Marketing: Goods, Services, Events
BMI3C1
Culminating Activity
THE MARKETING PLAN
Introduction:
Your culminating activity consists of creating a marketing plan for a new product, service or event.
This is an individual task that includes writing a report and presenting your findings to the class.
This task allows you to directly apply the knowledge you have gained throughout this course with
regards to consumers, competition, branding, positioning, and the marketing mix.
A Marketing Plan is a written document that details the actions necessary to achieve specified
marketing objectives. It can be for a product, service, or event.
Some suggestions:

Any product/service currently on the market that you would like to modify (innovation)

Any NEW product/service that is not currently on the market (invention)

A retail store

A charity event (dinner, dance, silent auction, marathon)

A music celebrity coming out with a new CD

A new movie that is about to be released
By the end of this course you will have created and presented a marketing plan for a product, service
or event of your choice. It will be a report of approximately 10 to 15 pages in length. DO NOT BE
OVERWHELMED. You will hand in various sections of the report at different times throughout the
remainder of the year.
Ministry Expectations:

Describe the key steps and stages in the creation of a marketing plan

Produce a marketing plan for a real or simulated product by using current
technologies and tools.

Present the marketing plan to peers, teachers, parents and/or members of
the community.
Evaluation:

All portions of your Marketing Plan for your culminating activity should appear typed and
double-spaced, except in cases where a chart was used to display information.

Each student will carry out the tasks outlined in the following pages to successfully complete
the final evaluation for this course.

This project is worth 30% of your final mark in this course.
Plagiarism of any kind will automatically receive a mark of Zero.
Plagiarism is claiming another person's written material as one's own. Plagiarism can take the form of
direct, word-for-word copying or the theft of the substance or idea of the work. Plagiarism includes
duplicating any written work from another source without properly citing the source as a reference.
Plagiarism also includes copying/downloading an image, graphic or picture, without proper citation.
PART ONE: GOALS AND STRATEGIES
Select a new product, service or event that you would like to market. Do not choose an existing
product, service or event, but create your own. You can choose to have an invention (a new product,
service or event) or innovation (a modification of an existing product, service or event).
Part 1 of your report requires you to:
1. Describe in detail your product, service or event. If it is an existing product, service or event
then describe it and the current business/marketing strategies used for it. If it is an innovation,
describe the market/industry that the product, service or event caters to.
2. Brainstorm 1 realistic goal for your product, service or event.
Some possible goals of a marketing plan can be:
 Increase sales
 Increase consumer awareness of the value of the product
 Raise $ for a non-profit cause
 Target a new market
The section should highlight a number of key goals you hope to achieve with your product.
S.M.A.R.T. Goals are: Specific, Measurable, Attainable, Realistic, Timely
Therefore, your goal should include specifics such as:
i) quantity (what level of sales can you achieve during the next year?, what market share can
you achieve?, how many units of product do you think the company can sell? , what level of
profit can be achieved?),
ii) direction (e.g., increase/decrease),
iii) time frame
iv) rationale (why?)
A good example: Increase sales by $4 million within 4 years.
A bad example: To be the best in the world!
3. Outline 3 strategies for achieving your goal.
Some strategies can be:
 Introduce a new product line aimed at teens
 Increase distribution to include e-commerce by improving our website
 Target a new market
*All strategies and recommendations throughout your marketing plan must link to these goals.*
Sample Template: (length should be maximum 1 page double spaced)
Product Description:
Primary Goal:
Strategy 1:
Strategy 2:
Strategy 3:
PART TWO: CONSUMER PROFILE
Now that you have determined what product or service you wish to market, the next step is to
determine who your target market is. It is critical to develop a consumer profile that will be considered
as the primary target.
1. Create a consumer profile of a possible market segment. Fill in the chart below to give you an
idea as to who will be most likely to purchase your product or service or attend your event.
2. Type up a detailed profile of your primary target market. Explain why you have chosen this
target group to focus your marketing efforts on. Remember to examine demographic,
psychographic and geographic characteristics.
3. Examine motivating factors that will influence the buying decision of your target market.
(Think back to Alderfer, Thorndike and Maslow – what factors did they talk about that
influenced behaviour?)
4. Part two of this assignment also consists of creating a computerized poster/collage (8 1/2 x 11
paper) based product, which gives us a visual representation of your target market. See the
bottom of this page for 2 samples. Using words, pictures or both, create a collage that
represents your target market. Include images that represent their demographics,
psychographics and geographics.
Sample Template: (length should be maximum 2 pages double spaced – complete as many as possible
in the list below)
Primary Target Market
Demographics
Age
Gender
Income level
Family Life Cycle
Ethnicity
Culture
Psychographics
Lifestyle
Beliefs
Religious Beliefs
Opinions
Attitudes
Geographics
Urban
Suburban
Rural
Why have you chosen this target market?
What factors do you think will motivate this target market to purchase your product?
Sample 1:
Sample 2:
Geographics
Demographics
Psychographics
PART THREE: COMPETITIVE MARKET
The next stage in the marketing plan is to examine the competitive market place by studying the
competition for your good/service or event. In this portion of the marketing plan, it is critical to
examine the business environment by analyzing the competition and defining what market you are
competing in.
1. Describe the type of market you will be competing in. (e.g: automotive, entertainment,
personal hygiene, etc.). Is there a lot of competition? Is it an oligopoly, monopoly,
monopolistic competition or perfect competition environment? Explain your choice.
2. Select at least two (2) direct competitors for your good/service/event and prepare a
competitive analysis. It is critical at this stage to examine the competitive advantages, both
sustainable and non-sustainable, for each competitor.
Sample Template: (length should be maximum 2 pages – use the table provided)
Description of the competitive environment (e.g: perfect, monopolistic,
monopoly, oligopoly)
Competition #1
Competition #2
Does your competition have anything that is unique that no one else
can easily copy?
Sustainable (pick
1 for each)
USP
Niche
Cost Advantage
Customer Loyalty
How does your competition currently try to temporarily attract
customers?
Non-sustainable
(pick 1 or more
for each)
Promotion
Quality
Price
Design Features
Benefits of Use
Placement
PART FOUR: MARKETING STRATEGIES – PRODUCT
By this point in your marketing plan, you have identified and described the product, service or event
that you want to market, you have developed profiles of your target consumers, and analyzed your
major competitors. At this stage of your marketing plan you need to describe your
product/service/event in more detail by creating a brand identity!
1. The next stage is to develop a brand identity that helps establish and maintain your product,
service or event position. Remember, differentiating your product from the competition is the
most effective way to attract your target market!

Create a brand identity for your product or service that includes an appropriate brand
name, logo and slogan/jingle.
2. Design a prototype of your product or service. (Due on day of your presentation)


The prototype does not have to be to scale, but it should provide a visual
representation of what your product will look like.
If you have chosen a service or event, then design a floor plan of the location where
the service or event will be provided AND/OR take pictures of various items that
would appear at your venue or store and include in your visual AND/OR transform
the classroom using elements from your store or venue, etc. etc.
This is your opportunity to be creative!!
PART FIVE & SIX: MARKETING STRATEGIES – PRICE & PLACE
PRICE:
It is now time to determine what price you should set for your product or service.
To help you determine what price to charge use these questions to guide you.






What price do the major competitors charge?
How much will it cost you to produce the good or service?
Who is your target market?
How much profit do you wish to make?
At what price will the product or service be introduced?



Is the product worth its price?
How will the final price contribute to the product or service’s position?
Incorporate the concepts of Break Even Analysis (variable costs, fixed costs, selling price,
break-even point).
Incorporate pricing strategies (penetration vs. skimming pricing, psychological
pricing, seasonal discounts, leader pricing, etc.).
Determine the best price for your product, service or event by considering all these factors. Justify
your pricing decision.
PLACE:
Selecting a distribution channel is a critical stage within the marketing mix.
By examining the various channels of distribution, determine which option will be the most beneficial
for your product. Who will sell your product, service or event?
If you are working with a service or event, discuss how you will reach your target market.
Sample: (length should be maximum 1 page double spaced)
Channel
Possible?
Reason(s)
YES/NO/MAYBE
Manufacturer to Consumer
Manufacturer to Retailer
Manufacturer to Wholesaler to
Retailer
Manufacturer to Importer to
Retailer
Vending Machines
E-Commerce
Catalogue Sales
Telemarketing
Television Sales
Other
Consider the following questions before making your recommendations:
 What is the income level of the target market?
 How large is the local market?
 What are the buying habits of the consumers?
 Will the selected channel reach a sufficient number of consumers?
 Is it a seasonal item?
 Will the product spoil?
 How large or heavy is the product?
PART SEVEN: MARKETING STRATEGIES – PROMOTION
Your task is to launch this new product, service or event given a promotional budget of $1,000,000.
Look back to your original goals from Part One of this project. You should have considered
generating consumer awareness and securing a “top three” market share ranking in your industry.
Prepare a promotional campaign analysis to determine what advertising, publicity and promotional
opportunities are available in communicating the main message about your product, service or event to
your target audience.
Examine the following questions to determine advertising, publicity and promotional opportunities for
your product or service:




Who is the target market?
What media and advertising venues would be appropriate?
What is the cost of each ad or promotion for each medium?
What goals will be accomplished by using this strategy?
1. An outline/list: identify which promotional elements will be used in the launch and
throughout the first year (e.g: website, television, radio, magazine, introductory
coupons, bonus-packs, discounted pricing, personal-selling techniques, publicity
generated and public relations agents, etc.).
2. A timeline/calendar: outline the launch dates/air times and frequency for each
promotional medium utilized. Specifically, if television is used, which television
stations, which dates, during which shows and how often. The same should be done
for radio, magazine, billboard and all form of promotion used in this launch.
3. A table: outlining the cost breakdown (e.g: estimated current costs, four colour fullpage Vogue or GQ magazine ad) of each promotional element used. Remember, you
have a $1,000,000 budget.
4. Include at least two (2) promotional materials that you have created and that you
will present to the class. One of the two must be an “advertisement” (radio script
and recording, TV ad storyboard and/or filming, billboard, magazine, video, website,
etc.) and one of the two must be a “promotional item” (coupon, bonus-packs, loyalty
cards, flyer, etc.).
5. Describe in detail each promotional activity you wish to utilize and justify why this
technique will be effective. Relate it to your goals and strategies as well as your target
market. Who will each promotional item reach?
IDEAS:
Television
Radio
Newspaper
Magazine
Internet
Facebook page
Media Relations
Brochures
Contests/Sweepstakes
Coupons
Samples
Etc…
PART EIGHT: MARKETING PLAN and PRESENTATION
The final portion of your assignment will be to hand in and compile all the previous sections into one
package after editing and making the recommended changes. Remember, this is a business report and
should follow a professional business template. (Refer to the last page)
Your marketing plan should include, but it is not limited to the following:
1. Title page
2. Executive Summary (Done at the very end)
o A one page summary designed to provide a quick overview of the full-length report
3. Table of Contents (with accurate page numbers)
4. Current Situation
o Description of product, service or event and the industry
o Goals and strategies
 primary goal
 3 strategies
5. Consumer Analysis
o primary target market (demographics, psychographics, geographics)
o research (e.g.: Stats Canada, online sources)
o buyer motivation
o rationale for choosing this market
o computer visual/collage
6. Competition Analysis
o market description
o type of competitive environment
o sustainable and non-sustainable competitive advantages of 2 competitors
7. Marketing Strategy - Product
o brand name and brand image (logo, slogan/jingle); prototype
8. Marketing Strategy - Price
o pricing strategies
9. Marketing Strategy - Distribution
o distribution channels
10. Marketing Strategy - Promotion
o promotional goals
o promotional mix – timeline, costs and rationale
o 2 promotional items
11. Appendix
o pictures and specifications of the new product
o bibliography of sources
PRESENTATION REQUIREMENTS

Presentations will take place between ______________________________________.
Everyone must be prepared to present on their assigned day. If a student is unprepared to
present they will automatically receive a mark of zero for the presentation portion of the
assignment.

Presentations are only 2 minutes in length! It’s an elevator pitch about your idea.

An elevator pitch is a short summary used to quickly and simply define a profession,
product, service, organization, or event and its value proposition.

The name "elevator pitch" reflects the idea that it should be possible to deliver the summary
in the time span of an elevator ride, or approximately thirty seconds to two minutes.

The term itself comes from a scenario of an accidental meeting with someone important in
the elevator. If the conversation inside the elevator in those few seconds is interesting and
value adding, the conversation will continue after the elevator ride or end in exchange
of business cards or a scheduled meeting.
Additional requirements: Prototype
EVALUATION AND MARKING SCHEME
PART ONE: GOAL AND STRATEGIES
15 Marks

Clear description of product, service or event (5 Marks)

Realistic and obtainable goal with well detailed and thought out strategies (10 Marks)
PART TWO: CONSUMER PROFILE
30 Marks

Detailed profile of primary target market and clear explanation and justification for choosing
these target markets (10 Marks)

Profile poster/visual (20 Marks)
PART THREE: COMPETITIVE ENVIRONMENT
25 Marks
 Concise description of the type of competitive market including the examination of the
sustainable and non-sustainable competitive advantages (25 Marks)
PART FOUR: PRODUCT

Brand name, logo and slogan/jingle (25 Marks)
25 Marks
PART FIVE: PRICE
10 Marks

Decided price by examining many factors and used clearly justified reason. (10 Marks)
PART SIX: PLACE
10 Marks

Examined a wide variety of distribution methods (5 Marks)

Justified why channels were most effective in getting the product to the consumer (5 Marks)
PART SEVEN: PROMOTION

Time line, costs and justification (15 Marks)

Promotional Material 1 (10 Marks)

Promotional Material 2 (10 Marks)
35 Marks
PART EIGHT: MARKETING PLAN
50 Marks

Had all necessary components of the marketing plan including title page, table of contents
and parts one to seven. (10 Marks)

Clearly organized and visually appealing report, necessary changes were made (10 Marks)

Proper citation of references (10 Marks)

Executive summary (20 Marks)
PRESENTATION and PROTOTYPE:
100 Marks

60/40 divided between presentation and prototype

The presentation will be evaluated using the following criteria: quality and quantity of
information, clear expression of ideas, organization and effective delivery.

Well designed and creative prototype
PARTS ONE TO SEVEN: PROCESS
15%
PART EIGHT: FINAL REPORT
5%
PRESENTATION/PROTOTYPE
10%
April 2015
Mon
Tue
Wed
Thu
Fri
1
PART 1 DUE
(DAY 3)
2
PART 1 DUE
(DAY 4)
3
7
8
9
10
13
PART 2 DUE
(DAY 1)
14
PART 2 DUE
(DAY 2)
15
16
17
20
21
22
CREDIT RESCUE
DAY
23
PART 3 & 4 DUE
(DAY 4)
24
PART 3 & 4 DUE
(DAY 1)
27
28
29
30
6
GOOD
FRIDAY
MARKETING
CULMINATING
ACTIVITY
MARKETING PLAN
EASTER
MONDAY
DUE DATES AND
SCHEDULES
IMPORTANT DATES:
May 2015
Mon
Tue
Wed
Thu
Fri
1
4
5
6
7
PART 5 & 6 DUE
(DAY 2)
8
PART 5 & 6 DUE
(DAY 3)
11
12
13
14
15
19
20
21
Part 7 DUE
(DAY 3)
22
Part 7 DUE
(DAY 4)
28
Presentations
(DAY 4)
29
Presentations
(DAY 1)
18
VICTORIA DAY
NO SCHOOL
25
26
27
June 2015
Mon
Tue
Wed
Thu
Fri
1
Presentations
(DAY 2)
2
Presentations
(DAY 3)
3
Presentations
(DAY 4)
4
Presentations
(DAY 1)
5
8
9
10
11
12
15
16
17
18
19
TUTORIAL DAY
Exam
Feedback Day (PM)
22
Exam
Feedback Day (AM)
23
24
25
26
Part 1 – Intro
Due April 1 (DAY 3)
and April 2 (DAY 4)
Part 2 - Target
Market
Due April 16 (DAY 4)
And April 17 (DAY 1)
Part 3 – Competition
And Part 4 – Branding
Due April 30 (DAY 1)
and May 1 (DAY 2)
(NOTE: Your
Prototype is due on
your presentation
day)
Part 5 & 6- Pricing &
Place
Due May 14 (DAY 3)
and May 15 (DAY 4)
Part 7 - Promotion
Due May 21 (DAY 3)
and May 22 (DAY 4)
Part 8 – Report
(Due on your
presentation day)