Sports and Entertainment for Business

Final Exam Project and Presentation

In this project you will use everything that you have learned this term about marketing and how to market a product successfully.  You will use the Marketing Mix…product, distribution, price, and promotion.

Title Slide

10 Points

Include a title page for your project.  It must include:  Name of Product, Your Name, Name of Course, Project Due Date.

Product

25 Points for Physical Product

20 Points for Description Slide(s)

First, choose a product that can be marketed using the Sports & Entertainment Industry.  It may be a food item, clothing, equipment, or whatever??  Now, develop a brand new one of that product.  You will need to create a mock-up of this product.  This means creating a physical “something” that represents this product in three-dimensional form.  You will need to create the packaging, determine colors, develop product name and logo, and whatever else is necessary to show/sell that product to consumers.  

You must also fully describe your product in the presentation part of this project. Include as many details as you can in your description...size, color, how many in a package, flavors, etc. How did you come up with the name and logo? Why did you choose the colors you did?

Distribution

15 Points

How did you determine where you will distribute your product?  List and explain the types of stores, Internet sites, and other venues where your product will be available for purchase.  Where inside these stores/venues will the product be located?  What type of display will be used to make the product available to consumers?  Will your product be available year-round or only at specific times?  You must explain thoroughly how all of these questions will be determined.  Additional points may be given for physical examples of displays and other distribution devices.

Price

10 Points

Next, you need to determine the price of your product.  How much would a consumer be willing to pay for your product?  How much will it cost for a retailer?  Does your product come in bulk?  Is there a price break for this?  Will your product be sold in various amounts (6-pack, 8-pack) how will these be priced differently?  What else?  You must explain this thoroughly as well…don’t just list the prices, I want to know how you determined the prices.  Provide examples.

Promotion

15 Points Explanation

45 points for realistic examples

You need to determine where you will promote your product.  You must advertise in magazines, on a social media news feed, radio, a coupon, and one other form of media. Each must be unique and cannot be repeated.

A.    Explain which specific media you will be using (Sports Illustrated, Facebook, WPDR, etc.) for each of the forms of media.  15 points (3 for each)

B.    You must develop and provide an example of your product’s actual

·         magazine ad 10 points

·         social media news feed ad 10 points

·         script for your radio ad spot 10 points

·         coupon 5 points

·         Media of Your Choice 10 points

Now that you have completed the Marketing Mix…let’s get into other Sports Marketing components.

Target Market

10 Points

Who is the specific target market for your product?  Why have you targeted these people?  What makes you think that these people will purchase your product?

Market Segmentation (pages 48 & 49 in textbook)
15 points

Market segmentation is very much like target marketing.  In order to make the most profit, you must focus on your customer’s needs and wants.  Take into consideration geographic segmentation, demographic segmentation, psychographics, product usage, and benefits derived for your consumers.  Explain how you considered each of these segments when developing your product and taking it through the marketing mix. (3 points per segmentation)

Sponsorship

10 Points

Which specific sporting events would your company consider sponsoring in order to more fully advertise your new product?  Why? Explain your answers and provide details about where your logo/name will be at the event.

Endorsements

10 Points

Who would be your ideal athlete/celebrity to endorse your product?  Why?  What incentives would you provide the athlete/celebrity in order to get him/her to endorse your product?  Explain and defend your answers.

Conclusion Slide

10 Points

Wrap up the presentation with a nice conclusion. Sell us the product.

Grammar/Spelling/Organization/Miscellaneous

15 Points

• Your slideshow should title the slides with the headings listed above. You can have multiple slides on the same topic, but they need to be titled accordingly.

• You must have your physical replica of the product ready to be shown at the time of your presentation.

• This project is due for SENIORS—May 22, 23, and 29

• for JUNIORS—May 30 and June 4 during your assigned FINAL EXAM TIME.  

Grading Procedures:

This project is your FINAL EXAM grade and will count as 20% of your final grade for this class.