MKTG3010_Project Paper 3_Marketing Mix-1

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Feb 20, 2024

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1 MKTG3010 Marketing Principles (Fall 2023) Marketing Campaign Planning Project Project Paper 3: Marketing Mix (40pts) (Due: Sun, 11/19, 11:59 pm MT) [Overview] Applying the marketing principles we discussed in class, we will develop a marketing campaign plan. This is the third group project paper , which will be integrated into your final marketing campaign draft. This paper will be graded based on: the inclusion of essential elements, logical thinking and quality of justifications, clarity and originality of the ideas, and demonstration of your learning. See the grading rubric located at the bottom for more information. [Instructions] You have already chosen a topic (either Apple’s Vision Pro or Crumbl Cookies), conducted a situation analysis, and determined campaign objective (Project Paper 1), targets, and positioning strategies (Project Paper 2). Based on these, develop the marketing mix (4Ps: Product, Price, Place, and Promotion) strategies for your marketing campaign that align with your campaign objectives, target characteristics, and positioning strategy. Download this file and complete the worksheet, and upload it to Canvas. About 1 paragraph of response would suffice for each section (please do not write an essay). Your Names: Please Remind Me of Your Topic (Vision Pro or Crumbl Cookies). Response: Section 1: Marketing Campaign Theme Develop a single campaign theme that will encompass all of the marketing mix ideas. o Tip: An ideal campaign theme is represented in a few words or in a sentence. o Examples: “Just Do It” (Nike), “Real Beauty” (Dove), “Think Different” (Apple). Response: Section 2: Product Strategy Considering your campaign objective, target characteristics, positioning strategy, and campaign theme, briefly describe how you will develop a new product or improve the current product(s), in terms of product features and benefits, product design, or packaging design. If you think the current product(s) should remain the same, briefly explain how the current product(s) match the campaign objective, target characteristics, positioning
2 strategy, and the campaign theme. Response: Section 3: Price Strategy Considering your campaign objective, target characteristics, positioning strategy, and campaign theme, briefly discuss which pricing strategy you would adopt for the new and improved product (refer to textbook pp.357-362) with a justification, and how much it will be. If you think the current pricing should remain the same, briefly discuss how much it is and what pricing strategy it adopted (refer to textbook pp.357-362), and explain how it matches your campaign objective, target characteristics, positioning strategy, and campaign theme. Response: Section 4: Place (Distribution) Strategy Considering your campaign objective, target selection, positioning strategy, and campaign theme, choose the distribution channels of your new or improved product, and provide a brief justification. o For example, you can sell your product through direct channels (online official website or offline brand stores) without intermediaries, or you can involve wholesalers (e.g., Costco) or retailers (e.g., Bestbuy). If you think the current distribution strategy should remain the same, briefly explain how it matches your campaign objective, target characteristics, positioning strategy, and campaign theme. Response: Section 5: Promotion Strategy Considering your campaign objective, target selection, positioning strategy, and campaign theme, propose a promotion mix of 3~4 ideas. o Examples include a YouTube ad, coupons, personal sales, newsletters, etc. For each promotion idea, provide enough details about your plan including: o key messages, media platforms, time period (when to launch the promotion and how long), location, and other specific approaches, etc. Response: [Grading Criteria]
3 Grading Criteria Possible Points Section 1: Marketing Campaign Theme 1) Does the proposed theme cohesively connect the marketing 4P strategies? /5 Section 2: Product Strategy 1) Is the product strategy realistic, detailed, and well-aligned with the overall campaign direction? /10 Section 3: Pricing Strategy 1) Does the pricing strategy demonstrate course concepts and match the overall campaign direction? /10 Section 4: Place Strategy 1) Does the place strategy match the overall campaign direction? /5 Section 5: Promotion Strategy 1) Are the promotion ideas thoughtfully designed and well aligned with the overall campaign direction? /10 Total /40
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