Cape Breton University

Introduction to Marketing (MRKT 5301)

Fall 2023

Project Part 2 (Full Report)

Note: This report needs to be submitted through Turnitin similarity checker. Students will have
an opportunity to update their work, if significant similarity is shown by the checker. This
software also provides data on the use of artificial intelligence which is not shown to students. It
is not acceptable to use AI for this report. Students should provide own work. The due date is
December 4th, 11:59 PM.

The Full Report Format

Include all the following sections mentioned below. Also check the formatting guideline at the
end. This report is graded on 32 points.
------------------------------------------------
Title Page
Include course number and name, submission due date, and the names of all participating group
members,

Executive Summary (2 points)

An executive summary includes main points from a larger report. You should cover the main
discussion points from the report.
Page limit: It should be about a page.

(Hints: Do not use AI tools to summarize. Try not to miss any of the sections.)

Section A
Include Section A from project report part 1. (This part will not be graded now, so you need not
change anything)

Section B
Include Section B from project report part 1. (This part will not be graded now, so you need not
change anything)

Section C (10 points)

1. A Write profiles for two market segments in one or two sentences. Use at least three
segmentation variables to build each of the segments. (2.5 points)

1
B. Make a table for these two segments and put the used variables and the segmentations bases
they are from. (1 point)
Page limit: 1- 1.5 pages

Hints: You need to create two segments with at least 3 segmentation variables. Use variables
from demographic, geographic, psychographic, and/or behavioral segment bases (try to find
variables from multiple bases). You can use a simple table to show the segmentation variables
for the two segments. Do not mix up variables and segment bases. For example, Demographic is
a segment base; then gender, age, income are variables under this base.
Try to create distinct segments in this regard who may respond differently to marketing
communication. Please refer to feedback you received on Assignment 2.

2. Which one of the segments you would choose as a target market and why? (2 points)
Page limit: 1- 1.5 pages

Hints: Evaluate the two segments on criteria like segment size and growth potential, structure
and attractiveness, and/or company objectives and resources. And then choose one of them as
your target market (with an explanation). Please refer to feedback you received on Assignment 2.

3. What is the positioning value proposition of your product? Why you have chosen it? (1.5
points)

Hints: Talk about the winning value proposition you want to use. For example, ‘more for more’
value proposition means customers get more benefits for more price (as used by Rolex watches.
Check feedback on Assignment 2).

4. A. Calculate potential market size. (1.5 points)

B. Calculate sales potential of the selected market for the first year. (1.5 points)

Hints: You have to calculate potential size of your target market. You can use census data to get
an initial idea. You can also use online sources that may give you an estimate of the potential
market. Sales potential can be also supported by sources or estimated as a moderate percentage
of the target market size. You can check Assignment 3 feedback.

Section D (12.5 points)

Outline specific strategies and tactics for each of the marketing mix elements and the details of
an advertisement (2.5x5=12.5 points)
1. Product
2. Price
3. Placement

2
4. Promotion.
5. Create a print advertisement and explain the elements

Page limit: 1- 1.5 pages for each of the 4 Ps [4-6 pages for all the Ps together]. You need to add
the image of the print advertisement in this section.

Hints and Details about Section D:

You can follow the following as a guideline

Product Strategies:
You can talk about the following issues given they are relevant to your product.
- Three levels of a product- core value, actual product, augmented product
- Individual/product line/product mix decisions
- Attributes- Quality, features, style, design
- Branding
- Packaging
- Labelling
- Support services
- Talk about the service/business product aspects (if you chose a service or a business
product)
- You can also talk about brand positioning, and brand sponsorship and brand development
if relevant

Pricing Strategies:
- Strategy among the three types of pricing
- Strategy you plan to use for the new product (penetration vs skimming type).
- Price adjustment strategies you plan to use or/and the strategy from the set-of-prices
- Public policy issues. Like non-profits price their products differently.

Placement Strategies:
- Mention where the product will be available for customers.
- Talk about your strategy regarding exclusive, selected, and intensive distribution
- Direct versus indirect channels- Write about the type of channel you choose, describe the
levels.
- You can think and write about probable channel conflicts (multichannel strategies
normally have those more often)

3
Promotion Strategies:
I do not have restrictions on the use of different promotion mix tools. It should be relevant to the
product you have chosen. Also, I have mentioned that a plan suitable at the time of product
launch should be okay. The following ideas may help:
- A group can simply use advertising and sales promotion for a consumer good.
- If younger people or educated people are chosen for the target market, digital marketing
tools need to be considered (online, social media, mobile marketing)
- Traditional direct marketing tools may be required for hard-to-sell products.
- If there is an element of having public/government approval, PR (public relations) should
be considered.
- A business product should consider personal selling. Business sales promotion needs to
be considered in this case.

Given a 2-page limit, you may not be able to write a lot about each of the marketing mix
elements (4Ps). Please choose the appropriate tools and describe why you have chosen them and
how you may use them to launch your product. Theory about each of the tools is not
required. So, please do not fill up pages with theory from the book.

Print Advertisement:
- You can use PowerPoint, Microsoft Word, or any other tool to make a print
advertisement.
- Use images and text (we use the term ‘copy’ to mention text in advertisement) to make
the advertisement.
- The advertisement needs to be catchy and relevant. You can create your own brand name,
logos, slogans, copy, etc. as needed.
- Explain why you have used certain colors, fonts, images, logos, slogans, etc. in your
advertisement.
- Mention how the advertisement will be used (usually newspaper, magazine, billboards,
online banners or displays can all use the same print advertisement with modification).

Section E (2.5 points)

Conclusion (1.5 points)
Reference list (1 point) (Use APA style referencing)
-----------------------------------------------------------------------------------
End of Report

Formatting (5 points)
The title page, formatting details, grammar, references, and originality of work would be
checked (among other issues).

4
Here are the few details about formatting
8 ½ by 11 paper (letter size)
12-point font
1.5 or double spacing
Sentence-paragraph format
Use APA referencing style (use both ‘in-text citation’ and ‘References section’ at the end).

Other details:
- Do not forget to add the cover page with the mentioned information.
- Do not miss any of the sections of the report. Sections A and B from report 1 needs to be
included.
- Overall organization of your report is important. Sentence – paragraph format,
compelling arguments, professional/formal writing style are expected.
- References: Clear evidence of properly referenced sources of data in the reference list
and throughout the text using APA format.
- Make sure all members of the group are participating. Inform the instructor if you are yet
to be in touch with other members. Non-participation means no score for the report.

Acknowledgement: The descriptions are adapted from an outline used at Trent University, ON,
Canada.