MKT345 Final Project Milestone 1 Presentation Assignment Guidelines and Rubric Lynch SP2021
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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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*Word limit: minimum 500 words
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