Business Essentials
Unit 11: Marketing
Mr. Archambeau
O
Obbjjeeccttiivvee : You are marketing executives for Coca-Cola. You will present
your new Coke product to sales executives at Coca-Cola. It is your job to
inform them about the product and to get them excited to sell the new
brand using the components of the marketing mix that we discussed in
class. The marketing mix consists of 7 Marketing Functions: Product, Price,
Distribution, Promotion, Selling, Marketing Information Management, and
Financing.
Create a presentation to help sell your idea to the Coca- Cola executives
(entire class). Your presentation will consist of:
1. PowerPoint slide presentation
2. Scripted 30 second television commercial
3. 3-D model of the new Coke product
POWERPOINT PRESENTATION
PPrroodduucctt : Create a brand name, a product logo, and tell why you
chose the brand name. Create a graphical representation (picture)
of what your product looks like. Describe the physical features of
your ORIGINAL product (what does it taste like?—BE
DESCRIPTIVE). Google your product name to make sure there is no
other existing product with the same name.
T
Taarrggeett M
Maarrkkeett : Once you have an idea about this product,
define the ideal consumers for this product that Coca-Cola should be targeting. These consumers
need to be defined by both demographics (facts about the consumers: age, education, gender,
income level, family status, employment status, etc.) and psychographics (lifestyles, activities,
opinions, entertainment choices, etc.)
Business Essentials
Unit 11: Marketing
Mr. Archambeau
PPrriiccee : Select a price for your product based on comparison with two other similar drinks
marketed by different companies. Give your product price as well as theirs, and explain the
reasoning behind your product price. Will your price be higher or lower than competitors and
why? This may include creating different sizes and packaging with different prices for each.
D
Diissttrriibbuuttiioonn : Research Coca Cola’s distribution channels and explain in detail how you will get
your product from the manufacturing plant to the consumer. What kind of arrangements will you
make with the bottling company? Note at least one potential distribution problem and your plan to
correct that problem.
PPrroom
moottiioonn : Describe how you will promote this product to consumers. Choose 5 methods of
advertising (using AT LEAST THREE CATEGORIES) to showcase during your presentation.
Provide rationale as to why you chose the particular ads you created and in what type of media
you will place these ads. Keep in mind the target market you defined – make sure the ads appeal
to this consumer and the ads are placed in media vehicles that they will see.
Print Media
 Newspaper
 Magazine
 Direct-Mail
 Outdoor
 Transit
Broadcast Media
 Radio Ad
 TV Ad
Online Ad
 Webpage
 Banner Ad
Specialty Media
 Blimp or Hot Air Balloon
 Tee-Shirts
Each advertising method will be evaluated on the following: Creativity and Effectiveness of
reaching the target market.
Business Essentials
Unit 11: Marketing
Mr. Archambeau
M
Maarrkkeettiinngg IInnffoorrm
maattiioonn M
Maannaaggeem
meenntt :
Describe how you will go about conducting product testing—in-house employees or outside
consumers? What incentive will you offer either one of these groups to participate in testing?
Where will outside consumer product testing occur (on site, malls, supermarkets, malls)?
Describe how your presence on Facebook or Twitter (pick one type of social media) will help you
know what customers want. What information will you provide to consumers and what information
will you solicit? How will this information help you in business decision making?
ONE-MINUTE COMMERCIAL
Write and submit a one-minute scripted television commercial for your product. You will need to practice
to achieve your minimum time of 30 seconds. All three members must participate. Group members must
act out the commercial. One member may serve as narrator. Be creative. Remember the following:







Minimum 30 seconds in length
Feature product name
Describe product qualities
Have a clear central message (creatively show why the consumer should buy the product)
Use your 3-D product model in the commercial
Pitch to your target market
Use of background music is optional and MUST NOT DROWN OUT SCRIPTED DIALOGUE.
3-D PRODUCT MODEL
Create a 3-D model of your product so that we know what it looks like. Your packaging must bear your
product logo and brand name.
Business Essentials
Unit 11: Marketing
Mr. Archambeau
Coca Cola Marketing Mix
Grading Rubric
Evaluation Item
PowerPoint (Product):
 brand name
 logo
 reason for name
 physical features (taste)
 original product
PowerPoint (Target Market):
 demographics
 psychographics
PowerPoint (Price): product price, 2
competitors, explain price
PowerPoint (Distribution): explain
distribution channels, explain one problem
PowerPoint (Promotion): 5 methods of
advertising (use 3 categories)
PowerPoint (Marketing Information
Management):
 describe product testing
 describe use of social media
 describe benefits of social media
PowerPoint (TV Commercial):
 written script
 minimum 30 seconds
 product name
 product qualities
 clear central message
 Use of 3-D product model
 Pitch to your target market
PowerPoint (3-D Product Model):
 contains product brand name
 contains product logo
Bonus Points: Business Attire (5 Points
Maximum)
Penalty Points: Late Project, Plagiarism,
Inappropriate content, Filler Words
Total Points
Comments:
Not
Demonstrated
Attempted
0
1-4
0
Basic
Good
Excellent
5-9
10-14
15-20
1-4
5-9
10-14
15-20
0
1-2
3-5
6-8
9 -10
0
1-2
3-5
6-8
9-10
0
1-3
4-7
8-11
12-15
0
1-3
4-7
8-11
12 - 15
0
1-6
7-12
13-20
21-25
0
1-2
3-5
6-8
9-10
Points
Earned
+
/125