DUE DATE: FIRST WEEK OF JUNE - PACE YOURSELVES, DONT LEAVE IT UNTIL THE LAST WEEK

Marketing Term 3 Project: Marketing Plan to Launch a New Product

You will, as part of a team, write an abbreviated Marketing
Plan to support the launch of a new product. The Marketing
Plan criteria is described below.
Your term project for this secondary school level Marketing
class is to provide you with some experience of a Marketing
Plan without putting you through the rigour of a full Plan.
This is a term-long project and will count as a large portion of
your term 3 grade. START EARLY
Academic Purposes:
The Canadian Institute of Marketing has recommended this as a teaching device. This institute certifies
those in the field when they finish their Marketing degree or Marketing certicate.
Students have used their experience in drawing up a marketing plan that they have done to design a real
one to take to a loan officer or investor when starting their business.
Read this thoroughly before you start doing anything. There are things in later parts that you should
consider first before deciding what to do in an earlier section.
1. Choose your product to market in Canada.
a. Consider these product classes and then think broadly and creatively. Have some fun
here! What is something that your group thinks the world really needs? What is there a
need for out there that no one else seems to be offering? What product seems to sell
well that you could adapt for a different target market or for a different company?
b. A Product can be: a good (car), service (haircut), event (concert), person (politician or
celebrity), place (vacation), organization (Westview school), social responsible act
(reducing drinking and driving), or an experience (going snowboarding at Whistler)
c. Your product must be something that does not actually exist yet. (For example: you can
be Coca-Cola bringing out a new flavor but not as Coca-Cola developing a plan for Coke
Zero because it already exists.
2. Formatting
a. Read all instructions carefully
b. Include everything in the correct order.
c. Write precisely and succinctly
d. All pages are single-spaced, no less than size 11 font. Only use 1 font throughout the
plan.
e. Most of this will be in point form, so keep it that way.
DUE DATE: FIRST WEEK OF JUNE - PACE YOURSELVES, DONT LEAVE IT UNTIL THE LAST WEEK
The Marketing Plan What you need to include

Week 6: Page 1 Title: Cover Page Title: Marketing Plan for [Product Name], your company name and
your group member names at the bottom of the page.
Week 6: Page 2 Title: Executive Summary for [Product Name] (1/2 Page)
This is a brief paragraph of the most important information in your marketing plan. State what
your product is, its name, your company name, and to whom you intend to market your product. Then,
present your main goals and recommendations.
Week 6: Page 3 Title: Table of Contents
Week 1: Page 4 Title: Current Marketing Situation Analysis (1 pages Point Form, Single-Spaced)
This is a summary of the market, the environment, the product, the competition and
distribution
Week 1: Page 5 Title: Market Description (6-7 points)
Describe your ONE target market segment in detail, approximately 6-7 lines in point form. Make
a chart to show customer needs. You will be rewarded bonus points if you actually conduct a small
market research in the school. Discuss this with me first.
Describe briefly why you chose this target market. State what gap in the market you are
filling, so why is your product better than what is currently offered?
Week 1: Page 6 Title: Product Review
Summarize, in point form, the main features of all the companys products. State what other
products your company produces, include what it is, what it costs, who buys it, and describe briefly how
your product fits into your existing product line.
Week 2: Page 7: Competitive Review (1 page)
List the 3 major competitors you will face when trying to market this product and provide the
names of the competing product. Remember that even if you have what seems to be a new product,
there will always be competition. You just need to figure out what it is. Use the internet to find
descriptions of other companies market position and strategies.



DUE DATE: FIRST WEEK OF JUNE - PACE YOURSELVES, DONT LEAVE IT UNTIL THE LAST WEEK
Week 2: Page 8: SWOT Analysis
S: List one major strength that your company has.
W: List one major weakness it suffers. Where might you need
to improve?
O: Opportunities List at least 1opportunity. Whats coming
that might be an opportunity?
T: Threats List at least 1 threat. Whats coming that might
cause you problems?
Describe briefly how you will meet the challenge of the threats and
how you will capitalize on the opportunities available in each case.
Make these opportunities and threats specific to your industry
and/company and not something general like competition and
economy. These are threats for any product or business.
Week 3: Page 9: Objective and Issues
List your 3 main objectives or goals in order of importance. State clearly under each objective,
one major issue affecting the accomplishment of each objective.
This is where you will get the goals that you will put into your executive summary and where you will
start thinking about your marketing strategy.
Some examples of objectives that are specific to an organization are:
How can we get a market share of12%?
Given that we are a service industry with limited resources, how can we get a market share of15%
without risking the quality of our service?
Week 3 Page 10-11 Title: Marketing Strategy (1-2 pages, point form, single-spaced)
To take your marketing plan to yet another level of detail, youll handle some tactics to actually meet
the goals you set in the previous section. Common marketing tactics include advertising (print,
online,outdoor, etc.), trade show or event attendance/participation, public relations,campaign
As you choose your tactics, summarize what it is, why you should use it, what you expect to get out
of it, and how much its going to cost. Finally, set a timeline for each tactic.
Week 4 Page 12 Title: Positioning, Marketing Research, Marketing Organization
DUE DATE: FIRST WEEK OF JUNE - PACE YOURSELVES, DONT LEAVE IT UNTIL THE LAST WEEK
Positioning: Give a broad description of your broad strategic plan. You need to address the question of
why consumers should and will buy your product instead of others out there in the market. What kind
of features and attributes does your product offer? What benefits does it offer to the customer?
Marketing research: state 3 things (in point form) you will need to find out more about in order to help
ensure that the product launch is a success.
Marketing Organization: state briefly how your company will be organized to handle the Marketing
functions: by product, customer, geography, a combination or other?
Week 4 Page 13: Action Programme
List briefly, in order, the 3 major actions that you will need to do now, in 6 months and at the
end of year one with a rough estimate of how long they will take to do.
Week 5: Page 14: Budgets:
This part will mostly be made up because a lot of research goes into the budgeting for a new product
that is beyond our realm at the moment. Please make your numbers believable.
This section consists of:
Money Needed: what will you need money for and how much will you need
Expected Revenue: what is the set price, why did you set the price to be what it is, how much do you
anticipate to sell, so what will be the anticipated revenue?
Expected Expenses: what will you need to spend $ on, how much will you need to spend.
Week 6: Go over your entire project and edit before submitting.

Project is Due the first week of June, marking
scheme to follow.
Remember, if you have questions, ask! I am always
here to help and please dont leave this until the last
minute. I will also be doing weekly week-ins with
each group to see how far you have progressed. This
will contribute to a team organization mark.