What is the name of your business?

PROJECT PRINCIPLES OF MARKETING

MARKETING PLAN

Executive Summary

I. Business Name

What is the name of your business?
Hint: When you think of the name of your business, make sure that it captures the spirit of the business you’re creating.

II. Mission Statement

Provide a brief mission statement for your business
Hint: Be is market/consumer oriented, not product oriented

III. Current Situation – SWOT

1. Internal Environment

Hint: Describe the components of the internal environment: resources (human, physical, financial, knowledge/expertise, etc.)

2. External Environment

Hint: Describe/analyze (only) the components of the external environment that you consider will affect your marketing decision:

  • customers
  • competition
  • suppliers
  • marketing intermediaries (advertising agencies, marketing research companies, mass media)
  • demographic environment
  • economic environment
  • technological environment
  • natural environment
  • political-legal environment
  • socio-cultural environment
Strengths

Weaknesses

Opportunities

Threats

IV. Marketing Objectives

Consider the objectives for the first year.
Hint: Be as specific and realistic as possible with the goals you set. You can have quantitative and qualitative objectives. For example, if you plan on selling a service, how many customers do you want by the end of the first year and how much do you want each customer to spend? If you plan on selling a good, how many do you hope to sell?

V. Marketing Strategies

1. Choosing your target

A. Segmentation

      • what variables of segmentation will you use to segment your market

B. Targeting

      • what targeting strategy do you choose? Undifferentiated, differentiated, concentrated, or local/individual targeting strategy

C. Differentiation

How will you make your product stand out in the crowd? What is you competitive advantage?
Hint: There are many ways to stand out in the crowd, such as a unique product, outstanding service, or a great location. What makes your “great idea” special? Does it fill an unmet need in the marketplace? How will you differentiate your product to make sure that it succeeds?

D. Positioning

How will you position your product in your consumers’ minds? What is your promise to them?

This part you can use to write the communication message later under promotion.

2. Marketing Mix(one for each target)

A. Product Features and Benefits

Describe the features and benefits of your product or service.
Hint: A product is a bundle of attributes—features and benefits. What features does your product have—what does it look like and what does it do? How will your product benefit the buyer?

B. Pricing

What pricing strategy will you choose for your product, and what are the reasons for this strategy?

Hint: Since your business is new, so is the product. Therefore, you probably want to choose between price skimming and penetration pricing, or maybe a price based on competition. Which will you choose and why?

C. Place (Distribution) Issues

Where will customers find your product or service? What issues of the distribution mix should you consider?

Hint: What distribution strategy will you choose? Intensive, selective, exclusive? Why? If you sell the product directly to the consumers, what types of retail stores will sell your product? If your product will be sold to another business, which channel of distribution will you use? If you offer a service ambience, minimizing waiting time, parking, scheduling are distribution issues you should explain.

D. Promotion

What promotion mix will you choose for your new product/business. Why?

Hint: Marketers use any combination of advertising, sales promotions, public relations, personal selling, direct marketing, internet marketing. You may use a specific communication media, vehicle, to carry your message to potential customers. When you build the promotion mix keep in mind the cost, and the budget you will allocate for this.

How and what will you communicate to your target? What is the message? What is your IMC? What combination of promotion tools will you use?

advertising

    • media chosen, vehicle
    • frequency
    • budget

Public relations

    • tools you choose (see chapter 12)

sales promotions

    • be specific about any tool that you decide to use, like for coupons decide the value, expiration date, etc….
    • how will you distribute the coupons
    • who is your target for sales promotion? Customers? Businesses? Your own sales force?

personal selling

    • will you hire and sales people? how many? what is their role?

direct marketing

    • enumerate any of the tools you decide to use (see chapter 14)

online marketing

    • will you choose to do online marketing? what specific tool?
    • will you have a marketing website? or a regular one? (see chapter 14)

VI. Action Programs

Hint: enumerate all the actions that need to be prformed for the year in order to achieve the objectives.

Action budget

Executive Summary

Now, create an executive summary for your marketing plan. The executive summary should be brief—no more than two pages long—and should cover the major points of the plan.

Hint: At this point, you’ve already answered all of these questions, so what you need to do here is put the ideas together into a “snapshot” format. The executive summary is really a sales pitch—it’s the investor’s first impression of your idea. Therefore, as with all parts of the plan, write in a clear and professional way.

Once you have written the executive summary, cut and paste it so that it falls at the beginning of your business plan, as the very first element.

4

Create a telemarketing sales script for a sport or entertainment organization

Create a telemarketing sales script for a sport or entertainment organization. Specifically, in approximately 500 words, please create a sales script to be used for outbound sales calls.

Create a telemarketing sales script for a sport or entertainment organization. Specifically, in approximately 500 words, please create a sales script to be used for outbound sales calls.

Discuss the three (3) elements of sport that you believe most contribute to the uniqueness of sports branding.

(a) Support finance.

(b) Support promotion.

(c) Support product

What factors caused the real estate bubble? What was the role of the bubble in the economic crisis?

Inside Job

Discussion Questions

  1. What factors caused the real estate bubble? What was the role of the bubble in the economic crisis?
  2. To what extent is the crisis attributable to deregulation?
  3. Do you think that compensation is/was a factor in the crisis? Would you support government regulation of compensation at certain levels? How would such regulation best be accomplished? Is there a role for tax policy in this type of regulation?
  4. What about the professors interviewed in “Inside Job?” Consider specifically the dean of the Columbia Business School (Glenn Hubbard) and the Columbia Economics professor (Frederick Mishkin) and the interviews regarding their compensation for writing “research” articles. Should business schools encourage externally funded research?
  5. What is the relationship between ethical behavior and legal behavior? Goldman Sachs appears to take the position publicly that there was nothing wrong with taking short positions against the securities it sold to clients, partly because those positions were not substantial and partly because their clients should be presumed to be sophisticated in financial matters. Do you agree with this view?
  6. Do you think the Justice Department should pursue criminal investigations of major players and firms on Wall Street?
  7. Are our economic problems limited to the financial industry? That is, if we “fixed” the financial system, would we be out of the woods?
  8. To what extent are our economic problems attributable to our political system?
  9. Are you optimistic or pessimistic about our economy over the next 12 months? 2 years? Longer?
  10. What do you think are the most important steps to take to address our economic problems?

Assume that you are the Marketing Manager of an organisation.

Assume that you are the Marketing Manager of an organisation. Your organisation is going to launch a new product or service to an international market and needs to plan for campaign effectiveness. You have been asked to prepare a report for the release of this new product or service.

Task 1

–          Using relevant sources of information, describe the background to consumer behaviour for your organisation’s market and explain how psychological and environmental variables can influence customers.

–          Analyse the role of advertising and promotion in marketing with consideration of:

o   Communication processes and regulation

o   The role of advertising and branding in promotional strategies

o   Current trends in advertising and promotion, including the impact of ICT and the internet.

o   The benefits of relationship marketing to organisations.

Task 2

Develop a marketing and integrated promotional plan for a product or service which clearly shows:

–          Measurable goals and strategies for an identified main target group with an evaluation of their decision making processes.

–          Evaluation of barriers, constraints that might affect plan implementation and how they might be overcome. Your response should include consideration of ethical and legal issues in marketing.

–          Justify recommendations for pricing, distribution and communication policies.

–          The relative importance of brand loyalty, corporate image and repeat purchasing for this group

–          How you would measure campaign effectiveness and identify the key requirements of such a plan.

Task 3

Compare the role of below the line (BTL) and above the line (ATL) techniques in the marketing and communications plan, and evaluate the use of below the line techniques for selected products and/or services.

Not:

1- No Plagiarism 

2- It must be Structure and Format

Word Count

Task 1 1200 words

Task 2 1300 words

Task 3 500 words

Analyze it using the “Designing a Good Home Page—Do’s and Don’ts” page, which can be found here .

Option 2: For-Profit

There are three parts to this assignment: (Microsoft Corp is the company to use for this assignment)

  1. If you have not already done so, locate the website for the for-profit that you wrote your press release for.
    1. Analyze it using the “Designing a Good Home Page—Do’s and Don’ts” page, which can be found here .
    2. What would you recommend to improve their website?
  2. Create an internet banner for your NPO. It should include some kind of graphic (maybe their logo), and a brief text. You will note from a popular site such as Facebook.com that the banners appearing on the right side of your screen are eye-catching, short, and to the point.
  3. Create a social media blitz announcing your campaign.
    1. Choose three social media outlets would you would use to post the information.
    2. Give examples of what you would post (video/photos/graphics and/or text) on each—i.e., what Twitter text would you send out?

Your paper should be 3-4 pages in length (excluding cover page and references) and formatted according to the CSU-Global Guide to Writing and APA. Be sure to discuss and reference concepts taken from the assigned textbook reading and relevant research. You must include a minimum of three credible, academic, or professional references. Review the grading rubric to see how you will be graded for this assignment.

You are being asked to refine the pricing strategy for Zappos to drive 10% year-over-year growth for the upcoming summer season while maintaining current profit margins.

MBA Case Study

Background

You are being asked to refine the pricing strategy for Zappos to drive 10% year-over-year growth for the upcoming summer season while maintaining current profit margins. Assume we are selling about 500 different brands across 10 different product categories (shoes, clothing, bags, accessories etc.) on Zappos. For most brands and categories sales follow a seasonal pattern, meaning demand for spring/summer will ramp up in March, culminating in April and May, and then trailing off over the summer holidays. Various holidays present an opportunity for marketing, as they typically see increased demand. The season ends around Labor Day and back-to-school sales, which is also when fall/winter product starts to sell.

Zappos’ customers roughly fall into these segments:

  • Premium:
    • Avg. Income over 200k
    • Ages 45-65
    • Average household of 4 people
    • Don’t like crowded places
    • Most profitable
    • Most loyal visitors; premium customers visit Zappos 1 out of every 5 times they sign onto the internet
    • Costly to acquire
    • Average order value: $181
    • Average order size: 3 items
    • Favorite brands: Patagonia, Breville, Marc Jacobs, Stuart Weitzman, Theory, Dansko, Mephisto, Salvatore Ferragamo
  • Young Professionals:
    • Avg. income between $55k and $75K
    • Ages 26-34
    • Average household of 2 people
    • Mostly located in urban areas
    • Have a tough time balancing work/life
    • Come to the site the least
    • Not costly to acquire, but hard to keep their loyalty
    • Average order value: $74
    • Average order size: 1 item
    • Favorite brands: Calvin Klein, AK Anne Klein, Levi’s, Cole Haan, Rockport, Samsonite, Nike, Dooney and Bourke
  • Off Price:
    • Avg. Income between $55k and $60K
    • Ages 18 – 40
    • Average household of 3 people
    • Very savvy with online shopping; willing to price compare to brick and mortar
    • spend the most time on the site
    • “coin operated” – if you get word of good offer out to them they will at least check out the site
    • Average order value: $48
    • Average order size of 5 items
    • Favorite brands: The North Face, Nike, Oakley, Rockport, Ugg, DKNY
  • Families:
    • Avg. income between $75k and $125k
    • Ages 35 – 55
    • Average household of 5 people
    • Very busy with family life – spend the least amount of time on the site
    • Average order value: $45
    • Average order size: 2 items
    • Least profitable due to high return rate
    • Favorite brands: adidas kids, DC, Hurley, Babyjogger, Cuisinart, Omega, Oxo

Questions

What would be your plan to maximize sales given certain profitability margins for each segment and across all segments? Your levers are prices/discounts, a loyalty program, coupons and other incentives, promoting specific products on the site, direct marketing and online product ads. Assume that besides having access to customers’ order data, you can also obtain information on how customers shop the site (web logs) as well as how customers get to the site. You also have access to competitive data and have an idea which of your products are also carried by other retailers (though not the other way around) and at which prices. That data is not complete or current to the minute, but can be used for directional decisions. If you think you are missing certain assumptions or facts, feel free to make your own assumptions and state them in your answers.

  1. What would be your pricing strategy for each segment? Considering the interplay with the other marketing levers you have available and make assumptions about or state how you would use them. Additionally, consider the change in demand over the course of the season.
  2. Assuming no budget or resource constraints, what data would you want to obtain about Zappos’ customers to craft an even better pricing strategy? Explain how you would use the data to inform pricing decisions.
  3. Outline for one of the segments an optimization model that considers all marketing mix factors. Be as specific as possible. What additional information would you need? Make reasonable assumptions for the missing pieces of information and provide the source of your information, as you incorporate the assumptions in your model.
  4. How does your pricing strategy impact the financial metrics a retailer will be concerned about? What aspects of your pricing strategy may lead to trade-offs between the short term and long term financial health of the business?

In this assignment, you will create a Positioning Statement and Motto for Sony.

Positioning Statement and Motto

In this assignment, you will create a Positioning Statement and Motto for Sony.

Select only one (1) brand. Use the information listed, as well as your own research, to assess the brand by completing the provided template. At the end of the template, be sure to develop what you believe would be a new or better positioning statement and motto for the brand.

  • Option D

Sony

Sony’s Vision StatementWith regard to its corporate vision, Sony states, “Our vision is to use our passion for technology, content and services to deliver kando, in ways that only Sony can.” In this vision, emphasis is on the concept of kando. The following components are present in Sony Corporation’s vision statement:

  1. Deliver kando
  2. Use our passion for technology, content and services
  3. Ways that only Sony can

Sony’s Mission StatementSony’s corporate mission is to be “a company that provides customers with kando – to move them emotionally – and inspires and fulfills their curiosity.” The mission highlights the importance of kando and what it does for customers. Sony’s mission statement has the following components:

  1. Provides customers with kando
  2. Inspires and fulfills their curiosity

MUST USE FORMAT BELOW TO COMPLETE ASSIGNMENT:

Use the provided information, as well as your own research, to assess one (1) of the stated brand (Sony) by completing the questions below. At the end of the worksheet, be sure to develop a new positioning statement and motto for the brand you selected.

Name:

Professor’s Name:

Course Title:

Date:

Company/Brand Selected (Sony):

1. Target Customers/Users

Who are the target customers for the company/brand? Make sure you tell why you selected each item that you did.

Age Bracket: [Insert response]

Gender: [Insert response]

Income Bracket: [Insert response]

Education Level: [Insert response]

Lifestyles: [Insert response]

Psychographics: [Insert response]

Values: [Insert response]

Other items you would segment up on: [Insert response]

How could/does the company reach its customers/users? What methods and media might and/or does the company use to reach the customers/users? Make sure you list the media type and why you think it will reach the customers.

[Insert response]

What would grab the customers/users’ attention? Why do you think this will capture their attention?

[Insert response]

What do these target customers’ value? Why do you think they value these items?

[Insert response]

2. Competitors

Who are the brand’s competitors? Provide at least 3 competitors and tell why you selected each competitor.

Competitor 1: [Insert response]

Competitor 2: [Insert response]

Competitor 3: [Insert response]

What product category does the brand fit into? Why have you placed this brand into the product category that you did?

[Insert response]

What frame of reference will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to?

[Insert response]

3. USP (Unique Selling Proposition)

How is this brand/company better than its competitors? What is the brand’s USP (Unique Selling Proposition? Why have you decided upon this particular USP?

Unique Selling Proposition: [Insert response]

What is the brand’s uniqueness? Why do you think this is a key uniqueness for this business?

[Insert response]

What is the competitive advantage of the brand? How is it different from other competing brands? Why do you consider this a competitive advantage?

[Insert response]

What attributes or benefits does the brand have that dominate competitors? Why do you think they dominate?

[Insert response]

4. Positioning Statement & Motto

Develop a new positioning statement and motto for the brand you selected. Below is an example of BMW’s positioning statement and motto. Discuss why you created the items that you did?

·         BMW Positioning statement: The brand for discerning customers of sports cars (target customers) who want an exhilarating experience (USP).

·         BMW Motto: BMW is the ultimate driving machine.

[Insert response]

At the end of this course, you will have created a marketing plan for a hypothetical product-based company. Each assignment focuses on a different section of the overall marketing plan.

Assignment 1: Part A: Your Marketing Plan (Marketing Plan For a Daycare)

Due Week 4 and worth 200 points

At the end of this course, you will have created a marketing plan for a hypothetical product-based company. Each assignment focuses on a different section of the overall marketing plan. For Assignment 1, you will compile information on the company’s background information, an environmental analysis, your company’s short and long-term goals, and a SWOT analysis.

For information on Website analytics, visit Google Analytics at http://www.google.com/analytics/why/.

Note: You may create and / or make all necessary assumptions needed for the completion of this assignment.

Write a five to six (5-6) page paper in which you:

  1. Write an introduction to your company. Describe your company, its location, and the product it makes or the service it provides.
  2. Develop an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.
  3. Determine the primary and secondary target markets for your company. Next, analyze the primary and secondary target markets that you identified for your company. Be sure to cover the 4Ps, 5Cs and STP.
  4. Decide the main goals that you would like to achieve within the next year (short term) and the main goals that you would like to achieve within the next five (5) years (long term). Determine the most appropriate ways to measure both short- and long-term goals. Note: Consider the following metrics: tracking downloads of Website content, Website visitors, increases in market share, customer value, new product adoption rates, retention, rate of growth compared to competition and the market, margin, and customer engagement.
  5. Develop both a SWOT analysis and needs analysis for your product. Each analysis should examine four (4) strengths, weaknesses, opportunities, and threats for your company.
  6. Use at least four (4) academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

  • Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
  • Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

  • Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.
  • Develop strategies to assess performance and achieve marketing goals.
  • Examine the marketing science of customer behavior and products in the marketing exchange process, and create dynamic strategies for competing.
  • Evaluate target customer segments and positioning products within these segments.
  • Use technology and information resources to research issues in marketing management.
  • Write clearly and concisely about marketing management using proper writing mechanics.

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For your product, describe the unique selling proposition. How is this product superior to the competitors you identified above.

Consider the following products: Coca-Cola Classic, Apple Iphone, Nike basketball shoes, and Loreal Shampoo.

Products offered by a business can be actual goods, services, and ideas.

  • Pick one of the products above, identify two competitors, and what they offer that competes with your product.
  • For your product, describe the unique selling proposition. How is this product superior to the competitors you identified above.

Match each business with the pricing strategy that you believe the business is using.

It is very important to make sure that you align your pricing strategy with your target market and branding strategy. Below are various different businesses and pricing strategies.

  • Match each business with the pricing strategy that you believe the business is using.
  • Discuss why you think the business is using the pricing strategy that you did.

Pricing Strategy

Penetration PricingPricing SkimmingPremium PricingCompetitive PricingEconomy PricingPromotional Pricing

Business

Bentley MotorsMotorolaKohl’sDish Network