Target marketing comes to life when we take a generic product (soap, bath gel, lip balm) and re-build it as a tightly targeted, specialized product line designed for a specific group. I select a Generic product line andthen assign each group of students a specific target market differentiated
by age, gender, etc. Students then address each element of the marketing mix as they tinker with product formula (bubble gum ChapStick anyone?), packaging, etc. The project helps them understand the concept of target marketing, AND it helps them realize how many different ways a basic product can be reworked into new and different product lines. Best of all, it makes a strong statement about the importance of all elements of marketing in today's business environment.

Lisa Jones
Franklin, TN
**reprinted from MarkEd e-mail, 7/30/04