The final marketing plan is a presentation, not a paper. ?In this assignment, students will compile the assignments from weeks 2-7 into a marketing plan presen
The final marketing plan is a presentation, not a paper. In this assignment, students will compile the assignments from weeks 2-7 into a marketing plan presentation. Students may have to edit their weekly assignments so that they reflect their “final” marketing plan in this presentation.
- Prepare a screencast or Kaltura of your presentation. “Standalone” PowerPoints, Google Slide, ArcGIS Story Map, or Prezis with embedded speech (little speakers), or any app that requires the audience to click or advance the frame to hear the presentation, are not acceptable presentation formats. The required presentation format is a voiceover. It must run continuously, like a movie.
- You may convert the screencast/Kaltura to YouTube if desired.
- Post the link into the assignment submission portal for grading AND to the 8.1 discussion forum. Both are required to obtain points for this assignment.
- Test the links to be sure they work — either as a hyperlink or if it is copied/pasted into a browser.
- You must post your presentation in both the assignment portal AND as a main post in the week 8 discussion forum.
- Review four classmates’ presentations as described in the discussion forum prompt. Note the due dates of this discussion forum. No late posts, no exceptions.
- Create up to approximately 10 slides* (can be PowerPoint, Prezi, Google Slides or ArcGIS Story Map) for a max ten-minute presentation. Plan one slide for each assignment plus a cover slide. Create a voiceover presentation in Screencast, Kaltura or another voiceover app.
- Create a set of slides that list your references and place them at the end of your presentation. Be sure to show the reference slides in your presentation but do not “present” them verbally. The objective is to show that your presentation is grounded in evidence and is data-driven. This may require some formatting magic, so it’s OK if your font is smaller on the reference slides. The slide count may increase as a result.
- Use APA format.
- Order the presentation according to the assignment number.
- Make sure that you use a readable typeface and background.
- Do not cut and paste the assignments from the class directly into the presentation. Use the graphics and narratives created as appropriate in the presentation.
- Include an introduction and conclusion.
- This is a professional presentation – it must be professional in look and feel
- The "audience" for your presentation is the Chief Marketing Officer.
Final Marketing Plan Presentation
MKTU 605: Week 8 Assignment and Rubric
Length: Up to 10 Slides for a ten-minute presentation
Due: Friday of Week 8, by 11:59 pm
Value: 100 Points
Read the rubric below to develop a scope of work.
The final marketing plan is a presentation, not a paper. In this assignment, students will compile the assignments from weeks 2-7 into a marketing plan presentation. Students may have to edit their weekly assignments so that they reflect their “final” marketing plan in this presentation.
The final marketing plan presentation assignment calls for students to develop a voiceover. The voiceover can be created using Screencast-o-Matic or a similar app. Ideally, students will develop a presentation using PowerPoint, Prezi, or other applications, then “present” their slides while a voiceover app is running on their computer.
Students find it helpful to develop a script before they record. This helps minimize speech errors. Please consider a script, it can be a big time saver.
REMEMBER: Students will post the presentation to the assignment portal and to the week 8 discussion forum. Both are required to obtain credit for this assignment.
· Prepare a screencast or Kaltura of your presentation. “Standalone” PowerPoints, Google Slide, ArcGIS Story Map, or Prezis with embedded speech (little speakers), or any app that requires the audience to click or advance the frame to hear the presentation, are not acceptable presentation formats. The required presentation format is a voiceover. It must run continuously, like a movie.
· You may convert the screencast/Kaltura to YouTube if desired.
· Post the link into the assignment submission portal for grading AND to the 8.1 discussion forum. Both are required to obtain points for this assignment.
· Test the links to be sure they work — either as a hyperlink or if it is copied/pasted into a browser.
· You must post your presentation in both the assignment portal AND as a main post in the week 8 discussion forum.
· Review four classmates’ presentations as described in the discussion forum prompt. Note the due dates of this discussion forum. No late posts, no exceptions.
Presentation guidelines:
Use the following guideline below to develop your presentation:
· Create up to approximately 10 slides* (can be PowerPoint, Prezi, Google Slides or ArcGIS Story Map) for a max ten-minute presentation. Plan one slide for each assignment plus a cover slide. Create a voiceover presentation in Screencast, Kaltura or another voiceover app.
· Create a set of slides that list your references and place them at the end of your presentation. Be sure to show the reference slides in your presentation but do not “present” them verbally. The objective is to show that your presentation is grounded in evidence and is data-driven. This may require some formatting magic, so it’s OK if your font is smaller on the reference slides. The slide count may increase as a result.
· Use APA format.
· Order the presentation according to the assignment number.
· Make sure that you use a readable typeface and background.
· Do not cut and paste the assignments from the class directly into the presentation. Use the graphics and narratives created as appropriate in the presentation.
· Include an introduction and conclusion.
· This is a professional presentation – it must be professional in look and feel
· The "audience" for your presentation is the Chief Marketing Officer.
*not including the references slides
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Grading Element |
Exemplary |
Proficient |
Emerging |
Needs Improvement |
No score |
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Content |
20-18 Screencast/Kaltura thoroughly incorporates all criteria at a superior level. The presentation contains insightful and accurate information, incorporates extensive critical research-based data, and properly cited references. |
17-14 Screencast/Kaltura fully incorporates all criteria. The presentation contains accurate information, incorporates critical research-based data, and properly cited references. |
13-11 Screencast/Kaltura incorporates all criteria without fully developing each. The presentation contains accurate information, incorporates critical research-based data but references are cited improperly presented. |
10-1 Screencast/Kaltura addresses some of the criteria but does not fully develop each. The presentation does not contain any data and/or references. |
0 Screencast/Kaltura is not sufficiently developed. Presentation is speculative and unsupported. |
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Integration of Knowledge |
20-18 Demonstrates understanding and applies concepts learned in the course at a superior level. Concepts are integrated into insights. It provides concluding remarks that show the analysis and synthesis of ideas. |
17-14 Demonstrates understanding and applies concepts learned in the course. Conclusions are supported in reflection. |
13-11 Demonstrates, for the most part, understanding and applies concepts learned in the course. Some of the conclusions, however, are not supported. |
10-1 Demonstrates, to a certain extent, understanding and applies some concepts learned in the course. |
0 It does not demonstrate a full understanding of the concepts learned in the course. |
|
Structure/ Visual Appeal |
20-18 Screencast meets the length requirements has a title page; is not text-heavy and uses bullet points that spark interest. The visuals include extensive graphs/charts to support data, are visually appealing, have no grammatical errors, and are easy to understand. |
17-14 Screencast meets the length requirements; has a title page; and uses bullet points that enable conversation. The visuals include some graphs or charts to support data, are visually appealing, have limited grammatical errors, and are easy to look at and understand. |
13-11 Screencast meets the length requirements; has a title page; and uses some bullet points. The visuals include a few graphs or charts, have grammatical errors, but are easy to look at and understand. |
10-1 Screencast does not meet length requirements and/or is extremely text-heavy. The visuals do not contain charts or graphs, have errors, are not well organized, and are difficult to understand. |
0 Screencast does not adhere to the structure provided. The visuals have many errors and are difficult to understand. |
|
Delivery |
20-18 Speaker is appropriately animated and uses a clear voice; delivery is poised, controlled, and smooth; superior language skills and pronunciation are used; the length of the presentation is within the assigned time limits. |
17-14 Speaker is appropriately animated and uses a clear voice; delivery is poised, controlled, and smooth; good language skills and pronunciation are used; the length of the presentation is within the assigned time limits. |
13-11 Speaker is appropriately animated and uses a clear voice; good language skills and pronunciation are used; length of the presentation is within the assigned time limits |
10-1 Speaker uses a clear voice; language skills are acceptable; the length of the presentation is within the assigned time limits |
0 Speaker's language and/or voice is unacceptable; the length of the presentation does not adhere to time limits. |
|
Mechanics |
20-18 The presentation is of the required length. Exceptional scripting with no grammar, APA, or spelling errors. |
17-14 The presentation is of the required length. Excellent scripting with minimal grammar, APA, or spelling errors |
13-11 The presentation is somewhat of the required length. Sufficient scripting with minor APA or spelling errors |
10-1 The presentation is not of the required length. Many scripting APA/Grammar and/or spelling errors. |
0 Assignment not submitted. |
MKTU 605 Rubric Week 8 Assignment Page of 2 02/2020
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Environmental Factors
Student's name
Institution
Date
Environmental Factors
Political Environment
Political conditions in the area and the United States are beneficial for the Company's activities. Federal and state governments have enacted measures intended to spur economic growth and create employment, so the company should take advantage of tax advantages and more lenient regulations when locating its operations in these regions.
Economic Environment
The economic crisis that began in 2008 is still having an impact on many parts of the country. Non-essential commodities like soft drinks and energy drinks are being purchased less often by consumers as discretionary incomes are decreasing. People who are unemployed are unable to acquire items from others. However, the economy looks to be improving, and the long-term forecast appears to be positive.
Social-Demographic Environment
The energy drink is aimed mostly towards young people between the ages of 15 and 35. As the population of the United States continues to grow, this market is becoming more and more important (Malinauskas, Aeby, Overton, Carpenter-Aeby, & Barber-Heidal, 2007). Those in the secondary market include athletes, convalescents, and the primary soft drink industry.
Technological
An abundance of specialist engineering and food experts is accessible to the company, which plans to use them as consultants in the energy drink sector. The company should outsource these specialized services. There is no sugar and just a very little quantity of caffeine in the company's products, which means that more people are likely to be drawn to their brand.
Ecological
There is a lot of fresh water and a lot of energy used in the manufacture of soft drinks. Even though (Malinauskas, Aeby, Overton, Carpenter-Aeby, & Barber-Heidal, 2007)aluminum and plastic packaging materials are non-biodegradable, they end up in the trash. The company intends to use solely recyclable packaging materials and has designed a technique that consumes 8% less water and energy than the industry standard method of packaging.
Competitive Environment
The company will face competition from various famous energy drink companies such as red bull and monster. Competition from established companies who have adequate resources that may frustrate the company from entering the market smoothly is a main threat for the company.
References Malinauskas, B. M., Aeby, V. G., Overton, R. F., Carpenter-Aeby, T., & Barber-Heidal, K. (2007). A survey of energy drink consumption patterns among college students. Nutrition Journal, 6(1), 35-35. Retrieved 5 11, 2022, from https://nutritionj.biomedcentral.com/articles/10.1186/1475-2891-6-35 Soft Drink Industry: Market Research Reports, Statistics and Analysis. (n.d.). Retrieved 5 11, 2022, from Report Linker: http://www.reportlinker.com/ci02018/Soft-Drink.html
(Soft Drink Industry: Market Research Reports, Statistics and Analysis, n.d.)
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Environmental factors affecting energy drinkSix environmental factors affecting energy drink marketBy and large, managers can control the four Ps of the marketing mix: they can decide which products to offer, what prices to charge for them, how to distribute them, and how to reach target audiences. Unfortunately, there are other forces at work in the marketing world—forces over which marketers have much less control. These forces make up a company’s external marketing environment |
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1. Political EnvironmentPolitical conditions in the area and the United States are beneficial for the Company's activities. Federal and state governments have enacted measures intended to spur economic growth and create employment, so the company should take advantage of tax advantages and more lenient regulations when locating its operations in these regions. |
2. Economic EnvironmentThe economic crisis that began in 2008 is still having an impact on many parts of the country. Non-essential commodities like soft drinks and energy drinks are being purchased less often by consumers as discretionary incomes are decreasing. People who are unemployed are unable to acquire items from others. However, the economy looks to be improving, and the long-term forecast appears to be positive |
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3. Social-Demographic Environment The energy drink is aimed mostly towards young people between the ages of 15 and 35. As the population of the United States continues to grow, this market is becoming more and more important. 5. Ecological Environment There is a lot of fresh water and a lot of energy used in the manufacture of soft drinks. Even though aluminum and plastic packaging materials are non-biodegradable, they end up in the trash. The company intends to use solely recyclable packaging materials and has designed a technique that consumes 8% less water and energy than the industry standard method of packaging. |
4. Technological Environment An abundance of specialist engineering and food experts is accessible to the company, which plans to use them as consultants in the energy drink sector. The company should outsource these specialized services. There is no sugar and just a very little quantity of caffeine in the company's products, which means that more people are likely to be drawn to their brand. 6. Competitive Environment The company will face competition from various famous energy drink companies such as red bull and monster. Competition from established companies who have adequate resources that may frustrate the company from entering the market smoothly is a main threat for the company. |
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MARKETING MIX 6
Marketing Mix: Energy Drink
Anthony Bahlman
UMG
MKTU/605
05/29/2022
Marketing Mix Description
Product
The company maintains a simple product mix. The company has established different flavors for the energy drink to ensure that they suit the customer needs and tastes. Some of the flavors that will include cranberry, coconut, blueberry, and kiwi. Due to the growing need for having sugar-free drinks among the millennials has led to the introduction of the sugar-free energy drink. The energy drink will be packaged in a bottle that is white with a combination of blue color and a sparking image to show that the drink is bursting with energy. The container will be cylindrical with the brand name written horizontally in sparkling red color.
Pricing
The energy drink is a new product in town. Therefore, the pricing strategy that will be used is market skimming. The company wants to ensure that the investments are recovered in the shortest time possible before there are more imitations and the rise in the price competition. Thus, enforcing the brand position as a unique healthy product will require the prices of the new product to stay higher than the competitors (Rajavi et al., 2019). The price will however, be set at a reasonable level and be realistic to ensure it adds value to the consumers. The company will also use special pricing methods and tactics to ensure it stimulates purchases. The use of discounts for bulk purchases is meant to enhance purchases in high quantities. The company will also use discrimination tactics to ensure the prices are lower for some customer segments such as the students in colleges, sports centers, bars, and restaurants.
Promotion
The company will use push promotional strategies to ensure the energy drink reaches a greater market. This is a strategy that ensures that the company takes the products to the consumers. The goal of this strategy is to ensure the products are taken directly to the consumers. The company will thus work with contracting different wholesalers and retailers to provide enough supply base and convenience for the targeted consumers. These suppliers will receive incentives in order to ensure they continue to sell the energy drinks (Sudari et al., 2019). The promotion strategies that will be used include direct marketing. This is a strategy that aims at ensuring the promotional messages reach to the targeted consumers directly. The company will open a Facebook page and a website where the targeted consumers and existing customers will interact with each other and share the views about the product. The use of these platforms will be useful for the company to keep track of the customer reactions and to understand the changes that should be made to make the product better. The strategy will help the company to grab a huge market share.
The promotion strategies will include the use of the integrated marketing communications. The objectives of the established communication strategy is to create brand awareness, brand positioning, and stimulating purchase and repeat usage. Thus, the communication strategy for the energy drink will include massive product launch campaigns within the country and afterwards, some targeted marketing to the targeted segments (Wu & Li, 2018). For the purposes of achieving this goal, the company has set aside a budget of $200,000 for one year. Advertising will be used as one of the most important tool in the integrated marketing communication strategy. The ads will be placed on the print media and the social media to ensure it reaches all the segments of the customers including the older generation which is not attracted by the use of social media. The company will also use advertising methods such as billboards, branded vehicles and posters to make the customers identify with the new product. The social media will be used for viral advertising to reach the tech savvy youths who enjoy the creative and fun advertising messages.
Distribution
For the new energy drink, the company will use intensive distribution strategies in order to make the products available in as many outlets as possible. The suppliers will be selected around the country to help maintain the brand of the company and solidify the position of the product as a premium product. The main retail distribution channel is the supermarkets (Mintz et al., 2021). These are the most consumer shopping places. The products will also be distributed to the bars and restaurants, and pharmacies. The company also will establish strategic distribution centers in the different parts of the country to ensure that there is no shortage of the products in these parts. There will be national distribution firms to help distribute the brand in different states and the regions.
Operationalizing the Marketing Mix
The operationalizing of the marketing strategy involves the different facets of the company as opposed to the marketing arm. An effective marketing strategy uses the unique strengths of the business and communicates this value to the consumer (Prabowo & Sriwidadi, 2019). The company has to harmonize the marketing mix with all the sales, customer service, and the marketing function. Operationalizing the marketing mix requires that the employees think about the targeted customers, setting quantifiable steps and harmonizing the marketing strategy across the business. The product aspect of the marketing mix will be operationalized by ensuring the team in the company is structured for success. The teams in the company work together and communicate effectively to enhance the competitiveness of the company. The setting of clear objectives, roles and expectations enhances the achievement of the goals in the company. The second approach of operationalizing the marketing mix is the definition and measuring of success (Lim, 2021). The teams needs to use data-centric goals to align with the company’s overall goals. The team leader should ensure there is candid feedback from all the others in order to ensure changes and chances of poor performance are identified beforehand.
References
Lim, W. M. (2021). A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic Marketing, 29(5), 453-469. https://www.tandfonline.com/doi/abs/10.1080/0965254X.2020.1775683
Mintz, O., Gilbride, T. J., Lenk, P., & Currim, I. S. (2021). The right metrics for marketing-mix decisions. International Journal of Research in Marketing, 38(1), 32-49. https://www.sciencedirect.com/science/article/abs/pii/S0167811620300616
Prabowo, H., & Sriwidadi, T. (2019). The Effect of Marketing Mix toward Brand Equity at Higher Education Institutions: A Case Study in BINUS Online Learning Jakarta. Pertanika Journal of Social Sciences & Humanities, 27(2). https://web.p.ebscohost.com/abstract?direct=true&profile=ehost&scope=site&authtype=crawler&jrnl=01287702&AN=138604958&h=GQXg%2fh3QTcURvs27QOEpZ%2fZfG2YpFb3ZlH6zFcI4cVRW7DYm4pfI%2bANH2dnt%2f%2bHs8VpE14svh6QyYLaw5igZfA%3d%3d&crl=c&resultNs=AdminWebAuth&resultLocal=ErrCrlNotAuth&crlhashurl=login.aspx%3fdirect%3dtrue%26profile%3dehost%26scope%3dsite%26authtype%3dcrawler%26jrnl%3d01287702%26AN%3d138604958
Rajavi, K., Kushwaha, T., & Steenkamp, J. B. E. (2019). In brands we trust? A multicategory, multicountry investigation of sensitivity of consumers’ trust in brands to marketing-mix activities. Journal of Consumer Research, 46(4), 651-670. https://academic.oup.com/jcr/article/46/4/651/5519122?login=true
Sudari, S., Tarofder, A., Khatibi, A., & Tham, J. (2019). Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products. Management Science Letters, 9(9), 1385-1396. http://m.growingscience.com/beta/msl/3217-measuring-the-critical-effect-of-marketing-mix-on-customer-loyalty-through-customer-satisfaction-in-food-and-beverage-products.html
Wu, Y. L., & Li, E. Y. (2018). Marketing mix, customer value, and customer loyalty in social commerce: A stimulus-organism-response perspective. Internet Research. https://www.emerald.com/insight/content/doi/10.1108/IntR-08-2016-0250/full/html
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Running Head: MARKETING 1
MARKETING 5
Marketing
Anthony Bahlman
Mktu 605
06/02/2022
Introduction:
The value proposition is one of the most important factors to consider while understanding the product from the marketing perspective and its implication process in the market. I have chosen energy drinks because the market of energy drinks is growing at a good pace, and for the past ten years, the market has not seen a negative year when it comes to growth. There are stages in the process of the value proposition. The first one is the problem associated with the product, the second is the solution to that problem, and the last one is the benefit of the solution to the end consumer. (da Costa Fernandes et al., 2020)
Problem:
Energy drinks are widely used by the general population and are very famous among the young population, but there are some the problems associated with the energy drinks as these drinks are advertised to increase the energy level of any individual who chooses to drink the product, and the ingredients of the product also contains some elements which boost the energy but the boost is temporary, and there are a lot of side effects to these energy drinks, and one of the most prominent ones is insomnia which keeps the consumer awake for a longer period which is bad for health, and there are also other severe health-related side effects associated with the energy drinks, and there is one more problem which is one of the major problems is the pricing of this drink because the price of energy drinks are high and are not affordable to the majority of the population which resulted in low sales although the market is growing but without in relation with the middle-income class of the economy. Health and pricing are two major problems associated with energy drinks, and a solution is needed before entering the market. (Pollack et al., 2020)
Solution:
So the first problem is related to health issues, and that needs a very solid solution which means the product should be less hazardous and, if possible, comes with health benefits; energy drinks are usually designed to give the temporary energy to its consumer, and most of the consumers take those drinks to get active while doing a certain task r if they are feeling weak and needs to be active, so they consume the energy drink, but it comes with side effects so the solution should be to make
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