marketing/advertising marketing plan project marketing plan project as a culminating activity to...

Marketing/Advertising

Marketing Plan Project

As a culminating activity to practice what you have learned this semester, your team will be

creating a marketing plan for a new business. You must select one of the attached projects for

development (If you would like to do something different, it must be approved by me first).

Once you have your business planned, you will give a presentation to your potential investors

explaining why your project should be selected for implementation.

All work must be typed in paragraph format with full sentences (bullet points should be for the

PowerPoint presentation) (except drawings, sketches, and other graphics) and creatively bound.

Each section will be on its own page in your report and divided with some form of page divider.

You also need to include a visual presentation (PowerPoint) for your presentation to give your

pitch a professional look and feel.

Points for grading each category are next to the section headings. To earn the maximum points,

you must exceed, not just provide, the bare minimum. The suggestions under the section

heading are minimum expectations. To get full credit, your team must exceed these. Also

provided are suggestions for visuals and other helpful hints.

Follow the directions so that you don’t leave anything out. Good Luck!!!

All work is due on _June 13, 2014_ (Friday). Late work will not be accepted for credit.

Presentations to the potential investors will be made June 18 (Wednesday), during the Marketing

exam period. Assessment of the final project will be done by assigning point values to each

section. Total points earned will be divided by the total points available to calculate the final

grade.

NOTES

All (including graphics, artwork, and/or music) sources used must be properly cited in the body

of the report AND PowerPoint presentation (textual citation on slide/page) AND listed on a

works cited page at the end of your report using MLA report formatting. If it is not there, points

will be deducted. Sources are needed for things like information, ideas, text, images/graphics,

and/or music that you do not personally create.

Name _____________________________________

New Business Ideas and Grading Criteria

Option 1: Themed Restaurant

MARKET ANALYSIS

__________ Part 1: Mission Statement (6 points)

A successful business must have a stated purpose or direction. This

statement should be brief – one to two sentences and should explain:

Why does your restaurant exist? Who do you hope to serve? What

are you trying to accomplish?

Visual suggestion: logo, pictures/graphics of your product

and/or potential customers, celebrity or business partner.

__________ Part 2: Current Markets and Strategies: City/State/Site Information (13 points)

A successful restaurant must not only provide good food, but it must fully understand its image

and what its customers want. Think carefully about where you put your restaurant. The

location and environment should match the food the restaurant is serving and the customers it

attracts. Be sure your restaurant will fit with the community. This section of the report should

not only describe the location you have chosen, but it should also include a clear vision of the

residents and your restaurant image. Explain why you feel this is a good city for your

restaurant. You cannot select a city that already has a similarly themed restaurant or one

within 10 miles of a similarly themed restaurant (i.e., Rainforest Café, Hard Rock Café, Lenny

and Joes, Ninja, Jekyll and Hyde, Outback. etc.)

Written: You should include at least the following information about your selected city and

explain how these things influenced your decision and/or impact your business. Specifically

address: Why did you choose this location? Is it important to your business? How so? What

can it offer to your business or your patrons? How might it be able to support/compliment your

endeavor?

History of the city

Location

Population

Business/Industry

Transportation Systems

Climate

Average age/income

Recreation and culture available

Visual suggestion: pictures of your city, graphs/charts to depict data/statistics, logo,

___________ Part 3: Primary Competitors (9 points)

Written: Identify the other restaurants, especially themed restaurants, that customers consider

when they are deciding to have such a dining experience. What do your competitors (direct

and/or indirect) offer that would induce diners to dine at their restaurant(s)? Is there anything

that diners might dislike about any of the dining experiences offered by competitors? Explain

how you will differentiate your restaurant from your competitors.

Visual suggestion: pictures/graphics, including logos, of your competitors (make sure to collect

all citation information)

___________ Part 4: External Environmental Factors (5 points)

Written: Explain whether/how any of the following factors might impact your business:

Economy

Laws and Regulations

Costs (inflation, restaurant supplies/food, etc.)

Competition (increasing/decreasing?)

In what stage in the product life cycle would you consider themed restaurants? Explain

why.

Technology

Social factors/changes

Visual suggestion: Graphs/charts related to the economy or data to support your analysis.

___________ Part 5: Internal Analysis (6 points)

Written: Explain what makes your restaurant different from and better than your competition.

Do you anticipate any weaknesses or problem areas in accomplishing your mission statement?

What might a SWOT analysis indicate – Strengths, Weaknesses, Opportunities, Threats?

Visual suggestion: Drawings of sign, logo, and/or mascot(s) – yours/competitor’s

MARKETING STRATEGY

___________ Part 6: Marketing Goals/Expected Outcomes (3 points)

Written: Briefly describe what the important results that your restaurant is expecting to achieve

(increased sales, establish restaurant as a solid competitor). How will you measure your success

(dollar amount of sales, percentage of tables served, increase in usage/dining. survey, etc.)

Visual suggestion: sample of survey

___________ Part 7: Target Market Description (11 points)

Written: You must also provide a detailed profile of the demographics of your intended target

market – who will you be attracting? You should include at least the following information

about your intended target market.

Age

Social status

Family status

Income

What does the customer want from your restaurant?

Unique needs, attitudes, behaviors

o What needs will your restaurant satisfy? How will you meet those needs?

o Attitudes (budget conscious, thrifty, splurge)

o Dining/purchase frequency (quick bite, leisurely dinner, special occasion)

o Information needs (What do your patrons need to know about your business?

Where will you provide it?

o Media preferences (TV, social media, magazines)

Visual suggestion: pictures of your city, demographic charts, etc.

___________ Part 8: Marketing Mix Descriptions

Restaurant Name/Logo/Slogan/Mascot (12 points)

Written: Describe the restaurant name, logo, slogan/tag line, and/or mascot(s). Include why you

selected this name and design. How does it promote the restaurant image? Discuss the impact of

your mascot/tag line on your intended target market segment. Also explain how your will

incorporate this element into your marketing efforts.

Visual suggestion: Drawings of sign, logo, and/or mascot(s)

Merchandising (15 points)

Written: Themed restaurants offer a variety of novelty items available to purchase while you

wait for your table. This section of your report should include a description of the type of

merchandise you plan to sell with the restaurant name or mascot on it. You must not only list the

types of merchandise, but also answer all parts of the marketing mix for them. (Where will you

sell? At what price? How will people know about your merchandise? What will be available?)

Visual suggestion: Drawings/pictures/graphics of items

___________ Part 9 Positioning - Strategic Partnership or Sponsorship (14points)

Written: Explain what is unique about your target market and how you plan to address this.

What about your restaurant or your marketing mix are the unique and identifying qualities that

are important to your target market?

Many business endeavors team up with another well-known business/celebrity to identify with

potential customers. Name two major companies/celebrities that your business will partner with

for marketing purposes. Explain why you chose these companies/celebrities and the benefits to

both your restaurant and the companies/celebrities. Explain why this is a beneficial partnership

for both of you.

What are your plans for employing their name/image with respect to your marketing efforts?

Explain what they will do to promote your restaurant and how you will recognize them (menu

items, seating areas, promotions, etc.).

Visual suggestion: Samples of your partnership ideas (banner, billboard , logo/mascot, menu,

etc.).

____________ Part 10 Menu/Hours (22 points)

Written: Create a menu for your restaurant including descriptions of the menu items and pricing

along with a plan for a menu promotion to attract guests to your restaurant. Describe your ideas

and justify your pricing decisions. What is the value of your product/service to the customer?

Are there established price points for restaurant offerings in this area? What discounts should

be offered to specific segments of your market? Will you offer a two-for-one meal, discounted

entrée and/or dessert, free beverage, a combo deal? How will your prices compare with your

competitors? What will the hours of operation be? Why? Explain how your menu reflects the

image of your restaurant.

Visual suggestion: Samples of your menu items - be sure the design reflects the image of your

restaurant.

___________ Part 11 Physical Setting (34 points)

Written: Describe the restaurant in detail.

Public transportation/interstate access

Parking

Overall theme

Exterior Design (provide a sketch/graphic of the façade of your restaurant)

Interior design

Seating design (booths, counter/stools, tables, number at each table, etc.)

Themed attractions/points of interest (animals, ceiling/sky, trees, pictures,

decorations, lobster tank, etc.)

Novelties/shopping area

Entertainment area if applicable

Kitchen (closed or visible to public?)

Restrooms

ADA provisions

Visual suggestion: Must provide a sketch/picture of the façade AND a detailed floor plan

of the restaurant

___________ Part 12 Promotional Pieces (Visual, Print, or Audio) (26 points)

Think about how you will spread the word and encourage potential customers to become

patrons of your restaurant. There are a variety of methods we discussed throughout our class

meetings. Be creative – design a billboard, coupon, advertisement (print or audio), news article,

etc. Also decide/explain what your intent of the pieces, why you chose them, and how you will

use them. Is it to inform, encourage patronage, demonstrate benefits, highlight uniqueness,

showcase, other?

Visual suggestion: Include at least two awesome promotional pieces in your report. Your

pieces should reflect the restaurant and the city. The pieces must be two different forms of

promotion and must show effort and detail.

___________ Part 13 Commercial (26 pts)

You must create a commercial that you can show during your presentation. It should be 30 – 60

seconds long. It can use real people (a movie) or be animated (PowerPoint or movie). Refer to

Gunn’s 12 types of advertisement for some inspiration. You should provide a written

explanation about your choice, detailing why you chose this format, who you are trying to

attract, and what you hope to accomplish with it.

ACTION PLANS

___________ Part 14 Evaluation Procedures (5 pts)

How will you measure your success? Think about the type of evidence you will needs to collect

to show that your marketing activities/mix is successful. When will you collect this

information? Note this aspect does not have to be super detailed, but should provide a basic

idea of how you might approach this.

Visual suggestion: Survey/questionnaire

___________ Part 15 Basic Guidelines (23 pts)

Written Components (3 points each):

Bound in a folder, report cover or binder

Parts separated with a divider of some form

Visual for each section

All parts typed (Times or Arial 12 point font, 1” margins)

Grammar and spelling correct

MLA Citations – all work properly cited (textually and in Works Cited)

Be sure to thoroughly address each of the four elements of the marketing mix. Provide a

detailed explanation of the manner in which you plan to address each element.

___________ Part 16 Presentation (100 pts)

On the selected date, your team will sell your project to your classmates. You will be required

to speak for at least 15 minutes, no more than 20. All members should have a speaking part that

is approximately equal. Each person should be dressed professionally.

Visual for presentation 50 points

Presentation length at least 15 minutes 20 points

Businesslike attire for presentation 15 points

Commercial shown 5 points

Behavior during other presentations 10 points

Please be aware than any questionable or objectionable materials shown during your

presentation will result in a grade of 0 for the presentation. If you think something could be a

problem, don’t use it.

Option 2: Fantasy Pro Team

MARKET ANALYSIS


A successful business must have a stated purpose or

direction. This statement should be brief – one to two

sentences and should explain: Why does your

stadium/team exist? Who do you hope to serve? What

are you trying to accomplish?

Visual suggestion: logo, pictures/graphics of your product and/or potential customers, celebrity

or business partner.


A team’s identity is tied to its home! Be sure your team will fit with the community; This

section of the report should not only describe the location you have chosen, but it should also

include a clear profile of the residents. Include clear target market segments for your primary

and secondary audiences. Explain why you feel this is a good site for your team. You cannot

select a city that already has a pro team in any sport (minor or major leagues).





endeavor?

History of the city

Location

Population

Business/Industry


Climate

Average age/income


Visual suggestion: pictures of your city, graphs/charts to depict data/statistics, logo,


Written: Identify the other sports teams as well as other entertainment opportunities for patrons.

What do your competitors (direct and/or indirect) offer that would induce fans to attend their

facility/shows/games? Is there anything that fans might dislike about any of the entertainment

options offered by competitors? Explain how you will differentiate your facility/offerings from

your competitors.





Economy


Costs (inflation, salaries, insurance, etc.)


In what stage in the product life cycle would you consider athletics as a source of

entertainment? Explain why.

Technology




Written: Explain what makes your stadium/team/event offerings different from and better than

your competition. Do you anticipate any weaknesses or problem areas in accomplishing your

mission statement? What might a SWOT analysis indicate – Strengths, Weaknesses,

Opportunities, Threats?


MARKETING STRATEGY


Written: Briefly describe what the important results that your stadium/team/offerings is

expecting to achieve (increased sales, establish stadium as a solid competitor). How will you

measure your success (dollar amount of ticket sales, percentage of filled seats, increase in

attendance. survey, etc.)






Age

Social status

Family status

Income

What does the customer want from your stadium/team?


o What needs will your stadium/team satisfy? How will you meet those needs?

o Attitudes (budget conscious, thrifty, splurge, quality time, family activity)

o Attendance/purchase frequency (season tickets, once in a while, frequent)






Stadium/Team Name/Logo/Slogan/Mascot (18 points)

Written: Describe the team and stadium name, logo, slogan/tag line, and/or mascot(s). Include

why you selected this name and design. How does it promote the team image? Discuss the

impact of your mascot on your intended target market segment. Also explain how your will

incorporate this element into your marketing efforts.



Written: This section of your report should include a description of the type of merchandise you

plan to sell with the team logo and/or mascot on it. You must not only list the types of

merchandise, but also answer all parts of the marketing mix for them. (Where will you sell? At

what price? How will people know about your merchandise? What will be available?)


___________ Part 9 Positioning - Strategic Partnership or Sponsorship (15 points)


What about your team/stadium or your marketing mix are the unique and identifying qualities

that are important to your target market?




both your team/stadium and the companies/celebrities. Explain why this is a beneficial

partnership for both of you.


Explain what they will do to promote your team/stadium and how you will recognize them

(opening day ceremony, scoreboards, programs, advertisements, etc.).

Visual suggestion: Samples of your partnership ideas (banner, billboard, advertisement,

logo/mascot, etc.).

____________ Part 10 Tickets/Hours (20 points)

Written: After researching other teams within your league, create a plan for pricing tickets to

attract fans to the games. Describe your ideas and justify your pricing decisions. What is the

value of your product/service to the customer? Are there established price points for sports

entertainment offerings in this area? What discounts should be offered to specific segments of

your market? Will you offer rain/snow dates, season tickets, promotional packages, special

combo packs? How will your prices compare with your competitors? What will the hours of

operation be? Why? Explain how your ticket reflects the image of your team.

Visual suggestion: Design a ticket for admission to your games. Be sure the ticket reflects the

image of your team. Include important information on the tickets such as location, seat, date,

price, etc..


Written: Describe the stadium in detail.


Proximity to airport

Parking

Type of Stadium (multi-use, open, dome, single use)

Exterior Design (provide a sketch/graphic of the façade of your stadium)

Interior design

Ticket offices

Restrooms

Amenities (shopping, dining, entertainment)

Names for sections of seats/boxes, etc.

Scoreboard

Locker rooms

First aid stations

ADA provisions

Types of seats (boxes, stadium, covered, open, luxury, etc.)

Visual suggestion: Must provide drawing/representational views of the stadium



patrons of your stadium. There are a variety of methods we discussed throughout our class




showcase, other?


pieces should reflect the stadium/team and the city. The pieces must be two different forms of








ACTION PLANS

















Option3: Amusement Park

MARKET ANALYSIS


A successful business must have a stated purpose or direction.

This statement should be brief – one to two sentences and should

explain: Why does your theme park exist? Who do you hope to

serve? What are you trying to accomplish?

Visual suggestion: logo, pictures/graphics of your product and/or

potential customers, celebrity or business partner.


A park’s location is key to its success. Think carefully about where you put your park.

Weather can severely limit your operating budget. Be sure your park will fit with the

community. This section of the report should not only describe the location you have chosen,

but it should also include a clear profile of the residents. Include clear target market segments

for your primary and secondary audiences (age, gender, income, education, etc.) Explain why

you feel this is a good city for your park. You cannot select a city that already has a park or

one within 50 miles of a major theme park (i.e. Disney, Six Flags, Busch Gardens, etc.)





endeavor?

History of the city

Location

Population

Business/Industry


Climate

Average age/income




Written: Identify the other theme parks as well as other entertainment opportunities for patrons.

What do your competitors (direct and/or indirect) offer that would induce patrons to attend their

parks? Is there anything that patrons might dislike about any of the amusement options offered

by competitors? Explain how you will differentiate your park/activities from your competitors.





Economy


Costs (inflation, salaries, insurance, etc.)


In what stage in the product life cycle would you consider amusement parks as a source

of entertainment/family fun? Explain why.

Technology




Written: Explain what makes your amusement park different from and better than your

competition. Do you anticipate any weaknesses or problem areas in accomplishing your

mission statement? What might a SWOT analysis indicate – Strengths, Weaknesses,

Opportunities, Threats?


MARKETING STRATEGY


Written: Briefly describe what the important results that your amusement park is expecting to

achieve (increased sales, establish park as a solid competitor). How will you measure your

success (dollar amount of ticket sales, attendance figures, increase in attendance. survey, etc.)






Age

Social status

Family status

Income

What does the customer want from your amusement park?


o What needs will your park satisfy? How will you meet those needs?

o Attitudes (budget conscious, thrifty, splurge, quality time, family

activity/vacation)

o Attendance/purchase frequency (season tickets, once in a while, frequent)






Park Name/Logo/Slogan/Mascot (16 points)

Written: Describe the park name, logo, and mascot(s). Include why you selected this name and

design. How does it promote the park image? Discuss the impact of your mascot on your

intended target market segment. Also explain how your will incorporate this element into your

marketing efforts.



Written: This section should include a description of the type of merchandise you plan to sell

with the park name, logo, and/or mascot on it. You must not only list the types of merchandise

but also answer all parts of the marketing mix for them (price, product, place, promotion) (Where

will you sell? At what price? How will people know about your product? What will be

available?)


___________ Part 9 Positioning - Strategic Partnership or Sponsorship (15 points)


What about your amusement park or your marketing mix are the unique and identifying

qualities that are important to your target market?




both your park and the companies/celebrities. Explain why this is a beneficial partnership for

both of you.


Explain what they will do to promote your amusement park and how you will recognize them

(opening season ceremony, programs, advertisements, etc.).

Visual suggestion: Samples of your partnership ideas (banner, billboard, advertisement,

logo/mascot, etc.).

____________ Part 10 Tickets/Hours (18 points)

Written: After looking at park websites around the country, create a plan for pricing tickets to

attract guests to your park. Describe your ideas and justify your pricing decisions. What is the

value of your product/service to the customer? Are there established price points for

recreational offerings in this area? What discounts should be offered to specific segments of

your market? Will you offer a rain guarantee, season tickets, promotional packages, special

combo packs, buy after 7 and get in the next day? What will the hours of operation be? Why?

Explain how your ticket reflects the image of your amusement park

Visual suggestion: Design a souvenir ticket for admission to your park. Be sure the ticket

reflects the image of your park. Include all relevant information on the tickets such as date,

price, times, special exhibits and/or shows.


Written: Describe the park in detail.


Proximity to airport

Parking/shuttle service

Overall theme

Sketch of Entrance area

Sections/areas/divisions and their names

Attractions

Ticket Office(s)

Games

Restrooms

Amenities (shopping, restaurants, entertainment)

Roller coasters/water attractions

Rides available

o Children/toddlers

o Teens/adults

o Names for rides

First aid stations

ADA provisions

Visual suggestion: Must provide detailed map of the park



patrons of your theme park. There are a variety of methods we discussed throughout our class




showcase, other?


pieces should reflect the theme park and the city. The pieces must be two different forms of








ACTION PLANS

















Marketing

Marketing Plan and Presentation Project

PEER EVALUATION – (10% of Overall Project Grade)

Group Members

I contributed the following work to our project:

My partner contributed the following work to our project:

Project Grade _____ * 90% = _____

Peer Evaluation Grade _____ * 10% = _____

Final Grade _____

Marketing

Marketing Plan and Presentation Project

PEER EVALUATION – (10% of Overall Project Grade)

Name _____________________________

Evaluating My Partner _____________________________

Criteria Accomplished

5

Developing

3

Beginning

1 Score

Contributions

Routinely provided

useful ideas when

participating with

partner and in

classroom discussion.

A definite leader who

contributed a lot of

effort.

Sometimes provided

useful ideas when

participating with

partner and in

classroom discussion.

A satisfactory team

member who did what

was required.

Rarely provided useful

ideas when

participating with

partner and in

classroom discussions.

Quality of Work Provided work of the

highest quality.

Provided work that

occasionally needed to

be checked/redone by

partner to ensure

quality.

Provided work that

usually needed to be

checked/redone by

partner to ensure

quality.

Preparedness

Brought needed

materials to class and

was always ready to

work.

Almost always brought

needed materials but

sometimes needed to

settle down and get to

work

Often forgot needed

materials or was rarely

ready to get to work.

Attitude

Never was publicly

critical of the project

or the work of partner.

Always had a positive

attitude about the

task(s).

Occasionally was

publicly critical of the

project or the work of

partner. Usually had a

positive attitude about

the task(s).

Often was publicly

critical of the project

or the work of partner.

Equity

Contributed more than

50% of the work

toward the finished

product.

Contributed at least

50% of the work

toward the finished

product.

Contributed less than

50% of the work

toward the finished

product.

Peer Evaluation Total

marketing/advertising marketing plan project marketing plan project as a culminating activity to...

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