Description Understand the Key Assignment Developing an effective marketing plan is critical to the success of any organization’s business. A marketing plan combines the company’s online and offline marketing strategies to reach its marketing goals. In this course, you will create a PowerPoint Marketing Plan presentation for a brand that you have identified as needing market repositioning. The following chart outlines specifications for the completion of this Key Assignment: Slide(s) Marketing Plan Section and Description Expected Completion Instruction That Will Support This Section 1 Title Slide The title of your plan will be on this slide. Marketing Plan for (name of company) Draft due Week 4 Final due Week 5 N/A 2 Section 1: Executive Summary This section will summarize key points of the plan. This should be written last and placed at the beginning of the plan. Final due Week 5Weeks 1–5 3–5 Section 2: Brand Overview and Situational and Competitive Analysis This section explains the key features and benefits of the brand, the industry, the brand’s current situation in the marketplace, and its competitors. This section should also include the Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis. Draft due Week 4 Final due Week 5 Week 1 6–7 Section 3: Technological Opportunities How has the company embraced technology? What opportunities can the company employ to target and saturate the market space? Draft due Week 4 Final due Week 5 Week 2 8–9 Section 4: Value Proposition and Business Model This section states the value proposition for the customer. The business model illustrates how the company generates revenue. Draft due Week 4 Final due Week 5 Week 1 10–13 Section 5: Customer Analysis: Segmentation, Targeting, Positioning, and Differentiation Provide a detailed description of the customer who uses your brand. Draft due Week 4 Final due Week 5 Week 3 14–16 (Slide 14 if video option is taken) Section 6: Performance, Feedback and Opportunities This section will explain how the company will measure its campaign performance and Web traffic and how it will promote customer feedback. It will explore evaluation methods to measure Web performance, online and offline advertising effectiveness, Web metrics, customer feedback, and future opportunities to create customer lifetime value. There are two options for adding this information to the final presentation. You can create a 3-minute video and embed the video into a slide of the final presentation, or you can add 3 slides with speaker notes of at least 100–150 words or 3 minutes of voice-over narration. Final due Week 5 Weeks 1–5 17–18 (Slide 15 if video option was taken in Section 6) Section 7: Summary, Final Recommendation List, and Conclusion These slides will summarize the research that was performed and add a final recommendation. Draft due Week 4 Final due Week 5 Weeks 1–5 19 (Slide 16 if video option was taken in Section 6) References Be sure to cite your references in APA format. Draft due Week 4 Final due Week 5 N/A Week 1 Assignment Identify a brand that is in need of repositioning. This brand will be the subject of your Key Assignment marketing plan. You may look here for ideas. After you choose your brand, write an article for a suppositional new blog entitled Marketing Today: Blogging About the World of Marketing. The article will be 600–800 words in length, and it should include the following elements: Describe the brand’s situation today, including the industry, potential customers, and anything else that helps the reader understand the brand. Include a photo of the brand. Explain the competitive environment (e.g., 1 competitor that the brand needs to be aware of). Discuss how the brand uses the marketing mix to create value for its customers—product, price, place, and promotion (the 4 Ps). Add a section for each of the 4 Ps. Give a quote from a member of the management team from the Web site or press releases about future opportunities for the brand. Provide an example of how the brand creates convenience for its customers. Note: As an option, you can actually create a blog by posting your article to a free site. A few free blogging sites include the following: Option 1 Option 2 Submit your article and the blog link if you posted it to a free site. Please submit your assignment. References Essex, M. & de Ternay, G. (2017). These Five Companies Are Reinventing Their Propositions. Here’s How Retrieved from https://medium.com/@whatifglobal/these-five-compan… SimpleSite.com. (n.d.). Retrieved from http://www.simplesite.com/ Weebly. (n.d.). Retrieved from http://www.weebly.com/# Answer the first step from this link: https://careered.libguides.com/ctu/MKTG305/unit1 Second : The team working at your selected brand’s company needs some advice and ideas on how to embrace technology to promote and educate customers about its brand. Create a presentation using a multimedia tool such as PowerPoint, digital storyboarding, or a video that discusses the importance of technology in teaching consumers about the brand. The presentation should be 3 minutes in length or 6–8 slides with speaker notes of 100–150 words per slide. Be sure to address the following topics in your presentation: Discuss the brand image of your company. Describe the importance of Web site design, including site functionality and interactivity and visual elements such as photos, videos, and downloads. Explain the significance of a sense of community with opportunities for customer comments and feedback. Discuss any virtual advertising that is relevant to the brand, including offline or traditional opportunities to complement online advertising. Answer this part form this link https://careered.libguides.com/ctu/MKTG305/unit2 Third: This week, you will create a customer segmentation analysis. This assignment will contribute to the Customer Analysis section of the Marketing Plan. Develop a customer profile and analysis for your primary customer market for your brand. Consider how the customer perceives your brand in the competitive marketplace and space. Your analysis should include the following: Segment: This is a description of how you segmented your primary customer market from the general population. List at least 3–4 customer demographics and 3–4 customer psychographics to evaluate the relevance of your product or service for this customer segment. Target: Recommend the best way to target this customer segment with traditional and social media messages. Concentrate on the demographics such as age, income, and educational level to find the message that best fits. Describe 1 traditional media channel such as television, radio, billboard advertising, or print media that would appeal to your customer segment. Next, identify the social media category of your target market, and recommend 1 social media strategy to connect with this group. Position and differentiate: The way in which a product or service is positioned against the competition in the marketplace and space is important in creating a positive perception with the target market. A product can be positioned as the best to use, the best value, and more. Conduct a Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis on the product. Add 1 characteristic under each category to understand how to position the product in the marketplace for the targeted customer. Visit the M.U.S.E. for this Unit, and access SWOT Analysis Applied to Marketing to learn more about this marketing tool. Based on your SWOT analysis, explain how your customer group perceives or positions the product or service in their minds. Based on the brand’s competition, is the product or service considered a leader in the industry? What are 2–3 tactics that the brand needs to consider to be positioned and differentiated as a product of choice for your customer segment? Answer this step from this link: https://careered.libguides.com/ctu/MKTG305/unit3 Fourth: Key Assignment Draft Post a draft of your PowerPoint presentation Marketing Plan to your instructor for review and comments. Be as detailed as possible based on the research that you conducted in Weeks 1–4. This draft of your Key Assignment should include the following: Title Slide Brand Overview and Situational and Competitive Analysis (Slides 2–4) Technological Opportunities (Slides 4–5) Value Proposition and Business Model (Slides 6–7) Customer Analysis: Segmentation, Targeting, Positioning, and Differentiation (Slides 8–11) Integrated Marketing Communications Strategies (Slides 12–14) References (Final Slide) Finally, name 1 area that you believe is on-target for your brand and your customer, and name another area that you believe needs improvement or requires additional advising.
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