Marketing

Part 1 : is just an outline for the ppt and needs to be done on word.

**** Narration must be written in the notes detailed and precise

 

Part 1. Marketing Plan for a New Product or Service – Outline

Submit an outline of your marketing plan to your instructor for review and feedback. Be sure to include the following in your plan:

  • Company overview
  • Objectives or goals
  • Situational analysis
  • Segmentation, targeting, and position analysis
  • Marketing mix

Be sure to review the Portfolio Project description and rubric in the Module 8 folder for details.

 

 

 

Marketing Plan for a Company and Product/Service

Your final project is a marketing plan for the company and product or service of your choice. If you are choosing a large global company, you MUST create a new product.  However, this new product may be an upgrade of an existing product. 

You need to select a company that you have not used for your other assignments in the class. Your plan information should address all areas covered in this course for a marketing plan. The library’s “Locate Company Information (https://csuglobal.libguides.com/c.php?g=792339&p=5682656 (Links to an external site.)) ” guide is a great place to look up company information for this assignment.

Below is the outline to be followed for this assignment:

SectionLength

Executive Summary. This provides a busy executive everything he or she needs to know to invest (or not) in your proposal. It captures your key proposal and recommendations/decision factors and projected outcomes of the plan’s recommendations.Note: This is not an introduction to the marketing plan. Typically, the executive summary is written after the plan has been completed.

1 Slide

Company Overview. A brief description of the company, including its mission statement, background, and competitive advantages.

1 Slide

Situational Analysis. SWOT analysis—Strengths, Weaknesses, Opportunities, Threats facing the company. Also include any other external factors that may influence future sales, such as legal or social activities.

2-3 Slides

Objectives/Goals. Briefly describe your proposal–what’s new and why. What is the opportunity to be addressed or the problem to be solved?

1 Slide

Segmentation and Targeting Analysis. Define and explain why segmentation is needed. Explain the approach taken (e.g., the use of demographics) taken, and name market segments. Define and explain why targeting is needed, and roughly size your target market.

2-3 Slides

Marketing Strategy. Explain and support your marketing mix component decisions, using the 4 P’s, academic concepts, and academic reference sources. Create one perceptual map (See Section 5.4 of the textbook for an example.)

2-3 Slides

Branding Strategy. How will the brand be developed and supported? What will be the “implied promise” of the brand?

1 Slide

Ethical Considerations. Explain how the proposed plan aligns with the company’s statement of ethics and corporate social responsibility.

1 Slide

Financial Projections. Present a summary spreadsheet. For example: years 1, 2 and 3 units sold, sales volumes. Estimate marketing expenses for promotions/advertising. What is the projected timeline of the product life cycle’s introduction and also growth stage?

2-3 Slides

Conclusion

1 Slide

Suggested slide setup and number of slides (25 slides):

  • Title
  • Executive Summary
  • Company Overview
  • Strengths
  • Weaknesses
  • Opportunities (trends)
  • Threats
  • Marketing Plan Objectives
  • Segmentation
  • Target Market
  • Positioning Map
  • Product (features and benefits versus the competition)
  • Price (compared with competition)
  • Price Strategy
  • Promotional Strategy
  • Place Strategy
  • Branding Strategy
  • CSR Strategy
  • Ethics and Corporate Social Responsibility
  • Financial Projections
  • Conclusion
  • References

Requirements:

  • 15-20 PowerPoint slides in the body of the presentation.
  • Application of marketing models, theory, terminology, and concepts throughout the plan
  • A minimum of six references, in addition to the textbook and assigned readings. Include at least two peer-reviewed articles. The CSU Global Library is a good place to search for credible, scholarly sources.
  • Meet all requirements defined in the Portfolio Project Rubric
  • Formatted according to the CSU Global Writing Center (Links to an external site.).

Note: If you do not have access to a microphone, you may write out your narration as a script and submit as an accompanying Word document or find an alternative way of presenting the narration, depending on the program. PowerPoint, for instance, has the option to add notes at the bottom of each slide. Be sure to clearly designate which slide the narration accompanies.

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Marketing

Option #1: Harvard Business Review: Should You Listen to the Customer?

Read the case study: Should You Listen to the Customer.

 (Links to an external site.)Write a paper in which you analyze and evaluate consumer behavior.

  • Explain the factors that influence buying decisions for tickets to see Dalacroix
  • Explain the purchasing decision considering situational factors, personal factors, psychological factors, and societal factors.

In your analysis and evaluation, be sure to discuss and reference concepts from the textbook and required readings. Complete additional research in the CSU Global library.

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Marketing

Branding is an important part of consumer behavior. Define the term brand and branding using the literature. Research the theories of brand personality and define the 2 most accepted theories Aaker’s 5 and the big 5 using the literature and discuss how marketers use brand personalities to ease decision making. Research congruency theory and define it using the literature. Discuss how these theories work together and give examples of products and services. Discuss how all these theories tie into a consumer’s perception of self.