Step 1: Choose a New Product Choose a product from the list of 2021 Product of the Year awards. Product of the Year is the worlds largest consumer-voted award for product innovation. Established over 30 years ago in France, POY currently operates in over 40 countries with the same purpose: Guide consumers to the best products in their market and reward manufacturers for quality and innovation. In Canada, the Product of the Year seal is backed by the votes of thousands of Canadian consumers, serving as a shortcut for shoppers to save time and money. For entrants of the winning products, the award is a powerful marketing message proven to increase product awareness, trial and quality. Canadas 2021 winners can be found at the following website: https://productoftheyear.ca/winners-2021/ Product choices are VERY specific For example, if you choose Band-aid Brand Skin-Flex Bandages extra-large, 7 count, you must complete your project on that specific product, not any other Band-aid product. Your project should be based on the marketing of your product in CANADA only. .For example, if you choose Garnier Express Retouch, you must complete your project on that specific product, not any Garnier product

2 Step 2: Prepare the Written Report Question 1 = 3 Marks Develop an understanding of branding in terms of: Brand name. Does your product have a strong brand name? Justify why/why not. You need to reflect on your entire brand name, not only part of it. Reference: Page 134 Brand Positioning. What makes your product better or different than your competition? What are your major features (be specific) that support your competitive difference? Reference: Page 134 Brand development. If your brand adopted a co-branding strategy, what would that mean? Given an example of a co-branded product for you and explain why the co- branding opportunity makes good strategic sense for your brand. Reference: Pages 137 Question 2 = 3 Marks Develop a complete target group profile for your brand including Demographics (gender, age, ethnicity, income, education, and occupation) and Psychographics (consumer attitudes, personality, interests, opinions, and activities). Your target group profile should reflect the Canadian consumer. It should be very detailed and specific to your specific brand product choice (not the entire brand). It should reflect the consumer for the very specific product that you have chosen. It is important to develop a very detailed, specific target group, both demographically and psychographically, as that profile will dictate your marketing communication/advertising/promotion choices. Question 3 = 2 Marks Explain how you would use the concept of a Brand Ambassador for your product. Name a possible brand ambassador and explain why this person would be a good choice for your brand. Reference: Page 142 Question 4 = 8 Total Marks Develop an advertising strategy for your new product for 2021. Include the following: What is your overall key advertising objective? Rationalize why you have chosen that objective. How would you communication that objective to your target group? Reference: Pages 157-159 1 Mark What is the key message that you want to deliver in your advertising? What message do you want the consumer to remember after seeing your advertising? What are the specific references to your brands features/competitive advantages? Reference: Page 162 1 Mark

3 What execution style do you recommend using in the delivery of your message? Why did you choose that particular style of execution? Describe how you would relate that style in an ad. Reference: Pages 165-166 1 Mark Choose 1 advertising medium you would use to deliver your message? Using factual, statistical information (sourced online) explain why your advertising medium would be effective against the target group that you have selected. If choosing social media, you must be very specific in terms of the platform (Facebook, Instagram etc.) Your factual, statistical data should be specific to your medium and/or social media platform. Reference: Pages 168-169 3 Marks Explain how you could use Public Relations as an effective communication tool to increase your brands awareness. Given specific references to the Public Relation tool you would use and why? Reference: Pages 171-175 2 Marks Question 5 = 4 Total Marks Choose 1 Trade Promotion tool that would be the most appropriate for stimulating sales of your new product, at retail, with the target group you described in Question 2. Justify your choice. Why and/or how would it be effective against the target group that you have described? Provide factual substantiation for your choice base on your target group. Reference: Page 20