Product and Market Identification
Prepare for the Integrated Marketing Communications (IMC) Plan Paper and Presentation, due in Week 5, by addressing the following:
Discuss the product or service you selected in your Purpose and Value of Integrated Marketing Paper.
Select a product or service to use in your upcoming team assignments based on the different products or services your team members wrote about in the Purpose and Value of Integrated Marketing Paper.
Write a paper of no more than 1,000 words in which you identify the product or service, and discuss potential target markets, the competitive advantage for the product, and the existing marketing for the product.
Formatyour paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
Integrated Marketing Communication: Competitive Advantage
Select the product or service from the Product and Market Identification Paper in Week 2.
Create a 10- to 12-slide Microsoft® PowerPoint® presentation that shows a competitive advantage analysis in which you do the following:
Identify the key attributes of the selected product or service, such as rational or emotional attributes like color, style, or status.
Determine the unique competitive advantage of the product or service in relationship to the competition.
Create the positioning statement you will use that guides the messaging you will deliver to your target consumer. Provide rationale for your decision.
Include charts or graphs, and your interpretation of the findings.
Click the Assignment Files tab to submit your assignment.
Marketing Communications
Write a 2,450- to 3,500-word paper in which you discuss at least five marketing communication options in advertising, personal selling, public relations, and promotion that you believe can be effectively used to promote the product or service your team selected in Week 2.
Include the following:
Evaluate the strengths and weaknesses of each communication tool.
Justify your choices based on the target market, the competition, and your desired positioning.
Formatyour paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
Integrated Marketing Communications (IMC) Plan
Prepare a 4,200- to 5,600-word IMC plan based on the product or service selected in the Learning Team Product and Market Identification Paper in Week 2. Determine the optimal combination of marketing tools based on market conditions and a selected target market. Differentiate between quantifiable and non-quantifiable marketing tools for your selected product or service. Include all of your previous research and analysis in the IMC campaign for your product or service in addition to the following:
Executive summary: Include a one-page summary of the plan.
Opportunity analysis: Include charts, graphs, diagrams, and summaries.
Competitive analysis
Opportunity analysis
Product life-cycle analysis
Customer analysis
Target market analysis
Market segmentation
Market assessment and strategy
Branding
Positioning statement
Budget allocation
IMC objectives
Objectives
Branding
Customer: end-user and intermediary such as the retailer
Tactical plan
Branding
Objectives
Goals
Plans
Budget allocation
Quantifiable and non-quantifiable tools
Advertising
Objectives
Goals
Plan
Budget allocation
Media selection
Sales
Objectives
Goals
Plan
Budget allocation
PR
Objectives
Goals
Plan
Budget allocation
Activities
Promotions
Objectives
Goals
Plan
Budget allocation
Promotion tools
Evaluation: What is your judgment for success?