MKT3301 Houston Downtown Marketing Strategy of A Consumer Product Project It’s a project that it will include a power point, I will do the recording. Marke

MKT3301 Houston Downtown Marketing Strategy of A Consumer Product Project It’s a project that it will include a power point, I will do the recording. Marketing 3301 Project
This project requires you to investigate the marketing strategy of an existing Consumer
Product. This is a team/group based project. Each team is required to do an in class
presentation and submit a written report.
For online classes, each team must submit a voice over PPT slide presentation and a
written report.
Students can begin their research on their project now that we have covered several
concepts related to the marketing strategy. Specific concepts related to marketing mix will
be included in chapters 8-18. The project is normally due within the last 2 weeks of the
class. The specific due date will be posted by the section professor in BB.
The following parts are required with the points allocated per section.
1. Name of product and description of product – 5 pts
2. Product Category – Size of product category (dollar or unit sales) and the major
competitors. What is the market share of the major competitors and your brand? What
other information can you provide which can help to understand what is happening in
the market. 20 pts
3. Target Market – Describe the target market using market dimension variables. These
are segmentation variables such as demographic, psychographics, behavioral or
geographic. Only two or three sentences to precisely describe the typical user using these
variables. 10 pts
4. Explanation of the need that this product fulfills as it relates to specific target
market. Is it a “Me Too” imitator? How is it different from other product brands in the.
This should also include the product positioning.
10 pts
5. Marketing Mix – 35 points
Product Offering – Things that should be included, name, features/attributes, packaging
and any other things that makes this offering unique and increases its ability to satisfy
target market needs. What phase of product life cycle is the brand? Picture of product
should be included.
Distribution – Explanation of distribution system- direct or indirect
Name the major type of intermediaries if indirect.
Pricing – Give price per package. Explain pricing strategy. What is the markup % at the
retail level? (Hint: ask manager at the store).
Promotion – Explain all the promotion mix elements currently being used to promote the
product. Need to justify the reason different promotion mix elements chosen. Attached
a link to a commercial video would be something good to do for presentation.
Market Opportunity Matrix – Explain the primary growth strategy that has been used to
grow and sustain this brand in the past 5- 10 years. Provide justification. Read about
types of opportunities in Chapter 2
Market Penetration
Market Development
Product development
Diversification
6. Quality of presentation – 10 pts. submit a PowerPoint presentation with maximum of
10 -12 slides. Cover the major points of project with this presentation. All members of
team must participate in this presentation. Please practice the presentation because
quality of presentation is a part of grade. Put presentation on a flash drive in order to
speed up setting up for in presentation.
Submit written report with all the sections identified. This report must be professional
looking and documented.
For the online class, this will be worth 15 pts since you will not be visible on the slide
presentation.
7. Business Professional Dress. Make you are dressed for a professional presentation.
This presentation maybe be taped. Do not wear jeans. (5 pts)
(This does not apply for online students)
8. Team Member Evaluation – 5 pt – must submit the evaluation of team- each member.
There will be an assignment drop box. (value will be 5pts).
Fully documentation all material in this paper. Cites – APA or MLA
Total : Written project & PPTs is 95 pts, and team member
evaluation 5 pts = 100 pts
2 documents to prepare
1. Written report using paragraph style to submit. 5-6 pages 12 points font. Then
add reference page.
2. PowerPoint presentation of project (12-14 slides) – Submit
3. All members of the team must have speaking part in class presentation on
project. Only one project should be submitted per team. Make sure all the
names are listed on the written project.
Products for Project
Please select from one of the products below to do your project.
Go to the discussion board (Project Selection) and list your team member names
and the product. The first team to select a product will get it. Therefore check to
see what products have been chosen. The selection of the product should be
decided among team members. If you select a product already selected by another
team and do project with it, I will deduct 50 pts. So make sure that you select a
product that has not been selected. If in doubt or if you have a question, ask your
section professor.
Sensodyne Toothpaste
Paradontax Toothpaste
Lucky Charm Cereal
Close up toothpaste
Science Diet Dog Food
Blue Dog Food
Kellogg Frosted Flakes Cereal
Kellogg special K Cereal
Corona Beer
Blue Diamond almonds
Busch Beans Bake or any of them
Minute Maid Orange juice
Simply Orange -orange juice
Tropicana Orange juice
Almond Breeze almond Milk
Silk Almond Milk
Honey Bunches of Oats Cereal
Here are some guidelines and rules:
1. Each team member must speak and do a part of the presentation.
2. The spoken presentation should be 12-15 minutes, with 15 minutes the limit.
3. Put your finished presentation on a flash stick and bring it with you. Do not
expect to log in and download it prior to presenting.
4. Review the assignment (syllabus and Group Project document) and follow them.
5. Use bullet points or phrases (no more than 5 per slide). Do not write long
sentences on your slides. Do not read the slides to the class. Practice so that each
person knows his or her part.
6. Review the Rubrics for grading and focus on scoring well on each part.
7. Speak clearly, professionally and with good annunciation.
8. Dress professionally (as if making a business presentation). Does not apply to
online
9. Maintain good posture.
10. Oral Presentation Rubric
11. UHD School of Business- AACSB Assessment
12.Authored by Assessment Sub-Committee
13.
Criteria
Unacceptable
Almost
Acceptable/
Exemplary
(1)
Acceptable
Proficient
(6)
(4)
(3)
Audience cannot
Student
Student presents
Thesis is clearly stated
Organization
understand
generally
information in a
and developed; specific
presentation because
there is no sequence
of information.
Content
Student does not
have a grasp of the
information; student
cannot answer
questions about the
subject.
presents
information in a
logical,
interesting
sequence which
audience can
follow, but
occasionally skips
around.
Student is
somewhat
uncomfortable
and is able to
answer only
rudimentary
questions about
the subject.
Student
occasionally uses
some visual aids
that support the
presentation.
logical,
interesting
sequence which
audience can
follow.
examples are appropriate
and support thesis
development; well
organized, resulting in a
logical, engaging flow of
information.
Student is at ease
with expected
answers, but fails
to elaborate.
Student demonstrates full
knowledge (more than
required) by answering
all class questions with
explanations and
elaborations.
Student’s visual
aids are sufficient
to support the
presentation.
Student’s visual aids
explain, enhance, and
reinforce the
presentation.
Visual
Aids/Slides
Visual aids are lacking
or inappropriate.
Elocution
Student mumbles
and/or often
mispronounces words;
back of audience is
unable to hear entire
presentation.
Student’s voice is
low; audience
must work to
hear; only
occasionally
mispronounces
words.
Student’s voice is
clear; rarely
mispronounces
words; audience
can hear without
difficulty.
Student uses clear voice
and correct
pronunciation; audience
can comfortably hear all
of presentation.
Audience
Engagement
Presentation is
repetitive with
virtually no creativity
and/or originality.
Audience is not
engaged, displays
little interest. Little
eye contact displayed.
Presentation has
little or no
variety/originality
resulting in
minimal audience
engagement.
Only minimal eye
contact
displayed.
Presentation
displays some
originality and/or
creativity.
Audience is
engaged for most
of presentation.
Adequate eye
contact displayed.
Presentation is creative,
original, and/or uses the
unexpected. Audience is
clearly engaged. Eye
contact is maintained
throughout the
presentation.
Presence/
Enthusiasm
Student’s delivery is
monotone, conveying
virtually no interest
and/or negativity
toward topic.
Enthusiasm is clearly
lacking.
Student reads off
slides or notes,
conveying some
ambivalence
toward topic.
Minimal
enthusiasm
displayed.
Student
demonstrates
confidence and
enthusiasm for
the topic.
Student embellishes
presentation, conveying a
high degree of interest in
the topic.
Mechanics
Professional
Appearance
Student’s
presentation has
numerous spelling
errors, grammatical
errors, or mechanical
distractions (such as
random acts of
capitalization) in the
presentation.
Student was poorly
dressed
Presentation has
frequent
misspellings,
grammatical
errors, or
mechanical
distractions in
the presentation.
Appearance was
barely acceptable
Presentation has
occasional, but
noticeable,
misspellings,
grammatical
errors, or
mechanical
distractions in the
presentation.
Appearance was
acceptable
Presentation has very few
or no easily noticeable
misspellings, grammatical
errors, or mechanical
distractions in the
presentation.
Student had a very
professionally
appearance.
14. Student presentations will be taped and graded by professor and others.

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