.trashed-1701650472-Project Description

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Nairobi Institute of Technology - Westlands *

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Marketing

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Nov 24, 2024

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MKTG200 Principles of Marketing 20 marks for e-portfolio/project + 5 marks Individual Presentation Objective The purpose of this project is for you to demonstrate how elements of marketing mix (4Ps) are used strategically by the firms to develop a marketing plan. You will be required to assess current marketing strategies in place in an organization, as well as the relevant variables influencing the organization in the decision making of the marketing plan elements. In doing so, you will critically analyze the present marketing strategy, find gaps or any issues with the strategy and suggest a better strategy for the chosen organization. Through this project students will apply classroom learning and course content for an actual organization. Group form You are required to work in groups. Size of the group= 3-4 members Deliverables 1) Group report with group evaluation a. Word file: max 10 pages A4 with 1 inch margin, 12-font-size, 1.5 space, excluding title/index pages. b. Any graphic design or e-portfolio that could advocate what you propose in the project. 2) Presentation with individual evaluation a. 10min presentation for the group project. Structure (suggested): I. Home page/menu item Code/Title of the MKTG 200 course Course Project Name of the brand Marketing Strategy Group members (NAME and ID) Date of report submission II. “Company/brand/product” background Brief introduction about the company/brand: What the company does, the company’s typical customers, other products/brands they sell, etc. What are the key objectives of this report? III. “ Target Market ” (See Chapter 7 on Target market as a guide) Identify and describe the typical customers for the selected brand/customers. Bases for segmenting consumer markets. IV. Analyse the Gap in the present marketing strategy Briefly present your ideas on what you have found lacking in the organization’s present marketing strategy and how your group would like to re-do with a revised, better and more creative strategy. V. “Marketing Mix”, with Product, Place, Price, and Promotion as sub-items

Product Strategy ( discuss product features, benefits, packaging, etc. See Chapter 8 for guidance).  Describe Total Product  Describe Product strategy and concept  Type of Consumer Product  Evaluate brand name  Stage of product life cycle and why Place (Distribution Strategy) (See Chapter 11 for guidance).  What is the channel of distribution for your product or service?  What is the intensity of distribution? Promotion Strategy (See chapter 13 for guidance) Advertising  Which media are used for advertising?  Sales Promotions  Which trade sales promotions are used?  Which consumer sales promotions are used?  Publicity and Public Relations  Which tools are used with your product or service? Price strategy (See Chapter 10 for guidance).  Describe pricing of product or service Strategies used for pricing of product or service  Compare the pricing strategy of the selected company with competitors. VI. “ Individual Reflections ”, with each student’s name being a sub-item  Each group member is required to give her/his own reflection.  Each of these will be added as a separate page under the e-portfolio site.  Describe ONE topic that you are interested in in MKTG200.  Reflect (or discuss) why you like that topic?

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