Case Analysis for kim woods

Case Analysis Rubric

Requirements:

Develop a promotional strategy for Wyndham Worldwide based on the case "Wyndham Worldwide Adopts a Stakeholder Orientation Marketing Strategy" -- Your strategy should capitalize on the company's main advantages, social responsibility efforts and its relationships with the various stakeholders (e.g., customers, employees, shareholders, communities). The strategy should focus on a specific target market and describe specific objectives.

Promotional Strategy

Content                                                                                                                      

Situation Analysis      

Target market characteristics

Brand Positioning

Annual objectives

Unique selling proposition

Creative Strategy

Media Mix/IMC Program

Schedule/Budget

Evaluation

Overall Message and Conclusion

Format:                                                                                                                       

3 references

4 pages (not including reference and title pages)

Total                                                                                                                           

Review the website regarding Integrated Marketing Communications and use it as an outline:

http://www.ethicsbasedmarketing.net/students%20section/Sample%20IMC%20plan%20template.pdf

General APA Writing Tips

In general, there is a 1/2" paragraph indention for the first line of each new paragraph. The APA writing style uses left justify only, is double spaced, and includes a cover sheet. There is a 1" margin on all four sides and header on each page (directions for the 6^th edition are below).

There are no blank lines between paragraphs in the APA writing style. To delete the extra lines between paragraphs: in Word, click Paragraph, Spacing, then check the box that says, "Don't add space to the paragraphs of the same style."

To format the header for the first page and subsequent pages of the work in the 6th Edition of the APA Manual: Open a new Word document, click Page Number > top of Page > select Option 1. Under Design, click the box that says, "Different First Page."

Then type "Running head: SHORTENED TITLE [insert the name of your shortened title in all caps] and tab the page number to the right margin. Close the header.

On the second and subsequent pages of the work, click Page Number > Top of Page > select Option 1 and type SHORTENED TITLE [insert the name of your shortened title in all caps] and tab the page number to the right margin Close the header  

To see the layout of a sample APA paper, look in the APA Manual, 6th Edition pp. 41-59

For academic writing, the writer is expected to write in the third person. In the third person, the writer avoids the pronouns, "I, me, we, and our." The third person is used to make the writing more objective by taking the individual, "self," out of the writing. This method is very helpful for academic writing, a form in which facts, not opinions, drive the tone of the text. Writing in the third person allows the writer to come across as unbiased and, thus, more informed (APA Manual, 6th Edition, p. 69)

Guidelines for the Project

The Integrated Marketing Communication Plan

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 total cost of the proposed plan). (OR: What I

Know, What I Sought, What I Found, What I Learned).

Situation Analysis.

o Company and Product History

▪ Product Background. (first phase)

▪ Past Advertising Themes.

▪ Significant environmental (legal, social, etc) influences.

(first phase: governmental but you have to look if there

are any social influences)

▪ Current Brand SWOT (including problems and unique

features of the brand).

▪ 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 do customers

perceive the different brands in the market, their creative

themes and marketing efforts and the product features

▪ Consumer Perceptions and Satisfaction.

▪ Retailer Perceptions.

▪ Distribution.

o Consumer Evaluation

▪ Demographic Profile (occupation, marital status,

education, age, gender, etc).

▪ Psychographic Profile (VALS – Values and Lifestyle)

▪ Behavioral Profile (consumption level and situation,

where is it used, attitude toward product, loyalty).

2

IMC Plan 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

Brand Positioning.

o The location you want to occupy in customer’s mind

o What you want the customers to perceive on you

o The image you want to convey to your customers

The IMC Objectives (SMART objectives integrated in AIDA Model).

o You will mention the time period, the product and you would

follow the AIDA model

The USP (Unique Selling Proposition).

o It should be ONLY ONE USP

o Make a proposition (offer) to the consumer. What’s in it for

me? Why should I buy from you?

o A proposition that competition either can’t or doesn’t offer or if

it exists it can be defended

o It has to be very strong to move the consumers towards your

brand

The Creative Strategy

o Based on USP (Campaign Theme).

o Promotional Appeal (Rational vs. Emotional).

o Execution Technique (Factual Message, Comparison, Slice of

Life, Fantasy, etc).

The IMC Program (Below-the-line and Above-the-line)

o Advertising

o Packaging

o Direct Marketing

o PR

o Personal selling and e-communications

3

o Sales Promotions

o Exhibitions and Trade Shows

o Sponsorship

Advertising Schedule (Sample Discussed in Class)

The Promotion Budget

o Affordable method

o Percentage of sales

o Competitive promotion budgeting

o Objectives and tasks

Evaluation