Marketing
Branding Project
Name______________________________
Project description: Select a product brand name or product line to research in. Research aspects of the
marketing mix related to the outline points listed below. Product information will vary, so be creative and
complete!!
Evaluation: PowerPoint presentation (minimum 10 slides) including all of the outline points below. Please print
a handout of the PowerPoint (not slides).
Topic ideas:
Barbie
McDonalds
Coke
Ford
Hershey’s
Ivory soap
Cereal
Campbell’s Soup
Nabisco
Arm and Hammer
Spam
Pepsi
Clairol
Jolly Green Giant
Levi’s
Pillsbury
Mars
Lifesavers
Duncan Hines
Harley Davidson
Unilever
Proctor and Gamble
Milton Bradley
General Mills
Kellogg’s
Yoplait
Kraft
Starbucks
3M
Resources: Specific books, Internet (brand homepage), Decades Book, Reference books (A Century of
American Icons), Made in America: From Levi’s to Barbie to Google.
I.
Product—
a. Name of company, product mix, product lines (include depth and width), specific
brand names (a chart may be used), product extensions, product descriptions with
features.
b. History or heritage of the product—when did it start, how has it evolved over time?
Have there been product modifications (has it changed over time)? Where is the
product in the product life cycle (sales)?
c. Packaging—what does it look like today? In previous decades? (Examples of product
packaging in advertising may be used)
d. Major brand competitors, how does their image differ?
II.
Price—
a. What is the current price? How has the price changed over time? (A timeline may be
used)
b. Compare prices to competition (price ranges can be used)
III.
Place—
a. Where is product typically sold? Where would it be located in the store?
b. Is the product sold internationally (Specific regions and/or countries where product is
sold)? If so, what modifications have been made?
IV.
a.
b.
c.
d.
e.
Promotion—
Advertising—how do they advertise product now? Then?
Slogan—what is it? Has it changed over time?
Brandmark-- what is it? Has it changed over time?
Specialty products and merchandise, gifts, prizes, contests, etc.
Social responsibility and/or community service involvement.
Marketing
Branding Project
V.
a.
b.
c.
d.
Name______________________________
New Product Recommendation—
Brand name and product description
Target market
Trends addressed
Promotion strategy—slogan, brandmark, trade character, etc.
Product
 Brands
 Features
 History
 Packaging
 Image
 Competition
Price
 History
 Competition
Place
 Local
 International
Promotion
 Advertising
 Slogan
 Brandmark
 Specialty
 Social Responsibility
Product Recommendation
 Name
 Target Market
 Trends
 Marketing Mix
Presentation
 PowerPoint
 Teamwork
 Creativity
Marketing
CEO
Marketing
Manager
Marketing
Assistant
Marketing
Job Applicant
25-23
22-18
14-14
Below 14
10-9
8-7
6
5
10-9
8-7
6
5
25-23
22-18
14-14
Below 14
10-9
8-7
6
5
20-18
17-16
15-14
Below 14
TOTAL
/100 points