A section for each of element of the Marketing Mix (4 total) o Conclusion/closing o Arial – 12 pt font – 1.5 spacing throughout the paper o Margins – 1 inch top, bottom, right & left o The heading will be similar to an MLA document o Your name (1 inch down from the top of the paper) o Teacher’s name o Class Name o Date (military style) o Title centered o Second and sub sequential pages – your last name and page number in the heading’s upper right corner Analysis
The following is what each individual will analyze for their particular Marketing Mix Element Report:
Product o Identify the characteristics of the target segment consumer. Who is this product developed for? o Research the product to try and find out if there are any competitors with similar products. If so, what does your product have that the others don’t have – Positioning Attribute?
Promotion o Inspect the packaging of the product. Identify the advertising scheme for the product. Is it marketed toward children, young adults, elderly, etc? How? o Research the product to try and find E-advertising (Internet), coupons, special deals, etc. Identify the impact of the advertising, packaging and celebrity endorsements. o Where would the product satisfy the needs of the customer best.
Price o Take the price of the product and compare it to any competitor’s price. Is it higher or lower – price positioning? What is the impact of the price difference regarding profits and meeting consumer needs? Is the price the same in different regions throughout the country? o Find out if there is any price adjustment information. Analyze what the price adjustments will do to supply and demand. If there are no price adjustments, discuss what a price adjustment would do if we introduce one to the supply and demand curve. (Increase the price – what happens; decrease the price – what happens) o Find information to create a supply and demand curve for your product. If you can’t find enough information to create a curve, do your best to estimate the supply and demand in your local community.
Place (distribution)
o Discuss how many manufactures, producers, and transportation firms, etc were involved from the beginning idea of the product to the consumer purchase. Example: Coke develops the idea – send to the production factory to be produced – sent to transportation to deliver product to warehouse – local delivery delivers to local retailers. o Discuss where the product would best satisfy the needs of the consumer. o Discuss if the product is only local, regional, national or International.
Grade Rubric CATEGORY 4 3 Contains only 1 error 2 Contains 2-5 errors 1 Contains more than 5 errors
Grammar/Spelling Contains no errors
The 4 P's
All four are contained in project
Project is
Project is
Project is missing more than 2 of the 4 areas
missing 1 area missing 2 of the 4 areas
Product section
Demonstrates an excellent
Demonstrates a good
Does not
Clearly does
provide a clear not understand
understanding understanding explanation for this section. of this section. of the section. this section. Doesn't provide
Acknowledges Acknowledges Acknowledges an explanation all areas thoroughly and in detail. Place section Demonstrates an excellent Demonstrates a good Does not all areas. only part of the for any of the required areas. required areas provided. Clearly does
provide a clear not understand
understanding understanding explanation for this section. of this section. of the section. this section. Doesn't provide
Acknowledges Acknowledges Acknowledges an explanation all areas thoroughly and in detail. Price section Demonstrates an excellent Demonstrates a good Does not all areas. only part of the for any of the required areas. required areas provided. Clearly does
provide a clear not understand
understanding understanding explanation for this section. of this section. of the section. this section. Doesn't provide
Acknowledges Acknowledges Acknowledges an explanation all areas thoroughly and in detail. Promotion Demonstrates an excellent Demonstrates a good Does not all areas. only part of the for any of the required areas. required areas provided. Clearly does
provide a clear not understand
understanding understanding explanation for this section. of this section. of the section. this section. Doesn't provide
Acknowledges Acknowledges Acknowledges an explanation all areas thoroughly and in detail. Information from the Analysis Shows a complete Shows a complete all areas. only part of the for any of the required areas. required areas provided. Shows a report Shows a report that is unstructured. that is unstructured
understanding report with a of the product and the target market. minor lack of continuity in the writing regarding the information.
The flow of the and lacks total report is not sequential. continuity.