Marketing

Project

Project Description
For this project, you will be creating a new marketing plan for an existing brand or
product. Choose a brand or product that is struggling, and create a marketing plan that
will help reinvigorate it.

Here is a list of possible brands—you may use any one of them, or you may select your
own:

● Peloton
● Diet Pepsi
● Tim Hortons
● Burberry
● Fiat
● WeWork
● Bed Bath and Beyond
● Fitbit
● Quibi
● Skype
● Marks & Spencer
● Carnival Corporation
● Victoria’s Secret
● FamilyMart

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Marketing Project

Begin by making a copy of this template. (Note: after opening the link, click “make a
copy” to begin working on your own copy of the template.) The template provides key
guidelines in each section written in italics; follow those instructions to create your plan.
Just remember to delete the advice from your final document. Submit your marketing
plan by emailing a PDF version to projects@quantic.edu. If you are submitting your
Marketing project as a group, you must also submit the final page of the Group
Project Agreement signed by all group members in order to receive credit for the
project (attached as a PDF to your submission email).

Please note that if you’re working in a group, your feedback will be emailed back to your
entire group. If you do not wish to reveal your email to the rest of your group, email us at
projects@quantic.edu to let us know.

Learning Outcomes
When completed successfully, this project will enable you to:
● Evaluate a brand’s strengths and weaknesses through researching and analyzing
the company’s history, industry, and market.
● Create a cohesive, detailed marketing strategy that will capitalize on a brand’s
strengths and address its weaknesses.

Resources
There are several helpful resources for this project:
● Refer to the Marketing & Pricing concentration courses for guidance on individual
sections of the plan.
● Refer to this example plan for Hydrox cookies for inspiration.

FAQs
Is there a maximum number of pages for the marketing plan?
There is no maximum—the average is usually around 25 pages. You won't be punished
for including more detail or having more pages.

Can I design a new product for my chosen brand?

No. You may redesign the packaging for a product, but not the product itself. For
example, Yoplait successfully marketed its yogurt to children by repackaging it in a tube
and naming it Go-GURT®.

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Marketing Project

How do I cite my sources?

Quantic uses Chicago-style author-date citations (in-text, not footnotes) and expects
students to provide a works cited page. Be sure to take a look at our Citation Guidelines
for more information and frequently asked questions, including how to cite text
generated by ChatGPT.

Do I have to use a company on the list?

No, you may choose your own. The only requirements are that it must be a real,
established company or product that is either currently losing market share (e.g., Diet
Pepsi) or struggling to gain an initial foothold (e.g., Quibi).

Instead of a well-known business, can I choose a small local business for the project?
Yes, feel free to choose a small local business or even your own business. The key is to
provide evidence that the business is struggling. You can use sales data, consumer
trends, and other facts to support your argument that this business is experiencing
difficulties.

I don't have any competitors, what should I do with the competitor analysis?
Let's say you choose a company that has a monopoly in the industry, or is creating a new
industry; in both cases, you won't have many competitors. You will just need to cite the
market data and support your argument that there are not many competing brands in this
chosen industry.

My chosen company involves more than one industry, should I include all the involved
industries in the industry background analysis?
Often, one company provides offerings in multiple product categories. For example, Nike
sells apparel, as well as sports equipment. In this case, it is recommended that you only
focus on one product category. Sometimes, you have one product or service, but it
involves more than one industry. For example, Blue Apron belongs to both the meal kit
industry and the food industry more generally. In that case, you will need to establish the
industry conditions for both the general industry and the narrower industry, since these
industries may not be experiencing the same market trends. Overall, it’s better to focus
on one product line, as different product lines may have their own unique positioning
strategies and markets.

Everything is online for my chosen business, do I still need a distribution strategy?

The distribution strategy involves every individual and organization in the process of
moving a product from the producer to the customer. So if your product is sold online,
but still needs to be shipped and delivered offline to the customers, then you will need to
discuss those offline channels. If you are an online service provider, like a live-stream

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Marketing Project

service, then you can discuss what kind of platforms (app, website, etc.) will be used for
your services. Also, don't forget to justify why you’ve chosen these online channels.

Can I alter the company’s overall strategy?

No. You may alter only the marketing strategy. The company’s key products and business
model must remain in place. For example, you cannot suggest that Applebee’s
reinvigorates its brand by switching its menu to entirely organic, quinoa-based dishes.
You could, however, recommend that it offer special deals for customers who bring a
large party.

Plagiarism Policy
Here at Quantic, we believe that learning is best accomplished by “doing”—this ethos
underpinned the design of our active learning platform, and it likewise informs our
approach to the completion of projects and presentations for our degree programs. We
expect that all of our graduates will be able to deploy the concepts and skills they’ve
learned over the course of their degree, whether in the workplace or in pursuit of
personal goals, and so it is in our students’ best interest that these assignments be
completed solely through their own efforts with academic integrity.

Quantic views the use of ChatGPT and other large language models as one acceptable
tool in the research and writing process; however, the text produced through the use of
such tools should not replace the substance of your assignment. There are known issues
with AI-generated text, including inaccuracies and uncited plagiarism of online sources,
and the student will bear the responsibility for errors or code of conduct violations within
submitted works. Quantic requires that all text generated by ChatGPT or another LLM
be cited properly using these conventions.

Quantic takes academic integrity very seriously—we define plagiarism as: “Knowingly
representing the work of others as one’s own, engaging in any acts of plagiarism, or
referencing the works of others without appropriate citation.” This includes both misusing
or not using proper citations for the works referenced, and submitting someone else’s
work as your own.

Quantic monitors all submissions for instances of plagiarism and all plagiarism, even
unintentional, is considered a conduct violation. If you’re still not sure about what
constitutes plagiarism, check out this two-minute presentation by our librarian, Kristina. It
is important to be conscientious when citing your sources. When in doubt, cite! Kristina
outlines the basics of best citation practices in this one-minute video. You can also find
more about our plagiarism policy here.

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Marketing Project

Marketing Project Rubric

Scores 2 and above are considered passing. Students who receive a 1 or 0 will not
receive credit, and must revise and resubmit to receive a passing grade.

Score Description Potential Indicators

5 A comprehensive
marketing
● Carefully researches and analyzes the cause(s) of
the brand’s failure and provides a clear, detailed,
strategy that is and feasible solution to address that failure
informed, ● Provides a single, coherent strategy that is
thoroughly developed through thoughtful, meaningful analysis
researched, and research
insightful, and ● All elements of the strategy are unified and reinforce
cohesive. one another
● Numerous (5+)credible sources are cited throughout
● Includes all relevant sections (see template), content
is clearly organized according to those sections, and
provides visual aids and addenda where useful and
relevant

4 A comprehensive
marketing
● Reports the cause(s) behind the brand’s failure and
provides a feasible solution to address that failure
strategy that is ● Provides a single, coherent strategy
informed and ● At least 4 credible sources cited
cohesive. ● Includes all relevant sections (see template), content
is clearly organized according to those sections, and
provides visual aids and addenda where useful and
relevant

3 A marketing
strategy that is
● Shows some awareness of the cause(s) behind the
brand’s failure and provides a strategy that partially
reasonable, but addresses the reasons for failure
lacking in depth ● Individual elements of the plan are loosely
and cohesion. connected by an overall strategy, with some
exceptions
● 3 or fewer sources cited, or some are credible
● Includes all or most relevant sections (see template)
and is organized in a reasonable manner

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Marketing Project

2 An incomplete
overview of
● Does not show awareness of the reasons behind the
brand’s failure, or provides a strategy that does not
marketing efforts clearly address the reasons for the brand’s failure
that has ● The plan isn’t guided by an overall strategy
significant ● Few or no credible, relevant sources cited
information gaps/ ● The plan includes most relevant sections (see
inconsistencies. template) but may be disorganized or poorly
presented

1 A plan that lacks

an overall
● Little acknowledgement of the reasons for the
brand’s failure, and/or no solution to that failure is
strategy, is not presented
well informed, ● Missing key sections or information
and struggles to ● Poorly presented and/or difficult to read
clearly describe ● Few or no credible, relevant sources cited
basic elements of
the proposal.

0 Failure to
complete project.
● The assignment is either plagiarized, not turned in,
or completely off topic

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