Problem:
To create an effective media plan, you need to know who your customers are and what connects them to your organization or product. You bring this issue up at your marketer's networking meeting.
Select one of the following businesses types:
- coffee industry
- retail furniture
Review the marketing strategies of 2 different companies from the business type that you selected. Compare and contrast them by answering the following questions about each company:
Who is the businesses' target audience?
What are 3 elements that separate each business from its competitors? (Think about pricing, place or distribution method, and promotion.)
What integrated marketing communications techniques does each business use to attract and maintain clients?
Then, select one of the 2 companies.
Discuss what works effectively and what you would do differently.
Describe the techniques you would use to benchmark and monitor the media plan.
Search for business reports (e.g., news items in mass media publications) or university case studies that discuss the business's marketing initiatives for support or additional information about the business.
Use specific examples to support your analysis.