BBI 20: Marketing Plan Project
Plan: Phase 1
Nabisco the world leader in cookie manufacturing wants to launch a new brand of cookie. They
have turned to you and several other top cookie developers to present several ideas for potential
cookies to their top executives. Only the best cookie/ marketing plan will be manufactured and
sold. You will be working in groups of 2 to 3 to create a cookie and develop a marketing plan to
present to the executives. Your cookies can be based on anything your group agrees on. We will
be baking the cookies Wednesday. We will provide the main ingredients, but you must bring in
any fancy or extra ingredients.
Idea Generation
Brainstorm four ideas for a new cookie! For now focus only on the type of cookie your group will
produce. For example will you focus on making the world’s best chocolate chip cookie or will you
be bold and create a recipe from scratch? You may go online to find a recipe or ideas for your
cookies if you wish. However, your cookies may not contain any nuts or nut products.
Idea #1
Idea #2
Idea #3
Idea #4
Idea Screening - Explain one positive and negative element about each idea.
Positive
Idea #1
Idea #2
Idea #3
Idea #4
Negative
Marketing Plan: Phase 2
In this phase you need to decide who your target market is and why this cookie will be well
received by this group.
Target Market – You must include the following information about your target market gender,
age, level of education, hobbies, interests, level of income, geographic location, needs and wants,
family stage etc. You may choose one of the following methods to communication your
information:
1 ) Develop a written description of your intended target market for your cookie. Give a detailed
description of the type of person who makes up your intended target market. See the one we did
in class.
2) Using images create a pictorial collage representing what your target market looks like. Use
pictures from the internet/magazine to create a collage of what your target market looks like.
Your goal is to provide the best pictorial example possible of your target market to ensure that
the executives at Nabisco have an accurate idea of your proposed target market.
Marketing Plan: Phase 3
Nabisco executives have asked you to develop a brand name, logo, slogan/jingle that could be
used in the marketing of your new cookie. The brand name, logo slogan/jingle must be original,
and consist of original artwork (either by hand or computer). It should be consistent with your
product’s image and appropriate for the target market you are aiming to sell your new cookie to.
Task 1: Brand Name
Design a brand name for your cookie. Remember that a brand title, symbol or combination of
both identifies your product in the mind of the consumer and sets it apart from the competition.
A brand name is the verbal portion of a brand, the part that can be spoken. Design your brand
name so that it fits on a 8 ½ x 11 sheet of paper. You want this name to be big so that it can be
clearly shown during your presentation. Your brand name will be a big part of your display.
Task 2: Logo
A logo is a unique symbol that is part of the brand and readily recognized by consumers. A
trademark is legally protected and owned by the company, which it represents. Once trademark
rights are granted, any other companies using the name or logo can be sued for “infringement of
trademark”. Design your logo so that it fits on a 8 ½ x 11 sheet of paper. You want this logo to
be big so that it can be clearly shown during your presentation. Your logo will be a big part of
your display. Keep in mind that many companies’ name design is their trademark as well. (For
example Coca Cola.) You will need to indicate if your name and trademark are the same.
Task 3: Slogans
Slogans are catchy phrases. You may consider incorporating a jingle. They help consumers to
remember the product or service that is being advertised. Logo and brand names appeal to
consumer’s visual memory, while a slogan or jingle appeal to consumer’s auditory memory.
Production Plan: Phase 4
Task 1 – Production Process
You are to break down the stages in the production process as they apply to the production of
your product. You must include the roles of each group member.
Task 2 – Factors of Production
You are to relate the factors of production to your cookies.
Marketing Plan: Phase 5
Task 1
It is now time to decide how you would promote your product. Specifically, how will you grab the
attention of your target market, and make them interested enough in your product that they will
go out and purchase it (AIDA and Maslow). You are to design a promotional campaign. This
campaign will consist of two of the following types of advertisements:
Radio ad (30 seconds)
-plus script
TV Commercial (45 seconds)
- Storyboard and script
Social Media Campaign
Transit ad (bus shelter, bus/subway ad)
Newspaper ad
Magazine ad
Internet ad
Outdoor ad (billboard)
Task 2
Write an explanation of where you would place your advertisements in order to maximize your
exposure to your target market. For example which radio stations would your radio ad be played
on, what days and times. What magazine would you place your advertisement in?
Marketing Plan: Phase 6
Task 1 – Trade Show
Your task is to complete a presentation/elevator pitch that will sway the executives at Nabisco in
favour of your cookie. Your job is to put all of the other phases together into a presentation/taste
test that makes the executives believe that they should produce and market your cookie.
As a class we will develop a questionnaire customers will be filling out that will help determine the
winning product. Your job is to:
● Set up your table with sample product, logo and advertising. Students will visit your display,
sample and view your products, and complete the survey.
● As a class, we will total up the results and see which are selected as the winner for Nabisco’s new
cookie choice.
Final Stage
Finalize and hand-in. Each member must include a written paragraph that reflects on this project.
1) What did you learn?
2) How did your group and you work?
3) What happened on the day of the trade show?
4) Final reflections.