Marketing Research paper and PP
| Style | APA |
| Number of words | 1660 |
| Number of sources | 0 |
| Spacing | Double |
| PowerPoint slides | 0 |
Marketing Final Project
• Choose a company, brand, or initiative you would like to develop an IMC plan for (please try avoiding choosing a female-related brand because this research for male students).
• Executive Summary – The executive summary should include a concise statement of the problem, a short summary of the major points arising from your analysis, and the major recommendations from your analysis including the total cost of the proposed plan.
• Current Situational Analysis – involves the examination of the firm’s ongoing market situation.
o Company and Product History.
o Product Background.
o Past Advertising Themes.
o Significant environmental (legal, social, etc.) influences. (first phase: governmental but you have to look if there are any social influences).
o Relevant Marketing Data (Sales, Market Share, etc.). (first phase)
o Product Evaluation
Comparison to direct and indirect Competition. (listing their main competitors) in terms of how customers perceive the different brands in the market, their creative themes and marketing efforts, and the product features.
Consumer Perceptions and Satisfaction
Retailer Perception
Distribution
o Consumer Evaluation
Demographic Profile (occupation, marital status, education, age, gender, etc.)
Behavior al Profile (consumption level and situation, where is it used, attitude toward the product, loyalty)
• SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) – It is a structured planning method used to evaluate the strengths, weaknesses, opportunities, and threats involved in a project or in a business venture. It includes the problems and unique features of the brand.
• Marketing Objectives – Establishes targets such as higher sales, an increase in market share, a new competitive position, or desired customer actions. Marketing objectives are paired with key target markets.
• Target Market – Specifications for the campaign that you are designing or evaluating in case it is a sub-segment from the original segment.
o Demographics
o Psychographics
o Behavioral
o Buying situation
Purchase occasion
Benefits sought
• Marketing Strategies – These are based on the marketing objectives and target market. These strategies apply to every ingredient in the marketing mix and include all positioning, differentiation, and branding strategies.
o The Marketing Mix
Price
Product
Distribution
Promotions
o Brand Positioning
The location you want to occupy in the customer’s mind
What you want the customers to perceive in you
The image you want to convey to your customers
o The USP (Unique Selling Proposition).
It should be ONLY ONE USP
Make a proposition (offer) to the consumer. What’s in it for me? Why should I buy from you?
A proposition that competition either can’t or doesn’t offer or if it exists it can be defended.
It has to be very strong to move the consumers towards your brand.
• Implementation Marketing Tactics – Based on the strategies, marketing tactics guide the day-by-day activities necessary to support marketing strategies.
o Creative Brief – also known as the creative strategy. This document is prepared to guide in the production of an advertising campaign or for a specific commercial.
The objective
o Based on USP (Campaign Theme)
The target audience
The message themes
o Promotional Appeal (Rational vs. Emotional)
o Execution Technique (Factual Message, Comparison, Slice of Life, Fantasy, etc.)
The support
The constraints
o Types of Promotion
Advertising
Digital Marketing
Social Media
Alternative Marketing
Database Marketing
Direct Response
Personal Selling
Sales Promotions
Public Relations
o Advertising Schedule
o The Promotion Budget
Affordable method
Percentage of sales
Competitive promotion budgeting
Objectives and tasks
• Evaluation of Performance–how will you determine if the IMC was successful or not (Refer to Chapter 15)
• Please use APA style.
Finally, make a PowerPoint presentation for the paper as the attached example.
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