chocolate project

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					Presenting your marketing campaign for a new chocolate
product

Speaking and listening assessment: explain/describe/narrate

The story so far
The famous chocolate company, Thornbury’s, has developed a new
dark chocolate made from a rare variety of Brazilian cocoa beans. Thornbury’s are now
considering ideas about what form their chocolate will take and are looking for an advertising
agency that will launch their new chocolate.

In groups, you are acting as advertising agencies with the task of planning a marketing campaign for
the new chocolate. You should have chosen a form, a name and slogan for your chocolate. You
should have also have designed the packaging for the product and made plans for a TV and
magazine advert to promote it.

Your presentation
Now that you have planned a range of creative ideas for launching the new chocolate you will
deliver a presentation to representatives from Thornbury’s in a bid to win the account. Remember
that you are in competition with other agencies so your campaign must be as original and exciting
as possible and your presentation needs to be confidently delivered so that Thornbury’s will
choose you!

You could structure your presentation according to the headings below, although you don’t have
to include all of them.

   1. Explain what your chocolate product is and why you chose it
   2. Who is your target audience and how will your chocolate appeal to them?
   3. What is your product’s name and slogan?
   4. Describe the packaging you have designed and explain why you have chosen it
   5. Describe the advertisement your group has designed. Why do you think it will be
      successful?
   6. Have you planned any other marketing strategies?
   7. Explain why your campaign is the best and why your group should win the account
   8. Any questions from Thornbury’s


Adding interest to your presentation

You may wish to use visual aids such as a mock-up of your packaging or an example of a magazine
advert that you have produced. You may be allowed to use PowerPoint for your presentation but
you should not simply read from the whiteboard or from your notes. It is important that you use
language, your voice and body language to convey your enthusiasm and professionalism because
you will be assessed on your ability to communicate your ideas effectively.
Thornbury’s Score Cards

Use the cards below to help you to judge which advertising agency                                 has
delivered the best presentation and created the best marketing
campaign.



 Group        Score for        Score for      Total                  Comments.
No/ Name      marketing      presentation.    score    Mention any particularly good ideas from the
              campaign.          Clarity,      (30)   campaign and outline particular strengths of the
               Chocolate      organization,                           presentation.
             name, slogan,     vocabulary,
             packaging etc    interest etc
                 (10)             (20)
Marketing means:
    investigating who buys, when they buy, where they buy, how often they buy
     and how much they spend on a chosen item
    and then finding the best way to sell the item to make the most money

Every chocolate bar has an ideal target market (buyers) and this is broken down into:
         Age                                               Money/economics/lifestyle

         Gender (male or female)                           Values/interests


If a chocolate bar is aimed at different people to you it’s unlikely you’ll buy it for yourself
(but you might as a present for others).

If a company decides it wants to change its target market for a particular product, it will
need to change the way the chocolate is marketed.
         For example, the product TWIX had a target market of mainly middle-aged
          people a few years ago, and these people were buying less and less chocolate.
          TWIX decided to update their image to appear younger and launched the “Break
          From The Norm” adverts so people began to see TWIX as chocolate for
          teenagers.


Sometimes, companies will try the following:
         Re-launch a product that’s not selling well by aiming at a new target market (like
          TWIX but also YORKIE who are aiming their bars at men)
         Find new versions of the same product (like BUTTONS selling BIG BUTTONS,
          MARS selling MARS DRINKS, SNICKERS selling SNICKERS CRUNCHIE and
          lots of companies selling ICE-CREAM BARS)
         They will reduce the price or make the product bigger
         Bring out seasonal versions (especially at Valentine’s Day, Easter and Christmas)
         Run special promotions (competitions, 2 for 1, money off, etc.)
   Choose one of your favourite chocolate products and describe its
    target audience (the people most likely to buy it)


   Describe the wrapper of your chocolate bar (colours, fonts, words, etc.)


   Write a couple of sentences on how the wrapper appeals to the
    target market


   Describe an advert that you’ve seen for your chosen product
    (print, Internet or moving image)


   Write a couple of sentences on how this advert appeals to the target
    market (images, music, dialogue, characters, ideas, etc.)


   Write a list of any marketing tactics that have ever been used to sell
    your product (money off, special versions, re-launch, etc. ...)


   Write a couple of sentences about how you could market your product
    better – what you would do to sell more of it?
You are now in charge of launching a brand new chocolate product.

Your target market is:

      Boys and girls aged 8–14
      Reasonably cheap (under 30p)

TASKS

1.    Describe what your product would be like
          Is it a bar, a drink, an egg, an ice-cream, etc.?
          Is it a new version of an existing product or something brand new?
          What ingredients are in it?
          What size is it?
          How much is it?


2.    Design a wrapper for your product
          Think carefully about colours, fonts, wording, material, etc. …

3.    Explain how you would market your new bar

          Look back at your notes on marketing and choose the most
            suitable practices

4.    Design an advertising poster to launch your product
          Think carefully about the colours, fonts, images and words you choose
          Decide which magazines you’d place the advert in (and if your product is
            seasonal, when you’d place it)
          Where would you put a billboard poster?
Good descriptive writing appeals to all the senses … And writing about
chocolate even more so! Fill this grid with fantastic and evocative words for
your product

   SIGHT




   SMELL




   TOUCH




   TASTE




  SOUNDS




EMOTIONS
Chocolate X Company
To: Advertising Executives
From: Chief Executive

We have now created our new chocolate! I want you to write a
description of the new bar that will make it sound like the best
product ever. It must appeal to the senses and be very original
and must be only 80–100 words long!



     Try using your words from the word grid you have produced


     Remember to be creative, imaginative and daring with your
      description


     Spelling, punctuation and grammar still count!
        Who buys chocolate?
        When?
        How often?
        How much do they spend?
        What is the best way to sell it to them to make the most money?



      Cheap
    chocolate?                                  Fancy
                                              chocolate?
                                                                           Working /
                                                                             not
                                                                           working?

                  Fit and active               Always on the go?
                     person?




About the buyer (target market)


Age:                                              Money/economics/lifestyle:
   kids?                                            wealthy?
   teenagers?                                       keep fit?
   middle aged?                                     lazy?

                                                  Interests:
Gender:                                               trendy?
   male?                                             fashion?
   female?                                           cars?
                                                      the high life?
Sometimes a company changes its target market

       For example, the product TWIX used to have a target market of mainly middle-aged
        people...
       ...but they were buying less and less chocolate
       TWIX updated their image to appear younger
       new “Break From The Norm” adverts showed TWIX as chocolate for teenagers.




Sometimes, companies will try

       re-launching a product at a new target market (like TWIX but also YORKIE who are
        aiming their bars at men)
       finding new versions of the same product (like BUTTONS selling BIG BUTTONS,
        MARS selling MARS DRINKS, SNICKERS selling SNICKERS CRUNCHIE and lots of
        companies selling ICE-CREAM BARS)
       reducing the price or making the product bigger
       bringing out seasonal versions (especially at Valentine’s Day, Easter and Christmas)
       running special promotions (competitions, 2 for 1, money off, etc.).
   My favourite chocolate product is …


   I think the people who buy it are …


   The wrapper is (colours, fonts, words, etc.) …


   The wrapper appeals to the target market because …


   The advert for this product is (print, Internet or moving image?) …


   This advert appeals to the target market (images, music, dialogue,
    characters, ideas, etc.) because …


   Write a list of any marketing tactics that have ever been used to sell
    your product (money off, special versions, re-launch, etc. … )


   Write a couple of sentences about how you could market your product
    better – what you would do to sell more of it?
You are in charge of launching a brand new chocolate product.
Your target market is:

      boys and girls aged 8–14
      reasonably cheap (under 30p)

TASKS

5.    Describe what your product would be like.

          Is it a bar, a drink, an egg, an ice-cream, etc.?
          Is it a new version of an existing product or something brand new?
          What ingredients are in it? (nuts, caramel …?)
          What size is it?
          How much is it?


6.    Design a wrapper for your product.

          Think carefully about colours, fonts, wording, material, etc.

7.    Explain how you would market your new bar.


          TV? Internet? Posters? Make it look fun / trendy?


8.    Design an advertising poster to launch your product.

          Think carefully about the colours, fonts, images and words you choose.
          Which magazines would you put it in?
          Where would you put a billboard poster? I would put it near a …
          Why?
Good descriptive writing appeals to all the senses … and writing about chocolate
even more so! Fill this grid with fantastic and evocative words for your product.

   SIGHT        It looks like …




   SMELL        It smells like …




   TOUCH        It feels like …




   TASTE        It tastes like …




EMOTIONS        It makes me feel like …
Chocolate X Company
To: Advertising Executives
From: Chief Executive

We have now created our new chocolate! I want you to write a
description of the new bar that will make it sound like the best
product ever. It must appeal to the senses and be very
original. It must be only 80 – 100 words long!

     Try using your words from the word grid you have produced.
     Remember to be creative, imaginative and daring with your description.
     Spelling, punctuation and grammar still count!



 An idea you can use to help you:
 At last, the ……………….… (awesome)………………… new …………… (title) ………………
 bar. …………..… Fantastically)……………. smooth and ………..…(creamy)………..
 the …………..(explosive)…………. flavours of ……………. and ………………. will make
 you feel ………………….. At the end of a hard day ………(where?)…………. tear
 open the ……….(funky)………… (gold)……….. box to reveal huge chunks of
 …………….. Rip them off on the go, or share with ……….

				
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posted:8/19/2011
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