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Marketing Assignment - Marketing the “Unmarketable”

In groups of 2-3 (or individually) you will create a marketing company and an advertisement for a challenging
product.

STEP 1 ~ ESTABLISHING THE COMPANY

You are a marketing firm that specializes in marketing obscure products and services. If it seems impossible,
you will do it!

As a group, come up with:

1. Company name
2. Slogan
3. Mission statement

Your name should reflect your business, its purpose and/or your mission statement. A mission statement is
two or three sentences that describe the essence of your business. A broad statement about your goals as a
company, an image you want to portray, or the way you want your customers to view you.

STEP 2 ~ BRIEF MARKETING MIX

You will now choose one (1) product/service idea that is particularly challenging to effectively market. (First
come, first served!)
1. Marketing fruit flavoured potato chips. (Orange, Banana, etc.)
2. Marketing a rock-climbing service to baby boomers (50–70-year-olds).
3. Marketing a nutritious, fast-food restaurant with higher-than-average prices. (Your choice of theme)
4. Marketing a Do-It-Yourself oil change kit designed for females.
5. Marketing scrambled egg patties (for breakfast) that go in a toaster.
6. Marketing a handbag to male teenagers
7. Marketing a golf course with five holes.
8. Marketing aerosol (spray) ketchup.
9. Marketing single-seat cars

Your firm will now put together a marketing mix for each product or service.

Product
Design of Product or Service (Features, Varieties, Sizes, etc)
Branding (Name and slogan for your product/service)

Price
What will you price your product at? Why?

Place
Where will your product be sold? What is the method of distribution? Why?

Promotion
What promotional ideas do you have for your products/services?

Competitors
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Who are your competitors?

Consumers
Who is your target market? Describe the type of person you will be selling to.

FOR BOTH PRODUCT AND PROMOTION…. Remember who your target market is and why they would buy
your product!

STEP 3 ~ ADVERTISING
CREATE ONE ADVERTISEMENT of your choice (commercial, magazine ad, billboard ad, etc.) and explain the
following:
 What form of advertising did you choose and why? (think back to criteria like reach, durability, cost
etc.)
 What is the image portrayed in the ad and what message are you trying to get across?

AD TIPS
1. Attention Grabbing
Catchy music, a beautiful woman, repetition, loud sounds, visual humor. These all appeal
to basic sensory perceptions and if done right, they work simply because we are human.
2. Trust Development
Is the company offering the product trustworthy? Or are they just a bunch of greasy
salespeople trying to sell a product? An ad should establish the company offering the
product as deserving of trust. This can often be accomplished simply by making a well
produced ad with likable characters.
3. Positive Associations
Have you ever wondered why little babies, cute animals, beautiful women, comedy,
celebrities and nostalgia are often found in commercials? Because they create positive
feelings in people and are the easiest ways to establish positive associations with
products.
4. The Desire Hook
All good advertisements tell a story about a product and why the consumer would be
better off with the product. Diamonds? They are signs of good marriages and loving
husbands. “The Nissan GT-R gives you unprecedented driving power”. “Cars.com is the
best place to save money by doing research about cars online.”

STEP 4 ~ PRESENTATION
Prepare a brief presentation to share your company, marketing mix and advertisement. The method of
presentation is up to you (PowerPoint, Prezi, poster, etc).
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MARKETING ASSIGNMENT RUBRIC Names:
__________________
Curriculum Level 1 Level 2 Level 3 Level 4
Expectation Above and Beyond
B4 - demonstrate an Company name, Company name, Company name, Company name,
understanding of slogan and Mission slogan and Mission slogan and Mission slogan and Mission
the importance and Statement show Statement show Statement show Statement show
role of marketing in limited some good understanding thorough
business understanding and understanding and and creativity understanding and
creativity creativity creativity
Presentation shows
Presentation shows Presentation shows good understanding Presentation shows
limited some of the marketing thorough
understanding of understanding of mix (4Ps and 2Cs) understanding of
the marketing mix the marketing mix (explanation, detail the marketing mix
(4Ps and 2Cs) (4Ps and 2Cs) and justification) (4Ps and 2Cs)
(explanation, detail (explanation, detail (explanation, detail
and justification) and justification) Advertisement and justification)
shows good
Advertisement Advertisement understanding and Advertisement
shows limited shows some application of the shows thorough
understanding and understanding and types and understanding and
application of the application of the effectiveness of application of the
types and types and advertisements types and
effectiveness of effectiveness of (AIDA) effectiveness of
advertisements advertisements advertisements
(AIDA) (AIDA) Presentation is clear (AIDA)
and effective
Presentation is not Presentation is Presentation is
clear or effective somewhat clear extremely clear,
and effective effective and
creative