presentation- Coca-Cola

MKT 345 Final Project Guidelines and Rubric

Overview In this course, you will select a Fortune 500 company from a list provided and then select a consumer market segment that the company targets. With a focus on this segment, you will conduct analysis on the consumer behavior of this group and then make marketing recommendations on how to best reach them at various points in the buying cycle. You will need to consider who this segment is, which products would be most likely to appeal to them, and how the company should most effectively market to them. This assessment addresses the following course outcomes:

 Analyze marketing research for informing promotional approaches and strategies for a specific market

 Create messaging and promotional elements that effectively apply marketing mix principles for reaching specific target markets

 Evaluate the impact of consumer behavior on the development of focused one-to-one marketing campaigns

 Evaluate segmentation approaches for informing the selection of effective marketing strategies

 Analyze the stages of the consumer buying process for their implications to develop sound marketing strategies The project is divided into three milestones, which will be submitted throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Three, Four, and Six. The final marketing research brief will be submitted in Module Eight.

Prompt First, select an existing Fortune 500 organization from the following list:

 Coca-Cola

 Nike

 Google

 Amazon

 Apple

 Target

 Starbucks In this scenario, you have been named vice president of marketing for your selected company. You have been told to choose one of the consumer segments the company targets and conduct an analysis of the buying behavior of that group. After you complete your analysis, you will need to present your proposed marketing strategy based on your analysis to the executive team.

Your presentation must address the following prompt: Select a consumer segment and develop a set of marketing strategies to reach this group at the different points in the buying cycle. The final deliverable for this assessment will be a presentation that includes detailed speaker notes explaining each slide. For help with PowerPoint and preparing your slideshow, visit Infobase or the Microsoft PowerPoint help center. Specifically, the following critical elements must be addressed:

I. Market Research A. Select a consumer segment that your company serves, and describe why this segment is worth pursuing. B. Identify and qualify research sources that can be used in obtaining information on consumer behavior. C. Analyze the characteristics of the chosen consumer segment using secondary research.

II. Segmentation

This section is where you will apply the information gained from your market research to your identified market segment. A. Identify the various segmentation strategies that your selected company uses to divide the market. Be sure to consider the overall market for

your chosen brand. B. Select the segmentation strategy(s) to create your market segment, and explain why the strategy(s) would be effective. C. Describe the consumer segment you have selected. Explain why they are a good fit for the product. D. Determine the research needs for this segment, and provide rationale for each need.

III. Consumer Buying Process

A. Define the stages of the consumer buying process. B. Analyze a marketing strategy that can be used for each stage of the consumer buying process in regard to your chosen market segment. C. Determine the specific stages of the consumer buying process for which your marketing strategies can be most effective for your consumer

segment.

IV. Marketing Strategy The goal of a marketing strategy is to increase sales and stay current with how a market is behaving. Present this strategy in a way that communicates why this strategy will be effective, and defend your claims. Remember that when creating a presentation, you should ensure that the elements used display a level of professionalism and do not distract viewers from the key points being presented.

A. Overall marketing campaign 1. Define the goals of your marketing campaign for your segment. 2. Determine channels through which you will market the product to your segment. Justify your response. 3. Develop a messaging strategy, including sample messaging, for each channel you identified.

B. One-to-one marketing campaign 1. Define one-to-one marketing, and describe how you will incorporate it into your overall marketing campaign. 2. Describe which stage(s) in the consumer buying process would best lend itself to one-to-one marketing.

3. Determine a one-to-one marketing strategy that would work for the stage(s) you identified and explain why it aligns with your segment.

Milestones Milestone One: Market Research and Segmentation In Module Three, you will prepare a PowerPoint presentation summarizing the research on segmentation strategies you have so far considered to market the consumer product you are proposing for your final project. This milestone will be graded with the Milestone One Rubric. Milestone Two: Consumer Buying Process In Module Four, you will prepare a PowerPoint presentation summarizing the consumer buying processes you have so far researched in order to market the consumer product you are proposing for your final project. This milestone will be graded with the Milestone Two Rubric. Milestone Three: Marketing In Module Six, you will submit a paper outlining the marketing strategy you have selected for the new segment you chose for your brand. This paper should include information about the overall campaign and should explain your strategy in detail. This milestone will be graded with the Milestone Three Rubric. Final Submission: Marketing Presentation In Module Eight, you will submit your final marketing presentation. Your presentation should include an analysis of the consumer behavior of the segment you chose and should make marketing recommendations on how to best reach that segment at the different points in the buying cycle. Your presentation should identify who this segment is, which products would be most likely to appeal to that segment, and how the company should most effectively market to the segment. Your final presentation should be a complete, polished artifact containing all of the critical elements of the final product. It should reflect the incorporation of feedback gained throughout the course. This submission will be graded with the Final Project Rubric.

Deliverables Milestone Deliverable Module Due Grading

One Market Research and Segmentation Three Graded separately; Milestone One Rubric

Two Consumer Buying Process Four Graded separately; Milestone Two Rubric

Three Marketing Six Graded separately; Milestone Three Rubric

Final Submission: Marketing Presentation

Eight Graded separately; Final Project Rubric

Final Project Rubric Guidelines for Submission: The submission should be a 12- to 15-slide PowerPoint presentation with audio or speaker notes included. Citations should be done in APA format as needed.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Market Research: Consumer Segment

[MKT-345-04]

Meets “Proficient” criteria and demonstrates keen insight regarding the selected consumer segment

Selects a consumer segment the company serves and describes why the segment is worth pursuing

Selects a consumer segment the company serves, but does not describe why the segment is worth pursuing or the description is cursory or contains issues regarding accuracy

Does not identify consumer segment

6

Market Research: Sources

[MKT-345-01]

Meets “Proficient” criteria and offers key insight into what information is valuable in researching consumer behavior

Identifies research sources that can be used in obtaining information on consumer behavior

Identifies research sources, but sources cannot be used to obtain information on consumer behavior

Does not identify research sources

6

Market Research: Secondary Research

[MKT-345-01]

Meets “Proficient” criteria and demonstrates a nuanced understanding of how to effectively analyze research

Analyzes the characteristics of the chosen consumer segment using secondary research sources

Analyzes the characteristics of the chosen consumer segment, but does not use secondary research or analysis contains flaws

Does not analyze the consumer segment

6

Segmentation: Segmentation

Strategies [MKT-345-04]

Meets “Proficient” criteria and demonstrates keen insight into market segmentation

Identifies various segmentation strategies that the selected company uses and response considers the overall market

Identifies only one segmentation strategy that the selected company uses, or response does not consider the overall market

Does not identify any segmentation strategies

6

Segmentation: Market Segment

[MKT-345-04]

Meets “Proficient” criteria and evaluation demonstrates a nuanced understanding of how segments are approached

Selects segmentation strategy(s), creates a market segment, and explains why they are effective

Selects segmentation strategy(s) but does not explain why they are effective

Does not select a segmentation strategy

6

Segmentation: Consumer Segment

[MKT-345-04]

Meets “Proficient” criteria and description offers keen insight into fit between the consumer segment and the product

Describes the consumer segment selected, and explains why they are a good fit for the product

Describes consumer segment, but does not explain why they are a good fit for the product or explanation has issues regarding cogency or accuracy

Does not describe the consumer segment and product

6

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Segmentation: Research

[MKT-345-01]

Meets “Proficient” criteria and demonstrates a nuanced understanding of the needs of the specific market segment

Determines the research needs for the specific segment, and provides rationale for each need

Determines the research needs for the specific segment, but does not provide rationale for each need or rationale is not cogent

Does not identify research needs

6

Consumer Buying Process: Stages [MKT-345-05]

Meets “Proficient” criteria and masterfully illustrates each step of the consumer buying process

Defines the stages of the consumer buying process

Identifies the stages, but does not identify all stages or does not define the steps, or definition is not cogent or inaccurate

Does not define the stages of the consumer buying process

6

Consumer Buying Process: Marketing

Strategy [MKT-345-05]

Meets “Proficient” criteria and demonstrates a nuanced understanding of how a marketing strategy can be applied to the consumer buying process

Analyzes a marketing strategy that can be used for each stage of the consumer buying process in regard to market segment

Analyzes marketing strategies, but does not address each step of the process or is misaligned with market segment or description is not cogent

Does not describe marketing strategies for stages of the consumer buying process

6

Consumer Buying Process: Buying

Process [MKT-345-05]

Meets “Proficient” criteria and demonstrates a nuanced understanding of the relationship of the consumer buying process and the marketing segment

Determines stages in the consumer buying process where marketing strategies can be most effective given the selected consumer segment

Determines stages in the consumer buying process where identified marketing strategies can be most effective, but is not aligned with the selected consumer segment

Does not determine stages where identified marketing strategies would be most effective

6

Marketing Strategy: Goals

[MKT-345-02]

Meets “Proficient” criteria and goals are masterfully constructed with specific segment characteristics incorporated

Defines the goals of the marketing campaign for the selected segment

Defines goals for a marketing campaign, but goals are not aligned with the chosen segment

Does not define the goals for the campaign

6

Marketing Strategy: Channels

[MKT-345-02]

Meets “Proficient” criteria and demonstrates keen insight into which channels will be most effective for marketing the product

Determines the channels through which the product will be marketed to the segment and justifies response

Determines the channels through which the product will be marketed to the segment, but either does not sufficiently justify selection or the selected channel is not appropriate

Does not identify the channels for marketing the product

6

Marketing Strategy: Messaging Strategy

[MKT-345-02]

Meets “Proficient” criteria and messaging strategy demonstrates an exceptional understanding of each channel

Develops a messaging strategy, including sample messaging, for each channel identified

Develops a messaging strategy, but does not include samples for each channel identified

Does not develop a messaging strategy

6

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Marketing Strategy: One-to-One Marketing

[MKT-345-03]

Meets “Proficient” criteria and demonstrates a nuanced understanding of how one-to- one marketing fits within a marketing campaign

Defines what one-to-one marketing is and describes how it will be incorporated into the overall marketing plan

Defines what one-to-one marketing is, or describes how it will be incorporated into the overall marketing plan, but definition or description contains inaccuracies or is cursory

Does not define one-to-one marketing and how it will be incorporated into the overall marketing plan

6

Marketing Strategy: Stages

[MKT-345-05]

Meets “Proficient” criteria and demonstrates a nuanced understanding of each step of the buying process

Describes which stage(s) in the consumer buying process would best lend itself to one- to-one marketing

Describes which stage(s) in the consumer buying process would best lend itself to one- to-one marketing, but description is cursory or inaccurate

Does not describe a stage in the process for one-to-one marketing

6

Marketing Strategy: Strategy

[MKT-345-03]

Meets “Proficient” criteria and demonstrates a nuanced understanding of one-to-one marketing strategies

Determines a one-to-one marketing strategy that would work for the stage identified and explains why it aligns with selected segment

Determines a one-to-one marketing strategy, but chosen strategy is incorrect, or does not explain the connection to the chosen segment

Does not determine a one-to- one marketing strategy

6

Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to- read format

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

4

Total 100%