Description
INSTRUCTIONS
PurposeThe purpose of this assignment is to enhance your ability to identify marketing concepts and strategies in the real world.
READ: How to Write a Product Report.pdf (walks you through step-by-step using an example)
READ: Written Assignment – Directions.pptx (slide presentation from class; edited Oct. 12th)
READ: Report Option Scoring Rubric.pdf (this is what we use to score each report)
The report is due on October 2oth, 2023 at or before 11:59pm CT. It is worth 80 points. Late work will be penalized.Directions
Choose a single product or service sold in U.S. consumer markets found on the Mintel database (via UIC library) — some products are NOT allowed (see below)
Answer the questions in the next section
NO reports on products from any companies on the Interbrand list of “Best Global Brands” in the top 20 (see image or link)
NO reports on Ritz Crackers (I use that as an example in “How to Write a Product Report”)
Interbrand Best Global Brands(No assignments on products from these companies)
***Choosing a ProductEvery report must utilize the Mintel database and properly cite at least one of its reports. The Mintel report may be about your focal product (e.g., Kraft American Cheese) but is more likely to be about the product category/industry (e.g., food). So, start with Mintel, especially if you are looking for product ideas.Companies spend thousands annually to subscribe to the Mintel database. Students have free access, but only through the UIC library. So, students must access Mintel through the library. (Go to the UIC library’s “Databases” page and search “Mintel”) Students may need to create a Mintel account using their uic.edu address. Mintel analysts write reports mostly about product categories but they usually spotlight specific products. To search on Mintel for your product. On the Mintel homepage find the search bar (magnifying glass icon/lower left in yellow)
Search by product category (e.g., beauty and personal care) by moving your cursor over “Category” on the search bar (best approach to start)
Search by product name or search by company name and sift through products (enter it at “I’m looking for…”)
Specify Region as North America (remember, the product must be available in the U.S. and/or Canada)
You will likely need to access other information sources to complete the assignment, such as the product’s website***What To DoRespond to each numbered prompt about an item (a specific version of a product) or service using concepts drawn from lecture materials and readings that cover strategy and segmentation. Justify each answer using proper concepts from lecture and text and properly citing any external sources.
Identify a single product (and the organization) 10pts
Identify the SBU level strategy for the product 20pts
Identify the organization’s segmentation strategy 25pts
Identify the primary target segment(s) for the focal item 10pts
Use professional quality writing throughout 15pts. This involves completeness, logical flow, spelling, grammar, required formatting, and proper citation/reference formatting.FormattingSubmissions may NOT exceed 650 total words (including references). This is approximately 2.5 double-spaced pages. (I care about word count, not page count) This is a miniature report. It should be thorough but brief. Every submission must include a “References” section that is part of the word count. Include a separate citation for each consulted source, listed alphabetically by author’s last/family name. Each report must include at least three high-quality sources and one must be a Mintel report.
Exception. Students may refer to textbook, lectures, and the focal product website without a formal citation. (Other websites and all other sources must be cited formally)
Students may include optional appendices that include supplemental materials. Appendices do NOT count towards the 650-word limit. However, these materials cannot be necessary to understand and engage the report. Students will NOT be credited for any responses that rely on appendicized materials. (They are extra, by definition)Other Required Formatting
Line spacing. Choose single- or double-spacing. The 650 word limit is what matters. But use the same line spacing throughout.
Font and font size. Use a common font style (Times New Roman, Arial, Courier, etc.) in 12pt size throughout (headings and subheadings can be larger)
Headings and subheadings. Include them where they would be useful to assist the reader
References. Use Chicago style citations and referencing (i.e., author-date NOT footnotes/endnotes)
Example of citation (in the body of the report) When you write your report, any information or ideas that came from anyone other than you are NOT yours. So, I would cite a Mintel report about U.S. Hispanic payment preferences in my report by author’s last name and year of the report (e.g., Kundakjian 2022). Note that I do not need to include the title of the report. I am just referring to the fact that this report exists and I am informing the reader of author and date.Then I must properly cite Stefanie Kundakjian’s report in a list of sources that appears at the end of the report, called a “References” section. Note that this style of parenthetical references in the body of the report and a list of sources at the end replaces footnotes and endnotes. It saves space because each source is listed in the references section once. However, I must cite that report on Hispanic payment preferences in the body wherever I use the author’s ideas or information (Kundakjian 2022). Example of references sectionAppau, Samuelson and David Crockett. “Wealth in People and Places: Understanding Transnational Gift Obligations.” Journal of Consumer Research, June 30, https://doi.org/10.1093/jcr/ucac028.Kundakjian, Stefanie (2022), “Hispanic Payment Preferences, U.S. 2022,” Mintel.com, accessed September 7, https://reports.mintel.com/display/1099967/?fromSearch=%3Ffilters.category%3D167%26last_filter%3Dcategory%26resultPosition%3D1.
