Consumer behaviour: Determine a new market for an existing product

Consumer behaviour
Every company should attract new customers to existing products as well as create entirely new products. To that
end, marketers hope to create products as ubiquitous as the iPod, or as recognizable as an Oreo. By understanding
consumer behavior, marketers can meet that challenge and provide answers to consumers’ needs and wants while also
generating a profit.

Determine a new market for an existing product and submit your concept in the form of a 15- to 20-slide Microsoft
PowerPoint presentation.
You will first need to select a product on which to base your presentation. You may wish to view the Choosing a
Product – Topic Selection for information on how to choose a product to use in your presentation.
Once you have selected a product, create a presentation that completes the following:
•Describe the product or service you selected.
•Examine and describe the market segmentation information. This includes the demographics and psychographics of the
existing customers for this product.
•Assess ways the product would have to be adapted to meet the needs of the new customers.
•Describe the demographic profile of the new customers.
•Describe the new market segment you plan to reach.
•Develop a strategy for pricing this item to attract this new clientele.

Guidelines: Your presentation should comply with the following format and style requirements.
Length: 15 to 20 PowerPoint slides.
Style: The text portion of the presentation must follow APA guidelines. These style guidelines do not necessarily
apply to charts, diagrams, or tables.
Writing and Grammar: Make certain that all project components are professionally written and free of grammar and
spelling errors.
References: You must use proper APA style and formatting when citing and creating references for your sources.
Include a complete list of references, including books, Web sites, articles, and other resources. Submissions: Use
Microsoft PowerPoint.

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