discussion 21

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Part C: ABC Marketing Plan (Change to your name of business here)

Your Name

Introduction (note this is not bold)

Describe or list the feedback you received on Part B of your marketing plan. Do not just list the feedback. Explain how you will use the feedback to improve your plan.

Next, re-introduce your company you shared in Part A/B.

Lastly, review what you will share; pricing and distribution strategy; integrated marketing communications; plan, public relations, sales promotion, and personal selling plan; competitive analysis; online and direct marketing plan; and social responsibility/cause related marketing plan.

Pricing and Distribution Strategy

Write an introduction here. Minimum of three sentences.

Develop the company’s pricing and distribution strategy.

Pricing Strategy

Text starts here (pricing strategy should be in comparison to your competition – example, do you plan to do a penetration or skim strategy?

Distribution Strategy

Text starts here (discuss how customers will buy, are you multi-channel? Omnichannel? What is your logistics and supply chain management strategy (i.e., who are your vendors and how will you interact with them, will you use wholesalers, will you have dealers/retailers)? Do not confuse the way you market to a customer as a distribution channel. Distribution is how a customer will buy, i.e., the path to purchase; it is not advertising. Distribution strategy is your route to market. Are you online, brick-and-mortar, reselling to retailers, using wholesalers, what is your supply chain management, vendors?

Integrated Marketing Communications

Write an introduction here. Minimum of three sentences.

Develop the integrated marketing communications plan most relevant for your product / service and audience. This section has many points, be thorough.

Message Strategy

Develop your message strategy. How do you plan to be consistent with your traditional and social media choices?

Media Strategy

Develop your media strategy. What are your media choices and how will you use them. What is your rationale for your choices and why are they relevant to your target market.

Public Relations, Sales Promotion, and Personal Selling Plan

Write an introduction here. Minimum of three sentences.

Develop your public relations, sales promotion, and personal selling plan most relevant for your product / service and audience. Introduction of this section here; minimum three sentences.

Public Relations Plan

Text here. Think about how you can use press releases on new product introductions or news to share with the public.

Sales Promotion Plan

Text here. Most familiar uses of sales promotions are couponing, rebates, loyalty programs, tier pricing, etc.

Personal Selling Plan

Text here. Will you have outside sales representatives, inside sales representatives, telemarketing, customer service, live chats? Include any direct communication plans you will have.

Online and Direct Marketing Plan

Develop your online and direct marketing plan most relevant for your product / service and audience. How will these media tools be used to influence your target audience?

Website

Add your text here to talk about your website, the purpose of your website and how it will deliver the customer experience to support your brand.

Advertising

Add your text here to discuss your online advertising. Please make sure to distinguish between Pay Per Click and Display advertising and your rationale for these choices.

Search Engine Optimization

Add your text here to discuss search engine optimization and if this adds value to the marketing of your hypothetical business.

Social Media

This is a good section to use references to speak to the validity and choice of your social media choices (i.e., use an academic resource that shares their research on demographics and metrics of the use of Facebook. For example, Facebook has xxx number of followers that are between the age xx and xx with income level of xx –xx, and like to share xxxx --- then cite/reference the source).

Direct Marketing

Add your plan to use direct marketing to communicate the value of your business to your targeted customers.

Social Responsibility Plan

Develop your social responsibility / cause related marketing plan most relevant for your product / service and audience. What is your contribution to the community?

Conclusion

Summarize the plan to this point (minimum of three sentences) and you should not include any new thoughts (just summary).

Sources (note this is centered and not bold and on a separate page)

Use at least three (3) academic, peer-reviewed resources as quantitative marketing research to determine the feasibility of your product / service. Three academic, peer-reviewed references are proficient. In order to receive most points.