MKT345 Final Project Milestone 1 Presentation Assignment Guidelines and Rubric Lynch SP2021

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Jan 9, 2024

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Dr. Andy Lynch Dr. Andy Lynch School of Business Southern New Hampshire University Email | a.lynch@snhu.edu Course | MKT 345 Consumer Behavior Assignment Title | Final Project: Milestone 1 (Presentation) Points Possible | 50 Deadline | Check Brightspace Course Site for Assignment Deadline Overview | For this first milestone, you will prepare a PowerPoint presentation that outlines the research completed to identify a justified consumer segment that is currently not being targeted by your selected company. You will outline the characteristics of this segment, discuss the main characteristics that are most important to this segment, and discuss a research strategy to monitor this segment, and outline a primary research strategy to better understand the segment to help you develop the product you will propose in the final milestone assignment of the course. Prompt | First, analyze the Mintel reports associated with the various industries your selected company serves (Example: Gatorade = Energy Drinks) Based on your review of the Mintel industry reports related to those industries served by your brand, complete the following items and incorporated them into your presentation. 1. Prepare at least three (3) slides summarizing your Market Research . 2. Prepare at least four (4) slides summarizing your Segmentation Strategy . Specifically, the following critical elements must be addressed: Prepare at least three (3) slides summarizing your Market Research so far: Identify and describe/justify a segment of the industry not currently served by your selected company. https://reports-mintel-com.ezproxy.snhu.edu/display/986736/?fromSearch= %3FcontentType%3DIndustry%2520Trend%252CReport%26filters.consumer-segment %3D9%26freetext%3DApple%26last_filter%3Dconsumer-segment https://reports-mintel-com.ezproxy.snhu.edu/display/980526/?fromSearch= %3FcontentType%3DIndustry%2520Trend%252CReport%26filters.consumer-segment %3D9%26freetext%3DApple%26last_filter%3Dconsumer-segment o Example: Gatorade the company is in the Energy Drink Industry. According to the Sports and Performance Drinks - US - March 2020 Mintel Report, “Current nutritional offerings primarily prioritize diet above fitness, but the rapid population growth and motivation to work out indicate that Page 1
Dr. Andy Lynch the 55+ crowd could be worth cheering for”. Based on review of the Gatorade website (2020), the PepsiCo, Inc. (2020) 10-K Annual Report, the Sports and Performance Drinks - US - March 2020 Mintel Report, and the RKMA Market Research Handbooks Consumer Behavior 2021-2022 report, Gatorade does not currently provide a product for this growth segment. What secondary research will you conduct to continually analyze the consumer segment you have identified? Include at least five (5) secondary data sources in your discussed strategy. o Review Table 1.1 of Secondary Sources in addition to the sources you have used to identify your segment. o Discuss why these sources are important to informing your decisions on marketing to this segment. Prepare at least four (4) slides summarizing the Segmentation Strategy you have so far considered: Based on the information you have collected on your selected segment, which segmentation strategy/strategies will you use for your segment? Why do you believe it will be effective? https://reports-mintel-com.ezproxy.snhu.edu/display/1104493/?fromSearch= %3Ffilters.category%3D134%26freetext%3Dage%2520and%2520technology %26last_filter%3Dcategory https://reports-mintel-com.ezproxy.snhu.edu/display/870633/?fromSearch= %3FcontentType%3DIndustry%2520Trend%252CReport%26freetext%3Dmarketing %2520to%2520senior%2520citizens https://reports-mintel-com.ezproxy.snhu.edu/display/1029083/?highlight#hit1 Example: For Gatorade, based on the Sports and Performance Drinks - US - March 2020 Mintel Report and a 2019 study discussed by Medical News Today found that a new study has revealed that a diet rich in protein and low in calories can help older adults with obesity lose more weight while maintaining muscle mass and improving bone density. Given the above information the segmentation bases focused upon for this segment will be age, psychographic variables around specific lifestyle and diet as well as geographic locations where this segment is densely populated. Page 2
Dr. Andy Lynch What primary research should be conducted to learn more about the segment you have identified? a. What types of research should be conducted? b. How should the research be conducted? c. When should the research be conducted? d. Why did you select each type of research? e. Example: For active 55+ individuals who exercise, face-to-face surveys and focus groups would be conducted to identify feedback that could help inform a product that would meet their needs regarding health and affordability. i. For this example you would want to state the advantages of this type of research from your textbook and other relevant sources as well as support why this is a good choice given the segment you have described. Speaker notes must be incorporated into each slide you produce and include: 1. Script detailing all spoken words linked to the slide (i.e. titles, slide content and explanations, references to sources used to support the slide content, etc.) 2. References Section: A section at the bottom of each speaker notes section that includes complete APA formatted citations. Guidelines for Assignment Submission | Check to ensure your assignment adheres to the following guidelines before submitting your final draft for grading. 1. Your completed assignment should be a 7-slide minimum PowerPoint presentation file with speaker notes (i.e. spoken transcript + reference section included). 2. Each slide should be designed/formatted/organized using the guidelines presented in the Resources section of the assignment. 3. Full APA citations must be presented for all secondary/primary sources used to support the assignment. 4. Remember that when creating a presentation, you should ensure that the elements used display a level of professionalism and do not distract viewers from the key points being presented. Resources | The following resources are provided to help you be successful on all required elements of the assignment. Review them and present questions to your instructor as needed prior to the assignment deadline. How Do I Create a Unique Presentation (Atomic Learning/Hoonuit Training) The Microsoft PowerPoint Help Center (Online Help Resource) Citing Sources (Shapiro Library Research Guide). o Excellent Source for Business Citation Examples Page 3
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