YEAR 10 MIDTERM PROJECT

INTRODUCTION

All businesses have to establish an identity for themselves in order to be set apart

from competing companies. That means that they have to create a distinctive and

catchy company name and logo, among other things. After the company's general

goals and identity have been developed, then the company must research the

market, decide on its core products, and analyze the competition. Do you think that

businesses adequately cater for gender? Are advertising campaigns discriminating

against males or females? Is there unreasonable exploitation of males or females

in advertisements?

Task

Entrepreneurship is a well-publicized theme in your school. Your school has been

approached by the "a large corporation" based in Kenya for assistance with gender-

based market research. They would like you to adapt "one of their existing

products" so that it is more attractive to "men / women".

Consider the following questions:

What do male / female consumers want these days?

Are they satisfied with the way that products are gender-based?

What kinds of sales or promotional efforts work and don't work for men / women?
Your deliverables are:

Select one product typically aimed at male / female markets and conduct market

research amongst males / females to find out what would make the product more

attractive to the opposite gender for which it was originally intended. For example,

if motor bike marketing campaigns are aimed at men, what can be done to the

product and marketing campaign to attract women buyers?

 Choose your own example of a product.

 Design / adapt the logo for that product to suit the new market audience.

 Adapt the name of the product, if necessary.

 Adapt one advertisement of the product to suit the new target audience.

 Write a press release announcing the product.

 In conclusion, produce a slide show presentation in which you

 identify the product with which you have been working, and explain why you

have chosen this product

 use graphs to show the results of the market research for a new target

audience

 display the new logo, with an explanation of the adaptation that you have

made

 display the new name, with an explanation of the adaptation that you have

made

 display the press release

 display the adapted advertisement, with an explanation of the adaptation

that you have made.

 CONCLUSION

Advertising teaches us a lot about understanding people and being sensitive to

stereotypes and gender issues. During this activity you would have had the

opportunity to have fun and be creative while, at the same time, you will have

gained new insights into the world of marketing.