This article discusses the introduction of a new product targeting hockey players and how the company is marketing the product.

Appropriate Subject Area(s):

Marketing, promotion, entrepreneurship

Key Questions to Explore:

• How does an organization determine which strategies to use to market its products or services?

Materials needed:

The Globe article

Introduction to lesson and task:

Students will understand why various start-up companies develop and implement their particular marketing and promotion strategies

Action (lesson plan and task):

• Brainstorm as a class how a new product or service gains market attention.
• Sort the ideas into categories.
• In pairs, ask students to assess which strategies or categories of strategies they think would be most effective and why.
• Distribute the article for reading.
• Divide the class into groups A and B. Ask each student in group A to write a brief describing the marketing and promotion strategies used by Bladetech. Ask each student in group B to write a brief describing the marketing and promotion strategies used by BioSteel.
• Pair up an A and B student and have each pair develop a T chart with the similarities and differences between the two companies.

Consolidation of Learning:

In the combined groups, prepare a poster identifying strategies that Bladetech and BioSteel can utilize to help each other grow.

Success Criteria:

• Students understand why specific marketing and promotion strategies are utilized.

Confirming Activity:

• Have each student prepare a letter offering advice to Bladetech on how they can demonstrate their unique value through marketing and promotion to attract a larger share of the market.