You should address each of the 11 sections, but your focus should be on Section 6 Marketing Programs the 4P’s Marketing Mix. This is easy! You can do it! You can get the information you need to from the company website and their annual report etc. WORD COUNT: Minimum 3,500 words, but that is not the maximum. Below are some topics you MUST address, but you can also include other additional relevant marketing information you find. The topics below are discussed in our textbook. You must answer the question and explain why and provide support by applying the concepts from the book. It is not enough to say … multi branding. You must explain what you observed in stores or on their website that supports your answer. The purpose of the assignment is for you to demonstrate your understanding of the course concepts and your ability to apply the course concepts. Also, very importantly I want you to be able to bring your Marketing Plans on an interview because it will impress them.
Product a) Identify the product types they sell and include pictures of the packaging. For example, for Frito Lays Inc. some of the product types they sell are potato chips, corn chips, and tortilla chips. b) Discuss where you think their products are in the product life cycle and explain why. c) Identify the corporate (parent) brand (Frito Lays Inc.) and master brands and include pictures of the logos. For example, Doritos, Lays, Fritos, Cheetos etc. are master brands of Frito Lays Inc. The parent brand includes the words Company, Inc. etc. Sometimes one of the master brands might also include the parent brand name, but without the Inc., Company, Corporation etc. d) Discuss if their strategy is multi product branding, multi branding, or private branding and fully explain why based on what you observed and the concepts discussed in the textbook. Include pictures. e) Discuss and give examples of their line extensions or brand extensions. Include pictures. Price a) Identify the price point ranges for each product type. Create a table to summarize the products and the price points. It could be bronze, silver, gold or small, medium, and large etc for different product types coffee, tea, brownies etc or TV’s, phones etc.
b) Discuss why or why not you feel their strategy is penetration pricing or skimming. c) Discuss if they segmented the market by price or some other segmentation approach. Place a) Indicate which channels (what types of retailers: grocery stores etc) and which retailers (Target etc) sell their product. b) Discuss if their distribution strategy is intensive, selective, or exclusive. Promotion (Advertising) a) Discuss the types of advertising and promotions they have implemented. b) Discuss their use of broadcast (TV / Radio), print (magazines / newspapers), and support media (billboards / internet). . Appendix: (not included in the word count) Include any supporting information, articles, and numerous photos / images of logo, products, packaging, in store displays, print ads etc. and the links to where you found the items. WORD COUNT: Minimum of 3,500 words. 1.5 line spacing 1/2″ margin all around 12 point font. You can get the information you need to address the 4P’s from the company website and their annual report. Remember to keep a copy of your marketing programs report for yourself so that you can show when you go on interviews. Your report will impress interviewers. Always bring samples of your work to interviews.
