Basics of Marketing (Winter 2023)

Group Final Project & Presentation

Project content (a Marketing Plan)

Think of a new idea/product/service and devise a comprehensive

Marketing plan to successfully introduce it to the Market. The
product/service does not necessarily have to be revolutionary, and similar
offerings may already be available on the market.

Your project paper (Marketing plan) must be presented in a well-organized

12-18 page (3,000- 4,000 word) type-written (double-spaced) paper.

Some suggested ideas for the product or service (ideally you come up with
your own):

 A new healthy drink, snack, vegetarian (vegan) restaurant

 A new line of clothing (using special fiber, material)
 A new packaging method for sensitive products such as medication
drugs, healthy foods, etc.
 A new service cateing especially to senior citizens/ retirement homes
 A new advertising/promotion concept for health professionals
(dentists, pharmacists, etc.)
 A new food delivery system for offices in industrial parks, or homes
 Etc.

In devising your Marketing Plan you must address the following topics (not
necessarily in the following order):

1) The external environment (1-2 pages):

 The economic/political/legal environment (if relevant)

 The existing Market (industry, direct and indirect competition, etc.)
 Technological environment (if relevant)

2) Segmentation, Targeting, and Positioning strategies (2-4 pages):

3) A detailed coverage of the suggested Marketing Mix (The 4 Ps) (8-12
pages):

 A detailed description of the Product/service

 The chosen Pricing strategy and the underlying rationale
 The Distribution (Place) strategy
 The Communication/Promotion strategy (ex: advertising, personal
selling, online promotion, sales promotions, direct marketing, etc.)

Be mindful this is a project that involves creativity. However, what

helps you obtain a better grade is the demonstration of your clear
understanding of the Marketing concepts, and terminologies. Use them
when appropriate, and relevant throughout your paper.

Depending on the selected product/service/idea, one or more elements of the

Marketing Mix (the 4 Ps) may be more essential and require greater
emphasis, while others not so much.

The product is only one aspect of the Marketing Mix. In order for your
Marketing Plan to prove successful, all aspects must be carefully considered.
(A mediocre product, well-priced, positioned, and promoted may succeed
much better than a great product badly marketed)

Grading

Written Project: 15%

Oral group presentation: 15% (PowerPoint slides). Every member should
talk approximately 5 minutes over 2-4 slides.

Although this is a group project and the whole project will impact all team
member grades, your individual contributions will be graded separately. In
other words, every team member’s grade will depend on both the whole of
the project as well as their individual contribution.
Both the paper and the presentation should be seamless meaning as though
they were done by one person. That’s why every member of the team
should carefully review the paper, and the presentations to make sure there
are no contradictions, repetitions, or redundancies. Ideally the project
should be completed several days before the deadline giving time for
everyone to review and improve the project.

Deadlines

The final project is due on the last day of school, Friday, May 21.
Late submissions will be penalized by 5% reduction per day.