PLANNING
A PROMOTIONAL MIX PROJECT
(Works ideally as a follow up to the
"Product Development Project"
found in the "Pricing" lessons)
Working with your partner or on your own, develop a promotional mix
for your soft drink company. Follow the instructions below. Each of
the instructions represents a section to be included in your final
report.
Instructions:
Create and provide a general
description of a hypothetical soft drink manufacturer for which the
promotional mix is being designed. Indicate whether your company will
be a national or regional producer.
Describe the target market.
Include the number and types of consumers, their location, and a brief
description of major competitors.
Set the promotional goals
or objectives. These may be to promote either the company’s image
or the individual product or product line.
Identify the major forms
of promotion to be used (advertising, selling, public relations, sales
promotion, publicity, visual merchandising). Tell why you decided to
include each form in your promotional mix. You must have at least 2
forms. One form must be a print magazine ad.
Describe the specific activities
to be included for each of the promotional forms that will be part of
your promotional mix. In addition to a description, include visual aids
such as drawings, posters, sketches, scripts, etc.
Design a print ad for your
company or soft drink that will run in national magazines. Specify which
magazines your ad will appear in and tell why you chose each magazine.
See the final
report of this assignment for the specific guidelines for your ad.
Research on the Internet
or other methods to find out as much as possible about the costs of
your promotional forms. Include a description of the projected costs
for your print ad and any other forms you choose. Contact at least one
of the magazines you selected and try to determine the ad rates for
your ad.
Describe how your product
will be distributed. Which middlemen will be included in your channel
of distribution? What transportation methods will you use?
Prepare a written report
containing all of the information above.
Present your magazine ad
and promotional ideas to the class.
Final
report
