Attached are the instructions for the assignment as well as the previous assignment for reference. Please use the same service for this paper.
Think about a recent purchase that you made. Or, think about a purchase that you plan to make. Tell us why you made or are planning to make this purchase.
Now describe five brand touchpoints that helped guide you in this purchasing process. Remember that a brand touchpoint is an interaction, exposure or communication between a brand and a consumer. How important or influential was each of these touchpoints in your decision.
Read and respond to at least one (1) of your classmate’s posts. This should be a 300 – 500-word discussion.
For an interesting twist to the brand touchpoint of product packaging, please read the article below and feel free to share your thoughts.
Lawsuit Claims Customers Misled to Believe All Barilla Pasta Is Made in Italy
The suit alleges customers have been misled by the product which is also produced in the U.S.A.
Food & Wine (https://www.foodandwine.com/news/barilla-pasta-lawsuit-not-made-italy)
Classmate Andria’a Post:
Earlier today, I decided to eat at Chick-fil-A for lunch. Instead of going through the drive-through as I usually would, I went inside. The drive-through lines were long, and the parking lot was full. As I entered Chick-fil-A dining, several people were in front of me, so I assumed it would take longer than usual to eat. I see a business’s brand as the public perception of the company. In some cases, the public perception of a company can be different from the company’s ideal brand; however, how the public perceives the brand is the true value of the brand. I say that to say while I could have chosen to eat at numerous other restaurants instead of waiting in line at Chick-fil-A, I decided on Chick-fil-A because of its brand touchpoints.
I must say I am not a huge fan of Chick Fil A menu. In fact, I consider it rather boring and limited; however, it is still the only fast food I eat. One brand touchpoint that always leads me to eat at Chick Fil A is the customer experience. Chick Fil A is well known for having the best customer service in the industry. I know that each time I go to Chick Fil A, their employees will have a bright attitude, and dining will be clean and relatively upscale compared to its competitors. Most importantly, I won’t be in Chick Fil A line longer than two minutes, even with lines wrapped around the building.
Again, I am not a huge fan of Chick Fil A food at all. However, I am a loyal customer. Another brand touchpoint of Chick Fil A is its online app. The online app provides the convenience of ordering from your phone and avoiding lines altogether. Additionally, it offers awards and discounts. Perhaps the most influential touchpoint for me is the Chick Fil A slogan “eat more chicken” (chick fil a, 1) because it communicates health consciousness.
Chick Fil A. No date. What is Chick-fil-A’s slogan?. https://www.chick-fil-a.com/customer-support/who-we-are/our-culture-and-values/what-is-chick-fil-as-slogan.
NOTE FROM INSTRUCTOR:
A touchpoint is where a brand delivers its consistent message to the target customer. These touchpoints deliver by communicating the brand message and help to direct the customer from the start to the finish of the buying process. Different brand touchpoints serve different purposes within this process.
1. The “problem” that started the buying process is another dog at the park “stole” my dog’s ball and I needed to replace it.
When I returned home, I noticed Chewy’s television advertising and the variety of dog toys that they sell. Chewy’s brand touchpoint of television advertising may have been around for a while, but now it suddenly contained a message that was relevant to my need recognition phase.
2. Now that I know a new ball must be purchased, I will look at various web sites, including Chewy, to see what type of balls are recommended for a four-year-old terrier. This is another brand touchpoint.
3. Thinking more about this purchase, does the dog really need another ball? Do I need the dog to have another ball? If the dog does need another ball, what type should I buy? How big should the ball be so the dog does not swallow it? Does it need to squeak? To help me prioritize and narrow down my choices, I visited a dog-oriented Facebook group and saw a discussion from Chewy that helped me decide on the exact ball. This was a perfectly placed brand touchpoint from Chewy.
4. On my morning dog walk I saw a Chewy box on a neighbor’s front porch. The packaging clearly identified the brand of Chewy and it reminded me of how convenient it would be to purchase the toy from Chewy. The website was clearly displayed on the box – yet another excellent brand touchpoint.
5.I am now ready to buy. This is where the marketer, Chewy in this case, does not want to take the chance that I may return my purchase. The sent me a direct mail card that thanked me for my purchase and offered me a coupon on any upcoming pharmacy purchase. I am happy and will not return the ball due to these brand touchpoints.
How can you map the brand touchpoints for your favorite brand?
This for class Imports and Exports marketing. I need a 3 page paper on the following topic.
Coca-Cola in China
Challenges and Opportunities for Coca Cola in china?
Mode of entry and distribution entry?
attached is an image with the assignment description, cite all sources and it needs to be written as a research assignment, with footnotes in MLA style. Please read attached image for additional instruction. thank you very much
Write about live stream shopping. It is very popular in China but how it could potentially apply in the US or is there a trend for it? what people thinks about it and how is live stream shopping in US at the moment? Its open ended as long as its about live stream shopping. Please see the word file for detailed instructions for format and structures. Be careful with instructions, Thank you
Watch the Pinkberry case study in the LEARN section this week (https://www.linkedin.com/checkpoint/enterprise/login/57878161?pathWildcard=57878161&application=learning&redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Flearning%2Fyo-santosa-branding-expert%2Fin-depth-pinkberry-case-study%3Fu%3D57878161). Then determine the target market for Pinkberry using ALL the bases of segmentation to describe the customer profile. Here is an easy way to get started.
Don’t fall into the trap of thinking that a target audience can be everyone! One of the best ways to overcome this trap is to think of your target audience as an individual person rather than a group of people. Here is a very simple buyer persona exercise that you will find helpful. And this is a great chance to be creative.
Visualize the person that you think is the Pinkberry target customer. In terms of our bases of segmentation, where does this person live? Where else could they live beyond just West Hollywood, CA? Are they in an urban environment, the suburbs, or way out in the country?
Now describe that person in terms of their demographic characteristics. How old are they? What gender are they? Where are they in their family life cycle? What is their education level? What do they do for a living, etc.?
Move on to the psychological, or psychographic profile of the person that you are visualizing. What are their hobbies, lifestyle, values, and attitudes? What do they hold important to them? One of the areas to look at might be the VALS research. This may help you identify more about this specific person from the inside out.
Finally, with this same person in your head, how can you describe them behaviorally? Do they eat frozen yogurt? Do they eat frozen yogurt from a competitor? Have they never eaten frozen yogurt before?
Once you go through this mental exercise of visualizing your specific customer, it will be easier to use the bases of segmentation to define your target person. After all, you talk to a person with your communication.
Tell us how you came to these decisions and the clues from the video or sources of research you used. This will help you with your hypothetical business. And, remember that this is a 300 – 500-word discussion.
Read and respond to at least one (1) of your classmate’s posts. (I will send classmate’s post once someone post in the discussion panel)
Please prepare a speech draft and slides for representatives of an industry affected by EITHER ignoring gender equity. All the information are in the document.
All of you will need to use external research to write your marketing plan. All academic writing is based on references or sources, and there is a difference in the credibility of references or sources that you will find. You are required to use a minimum of three peer-reviewed, academic sources (quality) to support your work, but other credible sources should also be used.
In your own words, what is a peer-reviewed, academic (quality) source, why is this necessary and how is it different than other sources?
What sources do you think are appropriate for developing a marketing plan? Provide your rationale.
You should all be familiar with the academic integrity policy. If you are not familiar with this, please read the policy in the Course Info section. How can you avoid plagiarism in your writing, especially for your marketing assignments? This should be a 300 – 500-word discussion.
Read and respond to at least one (1) of your classmate’s posts.
A peer reviewed article is one reviewed by peer subject matter experts. These are scholarly publications that have gone through an accreditation assessment. An editorial board teams up with field subject matter experts to evaluate different manuscripts before accepting it for publication or rejection.
The first source will be to conduct a market analysis or research. We will collect data about the market for whatever product(s) or service(s) will be sold. Understanding market dynamics and patterns, including seasonal items. Understand customers demographics, market segment, target markets, needs, and their buying decisions. Examining the product. Looking to see what’s out there now and what the competition’s offering. We must review current sales in the industry, understand benchmarks in the industry and finally suppliers. What do the vendors do or rather what they will need to rely on.
Next, we will look at the target market. We will need to find the niche or target markets for our product and describe them. We will describe our product. How does our product relate to the market? What does your market need, what do they currently use, and what do they need above and beyond current use? As we examine the market, we need to review the competition. We will develop our unique selling proposition. What stand us apart from the competition? What is the competition doing about branding? Next, we will develop our mission statement. Identify our “Key market”. Who are we selling to. Review our “contribution”. What we’re selling. Finally, distinction of our selling proposition.
Our next source is market strategies. We will write down marketing and promotion strategies that we want to use. Examples of strategies are:
Networking – Go where your market is.
Direct marketing – sales letters, brochures, and flyers
Advertising – print media and directories
Training programs – to increase awareness
Write articles, give advice, become known as an expert.
Next, we exam our budget. What strategies can we afford? What can we outsource? Creating and maintain our budget will be the make or break for any business. Understanding what we have in the bank will allow us to manage those funds effectively. Now let’s review our marketing Goals.
We need to establish quantifiable marketing goals. This means goals that we can turn into numbers. Our goals might be to gain at least 30 new clients or to sell 10 products per week, or to increase your income by 30% this year. Your goals might include sales, profits, or customer satisfaction.
Now let’s monitor our results. We need to survey customers. Track sales, leads, visitors to our web site, and the percentage of sales. We will need this information to impress our stakeholders. By researching our markets and competition while determining our unique position. We are in a better position to promote and sell our product or service. Establishing goals for our marketing campaign, will help us better understand whether our efforts are generating results through ongoing review and evaluation of results.
Choose a current business news story detailing a situation in which a company faces a general marketing issue. You will use that situation for an analysis of the external environment. You will then write a 1–2 page assessment addressing the points listed in the instructions below. The answers you provide are an essential part of a situation analysis that will help you formulate a marketing plan, which you will begin to work on in your assignment next week.
Write a 1–2 page paper, using the Pre-marketing Plan Template [DOCX], in which you:
Explain in detail how changes in the external environment have affected past marketing strategy. Include examples.
Describe the specific direction this company’s marketing strategy should take in the future, based on your research.
Use at least one source to support your writing. Choose sources that are credible, relevant, and appropriate. Cite each source listed on your source page at least one time within your assignment. For help with research, writing, and citation, access the library or review library guides.
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.
I attached the paper from section 1 so you can go off that to tie in this section 2 of the paper. Please look at section 1 of the paper for a new M5 Supercharger for electric vehicles I will be marketing.
Principles of Marketing
Team Project – Section 2
Section 2: Marketing Mix
Now it is time to develop your marketing mix. Remember, you must justify your choices based on the target market and company mission.
Product – Ch 11, 12, 13 – 25 points
For Product, this is where you will fully and thoroughly explain the product/service you are developing a marketing plan for. If your firm has many different product lines, briefly describe them. Spend the majority of this section describing the product/service you are marketing.
• What are the major product/service offerings of the firm? Do they complement each other, or is there unnecessary duplication?
• What are the features and benefits of the product or service that you are marketing?
• Where are the firm and each major product in the life cycle?
• Why should your target market buy this product?
• What are the major weaknesses in each product area? What are the major complaints? What goes wrong most often?
• Is the product name easy to pronounce? Spell? Recall? Is it descriptive, and does it communicate the benefits the product offers? Does the name distinguish the firm or product from all others?
• What warranties are offered with the product? Are there other ways to guarantee customer satisfaction?
• Does the product offer good customer value?
• How is the product packaged?
• How is customer service handled? How is service quality assessed?
Place/Distribution – Chapters 16 & 17 – 25 points
• Should the firm try to deliver its offerings directly to customers, or can it better deliver by involving other organizations? What channel(s) should be used in distributing product offerings?
• How are facility locations chosen? Is the site accessible to the target markets? Is it visible to the target markets?
• What are the location and atmosphere of retail establishments? Do these retailers satisfy customers?
• Are members of the target market willing and able to travel some distance to buy the product?
• How good is access to facilities? Can access be improved?
• When are products made available to users (season of year, day of week, time of day)? Are these times most appropriate?
• What physical distribution facilities are used? Where are they located? What are their major characteristics?
Promotion – 25 points – Chapter 3, 18, 19, 20
Your plan should include more than promotional ideas than just social media! Make sure you include ideas that are effective at reaching your target market. A strong promotional mix involves more than just social media.
• How does a typical customer find out about the firm’s products?
• Does the message the firm delivers gain the attention of the intended target audience? Does it address the wants and needs of the target market, and does it suggest benefits or a means for satisfying these wants? Is the message appropriately positioned?
• Does the promotion effort effectively inform, persuade, educate, and remind customers about the firm’s products?
• Does the firm establish budgets and measure effectiveness of promotional efforts?
• Which media are currently being used? Has the firm chosen the types of media that will best reach its target markets? Specify the types of media you would recommend for your product.
• Are the types of media used the most cost-effective, and do they contribute positively to the firm’s image?
• Are the dates and times the ads will appear the most appropriate? Has the firm prepared several versions of its advertisements?
• Does the organization use an outside advertising agency? What functions does the ad agency perform for the organization?
• What system is used to handle consumer inquiries resulting from advertising and promotions? What follow-up is done?
• Is there a well-conceived public relations and publicity program? Does the program have the ability to respond to bad publicity?
• How is public relations normally handled by the firm? By whom? Have those responsible nurtured working relationships with media outlets?
• Are there celebrity endorsements that make sense for the target market? Be specific, come up with ideas.
• Are their charitable organizations that align closely with the company and/or target market? If so, be specific. Which would you consider partnering with?
• How is the sales force organized and managed?
• How does the sales force determine which prospect will be called on and by whom? How is the frequency of contacts determined?
• How is the sales force compensated? Are there incentives for encouraging more business?
• Has the sales force prepared an approach tailored to each prospect?
• Has the firm matched sales personnel with the target market characteristics?
• Is there appropriate follow-up to the initial personal selling effort? Are customers made to feel appreciated?
• Can database or direct marketing be used to replace or supplement the sales force?
• Is your product sold at retail locations? Do you have a sales team that will call on the corporate buyers at national retailers?
• What categories of sales promotion are being used? Is sales promotion directed to the trade, the final consumer, or both?
• What is the specific purpose of each sales promotion activity? Why is it offered? What does it try to achieve?
• What specific sales promotions do you recommend for your product or service?
Price – 25 points – Chapter 14 & 15
• What levels of pricing and specific prices should be used? What price will you charge for your product/service. Be specific.
• What mechanisms does the firm have to ensure that the prices charged are acceptable to customers?
• How price sensitive are customers?
• If a price change is put into effect, how will the number of customers change? Will total revenue increase or decrease?
• Which method is used for establishing a price: going rate, demand oriented, or cost based?
• Has the firm considered the psychological dimensions of price?
• Do interested prospects have opportunities to sample products at an introductory price?
• What methods of payment are accepted? Is it in the firm’s best interest to use these various payment methods?
OBJECTIVES – 5 points
• Describe 3 marketing objectives of the organization. Do these objectives support the overall mission of the firm? Are objectives based on sales, profits, or customers?
• Is the firm’s main objective to maximize customer satisfaction or to get as many customers as possible?
• Does the marketing mix support these objectives?
• Estimate what it would cost you to execute your plan – include ad spend, agency costs, production costs, etc.
• How to write a SMART marketing objective: Use this Excellent Resource- How to define SMART marketing objectives
Conclusion – 10 points
Summarize the key points of your marketing plan.
Your Marketing Plan Outline should include the following categories:
I. Executive Summary
II. The Market
III. The Strategy
>The Communication Plan
Please find under Module 4 “Final Project Notes” and under Module 5 “Final Project Notes II” on the instructions and helpful notes for this assignment.