Choose a physical product

PART II:

Project Handout

1. For the category selected start by identifying a consumer problem or unmet consumer need. This can come from your personal experience or your observations of other consumers.

HINT: See your textbook, Observation and Chapter slides on Observation Technique.

2. Outline the product features and benefits that solve the consumer problem. Google to see if the product exists.

3. Brand Name: Suggest a product name and justify your decision (Assume this is a new brand. Cannot use an existing brand name.)

4. Package and visuals: How would the product stand out?

PART III:

1. Clearly specify the segment you are targeting and why you are choosing this segment? HINT 1: Segment should be the group of consumers who has the unmet need and most values the benefits.

HINT 2: See your textbook Segmentation Methods

2. Who are the key competitors and what are their benefits? How is the new product superior to the competitors you identified?

PART IV:

1. Design two print magazine ads for your target segment. Draw, sketch, collage etc. (The content is what matters not artistic skills).

2. What is the message and appeal? Justify your answers.

HINT: See your textbook, Advertising Message

PART V:

A “Project Presentation” handout will be posted after Parts I to IV are completed. Please note that you will be preparing your presentation based on the handout but you will not present in class