Marketing

The assignment is the Creative Exceution. The course is about Marketing Communication.  Please follow up and read carefully about the creative exceution assignment instruction. The assignment has three main sections. I have also attached part 1, The Creative Brief essay that I wrote before. Please also review it because the creative brief part has to be related with the creative execution.  The brand that I have choosen for this two-part assignment is Budweiser.

Buyer Behavior Application Buyer behavior is at the core of marketing. All marketing programs need to begin with an understanding of why and how consumers buy what they do. If no one purchases a company’s product or service, the company will quickly go out of business. Apply the model of consumer behavior (Exhibit 11 on page 89/attached) to the Keto Industry/products (Bakeries). Explain how the model affect the purchase process as it relates to the product/service (Keto products/Industry). Providing a list of the steps or a graphic of the model is not adequate, you should explain how the process works in the real world supported by research. You must use at least two scholarly articles from online databases (Academic Search Complete, Business Source Complete and/or ProQuest Central).  The focus of this assignment is application and critical thinking. Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I,” “we,” and “you” are not appropriate. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. The use of direct quotes is strongly discouraged. Use the attached APA-formatted template (MKT301 SLP2) to create your submission. Your submission will include: Cover page A two-page paper with APA citations (2-3 sentence introduction, body, 2-3 sentence conclusion) The reference list page in APA format (see specific research requirements)

Marketing Plan for the following product, Cliffset. Include the following elements in the marketing plan paper.https://www.kickstarter.com/projects/cliffset/introducing-cliffset?ref=section-design-tech-view-more-discovery-p1-Executive Summary-Demand: Is there a desire for your product or service?-What is the Value proposition?-Market size: How many people would be interested in your offering? Segmentation by demographics-Economic indicators: What is the income range and employment rate? What might be transpiring in the economy that would affect your product?-Location: Where do your customers live and where can your business reach? Will this be digital sales or retail, or combination?-Market saturation: How many similar options are already available to consumers? Competitive analysis-Team Who will be the team members by position and name: Your competitive analysis should identify your competition by product line or service and market segment. Assess the following characteristics of the competitive landscape: Market share, Strengths and weaknesses, Your window of opportunity to enter the market, The importance of your target market to your competitors, Any barriers that may hinder you as you enter the market, Indirect or secondary competitors who may impact your success-Pricing: What do potential customers pay for these alternatives? Identify break even points.

Please answer the follow questions In essay form: 1. What is the MARKETING CONCEPT and how does this differ from the PRODUCTION ORIENTED CORPORATION and the SALES ORIENTED CORPORATION. 2. What major forms of FEEDBACK are used to guide our Marketing Policies? 3. How do Marketers use the CONSUMER BEHAVIOR tactics of Rational & Emotional appeals? Also, how do these appeals affect our ADVERTISING CAMPAIGNS? 4. Please review any four (4) forms of unethical proactices which are sometimes found within our Marketing Programs?

 Examine how marketing strategies influence marketing decisions. Introduction and instructions: In this Assignment you have the opportunity to demonstrate your understanding of concepts from your reading as applied to a simulation. First read the background concerning the scenario Adaptive Sports Global (ASG) company. Then view the simulation provided all the way through to gain a glimpse of what it might be like to work as a marketing product line manager in a well-funded startup company. The second simulation will provide details you need to understand to more successfully complete the Assignment. Once you have thoroughly viewed the second simulation at least once, address the required checklist items below to complete the Assignment. Read Adaptive Sports Global (ASG) background information needed for this Assignment. Scenario: Adaptive Sports Global -View the meeting of the marketing director at Adaptive Sports Global (ASG), and the marketing management team meeting, to begin to develop the marketing strategy and marketing plan. -View the simulation for details for the Assignment below. Choose one of three product lines listed below for which you want to be responsible. Then respond to all the checklist items. The first products within each of these three product lines that ASG will introduce to the market in three months (in the colors of red, navy, white, blue, black, green, and grey-unless otherwise stipulated) are: Product line 1. Winter line: Ski poles that convert to adjustable shock resistant hiking poles with a push of a button. Skis that become snowshoes. Retractable length and when a button is pushed, cleats descend. Ski boots (black or brown) that adapt to sleet, ice, or snow and/or unstable terrain, with retractable cleats; these boots can even be used for golfing. Snowboards (ultra-aqua; navy; grey with logo) with lightweight retractable legs that become benches. Product line 2. Spring/Summer/Fall line: Boat and parasailing sails that adapt to wind, rain, and temperature conditions. They come in sizes for standard craft and in several colors. Parasails also double as tents. Tennis rackets that convert to racquetball rackets with a collapsible shaft that stays stable under any normal use impact conditions. Hiking/walking shoes (brown or black) that are waterproof but breathable and elevate when thick mud or rain are detected. Surf boards (white/blue stripes; blue, white stripes) that have collapsible legs to convert to beach lounges. Product line 3. Apparel: Hats, helmets, vests, and jackets (male and female lines): Fabrics and materials that adapt to the wearer’s temperature as well as the ambient temperature and that are sustainably made in the United States (US). Checklist: Based on your analysis of the information provided regarding ASG and the simulation details provided above: Describe the company’s core competencies based on the limited information in the scenario. Provide a general company SWOT analysis based on the company scenario. Explain which of Porter’s three overall marketing strategies from the Learning Activity the company should use, and why. Identify your chosen ASG product line. Summarize the competition to your chosen product line as found on the Internet. Explain the distribution strategy that should be used for this product line. Should ASG consider strategic alliances for your product line? Why or why not? Analyze how your chosen marketing strategy (from Porter) shown above impacts what the 4 P’s will be for one (1) of the products from your chosen product line. Respond in a minimum 350- to 500-word document in Microsoft® Word® in addition to the title and reference pages using APA format and citation style.

Using the company you are conducting your marketing plan on, choose four products/services from an actual firm. Acting as the marketing manager for that firm, develop a BCG/portfolio analysis for your portfolio of products. Take into consideration that this BCG/portfolio analysis will be integrated in the final project, the Marketing Plan.  The BCG matrix (aka B-Box, BCG analysis, BCG-matrix, Boston Box, Boston Matrix, Boston Consulting Group analysis, portfolio diagram) is a chart that was created by Bruce Henderson for the Boston Consulting Group in 1968 to help corporations with analyzing their business units or product lines. This helps the company allocate resources and is used as an analytical tool in brand marketing, product management, strategic management, and portfolio analysis. For this PowerPoint presentation, you will develop a BCG/portfolio by following the four main categories of the BCG/portfolio analysis. Cash cows are units with high market share in a slow-growing industry. These units typically generate cash in excess of the amount of cash needed to maintain the business. They are regarded as staid and boring, in a “mature” market, and every corporation would be thrilled to own as many as possible. They are to be “milked” continuously with as little investment as possible, since such investment would be wasted in an industry with low growth. Dogs, more charitably called pets, are units with low market share in a mature, slow-growing industry. These units typically “break even,” generating barely enough cash to maintain the business’s market share. Though owning a break-even unit provides the social benefit of providing jobs and possible synergies that assist other business units, from an accounting point of view, such a unit is worthless, not generating cash for the company. They depress a profitable company’s return on assets ratio, used by many investors to judge how well a company is being managed. Dogs, it is thought, should be sold off. Question marks (also known as problem children) are growing rapidly and thus consume large amounts of cash, but because they have low market shares, they do not generate much cash. The result is large net cash consumption. A question mark has the potential to gain market share and become a star and eventually a cash cow when the market growth slows. If the question mark does not succeed in becoming the market leader, then after, perhaps, years of cash consumption, it will degenerate into a dog when the market growth declines. Question marks must be analyzed carefully in order to determine whether they are worth the investment required to grow market share. Stars are units with a high market share in a fast-growing industry. The hope is that stars become the next cash cows. Sustaining the business unit’s market leadership may require extra cash, but this is worthwhile if that is what it takes for the unit to remain a leader. When growth slows, stars become cash cows if they have been able to maintain their category leadership, or they move from brief stardom to dogdom. The company we have chosen is Apple and they have developed a coffee brand with K-Cup

Philip Kotler developed an eight-step process for market analysis, planning, budgeting, and measurement of performance (Fortenberry, 2010). When developing a strategic marketing plan, many industries create and implement their plans following Kotler’s process: Executive summary and table of contents. Current marketing situation. Opportunity and issue analysis. Objectives. Marketing strategy. Action programs. Financial projections. Implementation controls.   Consider how a health care organization might differentiate its service from a competitor.  Scenario Recall from your previous visit with the leadership team that your CEO has communicated a growth strategy for St. Anthony Medical Center. The marketing director and leadership team have further determined that the labor and delivery service will implement a market pull strategy where consumers will be drawn to the organization based on some unique feature or features of the service line (also known as differentiators). You are competing against similar services at two other hospitals in the area, so your marketing conceptual-level recommendations will need to assure that you have differentiated St. Anthony Medical Center’s labor and delivery service in a competitive manner. Your marketing director and the labor and delivery unit manager would like to discover your fresh perspective and new ideas that include recommendations for converting prospective consumers into satisfied labor and delivery patients. Instructions After you have surveyed the literature on strategic marketing, you are required to use information gathered in the required Vila Health Challenges linked in Resources. Review the vision, mission, values statement, and strategic directional strategy for St. Anthony Medical Center, and assess the labor and delivery service line offerings. Conduct a gap analysis of St. Anthony Medical Center’s labor and delivery service relative to internal goals. Remember to assess gaps between actual performance versus desired targets (review the current labor and delivery budget to determine current versus targeted number of deliveries, profit margin, and so forth). Construct a competitive analysis of St. Anthony Medical Center’s labor and delivery service relative to competitors. (Note: You will need to look on the Internet to find this information.) Propose general or conceptual-level recommendations to close gaps, such as missing services, missing marketing channels, suboptimal profitability, and so forth. Include evidence-based recommendations. Offer creative insights regarding how to optimally position and communicate the labor and delivery service line to prospective consumers. Prepare a draft of your conceptual marketing plan for presentation to the marketing director (your instructor) for review and feedback.

Select an independent hospitality, travel or tourism business (individual hotel, single restaurant, night club, brewery, winery), travel company (airline, cruise ship, tour operator, OTA) or tourism organization’s (CVB, DMO, attraction – but NOT Disney or Universal) web site for review.   Chains and brands are not acceptable. Referencing the material covered in each of the course modules, including the textbook, videos and other resources provided, prepare a 2 – 3 page written document (using APA – 7th edition – style formatting – Calibri 11 pt. font preferred), answering each of the following: Section One (20 points) Company Name Web site address (URL) Section Two (30 points) Identify and explain how the core marketing concept of the 4 P’s is represented/reflected in the information presented by the company in their web site: Product (What evidence in the web site shows the company’s core, facilitating, supporting and augmented products?) Price (What information is conveyed through the web site that demonstrates the value proposition offered by the company?) Place (What are the channels of distribution indicted on the web site through which the product can be obtained?) Promotion (What are the advertising, public relations, sales promotions and personal selling aspects reflected in the web site?) Section Three (30 points) Describe the target marketing strategy (positioning) that’s apparent in the company’s web site, and evaluate and specify to which market segment(s) the web site’s information (appeal) is directed. Section Four (30 Points) Identify the evident resources (tools) that are integrated into the web site that enable data gathering and market research. Section Five (30 points) Analyze which micro and macro environmental influences are specifically addressed by the information included in the web site.  Share an example of one factor from micro and one from macro that are highlighted or mentioned in the information presented.  State whether the website utilized this information effectively or ineffectively. Section Six (30 points) Differentiate between how the company markets its services on the web site, versus how a manufactured good would be marketed, by identifying their approach to: Intangibility (How does the web site appear to overcome the intangibility factor?) Inseparability (What is presented in the web site that connects the target market with the experience?) Variability (How does the web site convey that there is consistency in experience delivery?) Perishability (What elements within the web site convey urgency for the target market to take action?) Section Seven (30 points) Assess how well this web site incorporates and represents the marketing concepts and principles covered throughout the course, sharing AT LEAST ONE suggested improvement that could be made to enhance its effectiveness.  Identify the marketing concept or theory that led to your suggested improvement.

Use the information from your outline to create your Social Media Strategic Plan.  Apply any recommendations and updates based on faculty feedback and / or additional research. You are to submit a final report and a voice-over PowerPoint presentation to your client. The following is the criteria for this assignment: Write a five to eight (5-8) page paper in which you:    Provide a detailed description of your plan in the form of an executive summary. (Note: The executive summary should be no more than one (1) page.) Provide a detailed explanation on the goals and strategies that were met. Provide assessment on current social media use and how it is working for the client. (Note: This requires asking who is currently connecting with you on social media, which sites your target market uses, and how the social media presence compares to your competitors.) Provide assessment social business maturity level. (See page 296.) Provide a budget for your social marketing plan. Create a voice-over PowerPoint presentation to include the following major points of social media plan: Profile of customer (i.e., Bulleted list of the executive summary) Selection of media platforms SWOT Analysis Brief synopsis of the budget Summary Project your voice in order to clearly convey your ideas in the Powerpoint presentation. Present visuals, charts, and graphics in a professional manner. Format your strategic social media report according to the following formatting requirements: This course requires use of new Strayer Writing Standards (SWS). The format is different than other Strayer University courses. Please take a moment to review the SWS documentation for details. Typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides. Include a cover page containing the title of the assignment, your name, the professor’s name, the course title, and the date. The cover page is not included in the required page length. Include a reference page. Citations and references must follow SWS format. The reference page is not included in the required page length.

VIDEO After watching the video, discuss the following:  ·         Discuss why integrated marketing will lead to greater sales among your target audience. Do it as a discussion post, more like your opinion than just doing research. Base your answer on the video above.