Marketing Research Paper

Marketing Research Paper

In this paper, you are asked to describe three following factors related to the current Product of

Kleenex.

• Target Markets: Describe the target market(s) they pursue and the needs each target

market seeks to satisfy with the product.

• Branding: Describe the product’s branding, trademark protection, and/or logo design.

• Product Development: Describe the processes/strategies used by the company in

developing their product/product line.

NOTE: If your team has been assigned a retailer such as Toys “R” Us, you must remember that

they are a SERVICE company, not a manufacturer of a type of product. Thus, you must analyze

their complete product offering as a whole, NOT one product they sell such as “Tickle Me

Elmo” or one department such as the electronics department.

You must FIRST determine what, exactly, they sell AS A WHOLE. In other words, what TYPE

of products, collectively, do they sell? Toys “R” Us does not sell the same product offering as

Macy’s, who does not sell the same product offering as Starbucks. Define this BEFORE

beginning your analysis.

As this is a RESEARCH paper, the writing should always be in third person (e.g. “The

Company markets their products to…”) and NOT in first person (e.g. “I found that the company

markets their products to…”) or second person (e.g. “When you see their products, you will

notice their products are…”).

References Notes:

• Throughout the paper, use APA format in-text citations to identify sources.

• Substantiate all of your personal opinions of students by identifying the third party,

credible source evidence that led to such conclusions.

• Verify that source listings in the References Section correspond with the in-text citations.

If I cannot determine which in-text citations correspond with the listings in the Reference

section, the paper may not get credit for the source.

• Credible sources are sources dated post-January 1, 2013. Credible sources do not include

personal interviews of company employees, blogs, Wikis (including Wikipedia), student

papers or presentations, and discussion boards.

• Sources from the company itself (e.g. websites, annual reports, sales literature, etc.) are

only counted as ONE source for a section even though it might be cited several times.