M.U.M. students learn marketing

Oct. 31, the first day of David Goodman?s marketing class at Maharishi University of Management, students got a Halloween surprise ? a project inspired by the finale of ?The Apprentice? TV show.

This year?s marketing class had to manufacture and market the Nanaimo bar, a Canadian dessert.

Students had from about 11 a.m. to 3 p.m. Oct. 31 to get ingredients, make the bars and corner markets for a product they had never seen nor heard of until that morning.

Students were expected to make a profit and demonstrate the four p?s of marketing: product, price, promotion and place (or distribution).

The criteria on which students were judged were taste, creativity and profit, with profit weighted most heavily. Students converged on local venues like Hy-Vee Food and Drug Store, Everybody?s Whole Foods and around the M.U.M. campus in four groups of five.

Groups had various degrees of success, but Group 3 came out on top by making the most profit. Their method was direct person-to-person selling and a ?win a Halloween T-shirt? contest.

One group offered free espresso shots, but sold only three bars, while one group was still in the process of manufacturing their Nanaimo bars at the end of the day.

Students were given the evening to recoup their expenses and finish selling product, with Group 1 winning in the category of taste and overall profits.

Profits were bolstered by donations, as 100 percent of Group 1?s profits were destined for The Lord?s Cupboard.

Student Andy Soares said, ?I thought the project was a great start for the class. It was hectic and chaotic, but it was also fun and exciting. In between shopping for ingredients, baking and selling, there was a lot to do and think about. I am really proud of our group and how much we accomplished in the short time we had. I had my doubts that the project could be achieved in such little time, but we made it happen.?

A recipe for the Nanaimo bar dessert can be found on the Nanaimo City website at www.nanaimo.ca/EN/main/visitors/NanaimoBars.html.

The three-layered chocolate square desserts do not require baking, but do require some heating and time to chill.

Student Chris Younger described the Nanaimo bar: ?The bottom layer was soft and chewy with a subtle crunch of coconut. The middle layer was rich custard that melted in your mouth like homemade chocolate cookies right out of the oven. The chocolate topping leaves a delicious aftertaste and the craving for another bite.?