The Four P’s

The Four P’s

Assignment #1 – Individual

Topic: Four P’s of Marketing

Marketing 116

10% of Final Grade / 62 Marks

Introduced to Students -Week 2

Due Date – Week 4

Overview:

You are the Vice- President of Marketing for Frito Lay Canada. You have just completed a market research study of the Canadian market and discovered some interesting information about the Canadian consumer.

• Canadians are snacking more frequently.
• Snacking is the fasting growing segment in Canada.
• Potato chips are the fastest growing snack item.
• Flavors are the key reason why consumers are eating more chips.
• Baby Boomers are a target market for chips.
• Baby Boomers want more gourmet unique flavors and healthier options.
• Baby Boomers have disposable income and are shopping at smaller upscale grocery stores.
• Baby Boomers like to snack, however need to watch their consumption intake.

Objective:

To develop a new product plan for the introduction of a product to satisfy the Baby Boomer consumers needs. Your report must include the following:

1. Products brand name and a detailed description of the product.
2. The marketing plan must identify the elements of the marketing mix:
3. Price- recommend a pricing strategy and why?
4. Place – where will you sell the chips and why?
5. Promotion – List the three top promotional ideas to focus on your target market and why you selected these elements.

Expectations;

Provide a typed report outlining your marketing plan. (Maximum 4 pages – including a cover and reference pages, single spaced, font size 12)

1. Your report will be graded as follows:

• 30 % for the product name and description,
• 50 % for the balance of the market mix elements,
• 20% for the overall report style/format & citations.

Assignment #1 – Marking Rubric

Report Component

Your Mark/

Potential Mark

Comments

• Brand Name
• Comprehensive Product Description

/10

/10

• Pricing Strategy
• Supporting Rationale

/5

/5

• Place Strategy
• Supporting Rationale

/5

/5

• 3 Promotional ideas for target market
• Supporting Rationale

/5

/5

• Overall Report Style/Format
• Error free, spelling/grammar

/6

• APA Citations

/6

Total

/62

This assignment was originated by Professor Mike Sullivan – MKTG 116 Course Lead and is used with his permission.