New Product Launch: A Marketing Plan
Inquiry Framework
Question Framework
Driving Question
The overarching question that guides the entire project.How can we launch a new product into a competitive market using marketing strategies?Essential Questions
Supporting questions that break down major concepts.- How can market research inform the development of a successful marketing plan for a new product?
- What strategies can be used to identify and reach a specific target market?
- How do advertising objectives influence the message and promotional mix?
- How can a promotional budget be effectively allocated to maximize campaign impact?
Standards & Learning Goals
Learning Goals
By the end of this project, students will be able to:- Students will be able to conduct market research to identify consumer needs and preferences.
- Students will be able to develop a comprehensive marketing plan for a new product, including target market identification, promotional strategies, and budget allocation.
- Students will be able to analyze data to make informed decisions about product placement and marketing strategies.
- Students will be able to create effective advertising messages tailored to specific audiences.
- Students will be able to understand the importance of promotional mix and its role as a marketing function.
Marketing Planning and Research
Entry Events
Events that will be used to introduce the project to studentsThe 'Failed' Product Graveyard
Students explore a collection of real-world product flops, analyzing why they failed to gain traction in the market. They then brainstorm ways these products could have been successfully launched, setting the stage for developing their own foolproof marketing plans.Portfolio Activities
Portfolio Activities
These activities progressively build towards your learning goals, with each submission contributing to the student's final portfolio.Market Research Roadmap
Students will create a detailed plan for conducting market research, outlining the steps involved and the objectives of each step. This activity sets the foundation for gathering relevant data to inform their marketing plan.Steps
Here is some basic scaffolding to help students complete the activity.Final Product
What students will submit as the final product of the activityA structured market research plan document outlining the research process, questions, methods, and timeline.Alignment
How this activity aligns with the learning objectives & standardsExamines the steps of the marketing research process. (Standard 1)Target Market Persona Creation
Students will define their product's ideal customer by creating detailed customer personas. This activity emphasizes the importance of understanding the target market before developing marketing strategies.Steps
Here is some basic scaffolding to help students complete the activity.Final Product
What students will submit as the final product of the activityA set of customer persona profiles that provide a clear picture of the target market.Alignment
How this activity aligns with the learning objectives & standardsIdentifies the process for selecting a target market. (Standard 2)Data Mining vs. Psychology: Product Placement Research
Students will conduct research into product placement using both data mining and psychology, comparing the advantages and disadvantages of each approach.Steps
Here is some basic scaffolding to help students complete the activity.Final Product
What students will submit as the final product of the activityA comparative analysis of data mining and psychology in product placement, with a justification for the chosen method.Alignment
How this activity aligns with the learning objectives & standardsCompares and contrasts the use of psychology and data mining for researching product placement. (Standard 4)Advertising Objectives & Message Strategy Blueprint
Students will define specific advertising objectives for their product and develop a message strategy that aligns with those objectives. This activity reinforces the link between advertising goals and effective messaging.Steps
Here is some basic scaffolding to help students complete the activity.Final Product
What students will submit as the final product of the activityA blueprint outlining the advertising objectives, key message, and sample advertising messages, with a clear justification for the chosen strategy.Alignment
How this activity aligns with the learning objectives & standardsDescribes various advertising objectives and their relationship to the message strategy. (Standard 5)Promotional Mix Masterplan
Students will determine the optimal promotional mix for their product, considering various marketing functions and their roles in reaching the target market. This activity emphasizes the importance of a cohesive and integrated marketing approach.Steps
Here is some basic scaffolding to help students complete the activity.Final Product
What students will submit as the final product of the activityA comprehensive promotional mix strategy that outlines how different marketing functions will work together to achieve the product launch goals.Alignment
How this activity aligns with the learning objectives & standardsDescribes the importance of the promotional mix and its role as a marketing function. (Standard 6)Sales Promotion Campaign Design
Students will design a sales promotion campaign that supports the overall advertising efforts and drives product adoption. This activity helps students understand how sales promotions can enhance an ad campaign.Steps
Here is some basic scaffolding to help students complete the activity.Final Product
What students will submit as the final product of the activityA detailed sales promotion campaign plan that outlines specific tactics, implementation details, and alignment with the ad campaign.Alignment
How this activity aligns with the learning objectives & standardsExplains the elements of sales promotion and its relationship to the ad campaign. (Standard 7)Budget Allocation Bonanza
Students will create a detailed advertising/promotional budget, allocating resources across different marketing activities. This activity provides practical experience in financial planning for marketing campaigns.Steps
Here is some basic scaffolding to help students complete the activity.Final Product
What students will submit as the final product of the activityA comprehensive advertising/promotional budget that allocates resources across different marketing activities, with a clear justification for each allocation.Alignment
How this activity aligns with the learning objectives & standardsPrepares an advertising/promotional budget. (Standard 8)Rubric & Reflection
Portfolio Rubric
Grading criteria for assessing the overall project portfolioNew Product Launch: Marketing Plan Portfolio Rubric
Market Research Roadmap
Evaluation of the clarity, comprehensiveness, and feasibility of the market research plan, ensuring it effectively guides data collection and analysis.Research Process
Clarity and completeness of the outlined steps in the market research process.
Exemplary
4 PointsThe research plan outlines a clear, logical, and comprehensive sequence of steps, demonstrating a deep understanding of the market research process. The rationale for each step is clearly articulated.
Proficient
3 PointsThe research plan outlines a generally clear and complete sequence of steps in the market research process. The rationale for most steps is evident.
Developing
2 PointsThe research plan outlines some steps in the market research process, but lacks clarity or completeness. The rationale for some steps is unclear.
Beginning
1 PointsThe research plan lacks a clear sequence of steps and demonstrates a limited understanding of the market research process. The rationale for the steps is missing or unclear.
Research Questions
Relevance and specificity of the key research questions designed to understand the target market.
Exemplary
4 PointsThe research questions are highly relevant, specific, and insightful, directly addressing the needs and preferences of the target market. They demonstrate a sophisticated understanding of the research objectives.
Proficient
3 PointsThe research questions are relevant and specific, addressing the needs and preferences of the target market. They align well with the research objectives.
Developing
2 PointsThe research questions are somewhat relevant and specific, but may lack focus or depth. Their connection to the research objectives is not always clear.
Beginning
1 PointsThe research questions are vague, irrelevant, or missing, demonstrating a limited understanding of the target market and research objectives.
Research Methods
Justification and suitability of the chosen research methods for the defined research questions.
Exemplary
4 PointsThe research methods are highly appropriate and well-justified, demonstrating a thorough understanding of their strengths and limitations. The selection aligns perfectly with the research questions and target market.
Proficient
3 PointsThe research methods are appropriate and justified, demonstrating a good understanding of their strengths and limitations. The selection aligns with the research questions and target market.
Developing
2 PointsThe research methods are somewhat appropriate, but the justification is weak or incomplete. The alignment with the research questions and target market is not always clear.
Beginning
1 PointsThe research methods are inappropriate or unjustified, demonstrating a limited understanding of their strengths and limitations. The selection does not align with the research questions or target market.
Research Timeline
Realism and feasibility of the proposed timeline for conducting the market research.
Exemplary
4 PointsThe timeline is realistic, detailed, and demonstrates a clear understanding of the time required for each step of the research process. It allows for contingencies and efficient execution.
Proficient
3 PointsThe timeline is realistic and generally detailed, demonstrating a good understanding of the time required for each step of the research process.
Developing
2 PointsThe timeline is somewhat realistic, but lacks detail or demonstrates an incomplete understanding of the time required for each step of the research process.
Beginning
1 PointsThe timeline is unrealistic, vague, or missing, demonstrating a limited understanding of the time required for market research.
Target Market Persona Creation
Assessment of the depth, accuracy, and usefulness of the customer personas in representing the target market.Analysis of Product Features
How well the analysis identifies potential customer interest based on product features.
Exemplary
4 PointsThe analysis expertly connects product features and benefits to specific customer interests, clearly identifying why the target market would be drawn to the product. Demonstrates sophisticated market insight.
Proficient
3 PointsThe analysis logically connects product features and benefits to general customer interests, providing a solid understanding of why the target market would be drawn to the product.
Developing
2 PointsThe analysis attempts to connect product features and benefits to customer interests, but the connection is weak or unclear. Shows a basic understanding of the target market.
Beginning
1 PointsThe analysis fails to connect product features and benefits to customer interests, demonstrating a limited understanding of the target market.
Identification of Characteristics
Completeness and relevance of the identified demographic, psychographic, and behavioral characteristics.
Exemplary
4 PointsThe persona includes comprehensive and highly relevant demographic, psychographic, and behavioral characteristics that provide a rich and nuanced understanding of the target market.
Proficient
3 PointsThe persona includes relevant demographic, psychographic, and behavioral characteristics that provide a clear understanding of the target market.
Developing
2 PointsThe persona includes some demographic, psychographic, and behavioral characteristics, but they may be incomplete or lack relevance.
Beginning
1 PointsThe persona lacks essential demographic, psychographic, and behavioral characteristics, demonstrating a limited understanding of the target market.
Persona Detail
Depth and believability of the customer personas, including background, motivations, and pain points.
Exemplary
4 PointsThe customer personas are highly detailed, believable, and engaging, with well-developed backgrounds, motivations, and pain points. They provide a deep and empathetic understanding of the target market.
Proficient
3 PointsThe customer personas are detailed and believable, with clear backgrounds, motivations, and pain points. They provide a good understanding of the target market.
Developing
2 PointsThe customer personas are somewhat detailed, but may lack believability or depth. The backgrounds, motivations, and pain points are not fully developed.
Beginning
1 PointsThe customer personas are vague and lack essential details. The backgrounds, motivations, and pain points are missing or underdeveloped.
Presentation
Clarity and effectiveness of the persona presentation to the class.
Exemplary
4 PointsThe presentation is exceptionally clear, engaging, and persuasive, effectively conveying the key characteristics and motivations of the customer personas. Demonstrates excellent communication skills.
Proficient
3 PointsThe presentation is clear and engaging, effectively conveying the key characteristics and motivations of the customer personas.
Developing
2 PointsThe presentation is somewhat clear, but may lack engagement or clarity. The key characteristics and motivations of the customer personas are not always effectively conveyed.
Beginning
1 PointsThe presentation is unclear, disorganized, or unengaging. The key characteristics and motivations of the customer personas are not effectively conveyed.
Data Mining vs. Psychology: Product Placement Research
Evaluation of the depth, accuracy, and insightfulness of the comparative analysis of data mining and psychology in product placement.Data Mining Research
Thoroughness of the research on how data mining is used in product placement.
Exemplary
4 PointsThe research on data mining is exceptionally thorough, providing detailed examples of how it informs product placement decisions. Shows advanced understanding of data analytics.
Proficient
3 PointsThe research on data mining is thorough, providing clear examples of how it informs product placement decisions.
Developing
2 PointsThe research on data mining is somewhat thorough, but may lack specific examples or depth.
Beginning
1 PointsThe research on data mining is superficial or incomplete, demonstrating a limited understanding of its role in product placement.
Psychology Research
Thoroughness of the research on how psychology informs product placement.
Exemplary
4 PointsThe research on psychology is exceptionally thorough, providing detailed examples of how it informs product placement decisions based on consumer behavior and perception. Demonstrates sophisticated understanding of psychological principles.
Proficient
3 PointsThe research on psychology is thorough, providing clear examples of how it informs product placement decisions based on consumer behavior and perception.
Developing
2 PointsThe research on psychology is somewhat thorough, but may lack specific examples or depth.
Beginning
1 PointsThe research on psychology is superficial or incomplete, demonstrating a limited understanding of its role in product placement.
Comparison of Methods
Depth and accuracy of the comparison between data mining and psychology, highlighting strengths and weaknesses.
Exemplary
4 PointsThe comparison is insightful and nuanced, clearly articulating the strengths and weaknesses of both data mining and psychology in product placement. Demonstrates advanced critical thinking.
Proficient
3 PointsThe comparison is clear and accurate, articulating the strengths and weaknesses of both data mining and psychology in product placement.
Developing
2 PointsThe comparison is superficial or incomplete, with a limited discussion of the strengths and weaknesses of each method.
Beginning
1 PointsThe comparison is missing or inaccurate, demonstrating a limited understanding of the two methods.
Justification
Clarity and validity of the justification for choosing one method over the other for their product.
Exemplary
4 PointsThe justification is compelling and well-reasoned, clearly explaining why the chosen method is the most effective for their product. Demonstrates sophisticated strategic thinking.
Proficient
3 PointsThe justification is clear and logical, explaining why the chosen method is effective for their product.
Developing
2 PointsThe justification is weak or incomplete, with a limited explanation of why the chosen method is effective for their product.
Beginning
1 PointsThe justification is missing or illogical, demonstrating a limited understanding of the product and product placement strategies.
Advertising Objectives & Message Strategy Blueprint
Assessment of the clarity, relevance, and effectiveness of the advertising objectives and message strategy.SMART Objectives
Specificity, Measurability, Achievability, Relevance, and Time-bound nature of the advertising objectives.
Exemplary
4 PointsThe advertising objectives are exceptionally SMART, providing a clear and measurable path to success. Demonstrates a deep understanding of advertising principles.
Proficient
3 PointsThe advertising objectives are SMART, providing a clear and measurable path to success.
Developing
2 PointsThe advertising objectives are somewhat SMART, but may lack specificity, measurability, achievability, relevance, or a clear time frame.
Beginning
1 PointsThe advertising objectives are vague, unrealistic, or missing, demonstrating a limited understanding of advertising principles.
Key Message
Clarity, conciseness, and memorability of the key message.
Exemplary
4 PointsThe key message is exceptionally clear, concise, and memorable, effectively capturing the essence of the product and its value proposition. Demonstrates advanced communication skills.
Proficient
3 PointsThe key message is clear, concise, and memorable, effectively capturing the essence of the product and its value proposition.
Developing
2 PointsThe key message is somewhat clear, but may lack conciseness or memorability.
Beginning
1 PointsThe key message is vague, confusing, or missing, demonstrating a limited understanding of the product and its value proposition.
Sample Messages
Alignment of the sample advertising messages with the objectives and target market.
Exemplary
4 PointsThe sample advertising messages are perfectly aligned with the objectives and target market, effectively conveying the key message in a compelling and persuasive manner. Demonstrates sophisticated marketing acumen.
Proficient
3 PointsThe sample advertising messages are well-aligned with the objectives and target market, effectively conveying the key message.
Developing
2 PointsThe sample advertising messages are somewhat aligned with the objectives and target market, but may lack clarity or persuasiveness.
Beginning
1 PointsThe sample advertising messages are poorly aligned with the objectives and target market, demonstrating a limited understanding of advertising principles.
Justification
Validity of the justification for how the chosen message strategy will achieve the advertising objectives.
Exemplary
4 PointsThe justification is exceptionally well-reasoned and persuasive, providing a clear and compelling explanation of how the chosen message strategy will achieve the advertising objectives. Demonstrates advanced strategic thinking.
Proficient
3 PointsThe justification is well-reasoned and clear, providing a logical explanation of how the chosen message strategy will achieve the advertising objectives.
Developing
2 PointsThe justification is weak or incomplete, with a limited explanation of how the chosen message strategy will achieve the advertising objectives.
Beginning
1 PointsThe justification is missing or illogical, demonstrating a limited understanding of advertising strategy.
Promotional Mix Masterplan
Evaluation of the strategic integration and effectiveness of the promotional mix elements.Identification of Elements
Accuracy and completeness of the identification of promotional mix elements.
Exemplary
4 PointsAll promotional mix elements are accurately identified and thoroughly described, demonstrating a comprehensive understanding of marketing functions.
Proficient
3 PointsAll major promotional mix elements are accurately identified and described.
Developing
2 PointsSome promotional mix elements are identified, but the description may be incomplete or inaccurate.
Beginning
1 PointsKey promotional mix elements are missing or inaccurately identified.
Strengths & Weaknesses
Depth and relevance of the evaluation of the strengths and weaknesses of each element.
Exemplary
4 PointsThe evaluation of strengths and weaknesses is insightful and highly relevant to the product and target market, demonstrating advanced analytical skills.
Proficient
3 PointsThe evaluation of strengths and weaknesses is relevant to the product and target market.
Developing
2 PointsThe evaluation of strengths and weaknesses is superficial or lacks relevance to the product and target market.
Beginning
1 PointsThe evaluation of strengths and weaknesses is missing or inaccurate.
Integration of Elements
Effectiveness of the integrated promotional mix strategy for maximizing reach and impact.
Exemplary
4 PointsThe promotional mix strategy is exceptionally well-integrated, demonstrating a clear understanding of how each element complements and reinforces the others to maximize reach and impact. Demonstrates sophisticated strategic thinking.
Proficient
3 PointsThe promotional mix strategy is well-integrated, demonstrating a good understanding of how each element complements and reinforces the others.
Developing
2 PointsThe promotional mix strategy is somewhat integrated, but the connections between the elements may be weak or unclear.
Beginning
1 PointsThe promotional mix strategy lacks integration, with little or no connection between the elements.
Contribution to Goals
Clarity of the explanation of how each element contributes to the overall marketing goals.
Exemplary
4 PointsThe explanation is exceptionally clear and detailed, providing a compelling rationale for how each element will contribute to the overall marketing goals. Demonstrates advanced understanding of marketing principles.
Proficient
3 PointsThe explanation is clear and detailed, providing a logical rationale for how each element will contribute to the overall marketing goals.
Developing
2 PointsThe explanation is weak or incomplete, with a limited rationale for how each element will contribute to the overall marketing goals.
Beginning
1 PointsThe explanation is missing or illogical, demonstrating a limited understanding of marketing principles.
Sales Promotion Campaign Design
Evaluation of the creativity, feasibility, and strategic alignment of the sales promotion campaign.Sales Tactics
Relevance and creativity of the chosen sales promotion tactics.
Exemplary
4 PointsThe chosen sales promotion tactics are exceptionally relevant, creative, and well-suited to the product, target market, and advertising objectives. Demonstrates innovative marketing thinking.
Proficient
3 PointsThe chosen sales promotion tactics are relevant and well-suited to the product, target market, and advertising objectives.
Developing
2 PointsThe chosen sales promotion tactics are somewhat relevant, but may lack creativity or alignment with the product, target market, and advertising objectives.
Beginning
1 PointsThe chosen sales promotion tactics are irrelevant or inappropriate, demonstrating a limited understanding of sales promotion principles.
Implementation Plan
Completeness and feasibility of the implementation plan, including timelines, budget, and evaluation metrics.
Exemplary
4 PointsThe implementation plan is exceptionally complete, detailed, and feasible, including a realistic timeline, budget, and clear evaluation metrics. Demonstrates advanced project management skills.
Proficient
3 PointsThe implementation plan is complete and feasible, including a realistic timeline, budget, and clear evaluation metrics.
Developing
2 PointsThe implementation plan is somewhat complete, but may lack detail or feasibility. The timeline, budget, or evaluation metrics may be unclear.
Beginning
1 PointsThe implementation plan is incomplete or unrealistic, demonstrating a limited understanding of sales promotion implementation.
Reinforcement of Message
Clarity of the explanation of how the sales promotion campaign will reinforce the advertising message and drive sales.
Exemplary
4 PointsThe explanation is exceptionally clear and compelling, demonstrating a deep understanding of how the sales promotion campaign will reinforce the advertising message and drive sales. Demonstrates advanced marketing acumen.
Proficient
3 PointsThe explanation is clear and logical, demonstrating a good understanding of how the sales promotion campaign will reinforce the advertising message and drive sales.
Developing
2 PointsThe explanation is weak or incomplete, with a limited discussion of how the sales promotion campaign will reinforce the advertising message and drive sales.
Beginning
1 PointsThe explanation is missing or illogical, demonstrating a limited understanding of sales promotion strategy.
Budget Allocation Bonanza
Assessment of the reasonableness, justification, and strategic alignment of the advertising/promotional budget.Identification of Activities
Accuracy and completeness of the identification of all planned marketing activities.
Exemplary
4 PointsAll planned marketing activities are accurately identified and thoroughly described, demonstrating a comprehensive understanding of the marketing plan.
Proficient
3 PointsAll major planned marketing activities are accurately identified and described.
Developing
2 PointsSome planned marketing activities are identified, but the description may be incomplete or inaccurate.
Beginning
1 PointsKey planned marketing activities are missing or inaccurately identified.
Cost Estimation
Accuracy and realism of the cost estimates associated with each activity.
Exemplary
4 PointsThe cost estimates are exceptionally accurate and realistic, demonstrating a deep understanding of marketing costs and budgeting principles. Demonstrates advanced financial literacy.
Proficient
3 PointsThe cost estimates are accurate and realistic, demonstrating a good understanding of marketing costs and budgeting principles.
Developing
2 PointsThe cost estimates are somewhat accurate, but may lack detail or realism.
Beginning
1 PointsThe cost estimates are inaccurate or unrealistic, demonstrating a limited understanding of marketing costs and budgeting principles.
Budget Allocation
Strategic alignment and justification of the budget allocation across the different activities.
Exemplary
4 PointsThe budget allocation is exceptionally well-justified and strategically aligned with the marketing objectives, demonstrating a deep understanding of resource allocation principles. Demonstrates advanced strategic thinking.
Proficient
3 PointsThe budget allocation is well-justified and strategically aligned with the marketing objectives.
Developing
2 PointsThe budget allocation is somewhat justified, but the strategic alignment with the marketing objectives may be unclear.
Beginning
1 PointsThe budget allocation is poorly justified or lacks strategic alignment with the marketing objectives.
Presentation
Clarity and persuasiveness of the budget presentation to the class.
Exemplary
4 PointsThe budget presentation is exceptionally clear, persuasive, and well-organized, effectively conveying the rationale behind the budget allocation. Demonstrates excellent communication and presentation skills.
Proficient
3 PointsThe budget presentation is clear, persuasive, and well-organized, effectively conveying the rationale behind the budget allocation.
Developing
2 PointsThe budget presentation is somewhat clear, but may lack persuasiveness or organization.
Beginning
1 PointsThe budget presentation is unclear, disorganized, or unpersuasive, failing to effectively convey the rationale behind the budget allocation.