MRKT 3001
Research Project
Develop the Proper Tools to Market Your Product
(A minimum of 30 pages double spaced 12 pt font)
Must be written in essay format
Try to pick a company that is not well known.
YOU MUST TURN THE PAPER IN VIA “TURN IT IN” IN MOODLE.
The more access I have to company information, the
tougher it will to get an A.
YOU MUST HAVE IT TURNED IN ONTIME.
PLEASE READ BELOW-DON’T WAIT UNTIL THE LAST MINUTE
IF YOU HAVE COMPUTER PROBLEMS THE DAY THE RESEARCH PAPER IS DUE AND CANNOT TURN IN THE PAPER, YOUR PAPER WILL NOT BE ACCEPTED. DO NOT WAIT UNTIL THE LAST DAY. THERE WILL BE NO EXCUSES FOR A LATE PAPER.

YOU WILL SELECT A PRODUCT

– Explain the following:
o Is it a B to B or a B to C product
Explain why
o Who is the manufacturer of the product or who owns the service provided.
Need to explain where it is manufactured and if outsourced, who is the company.
o Who actually buys and/or uses the product based on target marketing?
You need to be specific on the targets and why (review the chapter on target marketing
o How does the company brand the product ?
How are they marketing the product or service
• Be specific
o How would you brand the product?
You need about a page
You need to be specific
o How would you test the brand?
What media vehicle would you use to test your brand?
• Be specific
o Who are the competitors and how are the competitors promoting the product?
Make sure to be specific
How else could people spend your money
o What is the current packaging of the product?
Describe the packaging
o How would you change the packaging?
To hit your target market
o What media does the company use to promote the product?
Is it newspaper, flyers, word of mouth
• Explain in detail how it is done
o What media would you select? Make sure you really state your case and what you would change?
o Is the product the company’s core product?
What are the other products involved with the company
o Is the product a durable good?
Explain why or why not
o What is the product classification?
Refer to the text
o Does the product have a brand image?
How do customers or individual feel about the product or service?
• You’ll need to talk to 30 people
o How would you protect your brand from a counterfeiter?
Be specific
o Is the product used in any co-branding?
o What does the packaging state?
What does the label state
o Where is the product in the life cycle?
Intro, growth, mature, decline
• Explain why

YOU MAY WANT TO CONTACT THE COMPANY OR LOOK AT THE COMPANY’S WEBSITE.

THE FOLLOWING COMPANIES CANNOT BE USED:
COCACOLA
JOHNNY’S PIZZA
BUDWISER OR ANY NATIONAL BEER
PEPSI
PIZZA HUT OR ANY YUM/YUM COMPANY
AXE
MCDONALDS