UFP Skills for Business, Term 2
Marketing Mix (the 4 P’s): Presentation
Task Description: You and your business partner are marketing consultants and you have been hired by a brand manager whose product is suffering from declining sales. The brand manager has run out of creative ideas. Your challenge is to help the brand manager increase the sales of their product by improving the product’s marketing mix.
In a team of two (with a partner who does not share the same native language as you) you will create an integrated and interesting marketing mix. Draw on the knowledge you have gained about the Marketing Mix in UFP Business Behaviours in term 1. You may wish to review chapters 41, 44, 45, and 47 in your green Business book by Hall.
Choose a brand or product that already exists, and then introduce a new and improved version of this product. Examples of possible products to create a marketing mix for: a new type of Toblerone, a new type of Fit Bit, a new flavour of Fanta or a new version of any other branded product.
Conduct a survey to find ways of improving this product. Please see the extra instructions for conducting a survey.
In terms of your approach, you and your partner will act as advisors/consultants working at a marketing or creative agency. The class and your teacher will act as the brand managers/owners of the brand you have chosen. You should pitch to the brand managers about ways of increasing sales through improving the marketing mix. Give specific, detailed examples of what the brand manager should do. Quality is more important than quantity. It is better to give a few detailed examples than many vague ideas. Really sell your suggestions to your audience. Each team member should speak for about 4-5minutes, so the presentation should last no longer than 10 minutes.
Assessment: You will be marked on your presentation style and the content. This does not count towards your final grade, but you will reflect on your presentation in your Learning Diary. As such, the presentation contributes to your grade indirectly.
Steps to take:
1. Ask your tutor to approve your group.
2. Think of a product or service that could be improved with the marketing mix.
3. Ask your tutor to approve your product or service to make sure you are on the right track.
4. Create a survey to give to consumers of this product or service to find out how to improve the product. See the additional guidelines for how to create the survey.
5. Ask your tutor to approve your survey questions before handing it out to at least 20 people.
6. Collect the results from your survey, then analyse and interpret them in Excel.
7. Use the results from your survey to plan out your marketing mix. Use the sheet below to think through the steps. Be creative! Think of interesting new ideas.
8. Divide the work with your partner.
9. Finalise your marketing mix.
10. Prepare a PowerPoint presentation about the marketing mix for the product- be creative and persuasive!
11. Practice the presentation with your partner.
12. Deliver the presentation in front of the class.
Please note you do not need to change EVERY aspect of the product, but if you choose to leave something the same (for example the price) then please justify the reasons for doing so.
Name of product/service:
What is the problem with the product/service as it is, or what needs to be improved?
Product: Ideas for how to improve the product. Packaging/size/shape etc, consider some relevant elements of “product”.
Promotion: Ideas for good promotion: Which type of above-the-line or below-the-line promotion should be used? What will you communicate? Give a specific example.
Price: What is the price strategy or tactic? How much will the product cost and how was this decision made?
Place: Where should this product be sold? How will this impact the business? Are there any unusual or new locations we should try?
Planning this task
The Presentation date is: _____________________________________ (ask your tutor)
With your teammate, discuss and divide the work. What will each of you work on? Make sure to exchange contact details so that you can get in touch with each other.
For this presentation, my personal task is to work on:
Within my team, who is submitting to whom and by when?
1) All marketing mix decisions need to be supported by primary and secondary research to gain full marks. It would be an advantage if you made a ‘mock up’ of your product to present (visually or a real model).
2) To submit your appendix in colour, please refer to my template and appendix guidelines.
3) refer to the mark scheme to see how marks are allocated
4) Rehearse, you have only 10 minutes!