Marketing Trade Show

Friday, 16 October 2019 - 5pm to 7pm
MSB Level One foyer and PWC lecture theatre
Waikato Management School, Hillcrest Road, Hamilton

The Marketing Trade show is a fun practical assignment that is a highlight of the first-year marketing paper MRKTG101 Fundamentals of Successful Marketing, as it allows students to put theory into practice.

Each semester, teams of students compete for prizes and prestige by developing a real-world marketing strategy for a hypothetical new product. This is based around a theme, such as pet accessories, toys and games, or snacks and beverages.

They also face the challenge of creating an exhibit stand and trying to ‘sell’ their product in a simulated trade show environment to a panel of judges, who take on the role of potential buyers. The assignment leads to some clever, creative and sometimes unexpected results!

Each team's marketing strategy must include the 'Four Ps', ie. product benefits, price, people (target market), and places of distribution, such as major retailers

The process includes:

  • Developing an idea for a new product based around a unique selling point (USP)
  • Choosing a target market of consumers
  • Conducting market testing
  • Designing retail packaging
  • Formulating a pricing strategy
  • Deciding where to distribute the product (retail outlets)
  • Deciding how to promote the product (advertising channels).

The event itself is full of energy and excitement, with around 100 exhibits on display each semester.

The winning team receives a $200 voucher from the Vice-Chancellor. There are also prizes for best exhibit and best costumes.

“It’s always interesting to see what creative ideas students can produce when given no boundaries," says senior lecturer in marketing Dr Mark Kilgour.

"Every year, there are some innovative ideas that are feasible and able to be taken to market. I would highly encourage those students to continue developing their ideas by visiting the University's Innovation Station."