Subject: Soft Cheese

Market Data Collection & Research methods (Presentation)

The goal of this project is to give you practical experience in market research methods. You will have a chance to write your own surveys, analyze the results, and reflect on your experience - what went right, what went wrong, how you would change things, etc. In the first part of this project, you will develop two types of surveys related to your marketing plan project. The first survey will be an online survey with no open response questions. Your other survey will be a guided interview survey (at least 50% open-ended questions) which you must conduct with at least ten people.

The second part of this project will be a comparison of surveys and results. Each of you will be marked by your peers (and me) on the quality of your work. Each of you will give a presentation about your surveys which includes the following:

1.Online Survey: Discuss each question, your logic for including it, and your analysis of its effectiveness.

2.Guided Interview Survey: Discuss each question, your logic for including it, and your analysis of its effectiveness.

3.Give us your general impression of your survey experience. Reflect on how you could do surveys better in the future.

2. Marketing Plan Project (Report Draft)

In this project, you and your group must complete a marketing plan for a product family. The first half of the project will cover the Market, Market Segmentation, Market Trends, Competition, Branding, and Positioning for the product family. This will be marked as the group grade for the project. The second half of the project will be the Marketing Mix for each of the products in the brand (using one of the two 'four C' theories - either Lauterborn's four Cs (consumer, cost, communication, convenience), or Shimizu's four Cs (commodity, cost, communication, channel)). One product per group member - this will be marked as the individual grade for the project.