Marketing Lemonade (Part 1)
Scenario: Your team is looking for a way to make some revenue as either a for-profit or not-for-profit organization. This organization can market locally, nationally, or internationally. The product that you have decided to sell is lemonade. To make the endeavor work, you will have to define a marketable form of the drink and decide on a target market. Your marketing team’s mission is to prove the company’s goals will be met by providing research, strategy development, and the reason why this form of the product is viable. For this part of the project report on the following: Product’s definition to the target market
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| MKT/421 Version 17 Marketing Lemonade (Part 1) | |||||
| Dimensions or Assignment Criteria | Does Not Meet Expectations | Approaches Expectations | Meets Expectations | Exceeds Expectations | Assignment Points (x10) |
| 100% | 0% | 60% | 80% | 100% | 10 |
| Select a company name and determine the real business world industry of operation. | Did not select a company name and determine the real business world industry of operation. | Attempted to select a company name and determine the real business world industry of operation. | Adequately select a company name and determine the real business world industry of operation. | Thoroughly select a company name and determine the real business world industry of operation. | 1 |
| 5% | 0.000 | 0.300 | 0.400 | 0.500 | |
| Describe in no more than 90 words the new and unique form of lemonade that will be launced by your company. | Did not describe in no more than 90 words the new and unique form of lemonade that will be launched by your company. Did not provide a logical rationale for your descriptions. Specific details to support the rationale are missing or incomplete and quality is poor. | Attempted to describe in no more than 90 words the new and unique form of lemonade that will be launched by your company. Attempted to provide a logical rationale to support for your descriptions but the rationale is not clear. Specific details to support the rationale are incomplete and quality is below average. | Adequately described in no more than 90 words the new and unique form of lemonade that will be launched by your company. Provided a clear, logical rationale to support your descriptions. Specific details to support the rationale are complete and quality is acceptable. | Thoroughly described in no more than 90 words the new and unique form of lemonade that will be launched by your company. Provided a clear, logical rationale to support your descriptions. Specific details to support the rationale are complete and concise, and quality is exceptional. | 1 |
| 10% | 0.000 | 0.600 | 0.800 | 1.000 | |
| Describe in no more than 90 words your organization, their mission and values, industry of operation, and how they differ from other organizations. | Did not describe any aspects of their organization. Did not provide a logical rationale for your descriptions. Specific details to support the rationale are missing or incomplete and quality is poor. | Attempted to describe the organization, industry of operation, its mission and values, and how it differs from other organizations. Attempted to provide a logical rationale to support for your descriptions but the rationale is not clear. Specific details to support the rationale are incomplete and quality is below average. | Adequately described the organization, industry of operation, its mission and values, and how it differs from other organizations. Provided a clear, logical rationale to support your descriptions. Specific details to support the rationale are complete and quality is acceptable. | Thoroughly described the organization, industry of operation, its mission and values, and how it differs from other organizations. Provided a clear, logical rationale to support your descriptions. Specific details to support the rationale are complete and concise, and quality is exceptional. | 1 |
| 10% | 0 | 0.600 | 0.800 | 1.000 | |
| Identify the composition of target market and the segmentation criteria used in identification. | Did not identify the composition of target market and the segmentation criteria used in identification. Did not provide a logical rationale for your identifications. Specific details to support the rationale are missing or incomplete and quality is poor. | Attempted to identify the composition of target market and the Segmentation criteria used in identification. Attempted to provide a logical rationale to support your identifications but the rationale is not clear. Specific details to support the rationale are incomplete and quality is below average. | Adequately identified the composition of target market and the segmentation criteria used in identification. Provided a clear, logical rationale to support your identifications. Specific details to support the rationale are complete and quality is acceptable. | Thoroughly identified the composition of target market and the segmentation criteria used in identification. Provided a clear, logical rationale to support your identifications. Specific details to support the rationale are complete and concise, and quality is exceptional. | 2 |
| 15% | 0.000 | 0.900 | 1.200 | 1.500 | |
| Determine in no more than 90 words how you will define the lemonade to your target market (Include information on packaging, labeling, etc). How will this add value and differentiate the brand and product from the competition, while encouraging the target market to buy? | Did not determine in no more than 90 words how you will define the lemonade to your target market (including information on packaging, labeling, etc). Did not explain how will this add value and differentiate the brand and product from the competition, while encouraging the target market to buy. Specific details to support the rationale are missing or incomplete and quality is poor. | Attempted to determine in no more than 90- words how you will define the lemonade to your target market (including information on packaging, labeling, etc). Attempted to explain how will this add value and differentiate the brand and product from the competition, while encouraging the target market to buy. Attempted to provide a logical rationale to support argument. but the rationale is not clear. Specific details to support the rationale are incomplete and quality is below average. | Adequately determined in no more than 90 words how you will define the lemonade to your target market (including information on packaging, labeling, etc). Adequately explained how will this add value and differentiate the brand and product from the competition, while encouraging the target market to buy. Provided a clear, logical rationale to support your argument. Specific details to support the rationale are complete and quality is acceptable. | Thoroughly determined in no more than 90 words how you will define the lemonade to your target market (including information on packaging, labeling, etc). Thoroughly explained how will this add value and differentiate the brand and product from the competition, while encouraging the target market to buy. Provided a clear, logical rationale to support your argument. Specific details to support the rationale are complete and concise, and quality is exceptional. | 2 |
| 15% | 0 | 0.900 | 1.200 | 1.500 | |
| Compare your company with industry competitors | Did not compare your company with industry competitors. Did not provide a logical rationale for your comparisons. Specific details to support the rationale are missing or incomplete and quality is poor. | Attempted to compare your company with industry competitors. Attempted to provide a logical rationale to support your comparisons but the rationale is not clear. Specific details to support the rationale are incomplete and quality is below average. | Adequately compared your company with industry competitors.. Provided a clear, logical rationale to support your comparisons. Specific details to support the rationale are complete and quality is acceptable. | Thoroughly compared your company with industry competitors. Provided a clear, logical rationale to support your comparisons. Specific details to support the rationale are complete and concise, and quality is exceptional. | 1 |
| 10% | 0.000 | 0.600 | 0.800 | 1.000 | |
| Define the pricing strategy in no more than 90 words that you will use for the introduction of the product. | Did not define the pricing strategy in no more than 90 words that you will use for the introduction of the product. Did not provide a logical rationale for your definitions. Specific details to support the rationale are missing or incomplete and quality is poor. | Attempted to define the pricing strategy in no more than 90 words that you will use for the introduction of the product. Attempted to provide a logical rationale to support your definitions but the rationale is not clear. Specific details to support the rationale are incomplete and quality is below average. | Adequately defined the pricing strategy in no more than 90 words that you will use for the introduction of the product. Provided a clear, logical rationale to support your definitions. Specific details to support the rationale are complete and quality is acceptable. | Thoroughly defined the pricing strategy in no more than 90- words that you will use for the introduction of the product. Provided a clear, logical rationale to support criteria/dimension. Specific details to support the rationale are complete and concise, and quality is exceptional. | 1 |
| 10% | 0 | 0.600 | 0.800 | 1.000 | |
| Discuss in no more than 90 words the maturity life cycle stages of your product. | Did not discuss in no more than 90- words the maturity life cycle stages of your product.. Did not provide a logical rationale for your discussion. Specific details to support the rationale are missing or incomplete and quality is poor. | Attempted to discuss in no more than 90 words the maturity life cycle stages of your product. Attempted to provide a logical rationale to support for your discussion but the rationale is not clear. Specific details to support the rationale are incomplete and quality is below average. | Adequately discuss in no more than 90 words the maturity life cycle stages of your product. Provided a clear, logical rationale to support discussions. Specific details to support the rationale are complete and quality is acceptable. | Thoroughly discuss in no more than 90 words the maturity life cycle stages of your product. Provided a clear, logical rationale to support your discussion. Specific details to support the rationale are complete and concise, and quality is exceptional. | 1 |
| 5% | 0.000 | 0.300 | 0.400 | 0.500 | |
| Describe in 90 words how you will use suppliers, agents, or distributors to create your distribution channel. | Did not describe in 90- words how you will use suppliers, agents, or distributors to create your distribution channel. Did not provide a logical rationale for your descriptions. Specific details to support the rationale are missing or incomplete and quality is poor. | Attempted to describe in 90 words how you will use suppliers, agents, or distributors to create your distribution channel. Attempted to provide a logical rationale to support for your descriptions but the rationale is not clear. Specific details to support the rationale are incomplete and quality is below average. | Adequately described in 90 words how you will use suppliers, agents, or distributors to create your distribution channel. Provided a clear, logical rationale to support your descriptions. Specific details to support the rationale are complete and quality is acceptable. | Thoroughly describe in 90 words how you will use suppliers, agents, or distributors to create your distribution channel. Provided a clear, logical rationale to support your descriptions. Specific details to support the rationale are complete and concise, and quality is exceptional. | 1 |
| 10% | 0.000 | 0.600 | 0.800 | 1.000 | |
| Mechanics | Assignment is organized in a logical or coherent manner but not both. Multiple errors in grammar and spelling. | Assignment is generally organized in a logical and coherent manner. Several errors in grammar and spelling. | Assignment is generally organized in a logical and coherent manner. Few errors in grammar and spelling. | Assignment is fully organized in a logical and coherent manner. Little to no errors in grammar and spelling. | 1 |
| 10% | 0 | 1 | 1 | 1 |
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