Enhanced Marketing
Principles (MK351)

GROUP PROJECT GUIDELINES – F2018

GROUP PROJECT GUIDELINES – F2018GROUP PROJECT GUIDELINES – F2018

 55 Total Marks = 15% of Final
Grade

 55 Total Marks = 15% of Final
Grade

Due Dates:

Due Dates:

1. Digital Copy:  August 2, 2019 @5:00
   p.m. into eLearn Dropbox
2. Hard Copy (No Changes):  August 2,
   2019- hand  in during class or  M-Wing Reception by 4:30pm
3. Peer Evaluations:  August 2, 2019
   @ 11:59 p.m. into eLearn Dropbox

Digital Copy:  August 2, 2019 @5:00
p.m. into eLearn Dropbox

Digital Copy:  August 2, 2019 @5:00
p.m. into eLearn Dropbox

Hard Copy (No Changes):  August 2,
2019- hand  in during class or  M-Wing Reception by 4:30pm

Hard Copy (No Changes):  August 2,
2019- hand  in during class or  M-Wing Reception by 4:30pm

Peer Evaluations:  August 2, 2019
@ 11:59 p.m. into eLearn Dropbox

Peer Evaluations:  August 2, 2019
@ 11:59 p.m. into eLearn Dropbox

10% Late
Penalty will apply per day

10% Late
Penalty will apply per day

Overall purpose of Group Project:

Overall purpose of Group Project:Overall purpose of Group Project:

• Illustrate your understanding of brand strategy and management
  through the development of a promotional plan for one of the winners of the 2019
  BrandSpark new products awards.
• Utilize course resources from Enhanced Marketing
  Principles (focusing on Chapters 5, 6 and 7) and secondary market research.
• Practice
  team building, group dynamics and critical thinking skills within a group of 4-5
  students.
• Produce a
  formal written report.

Illustrate your understanding of brand strategy and management
through the development of a promotional plan for one of the winners of the 2019
BrandSpark new products awards.

Utilize course resources from Enhanced Marketing
Principles (focusing on Chapters 5, 6 and 7) and secondary market research.

Practice
team building, group dynamics and critical thinking skills within a group of 4-5
students.

4-5
students.4-5
students.

Produce a
formal written report.

Step 1 – Choose a New Product:

Step 1 – Choose a New Product:Step 1 – Choose a New Product:

1. Choose a product from the
   following list of winners of the 2019 BrankSpark new products awards.  The 2019
   BrandSpark Canadian Shopper Study is one of Canada’s most comprehensive shopper
   trends and behaviour surveys. More than 18,000 Canadian respondents voted on
   new products in 66 different categories. 
2. Groups may not
   duplicate product choices.  Please note that products
   are exactly as listed.  For
   example, if you choose “Dial Coconut Milk Body Wash”, you must complete your
   project on that specific product, not any Dial product. Once your group selects a product let your
   professor know so your selection can be approved. Product allocation will be
   first come, first serve basis.

Choose a product from the
following list of winners of the 2019 BrankSpark new products awards.  The 2019
BrandSpark Canadian Shopper Study is one of Canada’s most comprehensive shopper
trends and behaviour surveys. More than 18,000 Canadian respondents voted on
new products in 66 different categories. 

Choose a productChoose a product

Groups may not
duplicate product choices.  Please note that products
are exactly as listed.  For
example, if you choose “Dial Coconut Milk Body Wash”, you must complete your
project on that specific product, not any Dial product. Once your group selects a product let your
professor know so your selection can be approved. Product allocation will be
first come, first serve basis.

Groups may not
duplicate product choices.  Groups may not
duplicate product choices.  Please note that products
are exactly as listed.  For
example, if you choose “Dial Coconut Milk Body Wash”, you must complete your
project on that specific product, not any Dial product. Once your group selects a product let your
professor know so your selection can be approved. Product allocation will be
first come, first serve basis. Once your group selects a product let your
professor know so your selection can be approved. Product allocation will be
first come, first serve basis.

Step 2 – Prepare the Written Report                                                       
50 Marks

Step 2 – Prepare the Written Report                                                       
50 MarksStep 2 – Prepare the Written Report                                                       
50 Marks

1. Develop a detailed description of your product including:
2. Briefly
   describe your product
3. In your
   opinion does your brand have a strong brand name? Justify your answer by
   drawing on content from class and your text book.
4. Unique
   Selling Proposition (what makes your product better or different than your competition?)
5. Current
   retail pricing in Canada
6. Distribution
   (where is your product sold at retail in Canada?)
7. Discuss brand development
   with regards to line extensions, brand extensions

Develop a detailed description of your product including:

detailed description

Briefly
describe your product

In your
opinion does your brand have a strong brand name? Justify your answer by
drawing on content from class and your text book.

Unique
Selling Proposition (what makes your product better or different than your competition?)

Current
retail pricing in Canada

Distribution
(where is your product sold at retail in Canada?)

Discuss brand development
with regards to line extensions, brand extensions

6 Marks for Question 1

6 Marks for Question 1

1. Develop a full target group profile
   for your product including Demographics
   (gender, age, ethnicity, income, education and occupation) and Psychographics (consumer
   attitudes, personality, interests, opinions, and activities).  Include a picture of your target group (Google Images is a good source
   for pictures). 

Develop a full target group profile
for your product including Demographics
(gender, age, ethnicity, income, education and occupation) and Psychographics (consumer
attitudes, personality, interests, opinions, and activities).  Include a picture of your target group (Google Images is a good source
for pictures). 

DemographicsPsychographics picture

5 Marks for Question 2

5 Marks for Question 2

1. Describe your brand’s personality.  A brand personality is the sum total of
   all the attributes of a brand. How does the company communicate their
   brand personality?

Describe your brand’s personality.  A brand personality is the sum total of
all the attributes of a brand. How does the company communicate their
brand personality?

personality

3 Marks for Question 3

3 Marks for Question 3

• Describe your brand’s positioning (in the minds of the consumer).  What is your brand’s positioning statement?  If
  your brand doesn’t have a positioning statement, develop a suitable one.  Explain how the company executes
  their positioning strategy by using brand experiences, icons, characters,
  ambassadors, stories, content and entertainment

Describe your brand’s positioning (in the minds of the consumer).  What is your brand’s positioning statement?  If
your brand doesn’t have a positioning statement, develop a suitable one.  Explain how the company executes
their positioning strategy by using brand experiences, icons, characters,
ambassadors, stories, content and entertainment

positioning (positioning statement

3 Marks for Question 4

3 Marks for Question 4

1. Develop an advertising strategy for your new product for 2019.  Include the following:
2. What
   is your key advertising objective?           1
   Mark
3. What
   is the key message that you want to
   deliver in your advertising?  What
   message do you want the consumer to remember after seeing your advertising?     2
   Marks
4. What
   execution style do you recommend
   using in the delivery of your message?

Develop an advertising strategy for your new product for 2019.  Include the following:

advertising strategy

What
is your key advertising objective?           1
Mark

objective1
Mark

What
is the key message that you want to
deliver in your advertising?  What
message do you want the consumer to remember after seeing your advertising?     2
Marks

key message2
Marks

What
execution style do you recommend
using in the delivery of your message?

execution style

2
Marks

2
Marks

• Choose
  2 advertising vehicles you would use to deliver your message?  Explain why each of your advertising vehicles
  would be effective against the target
  group that you have selected.     5 Marks for each Advertising vehicle = 10
  Marks Total
• Explain
  how you could use Public Relations
  as an effective communication tool to increase brand awareness.  5 Marks

Choose
2 advertising vehicles you would use to deliver your message?  Explain why each of your advertising vehicles
would be effective against the target
group that you have selected.     5 Marks for each Advertising vehicle = 10
Marks Total

2advertising vehicles would be effective against the target
group5 Marks for each Advertising vehicle = 10
Marks Total

Explain
how you could use Public Relations
as an effective communication tool to increase brand awareness.  5 Marks

Public Relations5 Marks

20 Marks for Question 5

20 Marks for Question 5

• Choose
  2 different types of Consumer Promotion tools that would be the
  most appropriate for stimulating sales of your new product.  Explain why your chosen consumer promotion tools
  would be effective in generating sales
  with your chosen target group.

Choose
2 different types of Consumer Promotion tools that would be the
most appropriate for stimulating sales of your new product.  Explain why your chosen consumer promotion tools
would be effective in generating sales
with your chosen target group.

2Consumer Promotionwould be effective in generating sales

4
Marks for each Consumer Promotion = 8 Marks for Question 6

4
Marks for each Consumer Promotion = 8 Marks for Question 6

• How
  would you use Social Media to
  promote your product?  Explain why you
  have chosen each type of social
  media and why it would be effective
  against your target group.

How
would you use Social Media to
promote your product?  Explain why you
have chosen each type of social
media and why it would be effective
against your target group.

Social Mediaeach type of social
mediaeffective
against your target group

5 Marks for Question 7

5 Marks for Question 7

Format of the Written Report                                                                      
5 Marks                                                                                 

Format of the Written Report                                                                      
5 MarksFormat of the Written Report                                                                      
5 Marks                                                                                 

1. Submit
   a formal, written report both in
   digital and hard-copy. 
   1. The report must be
      professionally presented using:  Title
      Page, Table of Contents, Page Numbers, and Source Citation (A.P.A. or M.L.A. style).  The report will be written as a business
      document and typed.  Do not write in the
      first person narrative.  Do not use “I”,
      “We” etc.  Research that is not cited will not be
      considered in grading.
   1. 12 pages as a maximum length. Does not
      include: Title Page, Table of Contents, and Source Citation.

Submit
a formal, written report both in
digital and hard-copy. 

1. The report must be
   professionally presented using:  Title
   Page, Table of Contents, Page Numbers, and Source Citation (A.P.A. or M.L.A. style).  The report will be written as a business
   document and typed.  Do not write in the
   first person narrative.  Do not use “I”,
   “We” etc.  Research that is not cited will not be
   considered in grading.

1. 12 pages as a maximum length. Does not
   include: Title Page, Table of Contents, and Source Citation.

both in
digital and hard-copy

1. The report must be
   professionally presented using:  Title
   Page, Table of Contents, Page Numbers, and Source Citation (A.P.A. or M.L.A. style).  The report will be written as a business
   document and typed.  Do not write in the
   first person narrative.  Do not use “I”,
   “We” etc.  Research that is not cited will not be
   considered in grading.

The report must be
professionally presented using:  Title
Page, Table of Contents, Page Numbers, and Source Citation (A.P.A. or M.L.A. style).  The report will be written as a business
document and typed.  Do not write in the
first person narrative.  Do not use “I”,
“We” etc.  Research that is not cited will not be
considered in grading.

Research that is not cited will not be
considered in grading.

1. 12 pages as a maximum length. Does not
   include: Title Page, Table of Contents, and Source Citation.

12 pages as a maximum length. Does not
include: Title Page, Table of Contents, and Source Citation.

12 pages as a maximum length.

1. Font
   size 11, 1.5 spaced.  One-sided
   pages. Full sentences and paragraph format using proper headings.
2. If
   adding charts/visuals, ensure that its use is substantive and adds to the
   value of the information provided. 
   Charts/visuals should be referenced in the body copy and not just
   appear on the page to take up space.
3. Turnitin will
   be utilized for all assignments/projects and will be accessed through the
   eLearn Dropbox.  Non-compliance
   with proper citation methods represents academic dishonest.

Font
size 11, 1.5 spaced.  One-sided
pages. Full sentences and paragraph format using proper headings.

If
adding charts/visuals, ensure that its use is substantive and adds to the
value of the information provided. 
Charts/visuals should be referenced in the body copy and not just
appear on the page to take up space.

Turnitin will
be utilized for all assignments/projects and will be accessed through the
eLearn Dropbox.  Non-compliance
with proper citation methods represents academic dishonest.

Turnitin

Proper citation is mandatory. 
This includes cutting and pasting from any online sources.  Use of the work of others, when properly
cited, is appropriate only when a few words/a sentence are stated, not when
multiple sentences and/or paragraphs are cited continuously.  Using the words of others is meant to
augment/support your work, not replace it. 
Turnitin scores will be reviewed by your Professor.  Penalties may be assigned per the following:

Any Turnitin score over 35% = automatic zero grade

Any Turnitin score over 35% = automatic zero grade

Any Turnitin score from 5%-34% = Will be accessed on a
question-by-question basis and graded accordingly. 

Any Turnitin score from 5%-34% = Will be accessed on a
question-by-question basis and graded accordingly. 

Assistance with Turnitin reports is available through the Mohawk
Library.

• General report formatting
  is worth 5 marks however further grade deduction is possible at the discretion
  of the professor for poorly presented reports.

General report formatting
is worth 5 marks however further grade deduction is possible at the discretion
of the professor for poorly presented reports.

Peer Evaluations due no later than August 4,
2019 at 11:59 p.m. into the designated Dropbox in eLearn: 

Peer Evaluations due no later than August 4,
2019 at 11:59 p.m. into the designated Dropbox in eLearn:Peer Evaluations due no later than August 4,
2019 at 11:59 p.m. into the designated Dropbox in eLearn:   

• All group members will participate equally in the development of the
  group project.
• All group members will receive the same mark for the project subject to
  any adjustments required from the peer evaluation process. 
• Peer Evaluations will be completed at the end of the project.
• Poor “Peer Evaluations” may result in a 100% reduction of
  individual project grade.
• “Peer evaluation” forms are located on E-Learn.
• Team members may be dismissed for lack of
  performance after a written warning (via e-mail) has been delivered to the
  student.  You must copy your professor on your
  email. 
• Teams must exhibit evidence of conflict resolution before a team
  member is dismissed and the student in question and your Professor must be
  notified in writing.
• A group member may not be dismissed within one week of the projects’
  due date without the written permission of your professor.
•  The dismissed team member is
  then responsible for joining a new Team or may choose to accept a mark of ‘0’
  (zero) for this assessment.
• Any further communication will be directed to your professor (not
  previous team members).
• Individual student grades can be reviewed &
  challenged at the discretion of your professor

All group members will participate equally in the development of the
group project.

All group members will receive the same mark for the project subject to
any adjustments required from the peer evaluation process. 

Peer Evaluations will be completed at the end of the project.

Poor “Peer Evaluations” may result in a 100% reduction of
individual project grade.

100% reduction100% reduction

“Peer evaluation” forms are located on E-Learn.

Team members may be dismissed for lack of
performance after a written warning (via e-mail) has been delivered to the
student.  You must copy your professor on your
email. 

Team members may be dismissed for lack of
performance after a written warning (via e-mail) has been delivered to the
student.

Teams must exhibit evidence of conflict resolution before a team
member is dismissed and the student in question and your Professor must be
notified in writing.

A group member may not be dismissed within one week of the projects’
due date without the written permission of your professor.

 The dismissed team member is
then responsible for joining a new Team or may choose to accept a mark of ‘0’
(zero) for this assessment.

Any further communication will be directed to your professor (not
previous team members).

Individual student grades can be reviewed &
challenged at the discretion of your professor

Individual student grades can be reviewed &
challenged at the discretion of your professorIndividual student grades can be reviewed &
challenged at the discretion of your professor

Grading Rubric: MK351 Group Project – S2019 Written
Project

Grading Rubric: MK351 Group Project – S2019 Written
ProjectGrading Rubric: MK351 Group Project – S2019 Written
Project

Total:         /55 Marks          /100%  (15% of Final Grade)	Grade
WRITTEN REPORT – CONTENT:                                                   /50 TOTAL Detailed description of your new product                                                  /6        Product overview U.S.P.Current retail pricing in CanadaDistribution in CanadaBrand name Brand development
Target group profile for your new product                                                  /5   Full demographic profile Full psychographic profilePicture of target group
Brand personality description                                                                     /3 Describe your product’s brand personality
Brand positioning description                                                                     /3 Brand positioning statement
Advertising strategy                                                                                    /20   Advertising objective (1 mark)Key message (2 mark)Execution style (2 marks)1st advertising vehicle (5 marks)2nd advertising vehicle (5 marks)Use of P.R. (5 marks)
Consumer Promotion                                                                                 /8    1st consumer promotion tool (4 marks)2nd consumer promotion tool (4 marks)
Social Media recommendation                                                                    /5 How is your social media platform (be specific) effective against your target group?
WRITTEN REPORT – FORMAT:                                                      /5 TOTAL Turnitin Score: _____ Cover, Table of Contents, Page Numbers, Work Citation Professionally written and presented Visual presentation of material

                   
 Total:        
/55 Marks          /100%  (15% of Final Grade) Grade   WRITTEN REPORT –
CONTENT:                                     
             /50 TOTAL
Detailed description of your
new product                                                  /6     
 
Product overview U.S.P.Current retail pricing in CanadaDistribution in CanadaBrand name Brand development
    Target group profile for
your new product                                             
    /5
 
Full demographic profile
Full psychographic profilePicture of target group
    Brand personality
description                                                       
             /3
Describe your product’s brand personality   Brand positioning
description                                                        
            /3
Brand positioning statement   Advertising strategy                                                                        
           /20
 
Advertising objective (1 mark)Key message (2 mark)Execution style (2 marks)1st advertising vehicle (5 marks)2^nd advertising vehicle (5 marks)Use of P.R. (5 marks)
    Consumer Promotion                                                                        
        /8 
 
1^st consumer promotion tool (4 marks)2^nd consumer promotion tool (4 marks)
    Social Media
recommendation                                                     
              /5
How is your social media platform (be specific) effective against your
target group?
    WRITTEN REPORT –
FORMAT:                                                      /5 TOTAL
Turnitin Score: _____
Cover, Table of Contents,
Page Numbers, Work Citation
Professionally written
and presented
Visual presentation of
material
                       
 Total:        
/55 Marks          /100%  (15% of Final Grade) Grade                    
 Total:        
/55 Marks          /100%  (15% of Final Grade)

                     Total:        
/55 Marks          /100%  (15% of Final Grade)

Grade

Grade

   

 

WRITTEN REPORT –
CONTENT:                                     
             /50 TOTAL
Detailed description of your
new product                                                  /6     
 
Product overview U.S.P.Current retail pricing in CanadaDistribution in CanadaBrand name Brand development
    WRITTEN REPORT –
CONTENT:                                     
             /50 TOTAL
Detailed description of your
new product                                                  /6     
 
Product overview U.S.P.Current retail pricing in CanadaDistribution in CanadaBrand name Brand development
 

WRITTEN REPORT –
CONTENT:                                     
             /50 TOTALDetailed description of your
new product                                                  /6       Product overview U.S.P.Current retail pricing in CanadaDistribution in CanadaBrand name Brand development  

 

 

Target group profile for
your new product                                             
    /5
 
Full demographic profile
Full psychographic profilePicture of target group
    Target group profile for
your new product                                             
    /5
 
Full demographic profile
Full psychographic profilePicture of target group
 

Target group profile for
your new product                                             
    /5 Full demographic profileFull psychographic profilePicture of target group 

 

 

Brand personality
description                                                       
             /3
Describe your product’s brand personality   Brand personality
description                                                       
             /3
Describe your product’s brand personality

Brand personality
description                                                       
             /3Describe your product’s brand personality

 

 

Brand positioning
description                                                        
            /3
Brand positioning statement   Brand positioning
description                                                        
            /3
Brand positioning statement

Brand positioning
description                                                        
            /3Brand positioning statement

 

 

Advertising strategy                                                                        
           /20
 
Advertising objective (1 mark)Key message (2 mark)Execution style (2 marks)1st advertising vehicle (5 marks)2^nd advertising vehicle (5 marks)Use of P.R. (5 marks)
    Advertising strategy                                                                        
           /20
 
Advertising objective (1 mark)Key message (2 mark)Execution style (2 marks)1st advertising vehicle (5 marks)2^nd advertising vehicle (5 marks)Use of P.R. (5 marks)
 

Advertising strategy                                                                        
           /20 Advertising objective (1 mark)Key message (2 mark)Execution style (2 marks)1st advertising vehicle (5 marks)2^nd advertising vehicle (5 marks)^ndUse of P.R. (5 marks) 

 

 

Consumer Promotion                                                                        
        /8 
 
1^st consumer promotion tool (4 marks)2^nd consumer promotion tool (4 marks)
    Consumer Promotion                                                                        
        /8 
 
1^st consumer promotion tool (4 marks)2^nd consumer promotion tool (4 marks)
 

Consumer Promotion                                                                        
        /8   1^st consumer promotion tool (4 marks)^st2^nd consumer promotion tool (4 marks)^nd 

 

 

Social Media
recommendation                                                     
              /5
How is your social media platform (be specific) effective against your
target group?
    Social Media
recommendation                                                     
              /5
How is your social media platform (be specific) effective against your
target group?
 

Social Media
recommendation                                                     
              /5How is your social media platform (be specific) effective against your
target group? 

 

 

WRITTEN REPORT –
FORMAT:                                                      /5 TOTAL
Turnitin Score: _____
Cover, Table of Contents,
Page Numbers, Work Citation
Professionally written
and presented
Visual presentation of
material
    WRITTEN REPORT –
FORMAT:                                                      /5 TOTAL
Turnitin Score: _____
Cover, Table of Contents,
Page Numbers, Work Citation
Professionally written
and presented
Visual presentation of
material
 

WRITTEN REPORT –
FORMAT:                                                      /5 TOTALTurnitin Score: _____Cover, Table of Contents,
Page Numbers, Work CitationProfessionally written
and presentedVisual presentation of
material 

 

 

COMMENTS:

COMMENTS:

Peer Evaluation Form for Team
Project

Peer Evaluation Form for Team
Project

Assuming
that you have 100 marks,
please allocate marks to each group member based on their contribution
to your group project. Include yourself in the allocation of 100 marks.  The individual who you feel contributed the most
will have the highest number; the individual who contributed the least will
have the lowest number.  Poor peer
evaluations may result in an individual student’s grade being lowered, from the
overall group’s grade, by 10-100%.

Assuming
that you have 100 marks,
please allocate marks to each group member based on their contribution
to your group project. Include yourself in the allocation of 100 marks.  The individual who you feel contributed the most
will have the highest number; the individual who contributed the least will
have the lowest number.  Poor peer
evaluations may result in an individual student’s grade being lowered, from the
overall group’s grade, by 10-100%.

Allocation
of 10 Bonus Marks:  You may have a
student in your group who contributed more than others, was the group leader,
or went beyond expectations.  You may
allocate bonus marks to that student which will allow him/her to obtain a grade
higher than the overall grade of the group. 

Allocation
of 10 Bonus Marks:  You may have a
student in your group who contributed more than others, was the group leader,
or went beyond expectations.  You may
allocate bonus marks to that student which will allow him/her to obtain a grade
higher than the overall grade of the group. 

Group Member’s Names	100 Mark Allocation	10 Bonus Mark Allocation*
	Total Marks= 100	Total Bonus Marks = 10

Group Member’s Names 100 Mark Allocation 10 Bonus Mark Allocation*                                             Total Marks= 100 Total
Bonus Marks = 10 Group Member’s Names 100 Mark Allocation 10 Bonus Mark Allocation* Group Member’s Names

Group Member’s Names

100 Mark Allocation

100 Mark Allocation

10 Bonus Mark Allocation*

10 Bonus Mark Allocation*

       

 

 

 

 

 

       

 

 

 

 

 

       

 

 

 

 

 

       

 

 

 

 

 

       

 

 

 

 

 

       

 

 

 

 

 

       

 

 

 

 

 

  Total Marks= 100 Total
Bonus Marks = 10  

 

Total Marks= 100

Total Marks= 100

Total
Bonus Marks = 10

Total
Bonus Marks = 10

 * If applicable

 * If applicable

Comments:_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Comments:_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________