MAVEN CAR SHARE PROGRAM BRIEF

1 BUSI 2210 GROUP PROJECT MAVEN CAR SHARE PROGRAM BRIEF:

Shared transportation systems have emerged as popular alternatives to owning transportation such as shared vehicles, bicycles and even electric scooters in many urban centres. As part of the group project you will be creating an integrated omnichannel marketing campaign for the Maven Car Share Program. Details on the program are available at www.MavenDrive.com and I would encourage you to explore this website in detail. In this group project, you will be investigating a strategy for expanding the Maven program in Canada beyond their current presence and your project will be broken down into 2 sections: Maven Project Strategy (Maven-3) and Maven Project Tactics (Maven-4) using Maven’s marketing channels including their website, locations, social media platforms, as well as a paid media strategy. Your campaign is designed to increase awareness, drive traffic and sales for the target audience, allowing you to be creative! You will design a campaign that has a budget of $1,000,000 CAD to design a Canadian reach campaign. Your submissions will allow you to apply all of the strategic planning tools that you learned in Busi 1210 as well as the tactical execution techniques that you will cover this semester in Busi 2210 including: • Market research / industry trends • Marketing strategy • Media plan • Creative strategy • Budget allocation for each media campaign metric/return on investment projections. You will be designing a campaign that will take place from July to December 2019 broken down into two segments; an intent/awareness campaign from July 1 to September 30, and then a holiday campaign from October 1 to December 31. In your groups you will be submitting 2 graded submissions (over the course of the semester. Each submission will include working on developing your Maven Project and will involve a written submission to support your online deployment. Each team will need to appoint a team leader and come up with a unique name. All submissions will be submitted by the team leader. Maven Project 3 Strategy – DUE FEB 13: Market Research, Industry Trends & Secondary Research, Segmentation & Target Audience Selection (15 marks) Maven Project 4 Tactics – DUE APR 5: Media Plan, Budget & Creative Submission (15 marks) 2 Busi 2210 Maven 3 – Strategy Submission Your Maven submissions will provide you with the opportunity to show your ability to apply the marketing concepts that you have studied in BOTH 1210 and 2210 to a real world business situation. You need to follow the following submission guidelines for MAVEN 3. This submission is a MAXIMUM OF 10 PAGES not including cover sheet and references, single spaced, times roman, 12 point font with 1/2 inch margins on 8.5” x 11” paper, properly referenced using APA format as discussed in the course outline. In this submission you will need to properly research the market for Maven as you look to recommend expansion to a new location within Canada. Ensuring you have obtained whatever information is available form credible and multiple resources regarding the market size, market projections, appropriate segmentation including segment size estimates, peripheral market information and competitors in the overall space and specific segments with attention to their prices and positioning. You will need to ensure that you have defined the segments appropriately using the factors that are most relevant to segmenting the market for car sharing services. Once you have segmented the market, you will use this information to evaluate what CITY that Maven should expand to in Canada. Once you have identified the CITY in the first part of this assignment, you then need to segmented the market WITHIN THE CITY, you will need to identify your various target audiences and your positioning consistent with the segmentation strategy and information you have identified in the first part. Your multiple target segments will be found within the geographical city that best meets the needs for Maven. Within the target city for expansion, you will then need to determine your target segments from your market research and should be based on market size, competitive positioning and value proposition to the target. You will need to provide a unique identifier for each target market as well as the USP (unique selling point) and POP (point of parity) or POD (points of difference) to those competitors that are competing for that target market. Remember that defining your target audience(s) requires you to be very specific. Without very clear targeted segments, you will not be able to develop an effective marketing campaign to reach each of them. Each audience must be segmented correctly so that you can develop marketing offers and communications. You will want to ensure that you are following the processes you learned in Busi 1210 and what was covered in the Busi 1210 Review ensuring correct application of ALL of the information. You MUST provide proper referencing for anything that is not entirely your original idea. Failure to do so is plagiarism and will be handles as per the MUN Code of Student conduct. I would HIGHLY suggest that you review the links in the course outline to sites and videos that can help provide you with info on APA referencing. The grading rubric for this assignment is attached. PLEASE REVIEW THIS CAREFULLY. 3 Maven 3 Grade Sheet – Strategy Submission Group Name: _______________________ Group #: ___________ Grade: _____/15 1. Market Research Criteria Grade No market research completed OR market research completed but missing significant information about market size, market projections, segmentation, peripheral market information, competitors (including their products prices and positioning). 0 Market Research completed with a thorough review of only one of: market size, market projections, segmentation, peripheral market information, competitors (including their products prices and positioning). 1 Market Research completed with a thorough review of two of: market size, market projections, segmentation, peripheral market information, competitors (including their products prices and positioning). 2 Market Research completed with a thorough review of 3 of the following: market size, market projections, segmentation, peripheral market information, competitors (including their products prices and positioning). 3 Market Research completed with a thorough review of 4 of the following: market size, market projections, segmentation, peripheral market information, competitors (including their products prices and positioning). 4 Market Research completed with a thorough review of ALL of the following: market size, market projections, segmentation, peripheral market information, competitors (including their products prices and positioning). 5 4 2. Target Market Identification Criteria Grade No target market completed OR target market completed but missing significant segmentation information on appropriate market segmentation, decision process on target market selection, target segment definition and value proposition for the target segment. 0 Target market completed with a thorough review of only one of: segmentation information on appropriate market segmentation, decision process on target market selection, target segment definition or value proposition for the target segment. 1 Target market completed with a thorough review of only two of: segmentation information on appropriate market segmentation, decision process on target market selection, target segment definition or value proposition for the target segment. 2 Target market completed with a thorough review of only three of: segmentation information on appropriate market segmentation, decision process on target market selection, target segment definition or value proposition for the target segment. 3 Target market completed with a thorough review of ALL of: segmentation information on appropriate market segmentation, decision process on target market selection, target segment definition and value proposition for the target segment. 4 Target market completed with a thorough review of ALL of: segmentation information on appropriate market segmentation, decision process on target market selection, target segment definition and value proposition for the target segment AND clear identification of USP, and POP or POD. 5 5 3. Positioning 4. Writing, Structure and Presentation (may decrease grade by up to 3 marks) Criteria Grade No positioning statement and positioning map completed OR positioning statement and positioning map completed but missing significant positioning information on: incorrect dimensions for map selected, inappropriate competitors displayed on map, inappropriate position for the competitors displayed on the map, incorrect opportunity identified and unclear positioning statement for your offering provided. 0 Positioning statement and positioning map completed with a thorough presentation of only one of: appropriate competitors displayed on map, appropriate position for the competitors displayed on the map, correct opportunity identified and clear positioning statement for your offering provided. 1 Positioning statement and positioning map completed with a thorough presentation of only two of: appropriate competitors displayed on map, appropriate position for the competitors displayed on the map, correct opportunity identified and clear positioning statement for your offering provided. 2 Positioning statement and positioning map completed with a thorough presentation of only three of: appropriate competitors displayed on map, appropriate position for the competitors displayed on the map, correct opportunity identified and clear positioning statement for your offering provided. 3 Positioning statement and positioning map completed with a thorough presentation of ALL of: appropriate competitors displayed on map, appropriate position for the competitors displayed on the map, correct opportunity identified and clear positioning statement for your offering provided. 4 Positioning statement and positioning map completed with a thorough presentation of only one of: appropriate competitors displayed on map, appropriate position for the competitors displayed on the map, correct opportunity identified and clear positioning statement for your offering provided AND well supported with credible references. 5 Criteria Grade Significant errors in any of the following sections: 1) spellling, punctuation, and grammar, 2) structure and flow of paper including references, 3) readability and style including word choices and tone. -1 each Minor errors in any of the following sections: 1) spellling, punctuation, and grammar, 2) structure and flow of paper including references, 3) readability and style including word choices and tone. -0.5 each

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