Marketing Management

Final Project
Presentation Date: 20 & 21 December- 2019

Students will select a consumer product or brand and provide the following information in a
written and oral presentation. The final project to be completed in team/group of four (04)
(maximum) students.

Section 1

Background information about the company, brand and product. This section should include a
discussion of the following.
1. Very brief description of the company and its history (2/3 page)
2. Target customers - Provide specific demographics, psychographics, and profile for
primary, secondary, & tertiary customers

Section 2
Discuss the company’s overall marcom (Marketing Communication) strategy. Bring/use
examples in your presentation.
1. Advertising
2. Public relations and publicity
3. Sponsorship
4. Cross promotion
5. Product placement
6. Alternative media

Section 3
Identify and discuss the applicable psychographic criterion that is relevant to the brand or
product and their target customer(s). The following should be included:
1. Values
2. Means
3. Life style Dimensions - Attitudes, Interests and Opinions
4. Personality.

Section 4
Identify and analyze relevant aspects of consumer influences and their effect on the adoption
process for the brand.

1
1. Age 6. Family 11. Clubs
2. Gender 7. Culture 12. External influences
3. Regional 8. Social Class 13. Internal influences
4. Ethnic 9. Social Pressure
5. Religious 10. Peers

2
Section 5
Create a 10 survey questions. Interview a minimum of 30 people (students within the campus)
regarding the following
1. Perceptions of the product
2. Experience with the product
3. What would influence them to buy or not buy the product
4. Post decision history with the brand

Oral Presentation:
The oral presentation must follow the guideline below:
 The presentation must be given using PowerPoint
 All members of your group must participate equally
 The product or some representation of the product (picture, model, latest advertisement,
printed advertisement material etc) must be included in the presentation
 All team members must be dressed formally.
 Maximum 20-minutes will be given for the presentation.
 A comprehensive written report to be presented before the presentation i.e., covering all
the above 5-sections.