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MKT500 |
Part C: ABC Marketing Plan (Change to your name of business here)
Your Name
MKT500 Marketing ManagementStrayer University
Dr. Your Professor
Date submitted
Introduction
Explain how you will use the feedback you received on Part B of your marketing plan to improve your plan. Do not just list the feedback.
Next, re-introduce your company you shared in Part A/B.
Lastly, review what you will share: pricing and distribution strategy; integrated marketing communications; 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. Suggestion: use elements from Discussion Week 7 to help you with this section.
Pricing Strategy
Text starts here. (Pricing strategy should be in comparison to your competition; for example, do you plan to do a penetration or skimming strategy?) Relate this to your readings and learnings from the textbook.
Distribution Strategy
Text starts here. (Discuss how customers will buy. Are you using direct or indirect channels? Are you using intensive, selective, or exclusive distribution? What is your logistics and supply chain management strategy? That is, 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, that is, 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 or service and audience. This section has many points, so 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 or service and audience. Introduction of this section here; minimum three sentences.
Sales Promotion Plan
Text here. Most familiar uses of sales promotions are couponing, rebates, loyalty programs, tier pricing, et cetera.
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 or service and audience. How will these media tools be used to influence your target audience?
Digital Marketing
Add your text here to talk about your use of digital marketing such as social media and your website, the purpose of your website and how it will deliver the customer experience to support your brand. This is a good section to use references to speak to the validity and choice of your social media choices. (That is, 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 who are between the age xx, have xx with income level of xx–xx, and like to share xxxx. Then cite/reference the source.)
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.
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 or 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
Use three credible, relevant, and appropriate resources as marketing research to determine the feasibility of your product or service. To receive most points as exemplary, you must meet the required number of credible, relevant, and appropriate references.
These resources should be industry specific, relate to your chosen product or service, and be published in the last five years. A good way to incorporate is by using Journal of Marketing, as an example, for your theories and consumer behavior observations.
SWS Guidelines: (delete this from your paper)
This course requires the use of Strayer Writing Standards. For assistance and information, please refer to the Strayer Writing Standards link in the left-hand menu of your course and the .
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