Assignment: Capella University Pets Natural Organic Foods Brand Presentation

Assignment: Capella University Pets Natural Organic Foods Brand Presentation

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Question Description
Develop a brand presentation of 8 12 slides for a new pet food product (or new product or line extension at your employer or future employer), using the speaker’s notes sections of each slide to expand your talking points.

INTRODUCTION
Branding is a means of differentiating a product from its competitors. Branding is an important aspect of marketing because it provides a distinctive identity to a product or family of products that sets it apart from competitors. This assessment introduces the concept of brands and discusses the various ways marketers position their products within the brand structure. By the end of the assessment, you may look at branding and products a bit differently than you do right now!

INTRODUCTION
Completion of this portfolio work project will help you understand the key components of a brand presentation.

SCENARIO
The Vice President of Marketing at MSH Brands (or at your employer or future employer company) was impressed with your marketing plan submitted in Assessment 1. They have now asked you to develop a brand presentation based on this work.

YOUR ROLE
You are a Brand Manager at MSH Brands (or at your employer or future employer company). You are being asked to develop a brand presentation for a new pet food product (or new product or line extension at your employer or future employer.)

REQUIREMENTS
You are to develop a brand presentation including the following elements based on your research, building on your work submitted in Assessment 1. Develop a PowerPoint presentation of 8 12 slides that synthesize the work, using the speaker’s notes sections of each slide to expand your talking points. Be sure your presentation includes:

What is the brand name for the product? What role does the new product play in the brand portfolio?

Who is the target market?
What will be the new product’s objectives (create greater customer loyalty, increase trials, expand usage among current users, support trade relations)?
What will be the new product position? How will it complement the objectives?
What will be the new product competitive pricing strategy? How will it complement the objectives?
How will this be reflected in the packaging? How will it complement the objectives?
How will this be reflected in the promotion? How will it complement the objectives?
How will this be reflected in the placement? How will it complement the objectives?
DELIVERABLE FORMAT
PowerPoint presentation. Use Guidelines for Effective PowerPoint Presentations [PPTX] as a resource.
8 12 slides (in addition to the title and references slides).
Include additional details on each slide in the speaker’s notes section.
Additional requirements:
Title slide.
References slide.
APA-formatted references from at least five sources.
Be sure you consider the audience.
EVALUATION
By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies through corresponding scoring guide criteria:

Competency 1: Apply marketing theories and models to develop marketing strategies.
Articulate the context of the business (product name, role in brand, target segment).
Competency 2: Evaluate the effectiveness of marketing strategies and methods.
Evaluate the effectiveness of marketing strategies (product objectives and positioning).
Competency 3: Use data to support evidence-based marketing decisions.
Evaluate the marketing mix (pricing, packaging, promotion, and placement) for a product.
Competency 5: Communicate marketing needs, opportunities, and strategies with multiple stakeholders.
Write coherently to support a central idea with correct grammar, usage, and mechanics as expected of a business professional.

 

You must proofread your paper. But do not strictly rely on your computer’s spell-checker and grammar-checker; failure to do so indicates a lack of effort on your part and you can expect your grade to suffer accordingly. Papers with numerous misspelled words and grammatical mistakes will be penalized. Read over your paper – in silence and then aloud – before handing it in and make corrections as necessary. Often it is advantageous to have a friend proofread your paper for obvious errors. Handwritten corrections are preferable to uncorrected mistakes.

Use a standard 10 to 12 point (10 to 12 characters per inch) typeface. Smaller or compressed type and papers with small margins or single-spacing are hard to read. It is better to let your essay run over the recommended number of pages than to try to compress it into fewer pages.

Likewise, large type, large margins, large indentations, triple-spacing, increased leading (space between lines), increased kerning (space between letters), and any other such attempts at “padding” to increase the length of a paper are unacceptable, wasteful of trees, and will not fool your professor.

The paper must be neatly formatted, double-spaced with a one-inch margin on the top, bottom, and sides of each page. When submitting hard copy, be sure to use white paper and print out using dark ink. If it is hard to read your essay, it will also be hard to follow your argument.

ADDITIONAL INSTRUCTIONS FOR THE CLASS

Discussion Questions (DQ)

Initial responses to the DQ should address all components of the questions asked, include a minimum of one scholarly source, and be at least 250 words.
Successful responses are substantive (i.e., add something new to the discussion, engage others in the discussion, well-developed idea) and include at least one scholarly source.
One or two sentence responses, simple statements of agreement or “good post,” and responses that are off-topic will not count as substantive. Substantive responses should be at least 150 words.
I encourage you to incorporate the readings from the week (as applicable) into your responses.
Weekly Participation

Your initial responses to the mandatory DQ do not count toward participation and are graded separately.
In addition to the DQ responses, you must post at least one reply to peers (or me) on three separate days, for a total of three replies.
Participation posts do not require a scholarly source/citation (unless you cite someone else’s work).
Part of your weekly participation includes viewing the weekly announcement and attesting to watching it in the comments. These announcements are made to ensure you understand everything that is due during the week.
APA Format and Writing Quality

Familiarize yourself with APA format and practice using it correctly. It is used for most writing assignments for your degree. Visit the Writing Center in the Student Success Center, under the Resources tab in LoudCloud for APA paper templates, citation examples, tips, etc. Points will be deducted for poor use of APA format or absence of APA format (if required).
Cite all sources of information! When in doubt, cite the source. Paraphrasing also requires a citation.
I highly recommend using the APA Publication Manual, 6th edition.
Use of Direct Quotes

I discourage overutilization of direct quotes in DQs and assignments at the Masters’ level and deduct points accordingly.
As Masters’ level students, it is important that you be able to critically analyze and interpret information from journal articles and other resources. Simply restating someone else’s words does not demonstrate an understanding of the content or critical analysis of the content.
It is best to paraphrase content and cite your source.
LopesWrite Policy

For assignments that need to be submitted to LopesWrite, please be sure you have received your report and Similarity Index (SI) percentage BEFORE you do a “final submit” to me.
Once you have received your report, please review it. This report will show you grammatical, punctuation, and spelling errors that can easily be fixed. Take the extra few minutes to review instead of getting counted off for these mistakes.
Review your similarities. Did you forget to cite something? Did you not paraphrase well enough? Is your paper made up of someone else’s thoughts more than your own?
Visit the Writing Center in the Student Success Center, under the Resources tab in LoudCloud for tips on improving your paper and SI score.
Late Policy

The university’s policy on late assignments is 10% penalty PER DAY LATE. This also applies to late DQ replies.
Please communicate with me if you anticipate having to submit an assignment late. I am happy to be flexible, with advance notice. We may be able to work out an extension based on extenuating circumstances.
If you do not communicate with me before submitting an assignment late, the GCU late policy will be in effect.
I do not accept assignments that are two or more weeks late unless we have worked out an extension.
As per policy, no assignments are accepted after the last day of class. Any assignment submitted after midnight on the last day of class will not be accepted for grading.
Communication

Communication is so very important. There are multiple ways to communicate with me:
Questions to Instructor Forum: This is a great place to ask course content or assignment questions. If you have a question, there is a good chance one of your peers does as well. This is a public forum for the class.
Individual Forum: This is a private forum to ask me questions or send me messages. This will be checked at least once every 24 hours.

 

 

 

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