Download The Marketing Mix Comparison Assignment

The Marketing Mix Comparison Assignment
In marketing, the goal is to meet
customer needs and make a profit. To
reach this goal, marketers create a plan of
action using the four elements called the
Four Ps. The Four Ps are product, place,
price, and promotion.
Assignment Goal:
Compare and contrast the four Ps of two
competitors for the same type of product
(e.g., Tim Hortons vs Starbucks). Focus
on a specific product, not the company’s
entire product assortment (e., Toyota
Tundra vs Ford F-150).
Specific Requirements:
You will identify and compare the marketing mix for each brand/product chosen.
Information should be provided in each of the following areas:
1. Product: describe in detail what services/products/ideas they sell. Consider the
style, colour, features, packaging, etc related to each product that distinguishes
them from each other.
2. Price: describe the price range for each product and how they compare.
3. Place: in general, where can the consumer buy this product or service (e.g., online, high-end urban mall, specialty store etc).
4. Promotion: what forms of promotion do they use? What types of promotional
campaigns are being used currently (e.g., commercial, social media activity, use
of celebrities). For each brand provide specific examples of marketing campaigns
(slogans, commercials, print ads, etc)
5. For each brand, attempt to identify the target market for each. In describing the
target market you should identify at least three to five characteristics of this
segment (e.g., age, gender, income level, interests, etc).
6. Identify which overall marketing mix is most effective – in your opinion.
7. Submit your detailed information in a professional document such as PowerPoint,
Word and present your information in an enthusiastic, creative and visually
appealing manner – you decide.
Due: Wednesday February 15th, 2017 (Start of Class)
Presentations Schedule to Follow
Marketing Mix Comparison Assignment – Rubric
Name: ________________________________
Evaluation Criteria
Level
Mark
Description of Product Element: Thorough product description (e.g., size,
colour, flavour and other features). Images included.
1-2-3-4
/8
Description of Place Element: identified where/how consumer buys
product (e.g., website/on-line store, retail outlets, etc), described
shopping experience. Image included
1-2-3-4
/8
Description of Price Element: Information on price range and comparison
to competition
Promotion Content: Identified the promotional initiatives of each brand
with examples
Insight into target market for each brand
1-2-3-4
/8
1-2-3-4
/8
1-2-3-4
/8
Provided opinion on which brand had the most effective marketing mix –
justified opinion.
Total
1-2-3-4
/8
1-2-3-4
/48