This document outlines an assignment for a marketing strategy analysis project. Students will select an existing consumer product and analyze its marketing strategy across several sections: target market, product strategy, distribution (place) strategy, promotion strategy, and price strategy. For each section, students must define key elements, provide explanations and rationales for their conclusions, and cite at least three references. The assignment will be graded based on thoroughness, logic, formatting, and mechanics. Separate assignments are provided analyzing specific sections in more depth.

1. MKTG211: Marketing Foundations: Marketing Strategy
Analysis Project
Objective: To demonstrate an understanding of marketing
concepts and their application by providing an overview of a
strategic marketing strategy for a tangible consumer product.
The intent of this assignment is to analyze a specific existing
product that is currently on the market.
You will select a product from the list provided by the
instructor. Only one person per product, so the choices will be
made on a first come, first serve basis.
Your grade will be based on your thoroughness of analysis and
the logic of your conclusions and recommendations, as well as
APA formatting and grammar and spelling. The final paper
must include each of the numbered/lettered items as
subheadings.
Section One: Target Market (1 – 2 pages)
Define one target market for this product using all bases of
segmentation described in the textbook. Remember that a target
market description describes the people in the target market.
Product descriptions do not belong in this section.
1.
Geography
2.
Demographics
a.
Age (provide a specific age range)
b.
Gender

2. c.
Income (provide a specific income range)
d.
Ethnicity
e.
Family Life Cycle (provide marital and family status)
3.
Psychographics
a.
Personality (describe at least three distinct personality traits
that apply to this group of people)
b.
Motives (describe at least three distinct motives that apply to
the this group of people)
c.
Lifestyles (describe at least three distinct lifestyle traits that
apply to this group of people)
4.
Benefits Segmentation (describe at least three benefits sought)
5.
Usage Rate Segmentation
For each section above, provide detailed information to convey
understanding of the concepts being applied. Use subheadings
or a table to separate each item listed above. Bullet points may

3. be used but need to be detailed and clear. Stating that the target
market likes outdoor activities is not clear. Instead, stating that
they play on a softball team that practices and plays 2-3 times
per week provides the necessary detail and clarification.
Section Two: Product Strategy (2-3 pages)
1.
Choose the Product Classification that defines this product
based on the previously defined target market.
Explain your rationale. Choose between Convenience Product,
Heterogeneous Shopping Product,
Homogenous Shopping Product, Specialty Product, or Unsought
Product.
2. Describe the Branding used for this product.
a.
Does this product use family and/or individual branding?
Explain your rationale.
b.
Describe the brand name and brand mark. Explain each of them
in detail, including colors, designs,
and text.
c.
Discuss the level of brand loyalty that the target market has for
this brand.
Do not confuse Branding with Packaging & Labeling. Branding
elements are often used on packaging, but a picture or phrase on
a package is not necessarily a brand mark.
3. Describe the Packaging for this product.

4. a.
Explain how the package is used for each of the following (if
one or more of the below items is not used
for this function, explain why not):
(1)
Containing and Protecting the Product
(2)
Promoting the Product
(3)
Facilitating Storage, Use, and Convenience
(4)
Facilitating Recycling and Reducing Environmental Damage
b.
Explain the type of labeling used for this product (persuasive or
informational). Provide your reasoning.
4.
What stage in the Product Life Cycle does this product category
fall into? Choose

5. only one stage, and explain your rationale. Note: Identify the
product categorybefore determining the
stage in the product life cycle. See the VCR example in the
textbook.
Section Three: Place (Distribution) Strategy (2-3 pages)
1.
Which type of marketing channel does this product use: Direct
Channel, Retailer Channel, Wholesaler
Channel or Agent/Broker Channel? Explain your rationale.
2.
Describe the marketing channel functions performed by each
intermediary in the marketing channel (describe the
transactional, facilitating, and logistical functions performed by
each intermediary & label each function). If retailers are
included in the marketing channel, define all types of retailers
used in the marketing channel. Provide your reasoning.
3.
Does this product use Intensive, Selective, or Exclusive
Distribution? Make sure that you understand the
definition of each of these levels of distribution, and look at the
distribution from the perspective of the
manufacturer. Explain your reasoning.
4.
Identify actual or potential Conflict in the distribution channel.
Explain the causes of the conflict and what can be done to
resolve this conflict. How does this conflict affect the
distribution channel? If there is no conflict, explain how the
company maintains channel cooperation.
5.
Describe the Physical Distribution for this product.

6. a.
Inventory Control
b.
Warehousing and Materials-Handling
c.
Transportation
Section Four: Promotion Strategy (2-3 pages)
1.
What type of product advertising is used for this product
(Pioneering, Competitive, or Comparative)?
Provide your reasoning.
2.
Define the type of advertising appeal used. Explain your
rationale.
3.
Define the type(s) of media used. Explain your rationale.
4.
Describe the public relations functions for this product. Note:
For public relations, you may need to look at the overall
company, rather than the individual product. Select two of the
areas below and provide a detailed explanation of how they are
used for this product/company.
a.
Press Relations
b.
Product Publicity

7. c.
Corporate Communication
d.
Public Affairs
e.
Lobbying
f.
Employee and Investor Relations
g.
Crisis Management
5.
Define two public relations tools used. Provide support for
your conclusions.
6.
Define two sales promotion tools used. Provide support for
your conclusions.
7.
Explain the details of how Personal Selling is used for this
product. Make sure to explain Personal Selling
within the distribution channel, as well as to the ultimate
customer. Remember that customer service
(order taking) is also a part of personal selling.
Section Five: Price Strategy (1 page)
1.
Explain the type of pricing objectives used for this product
(profit-oriented pricing objective, sales-oriented

8. pricing objective, or status quo pricing objective). Explain your
rationale for choosing the pricing objective.
2.
Analyze one other determinant of price that affects the pricing
strategy for this product.
Provide your reasoning.
3.
Explain the price discount policies as they pertain to this
product. If they do not discount the price, explain why.
References:Must include at least three outside references,
formatted using APA style.
Sheet1Marketing Strategy Analysis Grading RubricPoints
AvailablePoints EarnedClearly defined all Target Market
sections below, including an explanation of the rationale for all
conclusions.Defined the geography of the target
market4Defined all sections of the demographics for the target
market8Defined all sections of the psychographics for the target
market8Defined three benefits sought for the target
market6Defined the usage rate for the target market4Clearly
defined all Product sections below, including an explanation of
the rationale for all conclusions.Defined the product
classification7Three elements of branding9All three areas of
packaging9Defined the product life cycle stage7Clearly defined
all Place sections below, including an explanation of the
rationale for all conclusions.Defined the type of marketing
channel6All marketing channel functions performed by
intermediaries in the marketing channel9Defined the level of
distribution6Defined the conflict or cooperation in the
marketing channel6Defined all three elements of physical
distribution (transportation, storage, and inventory)9Clearly
defined all Promotion sections below, including an explanation
of the rationale for all conclusions.Defined the type of product

9. advertising5Defined the type of product advertising
appeal5Defined the types of media used for advertising the
product5Defined two areas used for public relations6Defined
two public relations tools6Defined two sales promotions
tools6Defined how personal selling is used to promote the
product6Clearly defined all Price sections below, including an
explanation of the rationale for all conclusions.Explained the
type of pricing objective5Analyzed one other determinant of
price5Explained the price discount policies5Included at least
three outside references, cited using APA
formatting.9Mechanics: Followed APA style formatting, paper
was free of grammatical, spelling and/or typographical errors,
verb tense remained consistent throughout the entire paper,
contained subheadings, and content was the required length (9
to 12 pages, double-spaced, not including title page, references,
and repeated question headers)14Total Points175Instructor
Comments:2009/2010
Sheet2
Sheet3
Promotion Assignment (2-3 pages)
Using your product for the Marketing Strategy Analysis Project,
complete the Promotion section of the analysis by analyzing the
information below. Provide the information for each section
below in a separate section, clearly labeled with an appropriate
subheading (i.e. Type of Product Advertising, Type of
Advertising Appeal, etc.).
1.
What type of product advertising is used for this product
(Pioneering, Competitive, or Comparative)? Provide your
reasoning.
2.
Define the type of advertising appeal used. Explain your
rationale.

10. 3.
Define the type(s) of media used. Explain your rationale.
4.
Describe the public relations functions for this product. Note:
For public relations, you may need to look at the overall
company, rather than the individual product. Select two of the
areas below and provide a detailed explanation of how they are
used for this product/company.
a.
Press Relations
b.
Product Publicity
c.
Corporate Communication
d.
Public Affairs
e.
Lobbying
f.
Employee and Investor Relations
g.

11. Crisis Management
5.
Define two public relations tools used. Provide support for
your conclusions.
6.
Define two sales promotion tools used. Provide support for
your conclusions.
4.
Explain the details of how Personal Selling is used for this
product. Make sure to explain Personal Selling within the
distribution channel, as well as to the ultimate customer.
Remember that customer service (order taking) is also a part of
personal selling.
Provide at least one outside reference cited using APA
formatting.
Promotion Assignment Grading Rubric
Points Available
Points Earned
Clearly and specifically defined the type of product advertising
used for the product, including an explanation of the rationale
for all conclusions.
11
Clearly and specifically defined the type of advertising appeal
for the product, including an explanation of the rationale for all
conclusions.
11
Clearly and specifically defined the types of media used to
advertise the product, including an explanation of the rationale
for all conclusions.

12. 11
Clearly and specifically defined two areas used for public
relations, including an explanation of the rationale for all
conclusions.
12
Clearly and specifically defined two public relations tools,
including an explanation of the rationale for all conclusions.
12
Clearly and specifically defined two sales promotions tools,
including an explanation of the rationale for all conclusions.
12
Clearly and specifically defined how personal selling is used to
promote the product, including an explanation of the rationale
for all conclusions.
12
Included at least one outside reference, cited using APA
formatting.
5
Mechanics: Followed APA style formatting, paper was free of
grammatical, spelling and/or typographical errors, verb tense
remained consistent throughout the entire paper, contained
subheadings, and content was the required length (2 to 3 pages,
double-spaced)

13. 9
Total Points
95
Instructor Comments: Please see comments in the paper below.
Place Assignment (2-3 pages)
Using your product for the Marketing Strategy Analysis Project,
complete the Place section of the analysis by analyzing the
information below. Provide the information for each section
below in a separate section, clearly labeled with an appropriate
subheading (i.e. Type of Marketing Channel, Marketing Channel
Functions, etc.).
1.
Which type of marketing channel does this product use: Direct
Channel, Retailer Channel, Wholesaler Channel or
Agent/Broker Channel? Explain your rationale.
2.
Describe the marketing channel functions performed by each
intermediary in the marketing channel (describe the
transactional, facilitating, and logistical functions performed by
each intermediary & label each function). If retailers are
included in the marketing channel, define all types of retailers
used in the marketing channel. Provide your reasoning.
3.
Does this product use Intensive, Selective, or Exclusive
Distribution? Make sure that you understand the definition of
each of these levels of distribution, and look at the distribution
from the perspective of the manufacturer. Explain your
reasoning.
4.
Identify actual or potential Conflict in the distribution channel.

14. Explain the causes of the conflict and what can be done to
resolve this conflict. How does this conflict affect the
distribution channel? If there is no conflict, explain how the
company maintains channel cooperation.
5.
Describe the Physical Distribution for this product.
a.
Inventory Control
b.
Warehousing and Materials-Handling
c.
Transportation
Provide at least one outside reference cited using APA
formatting.
Place Assignment Grading Rubric
Points Available
Points Earned
Clearly and specifically defined the type of marketing channel,
including an explanation of the rationale for all conclusions.
13
Clearly and specifically defined all marketing channel functions
performed by intermediaries in the marketing channel for the
product, including an explanation of the rationale for all
conclusions. Also, clearly identified all retailers in the
distribution channel.
20

15. Clearly and specifically defined the level of distribution for the
product, including an explanation of the rationale for all
conclusions.
15
Clearly and specifically defined conflict or cooperation in the
marketing channel, including an explanation of the rationale for
all conclusions.
15
Clearly and specifically defined all three elements of physical
distribution in the marketing channel, including an explanation
of the rationale for all conclusions.
18
Included at least one outside reference, cited using APA
formatting.
5
Mechanics: Followed APA style formatting, paper was free of
grammatical, spelling and/or typographical errors, verb tense
remained consistent throughout the entire paper, contained
subheadings, and content was the required length (2 to 3 pages,
double-spaced)
9
Total Points
95
Instructor Comments: Please see the comments in the paper
below.
Product Assignment (2-3 pages)
Using your product for the Marketing Strategy Analysis Project,

16. complete the Product section of the analysis by analyzing the
information below. Provide the information for each section
below in a separate section, clearly labeled with an appropriate
subheading (i.e. Product Classification, Branding, etc.).
1.
Choose the Product Classification that defines this product
based on the previously defined target
market. Explain your rationale. Choose between Convenience
Product, Heterogeneous Shopping Product, Homogenous
Shopping Product, Specialty Product, or Unsought Product.
2. Describe the Branding used for this product.
a.
Does this product use family and/or individual branding?
Explain your rationale.
b.
Describe the brand name and brand mark. Explain each of them
in detail, including colors, designs, and text.
c.
Discuss the level of brand loyalty that the target market has for
this brand.
Do not confuse Branding with Packaging & Labeling. Branding
elements are often used on packaging, but a picture or phrase on
a package is not necessarily a brand mark.
3. Describe the Packaging for this product.
a.
Explain how the package is used for each of the following (if
one or more of the below items is not used for this function,
explain why not):

17. (1)
Containing and Protecting the Product
(2)
Promoting the Product
(3)
Facilitating Storage, Use, and Convenience
(4)
Facilitating Recycling and Reducing Environmental Damage
b.
Explain the type of labeling used for this product (persuasive or
informational). Provide your reasoning.
4.
What stage in the Product Life Cycle does this product category
fall into? Choose only one stage, and explain your rationale.
Note: Identify the product categorybefore determining the stage
in the product life cycle. See the VCR example in the textbook.
Provide at least one outside reference cited using APA
formatting.
Product Assignment Grading Rubric

18. Points Available
Points Earned
Clearly and specifically defined the product classification,
including an explanation of the rationale for all conclusions.
18
Clearly and specifically defined all three areas of branding for
the product, including an explanation of the rationale for all
conclusions.
20
Clearly and specifically defined all five areas of packaging for
the product, including an explanation of the rationale for all
conclusions.
25
Clearly and specifically defined the product life cycle stage for
the product, including an explanation of the rationale for all
conclusions.
18
Included at least one outside reference, cited using APA
formatting.
5
Mechanics: Followed APA style formatting, paper was free of
grammatical, spelling and/or typographical errors, verb tense
remained consistent throughout the entire paper, contained
subheadings, and content was the required length (2 to 3 pages,
double-spaced)
9

19. Total Points
95
Instructor Comments: Please see the comments in the paper
below.