Question
Marketing Plan
Throughout this class you have examined a product of the Waters Bottling Company and addressed market concepts/ theories that will play a role in the success or failure of that given product.
Using the Waters Bottling Company in Module 1, continue to build the Marketing Plan Sections for the product you have selected/ created. Complete the following in MS Word: Be concise but complete in your analysis of each plan element. Your employer wants to know you have left nothing out in your analysis.
Scenario:
You are the new marketing manager to The Waters Bottling Company (WBC) of Munsonville, NH. They have never done any marketing for their water before so they will need to be educated as to the role of marketing in their company's success. They started their company last year and want to "do it right" according to their president and founder, Dr. M. Waters. (The M stands for Muddy so he prudently only uses the initial. He also is rather fond of Blues music, which he would like to incorporate into the marketing plan in some way.) They want to sell their crystal clear, granite filtered mountain water to the "right" market. It is your job to identify that target market. At this point, they don't even know how the product should be packaged or have a name to identify it. You will get to make that determination and carry that product through the entire Marketing Plan.
This assignment represents Section 5 of the Marketing Plan. Use the guide to identify the sections of the Marketing Plan and the marketing elements contained therein. This assignment will focus on Section 5- Personal Selling & Global Markets (Module 5).
Section 5 - Promotion Mix/ Personal Selling & Global Markets (Module 5 LASA 2)
• Promotion Mix
o Advertising
o Personal Selling
o Sales Promotion
o Direct Marketing
o Public Relations
• Brand Management
o Branding Strategies
o Emotional Branding
o Brand Extension
• Global Markets
o Opportunities & Challenges
Executive Summary
o Marketing Implementation & Evaluation
o Careers in Marketing
You will create a complete Marketing Plan by the end of the course. You will write the Fifth and last section of the Marketing Plan for this assignment. Use the Marketing Plan guide to identify the sections of the Marketing Plan and the marketing elements contained therein. This assignment will focus on Section 5 - The Promotion Mix/ Personal Selling & Global Markets (Module 5).
Relate all responses using the WBC scenario and the product you have selected to market in Module 1.
Create a 4- to 6-page Word document for this Marketing Plan Section. Apply a standard business writing style using the Market Planning Guide sections as your (headers/ sub heads/ bullets) to your work. Be sure to cite your work in the APA format.
After completing Section 5, assemble and submit all of the sections into a single comprehensive Marketing Plan document. Include a Title Page, Executive Summary, Table of Contents, and Appendix. Your Executive Summary should be compelling as you sum up the marketing elements that are the keys to the successful execution of this plan. - I will do this I already have the others.
Careers in Marketing
• List the sections of the marketing plan.
• Identify possible careers associated for each section.
• Select two of those career choices and discuss the skills required to secure these two positions.
• Determine what steps you can take to develop those skills.
Be sure to provide supporting evidence for your statements. Remember to reference your sources of information.
Write your Careers in Marketing response in a minimum of 200-300 words. Apply a standard business writing style (headers/ sub heads/ bullets) to your work but be sure to cite your work in the APA format.
Assignment 1 Grading Criteria Maximum Points
Evaluate the Advertising media for your advertising campaign. Select a theme, analyze and select your media choices. Include your rationale for your media selection.
Discuss the role of Personal Selling for this product. Develop the elements of the typical Sales Cycle for this product.
Examine and select which of the Sales Promotions you will use for this product.
Select the Direct Marketing activities you will employ.
Identify the role of Public Relations and how it will be utilized to promote your product.
Describe the Branding Strategy you will use for your product.
Discuss how Emotional Branding will be used.
Explore possible Brand Extensions for the product.
Analyze the Global opportunities present for this product and the challenges it will face in the global market.
Create an Executive Summary to include the Marketing Implementations and Evaluations for a compelling finish to your Marketing Plan.
Assemble all revised Marketing Plan Sections into a single comprehensive document compete with Title Page, Table of Contents, and Appendix.
Include a "Careers in Marketing" section described above.
Written Components: Organization (16), Usage and Mechanics (16), APA Elements (24), and Style (4)