Strategic Marketing 5

Review the course scenario.

https://class.aiuniv.edu/LCMSFileShareCommon/e94/1e3/adc/1c2/490/ea1/7fb/8ce/4ec/a77/39/mkt651_scenario.pdf

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This assignment is based on the Sof-A-Logue scenario linked above.

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It is time to submit the final plan to the executive management team. It will include the following components, which can be taken from past assignments in this course:

• The executive summary


• Introduction


• Marketing goals


• The situational analysis


• The SWOT analysis


• Customer profiles by describing the company’s target markets (include the demographic and psychographic profiles for each product line)


• The product strategy (incorporate all three new products into the plan, and describe each product line and its features and benefits)


• The advertising plan, which will include the following:
  
  
  
  • The logo/slogan
  
  
  • The company’s 10th anniversary marketing message
  
  
  • One promotional campaign
  
  
  • One evaluation method in the postmarketing phase
  
  
  
  


• The media plan


• Conclusion

Your assignment should contain a cover page, an executive summary page, and a reference page in addition to the body paragraphs. The body of the paper should be 8–11 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 12–16 pages in length.

GRADING CRITERIA

MKT651 Unit 5 Individual Project

Possible Points

Earned Points

The executive summary

10

Introduction

5

Marketing goals

10

The situational analysis

10

The SWOT analysis

15

Customer profiles by describing the company’s target markets. Include the demographic and psychographic profiles for each product line

25

The product strategy. Incorporate all three new products into the plan. Describe each product line and their features and benefits

20

The advertising plan which will include: (The logo/slogan, The company’s 10th anniversary marketing message, One promotional campaign, One evaluation method in the post-marketing phase

25

The media plan

25

Conclusion

5

Grade for Unit 5 Individual Project

150

Please submit your assignment.

For assistance with your assignment, please use your text, Web resources, and all course materials.