FOOD MARKETING EVENT PARTICIPANT INSTRUCTIONS

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1 CAREER CLUSTER Marketing CAREER PATHWAY Marketing Management INSTRUCTIONAL AREA Promotion FOOD MARKETING EVENT PARTICIPANT INSTRUCTIONS PROCEDURES 1. The event will be presented to you through your reading of these instructions, including the Performance Indicators and Event Situation. You will have up to 10 minutes to review this information to determine how you will handle the role-play situation and demonstrate the performance indicators of this event. During the preparation period, you may make notes to use during the role-play situation. 2. You will have up to 10 minutes to role-play your situation with a judge (you may have more than one judge). 3. You will be evaluated on how well you meet the performance indicators of this event. 4. Turn in all your notes and event materials when you have completed the role-play. PERFORMANCE INDICATORS 1. Explain the nature of direct marketing channels. 2. Explain the components of advertisements. 3. Explain the importance of coordinating elements in advertisements. 4. Explain the nature of a promotional plan. 5. Coordinate activities in the promotional mix.

2 EVENT SITUATION You are to assume the role of store manager of Johnson s IGA, a locally owned and operated grocery store. The owner (judge) has asked you to develop a Grand Opening week long event for the newly purchased store in Parta, a city with 9,000 people. Johnson s IGA was started in 1968 in the small town of Angor. Since then; they have purchased six other stores in surrounding towns giving them a total of 7 Johnson s IGA store. The Grand Opening Promotion is to celebrate the opening of the new store in Parta but the promotion will run in all the seven stores. The budget for the Grand Opening is very small. Therefore you must consider using other resources such as store vendors, etc. Please be detailed with day to day activities and events for the promotion include who, what where and how. Be creative in your presentation of the events. You may use an 8 X 10 sheet to help present your ideas. Another goal the owner (judge) would like is to get as many new customers signed up for their weekly promotions using social media. You will make your presentation to the owner (judge) in a role-play to take place in the owner (judge) s office. The owner (judge) will begin the role-play by greeting you and asking to hear your ideas. After you have presented and have answered the owner s (judge s) questions, the owner (judge) will conclude the role-play by thanking you for your work. 2

3 JUDGE S INSTRUCTIONS DIRECTIONS, PROCEDURES AND JUDGE S ROLE In preparation for this event, you should review the following information with your event manager and other judges: 1. Procedures 2. Performance Indicators 3. Event Situation 4. Judge Role-play Characterization Participants may conduct a slightly different type of meeting and/or discussion with you each time; however, it is important that the information you provide and the questions you ask be uniform for every participant. 5. Judge s Evaluation Instructions 6. Judge s Evaluation Form Please use a critical and consistent eye in rating each participant. 3

4 JUDGE ROLE-PLAY CHARACTERIZATION You are to assume the role of owner of Johnson s IGA, a locally owned and operated grocery store. You have asked your store manager (participant) to develop a Grand Opening week long event for the newest purchased store, in Parta a city of 9000 people, but the events will take place in all 7 stores. The participant has been instructed that the budget is very small. They should incorporate the use of vendors help for giveaways, prize donations, decorations, along with discounted pricing. Another goal for the promotional campaign is to get more customers signed up for your weekly promotions through social media. Questions/Possible Solutions 1. What type of publicity have you used in the campaign? The student should discuss the promotional mix and how they are coordinating the events together. The Promotional mix includes: promotion, price, product and place. Promotion is a key element of the marketing mix. It relies on and complements the other elements The student should discuss the type of publicity. They could talk about the winners of the week s events and placing their names in the next week s ads. 2. Who should be responsible for the coordinating activities in each store? The student should discuss the importance of having a plan that can be implemented in all the stores. The coordinator of the week s events could be the Assist Store Manager or the Operations Manager. 3. How will we evaluate the effectiveness of this campaign? Ways for the store to evaluate the effectiveness of the campaign are the traffic in the store. Did the Promotion increase store traffic? Did they see an increase in sales for the advertise products. Once the store manager (participant) has presented and has answered your questions, you will conclude the role-play by thanking the manager (participant) for the work. You are not to make any comments after the event is over except to thank the participant. 4

5 Evaluation Form Information JUDGE S EVALUATION INSTRUCTIONS The participants are to be evaluated on their ability to perform the specific performance indicators stated on the cover sheet of this event and restated on the Judge s Evaluation Form. Although you may see other performance indicators being demonstrated by the participants, those listed in the Performance Indicators section are the critical ones you are measuring for this particular event. Evaluation Form Interpretation The evaluation levels listed below and the evaluation rating procedures should be discussed thoroughly with your event chairperson and the other judges to ensure complete and common understanding for judging consistency. Level of Evaluation Exceeds Expectations Meets Expectations Below Expectations Little/No Value Interpretation Level Participant demonstrated the performance indicator in an extremely professional manner; greatly exceeds business standards; would rank in the top 10% of business personnel performing this performance indicator. Participant demonstrated the performance indicator in an acceptable and effective manner; meets at least minimal business standards; there would be no need for additional formalized training at this time; would rank in the th percentile of business personnel performing this performance indicator. Participant demonstrated the performance indicator with limited effectiveness; performance generally fell below minimal business standards; additional training would be required to improve knowledge, attitude and/or skills; would rank in the th percentile of business personnel performing this performance indicator. Participant demonstrated the performance indicator with little or no effectiveness; a great deal of formal training would be needed immediately; perhaps this person should seek other employment; would rank in the 0-49 th percentile of business personnel performing this performance indicator. 5

6 FOOD MARKETING, 2014 JUDGE S EVALUATION FORM DISTRICT EVENT Participant: I.D. Number: INSTRUCTIONAL AREA: Promotion Did the participant: Little/No Value Below Expectations Meets Expectations Exceeds Expectations Judged Score PERFORMANCE INDICATORS Explain the nature of direct marketing channels. Explain the components of advertisements. Explain the importance of coordinating elements in advertisements. Explain the nature of a promotional plan. Coordinate activities in the promotional mix. Reason effectively, use systems thinking, make judgments and decisions, and solve problems? Overall impression and responses to the judge s questions TOTAL SCORE 6

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