Marketing plan
Minimum 6,500 words each page should include at least one graph, image or table. You must put url on every page with any graph, image or table.
1.5 line spacing
1/2" margin all around
12 point font.
You MUST write your Marketing Program for one of the four social media brands:
Instagram, (Facebook Inc.)
YouTube, (Google LLC.)
Qzone, (Tencent Holdings Ltd.) or
Reddit (Advance Publications Inc.).
In parenthesis is the corporate brand also known as the parent company.
You will discuss the corporate brand under the Description of the Company.
You are conducting secondary research to gather facts and statistics already published. Include the charts, pictures, and graphics that illustrate the statistics. You must provide the links to the websites where you found the information (facts and statistics) and images/charts.
You must provide the links to the sources since you did not conduct the primary research.
Strategic Plan
Mission, Vision etc.
. Situation Analysis
SWOT analyses,
BCG analyses,
Porter's 5 Forces Model,
GE McKinsey Matrix,
Value Chain Analysis,
PEST Analysis,
VRIO Analysis,
McKinsey's 7 S Framework etc.
6 a Product Remember the brand is wrapped around the product and products can be tangible or intangible. a) Describe fully the services provided by this brand to consumers (B2C) and businesses (B2B). Explain why their product is either tangible or intangible?
For example, for Frito Lays Inc. some of the product types they sell are potato chips, corn chips, and tortilla chips. For social media companies, there are different types of services. b) Discuss where you think their products are in the product life cycle and explain why. c) Identify the corporate (parent) brand (Frito Lays Inc.) and master brands and include pictures of the logos. For example, Doritos, Lays, Fritos, Cheetos etc. are master brands of Frito Lays Inc. The parent brand includes the words Company, Corporation, Inc., LLC etc. Sometimes one of the master brands might also include the parent brand name, but without the Inc., Company, Corporation etc. For example, Facebook Inc. and Facebook. d) Discuss if their strategy is multi-product branding, multi branding, or private branding and fully explain why based on what you observed and the concepts discussed in the textbook. Include pictures. e) Discuss and give examples of their line extensions or brand extensions. Include pictures. f) Identify the number of monthly active users and the percent of internet users reached.
b Price a) Identify the price point ranges for each product type for business to consumer and for business to business. Create a table to summarize the products (services) and the price points. It could be bronze, silver, gold or small, medium, and large etc for different product types coffee, tea, brownies etc or TV's, phones etc. If the service is free to consumers explain why? How does the company make money? What is the price they charge to businesses for the different services? Discuss if some services are provided free to consumers and if the service can be upgraded for a fee that might suggest a Good, Better, Best pricing strategy. b) Discuss why or why not you feel their strategy is penetration pricing or skimming. c) Discuss if they segmented the market by price or some other segmentation approach. d) What is the annual revenue for the company and brand.
c Place a) Indicate the channels of distribution or access. b) Discuss if their distribution strategy is intensive, selective, or exclusive. c) Discuss place as it relates to Social Media companies.
d Promotion (Advertising) a) Discuss the types of advertising and promotions they have implemented and include pictures. b) Discuss their use of broadcast (TV / Radio), print (magazines / newspapers), and support media (billboards / internet). Provide pictures and links to where you found the advertising.
12.Ethics
You should mention, explain and apply one or more of the ethical principles listed below
in your response to the question regarding Ethics and Corporate Social Responsibility.
One ethical dilemma associated with Social Media is Data Privacy.
You should classify the issue as either
Ethical and Legal,
Ethical, but Illegal,
Unethical and Illegal,
Unethical, but Legal.
Unethical, but Legal,
Ethical, but Illegal,
However, do not limit your rationale and point of view to these principles.
Explain in your own words your point of view.
Utilitarianism
Moral Idealism
Personal benefit: acknowledge the extent to which an action produces beneficial consequences for the individual in question.
Social benefit: acknowledge the extent to which an action produces beneficial consequences for society.
Principle of benevolence: help those in need.
Principle of paternalism: assist others in pursuing their best interests when they cannot do so themselves.
Principle of harm: do not harm others.
Principle of honesty: do not deceive others.
Principle of lawfulness: do not violate the law.
Principle of autonomy: acknowledge a person's freedom over his/her actions or physical body.
Principle of justice: acknowledge a person's right to due process, fair compensation for harm done, and fair distribution of benefits.
Rights: acknowledge a person's rights to life, information, privacy, free expression, and safety.
Table of Contents
Marketing Plan
1 Executive Summary pages 3 - 6
2 Description of the pages 4 - 9
2 a. Industry
2 b. Company
2 c. Brand
3 Strategic Plan pages 9 - 12
4 Situation Analysis pages 12 - 20
5 Market Product Focus pages 20 - 22
6 Marketing Program pages 22 - 30
6 a. Product
6 b. Price
6 c. Place
6 d. Promotion
7 R&D and Operations Program pages 30 - 31
8 Financial Projections pages 31 - 33
9 Organization Structure pages 33 - 34
10 Implementation Plan pages 34 - 35
11 Evaluation and Control pages 35 - 37
12 Ethics and Corporate Social Responsibility pages 37 - 40
13 Sources: pages 40 - 43
14 Appendix pages 43 - 100
1 Executive Summary
2 A Description of the Industry
2 B Description of the Company
2 C Description of the Brand
3 Strategic Plan
4 Situation Analysis
5 Market Product Focus
6 Marketing Program
6 a. Product
6 b. Price
6 c. Place
6 d. Promotion
7 R&D and Operations Program
8 Financial Projections
9 Organization Structure
10 Implementation Plan
11 Evaluation and Control
12 Ethics and Corporate Social Responsibility
13 Sources
14 Appendix