Final Project

1
Final Project

• Come up with an idea for a new consumer good
• Identify an attractive segment based on a set of
  unfulfilled needs
• Develop a branding, promotion, and pricing
  strategy
• Apply relevant concepts from class and book

2
Final Project

• Branding
• Brand name, logo if necessary, and relevant
  associations
• Promotion
• Choose a promotional mix provide a
  justification
• Create a consistent message that will be used
  across your promotional mix
• Explain why you chose the message based on the
  channel factors, product, and consumer factors
• Pricing
• Decide on a price and justify
• Explain whether you have adopted a skim, neutral,
  or penetration pricing strategy

3
Final Project

• To be completed in debate teams
• Submit a report by April 8th
• Maximum 15 pages, double-spaced, 12-point font
  Times or 11-point font Arial only, min. 1.25 inch
  margins