College Marketing Project
Counts as 2 tests grades-Due Dec. 15th, no projects will be accepted after that to be presented in class starting on the
15th of December; students to present will be selected at random.
Marketing Principles Project
Step 1: Choose an organization, choose one you are familiar with (soft drinks, Pepsi, Coca-Cola, Apple, cars, etc.) Focus
on one product type or product line if the company makes many different products. Companies selected need prior
approval and the company/product(s) selected needs to be handed in by Nov. 10th or sooner.
Step 2: Identify and describe the target market of the product or products you selected. Do NOT say something like
“young, mid-to-upper class women who was their hair”; consider the market the product is aimed at, pinpoint the things
that make the target market respond to the company’s marketing mix in ways that are different from people who are
not the target market.
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For example: “ young mid-to-upper class women who wash their hair, perceive that they might have
dandruff problems, are motivated by prestige and glamour, and like to pamper themselves and are
willing to pay a little extra to do it.”
Step 3: Once the target market has been clearly identified, then discuss the marketing mix the four Ps, the company is
using to attract the chosen target market. Describe each of the four Ps, then discuss and analyze how each one is being
used to attract members of the target market. Also discuss how the four Ps work together.
Step 4: Identify the marketing management philosophy and whether during the product life cycle the philosophy has
changed.
Step 5: Assume the role of a marketing consultant and make specific suggestions on how to improve the company’s
effectiveness with regard to the product you selected.
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Suggestions can be in the form of changes to the current marketing mix to fix any problems you
identified.
If no problems make suggestions to their current marketing mix and explain why your recommendations
will have greater appeal to the target market.
Suggestions should be specific not general, general suggestions are “advertise more” or “improve the
sales force”. An example of a specific suggestion is “improve effectives of the sales force by starting a
training program”; try to make suggestion where you see problems in the company.
DO THIS USING POWER POINT; PRESENTATION SHOULD BE 10 SLIDES MINIMUM
FIRST SLIDE IS THE TITLE SLIDE USED AS A COVER SHEET IDENTIFYING COMPANY AND YOUSELF
AND ENDING SLIDE IS YOUR RESOURCES USED SLIDE
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For anyone wanting extra credit earn an additional 50 points by creating a new
Commercial for the product this portion of the project may be done together with another
student who is also doing the extra credit part.