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BB12O – Introduction to Business
Name:
Date:
As an extension of our marketing unit, you are now required to apply your knowledge to create
a successful marketing campaign for a chosen product. You will work in teams of 3-4 people,
whom you will select yourself. Remember, a team is only as strong as its weakest member.
Choose your co-workers wisely.
Below is a step-by-step breakdown of the assignment. In order to get maximum marks, you
must complete every step with maximum effort.
STEP ONE: (2 marks)
Select your marketing team and write their names in the spaces below.
STEP TWO: (1 mark)
Choose a product that your group would like to marketing from the list below (circle your choice)
running shoes
pizza
perfume
tea
reusable water bottle
STEP THREE: (8 marks)
Decide who your target market will be by segmenting the market using the following parameters.
Demographic:
Geographic:
Psychographic:
Behavioural:
STEP FOUR: (4 marks)
Identify the rational and emotional buying motives your target market will have.
Rational:
Emotional:
STEP FIVE: (15 marks)
Based on your target market and buying motives from step three and four, use a separate
sheet of paper to brainstorm ideas for an original brand name and logo. As a group, discuss the
ideas you have come up with and then choose the best one.
Attached to this assignment either a hand drawn logo and brand name OR a digitally designed
logo and brand name. Note: if creating a digital logo and brand name, you must create it yourself
using the appropriate program. Do not use a logo already in existence.
Below, write 4-5 sentences to explain why you chose the brand name and logo. What kind of
image are you trying to create for your product? Are you trying to share a story, a feeling, or
something else?
Explanation:
STEP SIX: (16 marks)
As a group, decide what sets your PRODUCT apart. Establish the different elements of your
product below. Explain your product using the following elements of product development:
Product Features, Product Quality, Product Design, Product Variants.
STEP SEVEN: (20 marks)
Decide what type of unique packaging your product needs to protect it. You must also include 2
types of labeling for your product and your packaging should be visually attractive. Attach to this
assignment either a hand drawn sketch OR a digitally designed mockup OR bring in a physical
model/example of your packaged product. Explain in the space below in 4-5 sentences why you
decided on your chosen labeling and packaging.
STEP EIGHT: (7 marks)
Find 2 advertisements that include PRICING for a competitor’s product. Paste the direct link to
each advertisement below.
Competitive Product Link #1:
Competitive Product Link #2:
Decide on your pricing strategy by reviewing your target market and your competitors pricing.
Which strategy will you choose? Explain your reasoning and include your retail price for your
product.
Explanation:
STEP NINE: (5 marks)
Your product will be distributed through a retailer. In a brief paragraph explain which stores will
sell your product and why you have chosen them. Remember to keep your target market in
mind.
STEP TEN: (40 marks)
You will be creating two advertisements for your PROMOTION strategy. One advertisement
must be in print form (magazine, newspaper, billboard) and the other must be in the
audio/visual form (TV, radio, social media). Each advertisement must be persuasive and
informative – remember AIDA. You must try to appeal to the consumers EMOTIONAL MOTIVES
for buying. Include at least one testimonial or celebrity endorsement. Finally, include one
paragraph for each of the advertisements to explain your choices and designs.
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