BUAD essay

Promotion Plan Assignment Slides

¨  Overview

¨  Product selection

¨  Plan content

¨  Submission requirements

¨  Grading

Assignment Overview

¨   Prepare an abbreviated Promotional plan

¨   Assignment objectives ¤  Help integrate knowledge of concepts

¤  Assess ability to apply what you’ve learned

Product Selection

¨  Any “product” can be selected

¨  Should be real

¨  Can be entrepreneurial

Plan Content

¨   Brief product description & a set of persuasive marketing strategy/ promotional recommendations

¨  Plans should include:

¤  Product description ¤  An analysis of the business situation ¤  An objective for the plan ¤   A discussion of the target market & intended positioning ¤   A discussion of the marketing mix , particularly Promotion ¤   An implementation plan

Product Description

¨  No more than 1 page

¨  Enough detail so that even someone who was unfamiliar with the product would understand what it is

Analysis of the Business Situation

¨  What is going on in micro and macro environments that is relevant to the objective for the plan and likely to affect the success of your marketing/promotional strategies

¨  Only discuss aspects of the situation/environment that are relevant to your recommendations

¨  This part of the plan will require outside research

¨  This part of the plan is critical to persuasiveness

Primary Objective

¨  Plans are meant to accomplish something

¨  Based on the situation, what should your plan aim to accomplish?

¨  Examples: Keurig – product launch vs. now that it is established

¨  Objective might relate to: awareness, liking, trial, loyalty, positioning, revenue, etc.

Target Audience and Intended Positioning

¨  Describe the target customer (e.g., demographics, attitudes, decision making process, lifestyle, etc).

¨  Describe how the product should be positioned to differentiate it from competitors’ offerings.

Marketing Mix

¨  Detail the marketing mix strategies that will accomplish the stated objective (while maximizing the appeal and perceived value of the product among members of the target market). A thorough Promotion analysis is critical

¨  Only discuss the P’s that are relevant

Implementation Plan

Task J F M A M J

Hire interactive agency

Launch campaign

Evaluate results & modify as needed

¨  Describe the action steps that will be needed to implement your plan

¨  Show the timeframe for implementation in a Gantt chart

Notes about the Plan

¨  The parts need to fit together to tell a coherent, persuasive story

¨  The strategy ideas should be your own (THEY SHOULD NOT BE STRATEGIES THAT ARE ALREADY BEING USED TO MARKET THE PRODUCT)

Submission Requirements

¨  Page 1: Cover page ¤  Title

¤  Name

¤  Email address

¨  Page 2: Product description

¨  Pages 3-7: The body of the plan

¨  Page limit: 7 pages INCLUDING cover page, product description, figures, tables, and/or references.

Additional Requirements

¨  Can be single spaced

¨  Must maintain 1” margins, 12+ point font

¨  Proper citations for all facts and quotes are required (including notation in the main text and a corresponding reference in either a footnote or endnote).

¨  Citations must provide enough information so that I can track down the reference

Suggestions

¨  Make use of descriptive headings

¨  Carefully proofread before submission

Grading

¨  Overall grade assigned based on persuasiveness

¨  Persuasive plans are: coherent, thoughtful, and complete

¨  Persuasive plans are also well written