John Deere Presentation Assignment
This assignment is designed for you to demonstrate some of the consumer behavior concepts you learned at this point with a practical consumer product.
Activity Outcomes
Summarize consumer behavior in relation to perception of the product.
Demonstrate the process of product positioning in relation to consumer behavior.
Develop a marketing message for buyers, retirees, ethnic, and female consumers
Scenario:
The board of directors and the president of John Deere hired you as a consultant to look at their line of consumer products and lawn equipment.
They are aware the demographics of home ownership are changing and they would like to position their entire consumer product line to address (address each of the groups below within your assignment):
Older consumers who are just retiring at the rate of 10,000 potential consumers per day
Changing ethnicity of homeowners from Caucasian to Afro-Americans and Hispanics
Market to female buyers
International market
Before starting this assignment, be sure to research the John Deere Website (Links to an external site.) to discover the various products John Deere offers. You may be surprised at the width and breadth the consumer products John Deere has available for sale.
Specifically your consultant assignment is to create strategies that RETAIN the current consumers that are traditionally Caucasian males and EXPAND the consumer marketing to sell all the products/services to new buyers.
The John Deere brand name is very strong and will not be changed. You want all of these consumers to think of the advertising slogan, “Nothing runs like a Deere!” and have them willing to pay a premium price for a premium product. It is your decision whether you have one modified marketing message or multiple marketing messages for these new consumer-marketing segments.
Assignment Tips:
Create a PowerPoint presentation that consists of the following:
Introduction – Introduce yourself and introduce what it is that you will be covering during your presentation.
Present some background information about John Deere and describe various products the organization sells to customers.
Describe the organizations largest target group currently.
Present a strategy (be specific) to appeal to each of the target groups that the organization wants to appeal to.
Older consumers who are just retiring at the rate of 10,000 potential consumers per day
Changing ethnicity of homeowners from Caucasian to Afro-Americans and Hispanics
Market to female buyers
International market
Can you combine any of the strategies you described? Why or why not?
Do you recommend to launch the strategies all at the same time or separately? Explain
Describe the benefits or implementing your strategy.
Provide a conclusion/wrap up
Use visuals
At a minimum, use narration on every slide. If necessary, watch the tutorial. You may also use Screencastomatic (Links to an external site.) to video your presentation.
Be specific and use examples when possible.
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