Promoting and Selling Task Description:

Scenario

You have been asked by the Marketing Manager (The great guru of goodliness Ms Giveen) of Gilroy Gorgeous Gourmet (Australia’s largest food and beverage company) to develop a brand new product for the market in order to put a stop to slumping sales figures. You are her finest staff member so she has left the promoting and selling research, planning and design to you.

Your Task: Marketing Report

Provide a written response in report format that responds to all of the following requirements.

1. Choose a new food or beverage product to develop and promote. Describe your new product, giving details about its features and benefits. (3 Marks)

2. Identify your product’s target market. Provide a detailed list of the demographics of your target market. (3 Marks)

3. Explain how three (3) features of your product will appeal to your target market. (4 Marks)

4. Investigate at least three competing products in your target market and explain how your new product will differentiate itself from the competition. (4 Marks)

5. Construct a design for the packaging of the product. (3 Marks)

6. The Marketing Manager has instructed that advertising must be an integral part of your promotion mix for your new product. You have been provided with the following advertising options:

- Television commercial

- Magazine advertisement

- Newspaper advertisement

- Leaflet / brochure / flyer

- Radio advertisement

- Sign / billboard

- Website advertising banners

Choose two (2) of these advertising options and construct the advertisements for your product. The advertisements must have a common theme. Use a variety of promotional techniques to promote your product e.g. jingles, celebrities, music, location etc.

(5 Marks)

7. Identify where and when you would position your advertisement e.g. TV commercial during Home and Away, advertisement in Woman’s Weekly during Easter, etc.) Explain your reason for this choice. (5 Marks)

8. Describe and justify any other promotional strategies that you would include in the promotional mix for your new product. (3 Marks)