Ms. F.
Sotiriou BMI3C
● This Marketing Assignment is your final evaluation in our Marketing Class and constitutes 30%
of your overall mark.
● The marketing plan includes a report and a presentation.
*Report - 25%
*Presentation/Commercial – 5%
A marketing plan contains information about your company and its products, marketing objectives,
and strategies. Essentially, it is a road map for the marketing activities of an organization for a
specified period (usually one year). Good marketing plans correctly translate strategies into actions.
A marketing plan helps you establish, direct, and co-ordinate your marketing efforts. Preparing a
marketing plan forces you to assess what's going on in your marketplace and how it affects your
business. It also provides a benchmark for measurement. In many cases, simply embarking on the
process of preparing a marketing plan guides you in developing a successful marketing strategy.
Most companies implement more than one marketing strategy at the same time. A marketing plan
should blend the firm's strategies into one ‘big’ plan.
Just as a road map guides you on a journey, a marketing plan guides you to reach your goals. It
should be designed to help you from getting off-course.
Your final project is an individual assignment. For this task, you will be creating a detailed
Marketing Plan.
TASK:
You are a Marketing Consultant, and your friend (entrepreneur) wants to start-up
his/her own BUSINESS. The business could be at Square 1, Sherway Gardens, or
any area in Mississauga. You have an idea that you believe will be very successful.
Your idea needs to be documented to secure financing from investors. As a
Marketing Consultant, it is your responsibility to create a marketing plan to get
your friend’s business off the ground.
There will be no duplication of topics with your classmates. Prior to working on your summative
assignment, you must receive approval for your selection from Ms. Sotiriou. Topics will be approved
on a first-come first-served basis.
● Will be typed in Report Format using 1.5 or double-spaced line spacing
● Use full sentences when necessary
● Font type should be Times New Roman, Tahoma, Arial (no cursive in the report)
● Font size should be 12
● Enlarge font size for side headings
● Images may be used throughout Marketing Plan
● Work will be checked for plagiarism
● Marketing reports should be written in 3rd person reference (the product will…etc.)
● Reports should include an explanation of each of the four Ps of the marketing mix plan
● REMEMBER: provide VERY DETAILED DESCRIPTIONS of the rationale behind every step of the
marketing mix plan
● Ideas MUST BE supplemented with marketing theory behind each decision and the reasons WHY each
component of the plan “FITS” the product, the consumer, the market, the industry, the competition,
and the appropriate distribution avenue.
NOTE:
Reports that DO NOT include THEORY and RATIONALE/EXPLANATION (WHY) on each of the four Ps of the
marketing mix plan will not meet the required expectations for this final Marketing Summative Project.
SUCCESS CRITERIA:
Section Item Length Complete
(Pages) (✓)
1 Cover Page ● Name of BUSINESS, logo/graphic, Marketing Plan;
Your Name; Ms. Sotiriou; Course Code; Date; School
Name
1 □
/8 Marks
2 Table of ● Sections identified by page numbers
Contents ● Page 1 will be the “Executive Summary”
● Sub-headings
● Appendix – Type what each one includes
1 □
/8 Marks
3 Executive ● Concise highlights of overall Marketing Plan – DONE
Summary LAST!!!!!
● Refer to…
o 10 Rules for Writing a Powerful
Executive Summary
1-2 □
/10 Marks
4 Brand ● Significance of the Business Name
Identification ● Company Logo (symbol) and slogan --
explanation of rationale for choices for each
element (colour, font, wording, etc.)
1-2 □
/8 Marks
5 SWOT ● SWOT/SITUATION Analysis (chart)
Analysis
● Explain each element (3 detailed points for each)
● Jot notes 1-2 □
● Example: Pricing for “Strengths” (type Pricing,
then the jot note)
/12 Marks
6 Market ● From Consumer Survey - Google Forms
Research
o Summary and INTERPRETATION of results
o Use (3) graphs and visuals
o NOT on demographic questions
o Full page for each graphic and summary or
interpretation
o A blank copy of the survey must be included in
the appendix 3 □
o 15-20 questions (variety)
● 15 respondents
/18 Marks
7 Marketing Product Strategy
Strategies
● Detailed description of Product #1, how it
works, features, benefits, and functions.
● Uniqueness/differentiation of product explained to
other products?
(1-2 Pages)
/10 Marks
● Detailed description of Product #2, how it
works, features, benefits, and functions.
● Uniqueness/differentiation of product explained to
other products?
(1-2 Pages) □
/10 Marks
● Detailed description of Product #3, how it
works, features, benefits, and functions.
● Uniqueness/differentiation of product explained to
other products?
(1-2 Pages)
/10 Marks
● Product Position Map in Market and Explanation
(1 Page)
/8 Marks
● Product packaging strategies (display, shipping,
etc.)
(1 Page)
/6 Marks
Price Strategy
● Suggested selling price listed.
● At least three (3) Pricing Strategies identified and
justified.
1-2 □
/9 Marks
Promotion Strategy
● Could be broken down into three (3) parts:
a) Creating Awareness
b) Building a Strong Reputation
c) Establishing a Loyal Client Base
● Location of product display in store and rationale?
● Details of actual advertising plans discussed and
rationale.
● Publicity efforts identified and reasonable. (Ex.
social media, magazine story)
● Logical promotional efforts?
● Details of actual promotional campaigns included.
3 □
Examples?
● Gimmicks/Sales promotions outlined in detail and
explanation of fit.
/15 Marks
Place (Distribution) Strategy
1 □
● Where will the product be offered for sale? Why?
● How do these distribution plans fit?
● Variety of distribution outlets identified
● Suitability of distribution outlets?
/6 Marks
Competitive Analysis (sub-headings)
● Direct Competition identified & discussed
(chart/table)
● Indirect Competition identified & discussed
(chart/table)
● Approximate Market Share Target
2 □
/9 Marks
Consumer
● Target Market identified & explained
(1/2 Page)
/2 Marks
● Consumer Profile Chart completed
(1 Page)
/ 8 Marks
□
● Frequency and Time of Purchase outlined &
rationale
(1/2 Page)
/2 Marks
● Consumer Purchasing Rationale
a) reasons why consumers will purchase product
and/or what factors motivate consumer
buying – 3 detailed reasons
(1-2 Pages)
/6 Marks
CONCLUSION ● Probable success of product discussed.
● Stages of implementation/milestones and
contingency plans discussed.
1 □
/8 Marks
8 Appendix Appendix A: Blank Consumer Survey
/10 Marks
1-2 □
Appendix B: Newspaper, Magazine, Billboard
Advertisement, Social Media, etc.
/10 Marks
1 □
Appendix C: Direct-to-Home (brochure) or On-Line
Advertisement, Coupons
1 □
/10 Marks
10 Professional
Appearance ● Visually attractive (format, images)
● No spelling mistakes
● Proper grammar
/10 Marks
TOTAL
/213 Marks
● All Marketing Summative Assignments are due on or before Thursday,
January 23, 2025, by 11:00 p.m.
● Submit Google Doc, No PDF Files
● Presentations (presentation/commercial) – due Tuesday, January 21,
2025, by 8:00 a.m.
● Presentations (6-7 Minutes) – Showcase your Marketing Plan
● Presentations will be on: Tuesday, January 21, 2025
Wednesday, January 22, 2025
A student must submit work that legitimately reflects his/her own thought and effort. Plagiarism is
an inexcusable offence in the academic world. Any summative assignment determined to be
plagiarized will receive a mark of zero.
You are required to create ALL ORIGINAL WORK. Logos, company names, and slogans must NOT be
like existing companies.
NOTE: You will be given a “PROCESS” MARK. (work done in class)
