Your task over the next four weeks is to develop an idea for a new product for the Ice Cream market. This is the room where you will launch your product, and present it to a panel of judges.
There ain’t no second place in this game. Most of you WILL BE FIRED, but one team will win. They will become the new Apprentish Team 2018.
Our marketing company is currently pitching for a BIG contract. We have been hired by Baron Alan Sugar owner of the Apprentice UK. He wants to branch out and invest in an ice cream brand. He has asked us to research the market, identify a target market and create an ice cream brand and a marketing strategy that will appeal to that target audience. Remember that you are working as part of a team and you all have your particular roles and responsibilities. Collaborate well with your teammates and make sure that your individual responsibility is fulfilled to the best of your ability. We are expecting a professional representation of our company.
Marketing Strategy - Planning This is a large project that takes a lot of planning. You need to work in teams and each team should have a team name and a project manager. The distribution of tasks between team-members needs to be considered carefully. This will need to be shown on your ACTION PLAN. You need to regard this as a formal role in which you adopt the role of executives who have the responsibility for; 1.
Conducting research into the market for ICE CREAM.
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Using that market research to inform decision making.
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Developing a product that has the right marketing mix to meet the needs of your chosen target market.
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It is ESSENTIAL that you select your target market so that you might research the marketing mix (the 4Ps) that might appeal to them.
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Prepare a promo product video and product advert which Year 10s will review and vote on while you are on the Bergen op Zoom week commencing Monday July 2nd.
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Start creating a group Action Plan. This should include a Research Question: this should summarise what you are aiming to do. Your action plan should cover the entire project, which includes the final presentation if your group selected.
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The 5 finalists groups (1 from each class) supported by their class, will present to the whole year group and a panel of judges on Monday July 7th.
Factors to consider when developing your Group Action Plan Your action plan is intended to help YOU AND YOUR GROUP
(Create a group Google doc for you to work from and start breaking down the tasks) ü
Break each task down into stages
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Dates on which tasks to be completed
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The roles of each group member
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Any resources required
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How long (time) it will it take you to complete each task? What deadlines might you need to keep to?
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What sort of questions do you need? How will you present them?
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Primary research is optional. However, if used, who will you ask? How will you make sure that the people you ask are appropriate for your product?
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Where/how will you carry out your research?
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What else might you need?
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Week Commencing
TASKS - Form a Team
Monday June 4th
- Start work on the Action Plan - Start Market Research
Completed during BM lessons plus this is also HOMEWORK - Get into groups of minimum 4 - maximum 6 students - Must have at least one Chemistry student - Create an inspirational team name - Appoint a team leader who will support the assigning of roles - Have the team leader fill out the Google form and submit it Conduct Market research i) Primary Research (optional) ii) Secondary Research (Remember the 4Ps!!!) Brainstorm ideas for; ü Selecting a target market ü The product and packaging ü Marketing pitch ideas ü Slogan & logo ü Product promo video (maximum 4 minute) ü Product advert (maximum 1 minute) Anything beyond the specified time above will not be shown. IN ADDITION, MAKE SURE THAT THE VIDEOS CAN BE ACCESSED BY EVERYONE AT ISH.
-Start creating a group action plan (Create a Google doc for you to work from and start breaking down the tasks) Monday June 11th
Complete market research - Analyse Primary (questionnaire optional) & Secondary Research
-Analyse data collected from market research -Begin product development/product design, packaging -Begin Product Promo video and Product advert
Monday June 18th
Monday June 25th
Monday July 2 - 6th
Monday July 7th
Product development Product, product name, logo, videos Submit videos Finalise everything and bring it together for the Year 10 Business Management students to review and vote on while you are on the Bergen op Zoom trip Compulsory Trip - Yr 11 Bergen op Zoom Trip - Year 10s review videos & vote - 5 finalist groups are selected and notified ApprentISH Presentations 10:20 -12:35
Complete; -Product promo video & Product advert - Package design, slogan Submit by your last lesson this week via Google forms -Submit Product promo video & Product advert via Google forms Sanctions (CSA - Tuesday afternoon) if not completed! Monday July 2nd - Wednesday 4th Trip 11A, 11B, 11C and 11D Wednesday July 4th – Friday 6th Trip 11E, 11F, 11G, 11H & 11I
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Period 1 & 2 - selected groups finalize any pending tasks Selected groups to dress smartly. Period 3 to Period 5 - ApprentISH 2018 presentations in the MDA
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Final Presentations on Monday July 9th Compulsory Event - Period 3 to Period 5 in the MDA The final presentation (Formative Assessment) is before a Panel of Judges for the selected 5 finalist groups. Final presentation day; 1. Selected 5 finalist groups finalize any pending tasks during Period 1 & 2 (on ‘School Activity’ on SOM) 2. All other Year 11 students follow their normal class schedule until 10:00am and at 10:20 assemble in the MDA for Period 3 to Period 5 to view presentations. 3. Year 11 students vote for winning video online via a link. Maximum video length per group is 1 minute. 4. The 5 leading groups pitch their full marketing strategy (including the ice cream tasting) to experts and selected student panel. a.
Maximum pitch length per group is no more than 10 minutes.
b. The panel of judges may ask up to two questions or for clarification. You can also show your Product Promo Video (no more than 4 minutes) as part of your presentation. Again the maximum pitch length per group is 10 minutes c.
Be creative!
5. When presenting, you can explain the name of your team and the roles of each of the team members. 6. Present your product, its packaging (as an image of how your product would look if it was produced), explaining why you have developed each of them as you have done. 7. Use your research findings to do this/support decisions made: have some visuals to show your research findings. 8. Your product will be sampled by the panel of judges in advance/while you are presenting. 9. You must be prepared to answer the judge’s questions.
WISHING YOU ALL A SUCCESSFUL MARKETING CAMPAIGN!
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