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Purpose of AssignmentThis assignment is designed to help students understand the interrelationships between brand strategy and the communication message to the target audience. It is a continuation of the marketing plan and students should review the Week 3 Learning Team Assignment for assistance in product brand strategies the team has developed.Assignment StepsResources: Marketing Plan and OutlineDevelop a minimum 700-word branding strategy and marketing communication plan in Microsoft® Word. This document should address at least 5 elements of the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies (modified below) sections of the marketing plan (from the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies lists below). The five elements you select should only come from the options provided below. You must include a measurement of customer loyalty and retention in your strategy document. You may include more than the minimum to provide clarity and coherence to your document. Situational Analysis:Vision , Mission, Strategic objectives, ValuesStrengths/WeaknessesCompetitor’s Strengths/WeaknessesMarket SegmentsProduct, Place/Distribution, Promotion, and Price Strategies:Creating a Brand ImageMaintaining Brand ImageBranding ConcernsPromotion/Integrated Marketing CommunicationAdvertising Strategy/ObjectivesPush and PullMedia StrategyAdvertising ExecutionPublic Relations/StrategiesNote: Charts/graphs/tables do not count toward the word count.The plan will be a continuation of your global or multi-regional business you chose in Week 1. This will be incorporated into your overall marketing plan for Week 6.
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Marketing Plan Outline and Timeline
MKT/571 Version 10
University of Phoenix Material
Marketing Plan Outline and Timeline
Marketing Plan
You are expected to develop a marketing plan, according to the outline below, for a product or service of
your choosing. The product or service must be identified by the end of Week 1. The product or service
you select is used to develop the assignments for Weeks 2 through Week 6. References must be
included for each section.
There are no defined standards for the length of the marketing plan; however, your plan must disclose
complete marketing strategies and provide reliable and valid references and data supporting the
strategies to convince the target audience. The plan must be written in plain language that would be
easily understood by stakeholders.
Marketing Plan Outline
Your final marketing plan must consist of the following sections. Refer to the timeline for due dates for
each section and subsection. Assignments may include modifications to these lists. Please use lists
provided in assignments only.

Executive Summary:
o
o
o
o

Situational Analysis:
o
o
o
o
o
o
o
o

Vision, Mission, Strategic objectives, Values
Internal Analysis
Strengths/Weaknesses
Capability/Capacity
Competitor’s Strengths/Weaknesses
Technological Competency
Product or Service Analysis
Market Segments
Research
o
o
o
o
o
o
o
o
o
o
o

Strategic Objectives
Products or Services
Resources Needed
Projected Outcomes
Primary Research
Secondary Research
Consumer Analysis
Customer Profile
Continuous Consumer Monitoring & Research
Environmental Scanning
Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
Current Opportunities
Potential Future Opportunities
Current Threats
Potential Future Threat
Target Market(s):
Copyright © 2017 by University of Phoenix. All rights reserved.
1
Marketing Plan Outline and Timeline
MKT/571 Version 10
o
o
o
o
o

Demographics
Psychographics
Ethical Issues
Legal Issues
Social Issues
Product, Place/Distribution, Promotion, and Price Strategies:
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
Product Descriptions and Product/Service Mix Strategies
Product/Service Determinants
Creating a Brand Image
Maintaining Brand Image
Branding Concerns
Distribution Strategies
Channels, Mass, Selective, Exclusive
Promotion/Integrated Marketing Communication
Advertising Strategy/Objectives
Push and Pull
Media Strategy
Advertising Execution
Sales Promotion
Direct Marketing
Public Relations/Strategies
Positioning
Dynamic/Static Pricing Strategies
Marketing Plan Timeline
Week 1: Marketing Plan Topic

Consider your company and product or service selection in Week 1. You may select an existing
type of product or service or a new product or service but it must be global or multi-regional. Once
you have selected your product or service, you must define the size and type of company that
provides the product or service (available from annual reports). This need not be elaborate but
must include total number of employees, production volume, distribution methods, and so forth.
Company and product or service selection is a critical part of this project. You must ensure your
proposed company can implement the marketing methods discussed in the text.

Key to creating an effective marketing plan is the ability to analyze the environment in which the
product or service will be offered. The Week 1 assignment allows you to begin to understand
various reports and how they can be used in your marketing plan.
Week 2: Understanding Target Markets

To develop effective relationship marketing, a company must first understand its targeted
consumers’ buying influences and behaviors. In Week 2, create the Research section of your
plan. In addition, create the first two parts of the Target Market section, which includes performing
the demographics and psychographics analysis.
Week 3: Promotion and the product life cycle

All products/services go through a life cycle of NPI (new product introduction), growth, maturity
and decline. These various stages affect the marketing strategy and promotional efforts. In Week
3, you will incorporate a promotion strategy that addresses at least three areas of the product life
Copyright © 2017 by University of Phoenix. All rights reserved.
2
Marketing Plan Outline and Timeline
MKT/571 Version 10
cycle.
Week 4: Price and Channel Strategy

How one goes to market and the influences of the channel (channel power, strength of channel,
speed of channel, etc.) affects the pricing strategy of the product or service. In Week 4 your
pricing and distribution strategy will be incorporated into the marketing plan.
Week 5: Marketing Communication and Brand Strategy

Brand strategy and the communication of the brand is essential to understanding the various
phases of a product or service (viz a viz the life cycle). Brand recognition is based in the
marketing communication efforts of the firm. When you hear or see the word Coke, you
immediately know it is Coca Cola. When you see five interlocking rings of different colors you
know that is the symbol for the Olympics. In Week 5, you will develop a brand and communication
strategy for your product.
Week 6: Executive Summary, Legal, Social and Ethical Issues, Final Plan

Review your final plan. Does the plan effectively analyze market strategies? Are the social,
ethical, and legal considerations valid and accounted for? What is the relationship among quality,
price, satisfaction, and perceived value within the plan?
Copyright © 2017 by University of Phoenix. All rights reserved.
3
Marketing Communication and Brand
Strategy Grading Guide
MKT/571 Version 10
Marketing
Copyright
Copyright © 2017, 2016 by University of Phoenix. All rights reserved.
University of Phoenix® is a registered trademark of Apollo Group, Inc. in the United States and/or other countries.
Microsoft®, Windows®, and Windows NT® are registered trademarks of Microsoft Corporation in the United States and/or other countries. All
other company and product names are trademarks or registered trademarks of their respective companies. Use of these marks is not intended
to imply endorsement, sponsorship, or affiliation.
Marketing Communication and
Brand Strategy Grading Guide
MKT/571 Version 10
Edited in accordance with University of Phoenix® editorial standards and practices.
2
Marketing Communication and
Brand Strategy Grading Guide
MKT/571 Version 10
Individual Assignment: Marketing Communication and Brand Strategy
Purpose of Assignment
This assignment is designed to help students understand the interrelationships between brand strategy and the
communication message to the target audience. It is a continuation of the marketing plan and students should
review the Week 3 Learning Team Assignment for assistance in product brand strategies the team has
developed.
Grading Guide
Content
Met
Partially
Met
Not Met
Total
Available
Total
Earned
70
#/70
Student develops a branding strategy and
marketing communication plan that addresses
at least 5 elements of the Situational Analysis
and the Product, Place/Distribution,
Promotion, and Price Strategies (modified
below) sections of the marketing plan.
Choose 5 elements from the lists below:

Situational Analysis:
o Vision , Mission, Strategic objectives,
Values
o Strengths/Weaknesses
o Competitor’s Strengths/Weaknesses
o Market Segments
• Product, Place/Distribution, Promotion,
and Price Strategies:
o Creating a Brand Image
o Maintaining Brand Image
o Branding Concerns
o Promotion/Integrated Marketing
Communication
o Advertising Strategy/Objectives
o Push and Pull
o Media Strategy
o Advertising Execution
o Public Relations/Strategies
Student must include a measurement of
customer loyalty and retention in your
strategy document.
The branding strategy and marketing
communication plan is a minimum of 700
words in length. Note: Charts/graphs/tables
do not count toward the word count.
Comments:
3
Marketing Communication and
Brand Strategy Grading Guide
MKT/571 Version 10
Writing Guidelines
Met
Partially
Met
Not Met
Total
Available
Total
Earned
30
#/30
100
#/100
The paper—including tables and graphs,
headings, title page, and reference page—is
consistent with APA formatting guidelines and
meets course-level requirements.
Intellectual property is recognized with in-text
citations and a reference page.
Paragraph and sentence transitions are
present, logical, and maintain the flow
throughout the paper.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed
including spelling and punctuation.
Assignment Total
Additional comments:
#
Comments:
4
Running head: BUSINESS GROWTH OVERVIEW DATASET
Business Growth Overview dataset
Chan Pech
University of Phoenix
Dr. John Kautenberger
Marketing 571
June 24, 2019
1
BUSINESS GROWTH OVERVIEW DATASET
2
Part 1: A commentary on the business growth data set
To: Dr. Kautenberger
From: Chan Pech, SVP
Date: June 24, 2019
Subject: A COMMENTARY ON THE BUSINESS GROWTH DATA SET
Major areas of increase and decrease in revenue or type and/or category of business
The analysis of the data set provided indicates that year 2016 was much better on
financial performance that was the case on the year 2015. The business had higher revenues on
2016 than 2015, with the data indicating a constant increase in the sales and revenues in almost
every department for the year 2016. The increased in the domestic revenues reached $93683
from 85181 in the year 2015. Although the data portrays that every department made a revenue
increase in the year 2016, the increase rates were different since some departments indicated
higher revenue increase than others. There was also a small increase in the INTL and one can
safely conclude that 2016 was a year of growth in almost all departments. Many top customers
enjoyed an increase in revenues except the Delta Appliance that experienced a decrease by 5.3.
The companies seen to be in the right path are the Fish Limited, the ALPS Company, and ABC
BUSINESS GROWTH OVERVIEW DATASET
3
Corp because they were leading with the revenues increase. The businesses that indicate the
lowest revenues can benefit by increased marketing, such as the Delta Appliances being the most
affected business organization.
Trends that is evident in terms of revenue or type and/or category of business
A clear trend is notable under the Customer Class that shows clear growth in the revenues
under Other comparing to the accounts that have high dollar values like Industrial Labs at $900
000 or Municipal at $1.6M. The total revenue for Others is $74 399 with a growth of 197.1%, a
clear indicator of an area that the organization can focus its growth upon. Besides, the growth
profits are high despite the small growth rates at the International accounts at 1.8 percent. The
gross profit margin at 50.8 is high compared to all others.
Insights that would help formulate marketing strategies to either continue growth
or reverse the decline
The organization should create marketing strategies that promote growth by
demographics and all possible areas. The key areas are the ones showing the least increase in
revenues. The organization may consider using the 4Ps of marketing to better its strategies. The
four Ps will help the business in understanding the product in each of the areas, pricing, and
promotion for the place it holds in the market share. The organization may also need to consider
innovation and technology because these are two critical ingredients for new product growth and
management of production costs. These ingredients will enable the organization to find more
efficient production methods, cutting down on the costs for clients and increasing the profits.
The areas I would like to create a marketing goal as SVP are the demographic areas that
have low growth in revenues because they may have many unexploited potentials that can
BUSINESS GROWTH OVERVIEW DATASET
4
generate good revenues for the company. I would also want to review and research on those in
shared markets and try to devise strategies of winning against them in marketing based on how
they are operating. Additionally, I would consider studying the final consumer to know how they
perceive the product, which will enable proper branding and marketing.
Running head: BUSINESS GROWTH OVERVIEW DATASET
5
Part 2: A global/multiregional company
The company name is Coca Cola. The location of the company’s headquarters is in
Atlanta, Georgia, in the United States. Coca Cola company majors in the manufacture of soft
drinks. The everyday products by the Coca Cola Company are bottled water and sodas. The
stock price of the Coca Cola Company is $ 45.94 on average but was the US $52.00 on June 24,
15.11. The net income for the company in 2018 was USD 6.43. The President of the Coca Cola
Company is Brian Smith, while the CEO is James Quincey. The company cut its employees to
62 600 in 2018 from 100 000 employees worldwide. The revenue for the Coca Cola Company in
2018 was USD 35 billion. Coca Cola is a public company that trades in the New York Stock
Exchange. A variety of shareholders and investors in this multinational company come from
different parts of the globe. These shareholders hold about 24.6 percent of the total shares of the
company. The motto for Coca Cola is “Taste the feeling.” Some of the soft drink products by
Coca Cola include Fanta, Sprite, Coke, and Stony.
Running Head: PRODUCT STRATEGY
1
Product Strategy
Chan Pech
University of Phoenix
Dr. John Kautenberger
Marketing 571
July 8, 2019
PRODUCT STRATEGY
2
Areas of Product Life Cycle
The major areas of the product life cycle that will be leveraged for the product include
introduction, growth, maturity, and decline. At the introduction, Coca Cola will create product
awareness in the market by using marketing mixes such as high-quality level, low prices,
positive branding, and effective distribution channels. At the growth stage, the company will
seek to build a positive brand and increase market share by marketing to a wider audience both
in domestic and international markets (Stark, 2015). This will be achieved by engaging in
vigorous promotion and advertising. At the maturity stage, the company will aim at maintaining
the market share while maximizing profits. This will be achieved by using product
differentiation. At the decline stage, Coca Cola will try to rejuvenate the product by finding new
uses as well as adding new features.
Measuring the Marketing Activities
The metrics that will be used to measure the marketing activities include marketing
contribution to revenue, conversion rates, level of brand awareness, pipeline acceleration and
growth, and cost per lead and cost per opportunity cost. Conversion rates are obtained by
examining the number of new visitors to the company’s website and social media platforms after
marketing (Ryan, 2016). Increase in conversion rate will depict that the marketing activities are
effective. Marketing contribution to revenue will be used to determine the percentage of overall
revenue to a specific marketing effort. Cost per lead will be used to determine the cost incurred
relative to input yield as a result of the marketing.
Media Methods
PRODUCT STRATEGY
3
The non-print media method that will be used for the product is Twitter campaigns. For
Twitter campaigns, a Hashtag will be created, and several influencers will be invited to
participate in the campaigns. To enhance effectiveness, Twitter hashtags will also be promoted
and tailored to target audiences. The print media method that will be leveraged for the product is
a newspaper (Kotler, Kartajaya & Setiawan, 2016). The details of the products will be published
in one of the leading newspaper services in the U.S. Newspaper is relatively important in
boosting product awareness in a specific geographical area. The newspaper is also reliable and
effective to market the product of the company because it reaches a large market audience at a
time.
Elements of Product and Promotion
Positioning
To create awareness and position the product in the minds of targeted consumers, the
company will use several positioning strategies such as cost positioning strategy, flexibility
positioning strategy, pricing strategy, product quality, and speed positioning strategy. Quality
positioning strategy for this product is achieved by providing customers with a product that
meets their quality needs in the market (Gunasekharan, Basha & Lakshmanna, 2016). Quality
positioning will be centered on improving product credibility. Flexibility strategy will be
achieved by offering customers a product that is in a position to change based on their needs.
Pricing positioning strategy will be achieved by associating the product with competitive pricing.
Speed strategy is achieved by delivering products to customers at the right time.
Direct Marketing
PRODUCT STRATEGY
4
In direct marketing, the strategies that will be leveraged to market the product to
consumers include the use of cell phone text, fliers, email service, catalog distribution, and
promotional letters. The aim of direct marketing is to acquire firsthand information that will
enable the company to improve the pricing and quality of the product. It will also assist in
increasing sales volume as well as boost the loyalty of the customers towards the product (Vasile
et al., 2018). Direct marketing enables the company to utilize on the untapped market. As a
result, it increases the chances of making supernormal profits. Direct marketing also fosters
proper communication with existing customer hence there are high chances of a repeat purchase.
Push and Pull
In pull marketing, the company will promote the product by pushing them onto potential
and existing consumers and to establish a loyal customer base. The aim of pull marketing is to
get the customers to come to the company. In push marketing, the company aims at improving
the sales display (Kucuk, 2017). The push marketing will be centered on taking the product to
the customers. Push marketing will be achieved by selling products directly to consumers via
company showrooms and setting up point-of-sale displays. Push marketing is effective for the
product of the company because it increases the incentive to sales.
Public Relation/ Strategies
When using public relation, the company would market the product by using strategies
such as collaborating with influencers, creating content, communicating the “why”, and giving
traditional press exclusivity. Endorsements from public influencers are important in improving
third-party credibility (Gunasekharan, Basha & Lakshmanna, 2016). No matter the target market
of the company, earning credibility from influencers is important in building a positive corporate
PRODUCT STRATEGY
image towards the product. Communicating the “why” will involve narrating to consumers the
reasons why they should choose the product.
5
PRODUCT STRATEGY
6
References
Gunasekharan, T., Basha, S. S., & Lakshmanna, B. C. (2016). A Study on impact of Promotion
Mix elements-Sales promotion & Direct Marketing of DTH manufactures on Customer
Behaviour. ITIHAS The Journal of Indian Management, 6(1), 67-72.
Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to
digital. John Wiley & Sons.
Kucuk, S. U. (2017). Promotion. In Visualizing Marketing (pp. 59-82). Palgrave Macmillan,
Cham.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Stark, J. (2015). Product lifecycle management. In Product lifecycle management (Volume 1)
(pp. 1-29). Springer, Cham.
Vasile, T. C., Popescu, L., Dăniasă, C. I., Iancu, A., & Popescu, V. (2018). Business Marketing,
Sales and Promotion-Field Receptive to Expert Systems Technology. In Advanced
Engin …
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