Marketing
In this assignment, you will continue developing the marketing plan for either Adorable Annie's or Easy Peasy. You can use the Course Information Packetprovided for help in the assignment, however, you must also use outside research from books, websites, articles, and other relevant sources.
This week, you will again assume your role as an intern in the marketing department. You have been assigned an option to work with one of the company's clients, either Adorable Annie's (a shop that specializes in high-quality children's apparel and accessories) or Easy Peasy (a vegetable-based snack for kids and adults who are health conscious). This week, you will be working on the brand review and marketing mix portions of your marketing plan.
You should include the following in your submission:
• Review the feedback your classmates and instructor provided last week to your submission for the marketing plan course project. Use that feedback to make any necessary changes to last week's portion of the marketing plan prior to beginning this week's portion of the marketing plan.
• Using the data included in your course packet, as well as outside research, determine the status of the client's brand.
• Gather research and information on the client's product category and summarize in the brand review section.
• Review the four P's of marketing and the marketing mix for your client and identify the four P's, including details of each element.
• Organize each section and include information on the opportunities you have for marketing based upon the four P's you identified.
• Add the brand review and marketing mix sections to your marketing plan from last week after making any required changes to the consumer analysis section from last week.
Deliverables
• Your total research, analysis, and discussion should contain 500-750 words.
• Utilize proper MLA formatting.
For this assignment you will again be assuming your role as the student reporter for your school newspaper. This week your editor has asked you to explain the role of the Media Department, based on your experience at On the Edge Advertising, in an article to be published in The Collegiate Times. Your editor is also interested in learning more about media options for the paper to run the advertisement designed in W3 Assignment 2. Format your submission as a newspaper article including a headline and include the following information in your article:
• An overview of the media department, including key responsibilities.
• The role of the media department in advertisement development.
• Explain the different positions within the media department, and provide examples of their responsibilities.
• Skills needed to be a successful employee in the media department.
• In addition to the article on the role of the media department, also provide a memo addressed to your editor at The Collegiate Times with examples and suggestions for the advertisement designed in W3 Assignment 2.
Deliverables
1. Your research, analysis, and discussion should be formatted as a newspaper article and contain 300-500 words.
2. Your memo should be in memo format and contain 100-250 words.
3. Use proper MLA formatting.
REVIEW THE CHAPTERS LISTED BELOW:
ELEMENTS OF A MARKETING PLAN
I. EXECUTIVE SUMMARY
II. SITUATION ANALYSIS
a. Problem Statement
b. Market Research Plan
c. Consumer Analysis
d. Brand Review Current positioning, sales trends, awareness, pricing history, distribution history, marketing communication history, stage in brand life cycle, source of additional business II. PROBLEMS AND OPPORTUNITIES a. SWOT i. Internal Strengths and Weaknesses ii. External Threats and Opportunities
III. STRATEGIC PLANNING
a. Marketing Objectives
b. Marketing Strategies
c. Marketing Tactics
IV. MARKETING MIX
a. Marketing Mix
i. Product
ii. Place (distribution)
ii. Pricing
iii. Promotion (communication) Personal selling Advertising Sales promotion.