E-Marketing Class: Analyze Apple and Urban Outfitters
E-Marketing Class: Analyze Apple and Urban Outfitters
Create a 4 page paper analyzing APPLE and URBAN OUTFITTERS
answering these questions…..
Provide an analysis of the site from a Consumer’s Perspective:
1) First time on site? How do they greet you? Asking you to sign up and get a discount?
2) How easy is it to navigate? Are you browsing or looking for something specific?
If you do not have the fastest internet, are graphics getting in the way?
3) When you open to the site, are they immediately speaking to their target audience?
How do they do that? Give me specific examples.
4) Do you need to go through too many steps before you achieve what you want? Give me
specific examples.
5) Now look at Customer service. How hard was it to find contact info? Phone #, email, chat?
Are they customer centric and actually want you to call, or do they want you to email?
What are your feelings about this?
Define the profile of Their Target Audience
o Is the target customer male or female? Are you the target? Why?
o What do these customers do with their lives? Work, school, etc
o How do they earn their income?
o What level of education do they have?Meaning are they tech savvy, are they shopping for
convenience or doing research?
o Why are they shopping at this site rather than in a physical store?
Where else would this Consumer be browsing?
o Pick two other competitive sites that offer the consumer similar or exact products.
o Detail a comparison to each site with product availability price and ease of use.
Experience a purchase
Put something in your cart–what happens over the next few days?
o Did you get an email? What do they offer you?
o Go on your social networks. Is the product there? Have you been tagged by the site?
o Have you been put on their mailing list?
Promoting/Social Media
Sign up using your email. Over a 15 day period, monitor the volume of emails and the content.
o Are they sending ticklers without discounts?
o Are they trying to get more information on you so they can recommend products?
Report back how many emails they have sent you over 30 days. Be sure to check your spam in the beginning and count those as well.
Analyze and give me your assessment backed up by specific examples of how easy it is to connect with them through social media.
Do they do a good job? What improvements would you make?
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We decided to make a video and write a part of it. (the second file I upload) please finish the rest part of it
Cartoons & Sales Pitches
You have been assigned to a group, and your group must work together to produce something that will help to protect children. Children grow up with cartoons and fantasy. We take them to Disneyland and introduce them to Mickey Mouse, we sit them in front of a television to keep them occupied while we try to get work done, we teach them to read by giving them comic books, and we let them play video games where fictional characters save the planet. Kids are surrounded by fantasy, and we hope it will help them to dream big. But advertisers know that kids reside in their own fantasy worlds, and some advertisers take advantage of this by using cartoon characters, avatars, and other aspects of fantasy to sell products to those young and impressionable consumers.
Purpose
Your group must design instructional material (poster, brochure, video, or any other form of ad) targeted at the parents of grade school students. It must teach them about the fact that cartoon characters and other appeals derived from children’s entertainment are being used to reach kids, and young children might not fully understand where entertainment ends and advertising begins, nor might they understand the true nature of advertising. You should provide examples that will help parents understand. Remember, it is supposed to speak to parents. It must be capable of teaching them about these dangers of advertising, and provide some direction for how parents should protect their children.
Breadth
There is no way you can do everything in the context of this assignment, so you are only required to cover what you consider the most important issues. Any issue that clearly affects children’s advertising literacy can be used. The choices are yours.
Limitation
While you must teach parents about the dangers of cartoon/fantasy based advertising, you must do so without demonizing advertising. Don’t make them feel that advertising is inherently bad or evil.
Format
The format is largely up to you, as well. It can be a film, a website, a research paper, an advertisement, a piece of art, or anything that will effectively communicate the lesson you have chosen to teach. It must be in a form that you can deposit in the assignment Folder on D2L as a single item per group (i.e., don’t give me multiple files). If you are using something like a promotional product, since you cant slip most products into a virtual mailbox, do a drawing or clip some art that will help you explain to us what you envision. If you have questions about the approach you have in mind, please don’t hesitate to ask me or the TA. Remember that we can only give you a grade based on what you’ve communicated clearly to us. However, you must clearly list your GROUP NUMBER and the names of each GROUP MEMBER on the submission.
Grading Criteria
The group project will be scored on 1) potential effectiveness as an instructional piece, 2) the probability that it could really be used (i.e., is it realistic for use), 3) the amount of thought that went into it, 4) the amount of work that went into it, 5) the originality of the work, 6) the clarity (i.e., is it easy to understand and follow, and whether you provided any supporting information to convince us of what you are trying to achieve with your concept), and 7) how polished it is (i.e., does it need more work to be presentable?). And, of course, woven through all those criteria is whether or not you followed directions. Each student’s grade will be adjusted based on their peer evaluations, so it is possible to receive a grade that is higher or lower than the group project score. Failure to submit a properly completed peer evaluation by the deadline will result in a loss of points.
Cartoons & Sales Pitches
You have been assigned to a group, and your group must work together to produce something that will help to protect children. Children grow up with cartoons and fantasy. We take them to Disneyland and introduce them to Mickey Mouse, we sit them in front of a television to keep them occupied while we try to get work done, we teach them to read by giving them comic books, and we let them play video games where fictional characters save the planet. Kids are surrounded by fantasy, and we hope it will help them to dream big. But advertisers know that kids reside in their own fantasy worlds, and some advertisers take advantage of this by using cartoon characters, avatars, and other aspects of fantasy to sell products to those young and impressionable consumers.
Purpose
Your group must design instructional material (poster, brochure, video, or any other form of ad) targeted at the parents of grade school students. It must teach them about the fact that cartoon characters and other appeals derived from children’s entertainment are being used to reach kids, and young children might not fully understand where entertainment ends and advertising begins, nor might they understand the true nature of advertising. You should provide examples that will help parents understand. Remember, it is supposed to speak to parents. It must be capable of teaching them about these dangers of advertising, and provide some direction for how parents should protect their children.
Breadth
There is no way you can do everything in the context of this assignment, so you are only required to cover what you consider the most important issues. Any issue that clearly affects children’s advertising literacy can be used. The choices are yours.
Limitation
While you must teach parents about the dangers of cartoon/fantasy based advertising, you must do so without demonizing advertising. Don’t make them feel that advertising is inherently bad or evil.
Format
The format is largely up to you, as well. It can be a film, a website, a research paper, an advertisement, a piece of art, or anything that will effectively communicate the lesson you have chosen to teach. It must be in a form that you can deposit in the Assignment Folder on D2L as a single item per group (i.e., don’t give me multiple files). If you are using something like a promotional product, since you can’t slip most products into a virtual mailbox, do a drawing or clip some art that will help you explain to us what you envision. If you have questions about the approach you have in mind, please don’t hesitate to ask me or the TA. Remember that we can only give you a grade based on what you’ve communicated clearly to us. However, you must clearly list your GROUP NUMBER and the names of each GROUP MEMBER on the submission.
Grading Criteria
The group project will be scored on 1) potential effectiveness as an instructional piece, 2) the probability that it could really be used (i.e., is it realistic for use), 3) the amount of thought that went into it, 4) the amount of work that went into it, 5) the originality of the work, 6) the clarity (i.e., is it easy to understand and follow, and whether you provided any supporting information to convince us of what you are trying to achieve with your concept), and 7) how polished it is (i.e., does it need more work to be presentable?). And, of course, woven through all those criteria is whether or not you followed directions. Each student’s grade will be adjusted based on their peer evaluations, so it is possible to receive a grade that is higher or lower than the group project score. Failure to submit a properly completed peer evaluation by the deadline will result in a loss of points.
Important Note: this assignment is worth 20% of your grade, and 20% of the grade of each of your teammates. If there are 5 people in your team that means all together (20% x 5) this assignment is equal to one person’s total effort for the class, for an entire semester. Since a 3-credit class is supposed to take about 150 hours of your time during the semester, look at your project before you hand it in and ask yourselves whether it looks like 150 hours went into it. I don’t really expect quite that much effort put into it, but keep in mind that some projects look closer to that standard than others. When grading these assignments, we look at how much work appears to have gone into them! Here’s WHAT YOU NEED TO REMEMBER: If other groups seem to have done twice as much work, you can expect that your score will be less than theirs.
Final Caution
Of course, scholastic dishonesty will not be tolerated. After all, this is a class that is about ethics and honesty, so be sure that you don’t copy someone else work.
Peer Evaluation
You must evaluate your fellow team members. You are expected to do so fairly, but that does not mean giving them a better grade than they deserve. You are my eyes and ears in your group. You might not like the way I require you to distribute scores, but there is a reason why it is done this way, and it still leaves you a lot of flexibility. The Peer Evaluations are due 4 weekdays after the deadline of the project, also by noon.
Deadline
The project must be deposited in the D2L dropbox no later than Noon on February 28. [Note, it can be deposited at any time prior to that.]
Middle of Video:
Show examples and techniques they use to target kids
End of Video:
Strategies to spot it
Script:
(opening)
Where does entertainment ends and advertising begin? For kids, it can be hard to tell.
In this video, we will cover how advertising affects children at different ages, examples of advertisements using cartoon characters and children entertainment to reach kids, and techniques to help your children find the difference.
In short, this video will teach advertising literacy.
(part 1)
Until children are 3 years old, they cant tell the difference between advertisements and actual programs.
From ages 3-6, children can tell the difference from ads and programs. However, they don’t understand that ads are trying to sell something and tend to think of advertisements as entertaining or announcements.
At age 7-11, children can understand that ads are trying to sell something, and often time can remember advertising messages. They can recognize some advertising techniques such as overstating how good products are. However, they might not always understand that products aren’t as good as they say they are or fully understand what the advertisements are doing.
(part 2)
Here are a few examples of advertising literacy:
(part 3)
Some strategies are…
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The Touch Screen Kiosk Is a game changer on the Way Companies Do Business
The touch screen kiosk, in various ways, is the latest demonstration of digital technology. It encompasses advanced digital hardware features and complex software applications to offer a two-way flow of information between the business and its customers, or an organization and its clients. It’s not surprising, then, that a touch screen kiosk system often requires a substantial business investment. But whereas standard digital signs are a more expensive replacement for traditional paper signage, the touch screen kiosk is more often a substitute for staff-delivered customer service.
Touchscreen Kiosk Efficiency and Relevance
Touch screen kiosks have quite a number of capabilities and applications. They can serve as self-checkout lines and for payment transactions. They can be used for a number of way finding applications, such as hospitality services, retail stores, and shopping malls, sprawling campuses, and many more others. They can also work as employee management and training tools with user responses to guarantee active participation. They’re fantastic educational tools, especially in museums and other public venues. They can also include some hardware accessories such as change dispensers and printers that additionally broaden their applications. Business travelers are able to print out their boarding pass at their hotel without having to hassle. Movie theaters and mass transit systems frequently use them for ticketing services. Meanwhile, the original, wide-scale application for touch screen kiosks, the automated teller machine, is still going strong.
The Bottom Line
No matter the specific application, the larger goal is often better operational efficiency. Again, these systems are most often a substitute for labor costs associated with customer and guest services. These kiosks have formerly been used as a selling point for businesses that serve techie customers. The general consumers public has become more familiar with and accepting of this new technology. Now, many businesses are finding they must implement these systems, and quickly, or risk losing customers to companies with this economical infrastructure and its competitive edge.
A Touch Screen Kiosk and Long-Term Branding
You may be having thoughts on how everybody is trying to cut operational costs, but your business is well known for customer-centered services. The two should not be mutually exclusive. In recent surveys conducted, many customers prefer self-service kiosks to staff-delivered customer service. A touch screen kiosk has a virtually immense database with customer information. Self-service leads to faster transactions. And, for a number of businesses, there’s not a single reason not to provide customers the choice of touch screen kiosks and more traditional service. The sociable customer can chat up a sales associate, while the more shy customer can stay clear of the anxiety of such social interactions. Personalized customer service does not always have to be personal.
Conclusion
The primary benefit of using a touch screen kiosk is it is very user-friendly. Since all computer commands can be executed at the touch of a finger, and even those without prior computer apprehension or experience find it easy to handle. Since the customer realizes that he can tackle the kiosk all by himself, this encourages him to serve himself, i.e. it encourages self-service- something that all self-service kiosks need to promote businesses. Also, a touch screen kiosk also offers service 24/7 as it eliminates the need for any human inside the booth thereby ensuring the generation of sales revenue round the clock. Since such kiosks are meant for public use, they are almost always located in crowded areas such as shopping malls and theaters that ensure a greater outreach to customers. This also reduces costs on advertisement and building public relations that translate to improved profit margins. Brand establishment this way becomes easy for the entrepreneur giving him that cutting edge over his competitors.
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The marketing plan you develop for this Major Project should use an all-inclusive (holistic) approach for a company’s specific product or service. Think and write in a more inclusive manner (i.e., traditional marketing, network marketing, print, radio, television, web-based, app-based, social media, etc.).
For example, do not focus solely on social media marketing as you did in Minor Project 2, but focus on additional marketing strategies which may be more applicable to the selected business, organization, or specific product or service.
You need to invest the time to format this as a professionally-prepared and visually-appealing proposal. It is strongly recommended that you use graphs, charts, diagrams, photos, and other visual images which best communicate the content of this project.
Each of these projects are for you to formally present, or for presentation to CEO’s, CFO’s, and COO’s who don’t typically take a lot of time to read long narratives. They want the facts and to comprehend the document in the most efficient and effective manner possible.
Content/Format: Using the outline below, produce a marketing plan for a product or service of your choice. You are encouraged to use the business you have been working with for minor project 1 and minor project 2. Use the applicable prior research data and information where appropriate in the outline below. This can also be your future business product/service, your current business product/service, the product/service for the business where you currently work, a friend’s business product/service, or another business with whom you have contact.
Make sure your marketing plan has ALL of the headings below. Points are deducted if sections are left out.
Cover Page
Table of Contents (Using Word TOC Command)
Executive Summary
Introduction
Brief Company History, Purpose, Mission, Vision
Brief Product/Service Description
Product/Service Goals & Strategic Objectives
1. Market Research
Current Market Situation
Industry Trends
Industry Analysis
2. Product/Service Description
3. Customer Identification & Description for Product/Service
Consumer/Customer identification & Description
Demographics
Psychographics
Consumer/Customer Analysis
4. Current Competitive Situation
Competitor Analysis
5. Distribution Channels
6. SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Converting the Weaknesses to Strengths
Converting the Threats to Opportunities
7. Marketing Strategies
Positioning
Product
Pricing
Distribution
8. Communication Strategies
Advertising
Public Relations
Promotion
Communication Plan
Crisis Management Plan
9. Marketing Budget (Based on the proposed marketing/advertising activities included in this marketing plan)
Sales projections (for 12 months)
Expense projections (for 12 months)
Financial Analysis
10. Implementation Strategy
Action Plan and/or Next Steps
Media plan
Schedule (Gantt Chart)
Assignments (Who does what when)
11. Evaluation Method(s)
How do you know if your marketing plan is working?
Lead tracking systems
Sales reviews
Other
12. References, Bibliography
13. Appendices
There is no length limit on this major project. It needs to be as long as it needs to be. This project is estimated to take 20 hours. You may need six hours of reading in addition to the two hours of reading for the period still available. You should spend another six hours thinking through the sections.
Be sure to demonstrate your knowledge of marketing strategy. Set clear SMART objectives.
Show how the strategies relate to the objectives. Show how you will measure results.
Use the remaining eight hours of the allotted time to write the report.
Make the report a professional polished document.
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Outbound Logistic (Priority)Outbound: How do they get the service out, how do customers interact with the organization, How do they send the tickets? Phone network, the websites, email, and other packages, such as insurances.
Some years ago, Dan Curtis took a crash course in logistics operations. It started in 2002 when he joined Greatwide Logistics Services as vice president of finance.
Fedorah Dessources
St. Thomas University
Strategic Marketing Management
02/10/19
Branding Strategies Failures
Introduction
Indeed, one of the essential aspects of growing any business is having a successful branding strategy. In this regard, the employment of an effective branding strategy makes all the difference as it can make or break a brand. Furthermore, the basic rules for branding are continuously evolving with time. For instance, content marketing, social media, second screening, and though-leadership are some of the numerous factors that challenge brands to change their thought-patterns. Consequently, sustaining and creating customer loyalty and trust is more difficult than before. Unfortunately, businesses continue to ignore some elements which in turn lead their brands and ventures to fail. This paper will, therefore, provide reasons why brand strategies end up failing in the market.
Discussion
One of the reasons for brand strategy failure is adopting monotonous approaches to branding. In this regard, companies which continue to use tactics and strategies that are overused in the market are often bound to fail. As such, it would be advisable for businesses to be creative and consider the unique ways in which their brands engage with consumers. Therefore, the failure to account for the fact that customers like varieties and surprises can negatively affect a branding strategy that relies heavily on the collective success of other brands in the market. For this reason, failing to manage the customers’ engagement strategy leads to the failure of well-envisioned branding strategies (Llopis, 2014).
Additionally, employing an overly complicated branding strategy can lead to its failure. The reason is that such an approach can lead to an improper or lack of connection with the intended audience. More specifically, brands often complicate their Unique Value Propositions in a bid to get their customers’ attention. However, in an effort of renewing and re-inventing themselves, complications arise, and this frustrates their shareholders and customers. For this reason, when the brand’s objective isn’t straight-forward, the customers’ patience and willingness to figure out its identity may not be forthcoming (Llopis, 2014). This will eventually lead to a branding strategy failure.
Failing to focus on employee and customer satisfaction can also lead to branding strategy failure. Indeed, the practice of valuing money and success more than the vital human component sabotages a business’s effort to grow. More specifically, when companies focus on the profits that they aim at accruing at the expense of the quality that their customers will obtain from a product, the branding strategy often fails. As such, companies should ensure that they focus on serving others so that they can leave a legacy. In this regard, a lack of accountability and responsibility can sabotage a business’s branding strategy. Furthermore, failure to be passionate about one’s brand can cause a branding strategy to fail. In this regard, lack of enthusiasm manifests itself; in the strategy’s direction, product’s quality and in customer interactions (Olenski, 2017).
Conclusion
Various factors determine whether a branding strategy will succeed or fail. In this regard, the adoption of monotonous and rigid approaches to branding has negative repercussions to set strategies. Additionally, the adoption of complex branding strategies can lead to disconnects between a business and its customers; leading to its failure. Moreover, the inability to value customer satisfaction as well as a lack of enthusiasm and passion also lead to branding strategies failures.
References
Llopis, G. (March 10, 2014, 09:03 am). 6 Brand Strategies That Most CMOs Fail To Execute. Forbes Magazine.
Fedorah Dessources
St. Thomas University
Strategic Marketing Management
02/17/19
Situational Analysis of a Marketing Plan
Introduction
For Adeline Kitchen business enterprise to prosper and curtail its competitive environment, it needs to develop a situational analysis for its drafted marketing plan. The situational analysis contains five Cs for the marketing plan. These five Cs for the Adeline Kitchen include customer characteristics, company details which entails a SWOT analysis, contextual environment, collaborators and its competitors. The business setting of the Adeline Kitchen is based on Caribbean and Haitian dishes. The organization has to set its standards based on such a business environment. These five parameters will help Adeline in making its marketing decisions and create a marketing strategy for the business when combined with the marketing plan of the company.
Customer Characteristics
Customers are a pivotal aspect of a business. They control both the internal and external environment of a business organization. Here, Adeline Kitchen needs to locate both their current and potential customers. Potential customers for this business include those consuming or somewhat those who prefer Caribbean and Haitian foods. The business should provide food preferences for customers in South Florida. These will help this business to compete successfully in its marketplace (Dawn, 2016). Also, they have to identify the motivation that drives their customers’ purchases. By its catering services, the notable spots include market size, market growth, market segments, purchasing frequency, and seasonal factors.
Company Details
Adeline Kitchen is situated in South Florida. The primary service of the business is catering through which it facilitates a variety of Caribbean and Haitian dishes. These include among the favorites the Poisson Gros Sel, Griot and More which are a taste preference for the tourists visiting South Florida. The primary goal of the company is to satisfy tourists and other residents of South Florida with the Caribbean and Haitian dishes as outlined in the marketing plan. The culture of the company concurs with the social culture of people of South Florida. This keeps the business within its corporate social responsibility and ethics. This will speculate whether the business is capable of meeting the needs of its customers. The strengths of the company include innovative dishes, competence and well-outlined cooking recipes (Stephanie, 2016). The weaknesses identified include the absence of skilled technical support for the services delivered. The opportunities identified include an expansive market due to weak competitors. The threats include the emergence of new competitors who may pose the business to stiff competition.
Contextual Environment
There are various factors noted in the business that may lead to retarded to business growth in Adeline Kitchen. Such limitations are a result of political concerns which include legal complications, unattended trade regulations and high induction of trade taxes. Economic problems facing the company include growth rate especially during the low season when tourists barely visit South Florida. Business Cycle stage also affects the business. Technological problems affecting Adeline Kitchen include effects of cost structures which the company find difficult to raise (Stephanie, 2016).
Collaborators
Adeline Kitchen aims at collaborating with potential partners in countries such as Canada, Latin America, and Caribbean nations. South Florida is a perfect hub for Adeline Kitchen, and it provides an opportunity for the business to liaise with its local partners in the provision of services to suit the taste of different people of the world. This helps the business in expanding its market segments and targets (Andrew, 2010)
Competitors
The main competitors posing a threat to the Adeline Kitchen are the local investors within South Florida. However, the organization has managed to identify some of its weaknesses and strengths which is greatly helping the business cope up with the stiff competition (Michel, 2012). The main competitor is the West Indian Food Company which offers a variety of Caribbean dishes such as Pineapple Chow, Conch Chowder, Pelau, and the Pepper Pot soup. Adeline Kitchen also examines the market share in the catering industry.
References
Andrew MacLennan (2010), Strategy Execution, Translating Strategy Into Action in Complex Organization, pp. 123-126.
Dawn Lacobucci (2016), Marketing Management, Taylor & Francis Group, pp. 213-214.
Michel Syrett (2012), The Economist, Successful Strategy Execution, How to Keep Your Business Goals on Target, pp. 128-129.
The course involves completing a term project in groups or 2-3 students. Each group will work on a marketing research study for their project. The primary objective of the project is to provide you with experience in applying the concepts, framework, and research approaches discussed in class to a real marketing problem. It involves:
1. Selecting a product or service that is being offered by an organization (or a new product/service that an organization may wish to offer).
2. Defining the Decision Problem and Research Problem: This will involve defining the marketing decision problem faced by the organization and the research problem (what information will be needed to help answer the manager’s question). You should also outline your broad research strategy (e.g., segmentation study, conjoint study) for this project.
3. Analyzing the organizational and marketing context to understand the market opportunity and landscape of the business.
4. Identifying the marketing decision(s) that need(s) to be made regarding this product/service. And outline your Study Objectives.
5. Designing a questionnaire (or discussion guide) to obtain the necessary information to address the problem/decision at hand.
6. Collecting, coding and analyzing the data.
7. Writing a report and presenting the findings.
There are many different types of studies that can be conducted for this course. Some examples are:
• Segmentation studies: developing profiles of “heavy users” and “light users” (users/non-users) of a product/service based on demographics, lifestyles, shopping behavior, attitudes, benefits sought, and media habits.
• Attitude/preference studies: studying consumers’ preferences and attitudes about competing products/services, identifying the attributes that are important, and determining whether consumer segments differ in their attitudes or in the attributes they consider important (e.g., conjoint studies).
• Image studies: comparing the brand image of competing products or services along a number of dimensions, and determining whether different consumer segments have different images of the products/services (e.g., perceptual mapping, laddering).
• Customer usage/satisfaction studies: useful in studying the purchase/usage patterns and importance of different attributes of product /service quality on customer satisfaction and loyalty.
These studies are useful for making a variety of marketing decisions, e.g., in product positioning and re-positioning, new product introductions, marketing mix decisions, market targeting, etc. You may choose any kind of product or service as long as it is not too difficult to get primary data about it.
Once you select a product/service and an organization, you should examine secondary sources such as magazines, newspapers and trade journals to get background information on the nature of the industry, the range of products being offered, and consumer characteristics, to analyze the organization and market opportunity. This may give you some ideas regarding the questions that need to be researched, and will also give you some basic information that
BUS 4260 – Sport Marketing – Syllabus (Spring 2019) Page 6 of 6 you may need for designing the questionnaire, such as the major competitors for your product/service, the attributes
along which products are evaluated, etc.
You should plan on collecting data from at least 50 respondents if using a survey (though you would need fewer respondents if using a qualitative approach). Note that this need not be a random sample or even a representative sample of the target population. A convenience sample may be used. Regardless of the type of study, the product class and the sample size, you must link the research to some managerial decision that needs to be made (with respect to the 4Ps). In other words, you must be clear about the purpose of the study: what decision will this research help the organization make? This is important because after the data have been analyzed and interpreted, you must make your recommendations to the organization regarding what actions it should take.
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Marketing Plan Assignment 3
In assignment 3 you will continue the marketing mix strategy section of your marketing plan. In this section you will discuss, IN DETAIL, the Price and Place P’s of your company. Included in this section should be:
IV. The Marketing Mix Strategies
Price Objectives
Provide BOTH short-term and long-term price/profit/revenue objectives for your business. (This section should be completed in bullet point format).
Price Strategy
What will your various price points be? If you can’t list all your prices, at least provide an example of the basic price points. Why are prices set at this level? (This section should be completed in paragraph format with complete sentences).
Specific Pricing Tactics
How will you communicate your prices to customers? Consider the different price strategies discussed in class. (This section should be completed in paragraph format with complete sentences).
Place Objectives
Provide BOTH short-term and long-term place/distribution objectives for your business. (This section should be completed in bullet point format).
Place (Channel/Distribution) Basics
Where is the business? Even if you do not have a physical location, how will you get the product/service to your customer? (This section should be completed in paragraph format with complete sentences).
Additional Place Considerations
How will it be organized? How will you meet with prospective customers? What are your labor needs in making and selling the product/service to the customer? (This section should be completed in paragraph format with complete sentences).
Place Budget Section
What cost elements related to the Place P need to be factored into your budget sheet? If you have a retail or manufacturing facility, what are the costs like rent and utility? What are the labor costs that will be needed to sell your offering. Be specific here. (This section should be done in a spreadsheet format showing the numbers followed by written descriptions of each point in sentence and paragraph form).
Be sure specific elements of these P’s for example if you are running a restaurant as your company you may find it useful to include a map that show a specific location in a city, or a drawing of the layout of the restaurant, or a drawing of the basic restaurant décor, or a menu to show the food prices, be sure to include them.
To be specific about each area. If there are additional things to help better demonstrate.
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Have you ever “liked” a company or product on Facebook? Participated in a company’s blog or posted pictures on their website? Do you and your friends have the next great commercial for Doritos? The snack food firm has turned user generated content into an advertising phenomenon. Their customer created ads are frequently among the most popular during the Super Bowl, and in many cases, have gone viral. User generated content is exactly what it sounds like, content such as blogs, videos, pictures, and tweets (among many other types) that are created and shared by ordinary customers.
Check out this ad that turned into an entire storyline for the firm that developed it and now has not only millions of views, but a following that waits for the next “episode” as if it were a TV series. Thousands have posted their comments, photos and shared the ad with other potential customers – the original in the series has hundreds of thousands “likes”. Not bad for stuff in a can…
OK, your turn. Conduct a web search for examples of firms that have successfully employed user generated content; there are lots of great ones to choose from. If they can do it, so can you! How would you employ user generated content to promote, brand, and sell the product you are using in your marketing plan? Is mommy blogging for you? Photo contests? How will you create the “buzz” you need to launch your product? Describe your user generated content plan and why you selected one type of content over another. How will you get your customers to participate? What’s in it for them? Be specific and share at least one example of a firm that has used a similar strategy.
Your opening post should be at least 350 words and feel free to include photos and samples of the content. As always, college level writing and grammar are expected.
In your responses, critique the examples your classmates have selected and add your ideas for the product or brand.
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