The Four P's

Assignment #1 – Individual

Topic: Four P’s of Marketing

Marketing 116

10% of Final Grade / 62 Marks

Introduced to Students -Week 2

Due Date – Week 4

Overview:

You are the Vice- President of Marketing for Frito Lay Canada. You have just completed a market research study of the Canadian market and discovered some interesting information about the Canadian consumer.

· Canadians are snacking more frequently.

· Snacking is the fasting growing segment in Canada.

· Potato chips are the fastest growing snack item.

· Flavors are the key reason why consumers are eating more chips.

· Baby Boomers are a target market for chips.

· Baby Boomers want more gourmet unique flavors and healthier options.

· Baby Boomers have disposable income and are shopping at smaller upscale grocery stores.

· Baby Boomers like to snack, however need to watch their consumption intake.

Objective:

To develop a new product plan for the introduction of a product to satisfy the Baby Boomer consumers needs. Your report must include the following:

1. Products brand name and a detailed description of the product.

2. The marketing plan must identify the elements of the marketing mix:

3. Price- recommend a pricing strategy and why?

4. Place – where will you sell the chips and why?

5. Promotion – List the three top promotional ideas to focus on your target market and why you selected these elements.

Expectations;

Provide a typed report outlining your marketing plan. (Maximum 4 pages – including a cover and reference pages, single spaced, font size 12)

1. Your report will be graded as follows:

· 30 % for the product name and description,

· 50 % for the balance of the market mix elements,

· 20% for the overall report style/format & citations.

Assignment #1 - Marking Rubric

Report Component	Your Mark/ Potential Mark	Comments
· Brand Name · Comprehensive Product Description	/10 /10
· Pricing Strategy · Supporting Rationale	/5 /5
· Place Strategy · Supporting Rationale	/5 /5
· 3 Promotional ideas for target market · Supporting Rationale	/5 /5
· Overall Report Style/Format · Error free, spelling/grammar	/6
· APA Citations	/6
Total	/62

This assignment was originated by Professor Mike Sullivan – MKTG 116 Course Lead and is used with his permission.