Develop a brand presentation of 7-10 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 s
- Develop a brand presentation of 7-10 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 7–10 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.
- 7–10 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.
- ePortfolio
This portfolio work project demonstrates your competency in applying knowledge and skills required of a MBA learner in the workplace. Save this activity to your ePortfolio for future reference in the workplace.
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
Writing
Organization
Audience
Design
Images
Bullets
Tables
Font
Speaker Notes
The following topics will be covered:
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.
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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
Writing
Organization
Audience
Design
Images
Bullets
Tables
Font
Speaker Notes
The following topics will be covered:
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.
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image4.gif
image5.gif
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