GROUP PROJECT GUIDELINES – F2018
55 Total Marks = 15% of Final
- 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
- Peer Evaluations: August 2, 2019
@ 11:59 p.m. into eLearn Dropbox
Penalty will apply per day
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.
team building, group dynamics and critical thinking skills within a group of 4-5
- Produce a
formal written report.
Step 1 – Choose a New Product:
- 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.
- 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.
Step 2 – Prepare the Written Report
- Develop a detailed description of your product including:
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.
Selling Proposition (what makes your product better or different than your competition?)
retail pricing in Canada
(where is your product sold at retail in Canada?)
- Discuss brand development
with regards to line extensions, brand extensions
6 Marks for Question 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
5 Marks for Question 2
- 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
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
3 Marks for Question 4
- Develop an advertising strategy for your new product for 2019. Include the following:
is your key advertising objective? 1
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
execution style do you recommend
using in the delivery of your message?
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
how you could use Public Relations
as an effective communication tool to increase brand awareness. 5 Marks
20 Marks for Question 5
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.
Marks for each Consumer Promotion = 8 Marks for Question 6
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.
5 Marks for Question 7
Format of the Written Report
a formal, written report both in
digital and hard-copy.
- 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.
- 12 pages as a maximum length. Does not
include: Title Page, Table of Contents, and Source Citation.
- The report must be
size 11, 1.5 spaced. One-sided
pages. Full sentences and paragraph format using proper headings.
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.
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 from 5%-34% = Will be accessed on a
question-by-question basis and graded accordingly.
Assistance with Turnitin reports is available through the Mohawk
- 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:
- All group members will participate equally in the development of the
- 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
- 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
Grading Rubric: MK351 Group Project – S2019 Written
/55 Marks /100% (15% of Final Grade)
WRITTEN REPORT –
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
Full demographic profile
Full psychographic profilePicture of target group
Describe your product’s brand personality
Brand positioning statement
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)
1st consumer promotion tool (4 marks)2nd consumer promotion tool (4 marks)
How is your social media platform (be specific) effective against your
WRITTEN REPORT –
FORMAT: /5 TOTAL
Turnitin Score: _____
Cover, Table of Contents,
Page Numbers, Work Citation
Visual presentation of
Peer Evaluation Form for Team
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%.
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||
Bonus Marks = 10
* If applicable