Part C: Your Marketing Plan Overview For this assignment, you will conclude your marketing plan by developing your hypothetical company’s pricing and distribution strategies, and integrated marketing communications plan. Note: You should make all assumptions needed for the completion of this assignment. Instructions Create the third part of your marketing plan in 8–12 pages: Describe or list the feedback you received on Part B of your marketing plan. Explain how you will use the feedback to improve your plan. Develop the company’s pricing and distribution strategy. Develop the integrated marketing communications plan most relevant for your product or service and audience. Develop your message strategy. Develop your media strategy. Develop your public relations, sales promotion, and personal selling plan most relevant for your product or service and audience. Develop your online and direct marketing plan most relevant for your product or service and audience. Develop your social-responsibility or cause-related marketing plan most relevant for your product or service and audience. Use at least three academic resources that address sustainability and monitoring of effective marketing plans and determine the applicability for your hypothetical company. These resources should be industry specific and relate to your chosen product or service. Use the Part C Marketing Plan Template [DOCX] to complete the assignment. Note: Wikipedia and other websites do not qualify as academic resources. 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. Check with your professor for any additional instructions. The specific course learning outcomes associated with this assignment are: Develop marketing strategies and plans related to a given product or service and audience. You accurately described the feedback you received. You also explained how the feedback will be used to improve your marketing plan. This shows an understanding of how to use feedback to improve your overall product. You also re-introduce your hypothetical business and introduced the contents of the remainder of this section of your marketing plan. Brand Strategy: You included all four of the required branding elements for your hypothetical business. You included your brand name and rationale for that name. The brand name of a business is a significant touchpoint and should convey the benefits of your brand. You accomplished this very well. You created an original logo that will clearly convey your business idea to your consumer. You wrote an original slogan which is yet another brand touchpoint to speak to your consumer. Finally, an appropriate brand extension was provided to pull all the elements of your strategy together in a cohesive manner to build your brand. Target Market: Both the primary and secondary target markets are relevant and justified. You used all the relevant bases of segmentation to describe your target market. Your target audience definition used the demographic, geographic, psychographic and behavioral bases of segmentation to describe your ideal consumer. You also did nice work in prioritizing which of these bases were more important than others. You also provided a description of your secondary target audience. Based on the bases of segmentation that you defined, you clearly demonstrated your understanding of the differences between a primary and secondary target audience. Positioning Statement and Perceptual Map: The perceptual map clearly shows where you fall within the competition. Your perceptual map was created using two logical attributes of purchase. You included enough competitors to obtain a solid indication of your market and where you can effectively compete with your hypothetical business. Your positioning statement is relevant and includes the statement of who you are talking to, who you are better than and why you are better than them. This is important because it is the start of your marketing strategy and will guide your communication with your target audience. Consumer Behavior: You showed a great understanding of your target consumer’s behavior while tying the behavior to your brand name, logo, slogan and brand extension. You explained how your branding elements will create the problem recognition to begin the first phase of the buying process. There is a reason that you created your branding elements and that your branding is based on a clear strategy. It is clear from your discussion that you know how to connect these branding elements to the buying process of your consumer. Your plan shows that you understand how these elements will help to move your consumer through the buying process.
