Description
Develop a brand presentation of 9–12 slides for a 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
In Assessment 1 you chose a company and product to market and created a basic marketing plan. Now, you will create a brand presentation slide deck for that product.
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
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:
Title Slide.
Product Overview.
Market Objectives.
Marketing Mix.
References.
Your presentation should answer the following:
What is the brand name for the product?
What role does the new product play in the brand portfolio? Optional: For fun, you might create a logo or packaging for your product.
Who is the target market?
Who are the main competitors and what strengths do they have that you must compete against?
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?
Describe at least 2–3 of the 8Ps that you did not mention in the previous assessment, discussing how they will complement the objectives. Refer to Marketing Basics: The 8Ps, Positioning Statements, and SMART Objectives [PDF].
Use and cite at least 3 sources, in APA format. Use Academic Writer for guidance in citing sources in proper APA style. See the Writing Center for more APA resources specific to your degree level.
Deliverable Format
PowerPoint presentation. For help with PowerPoint, review these resources:
PowerPoint Tips and Tutorials.
Guidelines for Effective PowerPoint Presentations [PPTX].
9–12 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. Use Academic Writer for guidance in citing sources in proper APA style. See the Writing Center for more APA resources specific to your degree level.
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.
Unformatted Attachment Preview
Guidelines for Effective
PowerPoint Presentations
Introduction
One concern about visual presentations is that the technology
used to create them can be used in such a way that it actually
detracts from the message rather than enhances it. To help
you consider carefully how your message is presented so that
it reflects care, quality, and professionalism, consider the
information provided in the remaining slides.
NOTE: This presentation serves as an example in itself, by
utilizing all of the guidelines mentioned.
Outline
The following topics will be covered:
▪ Writing
▪ Bullets
▪ Organization
▪ Tables
▪ Audience
▪ Font
▪ Design
▪ Speaker Notes
▪ Images
Writing
▪ Present ideas succinctly with lean prose.
▪ Use short sentences.
▪ Use active, rather than passive voice.
▪ Avoid negative statements, if possible.
▪ Avoid double negative entirely.
▪ Check spelling and grammar.
▪ Use consistent capitalization rules.
Organization
▪ Develop a clear, strategic introduction to provide context
for the presentation.
▪ Develop an agenda or outline slide to provide a roadmap
for the presentation.
▪ Group relevant pieces of information together.
▪ Integrate legends and keys with charts and tables.
▪ Organize slides in logical order.
▪ Present one concept or idea per slide.
▪ Use only one conclusion slide to recap main ideas.
Audience
▪ Present information at language level of intended audience.
▪ Do not use jargon or field-specific language.
▪ Follow the 70% rule—If it does not apply to 70% of your
audience, present it to individuals at a different time.
Design
▪ Use a consistent design throughout the presentation.
▪ Keep layout and other features consistent.
▪ Use the master slide design feature to ensure consistency.
▪ Use consistent horizontal and vertical alignment of slide
elements throughout the presentation.
▪ Leave ample space around images and text.
Images
▪ When applicable, enhance text-only slide content by
developing relevant images for your presentation.
▪ Do not use gratuitous graphics on each slide.
▪ Use animations only when needed to enhance meaning. If
selected, use them sparingly and consistently.
Bullets
▪ Use bullets unless showing rank or sequence of items.
▪ If possible, use no more than five bullet points and eight
lines of text total per slide.
Tables
▪ Use simple tables to show numbers, with no more than 4
rows x 4 columns.
▪ Reserve more detailed tables for a written summary.
Font
▪ Keep font size at 24 point or above for slide titles.
▪ Keep font size at 18 or above for headings and explanatory
text.
▪ Use sans serif fonts such as Arial or Verdana.
▪ Use ample contrast between backgrounds and text.
Speaker Notes
▪ Summarize key information.
▪ Provide explanation.
▪ Discuss application and implication to the field, discipline or
work setting.
▪ Document the narration you would use with each slide.
1/23/24, 12:37 AM
Branding Presentation Scoring Guide
Branding Presentation Scoring Guide
CRITERIA
NON-PERFORMANCE
BASIC
PROFICIENT
DISTINGUISHED
Articulate the
context of the
business (product
name, role in brand,
target segment).
Does not describe the
context of the
business.
Describes but does
not articulate the
context of the
business.
Articulates the
context of the
business.
Analyzes the context of
the business by including
key challenges.
Evaluate the
effectiveness of
marketing strategies
(product objectives
and positioning).
Does not describe the
effectiveness of
marketing strategies.
Describes but does
not evaluate the
effectiveness of
marketing
strategies.
Evaluates the
effectiveness of
marketing strategies.
Evaluates the
effectiveness of
marketing strategies and
summarizes relevant
changes in strategy using
appropriate rationale.
Evaluate the
marketing mix
(pricing, packaging,
promotion, and
placement) for a
product.
Does not describe the
marketing mix for a
product.
Describes but does
not evaluate the
marketing mix for a
product.
Evaluates the
marketing mix for a
product.
Evaluates the marketing
mix for a product and
analyzes key changes in
the marketing mix.
Write coherently to
support a central
idea with correct
grammar, usage,
and mechanics as
expected of a
business
professional.
Writing does not
support a central idea.
Does not use correct
grammar, usage, and
mechanics as
expected of a
business professional.
Writing supports an
idea but is
inconsistent and
contains major
errors of grammar,
usage, and
mechanics.
Writes coherently to
support a central
idea with correct
grammar, usage, and
mechanics as
expected of a
business
professional.
Writing is coherent and
consistently appropriate,
using evidence to support
a central idea and with
correct grammar, usage,
and mechanics as
expected of a business
professional.
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