MRKT 310
Principles of Marketing
University of Maryland University College
either:
Print these slides and use them as tools to develop your own format
Keep the headings but remove all the directions and tips and use this template format
Check out the Effective Power Point Presentation Tips in your Marketing
side even though the template has only one slide per topic. Add additional
slides if you need more space to effectively present key information.
Be sure the numbering system used in the template begins each of your
slides.
Feel free to change the presentation theme to one of your own, or design
situation
3. Develop/improve Power Point presentation skills
4. Demonstrate critical thinking skills
5. Demonstrate information literacy skills
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faculty approval
Determine external research needs by end of Week 1 and use
discussions
Draft sections as topics are covered in class while the material is still
issues.
Ask questions early and often!
weeks.
Finding perfect information is not realistic; budget time spent on research
carefully
Look for sources that provides additional product and competitor
your conclusions.
Expect to use endnotes to verify information and a bibliography, both in
Google searches
Executive Summary
Prepare this slide last and submit with your
Table of Contents
Prepare this slide twice:
1. When you are ready to submit Part 1,
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Section A
Current Marketing Situation
Section A -- Title slide for Section A, no additional
bibliography, refer to UMUC virtual library for citation and bibliography styles.
Consider your reader to be members of the companys management team.
Do not approach this as a term paper where you regurgitate information you
may be finding. Follow the topic numbers precisely.
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now reaches using the hints below. Then, select the primary
target market. This primary target market will be the focus of
your marketing plan term project for the remainder of Part 1.
You might be recommended one of the other target markets to
be the focus for Part 2.
Hints:
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Use Chapter 7, Table 7.1 on page 193 in text 5 th ed. for a list of potential characteristics of
market segments and be specific. For example, if age is a characteristic, then mention the age
ran range, e.g. 25-49 year olds.
If product is mass marketed, e.g., no segmentation, then do not provide a target market
description, but do explain why it is a mass market. See Chapter 7, Requirements for Effective
Segmentation 2
Articles written about the product may have some expert analysis of the current target market.
Alternative: Use the PRISM system to find two to three possible market segments and their
descriptions. Refer to the following website
http://www.claritas.com/MyBestSegments/Default.jsp?ID=30 for more details.
whole market
2.Differentiated Also called segmented marketing, company markets to multiple segments
with separate offerings
3.Concentrated Also called niche marketing, company focuses on the one market segment
they can serve better than competitors
4.Micromarketing Variations include local marketing, individual marketing, used for
marketing to local customer segments
. See Chapter 7, Evaluating Market Segments and Selecting Market Segments for more
details.
. Note, to keep things simple, you will focus on only one target market for the remainder of
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your marketing plan, even if you decided the company uses a differentiation targeting
strategy. Be sure to identify the primary target market and keep their characteristics in
mind as you complete your marketing plan.
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Use Chapter 5, Figure 5.2 on page 137 of the text 15th ed. for a
framework.
Hints:
See Figure 5.5 in Chapter 5 on page 153 of the text 15 th ed. for a framework for
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currently exists.
To complete this topic, skip ahead to Chapter 8,
specifically Figure 8.1, on page 228 in the text 15th ed.
Three levels of product. Describe your product/service
in terms of each of these levels.
Hints:
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Hints:
Table 8.1 Table will be an invaluable aid in Part 2 when you determine future
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Table 9.2 will also give you ideas as to future marketing strategy
recommendations in Part 2.
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Check out Table A1.1 in Appendix 1 for a good example; but unlike the
example, you only need to do it for one primary target market you
identified earlier.
The feature is always something the company puts in the product, the
benefit is the reason why this feature is important to the customer.
place and promotion) that currently exists. You can find most of this
information in your research and where needed, make educated and
well-grounded guesses. Here you will discuss the points of
differentiation as seen through the eyes of the primary target market.
Your choices are:
Product differentiation
Services differentiation
Channel differentiation
People differentiation
Image differentiation
Hints:
Check out Chapter 7, Identifying Possible Value Differences, beginning on page 211 of
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Hints:
The manufacturers brand is not always the product brand. Refer to Chapter 8, Product and
Service Decisions.
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Refer to Appendix 1, Table A1.2 for an idea of how to compare each of the
direct competitors. You can add as many columns as you think relevant. In
addition to features you might compare price, assortment, numbers of
locations, competitive advantage and other variables relevant to your
product.
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Be careful your number is only for your product, not the companys entire
portfolio of products
A quick and dirty measure is the amount of shelf space devoted to each
competitor, if you have chosen a consumer product. But, true market share
indicators based on volume sales or sales dollars, or units sold would be better.
Hints:
. Check out Chapter 18 for a thorough discussion of competitive positions and roles,
see Figure 18.2 and related narrative on page 536 in the text, 15 th ed.
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it here. If not, discuss why this is a problem, which is generally the case for
products where consumers do not really believe there are any product
differences amongst the competitors.
Hints:
Sample of a strategic sweet spot: The Macbook Pro is the most light, most powerful full
functioning laptop available to college students and comes with Apples industry leading
service and guarantees easily accessible for free via phone or at the colleges IT support
department.
The Strategic Sweet Spot is NOT the positioning statement, although they may look alike.
The difference is that no other competitor owns your sweet spot. If they do, then both
competitors are positioned similarly and that creates a major marketing challenge.
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are the channel members that takes the product from producer to end
user and what does each channel member do to to add value to the final
customer
Hints:
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You may want to draw one or more of the channel design illustrated in Figure 12.2., page 343
in the 15th ed. Be as specific as you can, e.g. for retailer, exactly what stores is the product
sold.
You may need to discuss more than one channel system. For example, may have a direct to
customer channel, and one or more indirect channels to the final customer. For example, you
can buy best selling books via a direct channel on the web. You can also buy a best selling
book via a retail channel utilizing a publisher (manufacturer), wholesaler and retailer. You can
also buy a best selling book via a discount channel such as Costco, which functions as both the
wholesaler and retailer.
Be sure to discuss how each adds (or doesnt add) value for the final consumer. You can find a
basic list of channel functions in Chapter 12, page 342, 15 th ed.
a:
Conventional distribution channel
Vertical marketing system (VMS)
Corporate VMS
Contractual VMS
Administered VMS
Horizontal Marketing System
Multichannel Distribution System
End with your conclusion as to whether the current value delivery network is
appropriate for your product/service to add value to the primary target market.
Hints:
This may be a topic for which you may not be able to find perfect information. Do your
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Refer to Chapter 12, beginning on page 351 in the text, 15th ed.
identifying major distribution alternatives.
Part B
SWOT Analysis
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Presentations
Be sure to include your endnotes and bibliography
Check your work against the grading rubric
Upload your Part 1 to your assignment folder by the due date listed
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Begin Part 2
Part 2 will be your ideas, suggestions and recommended
Part C
Objectives and Issues
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Section D
Marketing Mix Recommendations
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Coke
Zero is currently using value-added pricing. CocaCola products are some of the most expensive
carbonated sodas on the market and yet Coke Zero is
increasing share in a declining market because they are
offering something people want. They are giving the
value of the taste of real Coca-Cola with zero calories
and if consumers like it they are going to pay more for it.
Soda isnt something people compromise on because of
price, they just dont buy it if they cant afford it. I think
Coke Zero should offer promotions or coupons and
temporarily lower the price of their drinks to get
consumers to buy them. Then, once consumers have
tried them and love them they will be willing to pay full
price.
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reminding consumers of its zero calories, same taste. This has been
building awareness and knowledge of their product for a while. I
would have Coke Zero start letting people try the product, whether
through coupons or sampling, to get them to like the product and
then prefer Coke Zero. This is also when consumers will see ads for
Coke Zero and in-store displays. This will give them the conviction
they need to purchase Coke Zero, knowing it tastes delicious and
they are going to love it every time they drink it.
This is a pull strategy. Coke Zero is appealing directly to the
consumers to buy their product. This is done through advertising,
coupons, and in-store sampling done by Coke Zero representatives.
The consumers will then want to buy Coke Zero from the stores, and
the stores will want more Coke Zero from the distributor.
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identify the product and that its the same great taste with
zero calories. This will give them a baseline to start with. Next,
marketing research needs to be done to see whether
consumers can tell the difference between Coke Zero and
Coca-Cola and which one they prefer. It also needs to see if
consumers can tell the difference between Pepsi Max and
Coke Zero and which one they prefer. This will help Coke Zero
find out if consumers truly believe that it tastes the same and
if not, help them improve their product. This will also help
Coke Zero expand to start targeting women and get them to
recognize Coke Zero as the go to zero calorie soda. Along with
running ads, this will get more brand awareness and at the
end of the research Coke Zero will test again to see if more
consumers can identify the product and how well they enjoy it.
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Part E
Action Programs
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see how well consumers can identify Coke Zero and its zero
calories slogan.
March- The initial TV ads will start running. This is perfect
timing to aggressively target young men during the NCAA
March Madness campaign and its also when women start to
think about what they are going to do to get in shape for the
summer.
April- The print ads will start to run, having given women
time to see the TV commercials.
May-In-store displays and sampling will begin. Consumers
buy more soda during the summer because its hotter and
they are looking for things they can throw in a cooler and
that taste great right out the fridge. This is also when the
coupons will be available.
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the widest range of people and its one of the easiest ways to talk to
consumers about the product because it can be presented easily
and consumers will be able to see and read that Coke Zero tastes
just as good as Coca-Cola without the calories.
Sales Promotions During this time Coke Zero will also be offering
coupons for their product and running displays in major grocery
stores like Wal-Mart, Kroger, Safeway, etc. This way consumers will
see Coke Zero, remember the message from the commercials, and
see that it is on sale so they may as well try it. We will also be
running sample displays in larger cities to allow people to sample
Coke Zero and get the coupon from a real person.
Public Relations Coke Zero will rely on its brand name of Coca-Cola
and the good press it has. Coca-Cola has been around for a long
time and people are already familiar with its taste and reputation.
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Part F
Budgets
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F.1. Budgets
Objective/Task method
Sales Promotion- 35% of the advertising budget will be spent
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Part G
Controls
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G.1. Controls
Metrics to monitor progress
One metric we will use is Coke Zeros twitter feed. The ads and the
packs of Coke Zero will all feature a hashtag. Consumers are going
to use that hashtag to talk about Coke Zero and we are going to
see how many times they do because it shows brand awareness.
The second metric is the pre- and post-campaign interviews Coke
Zero will be conducting. This is another way to find out if brand
awareness has increased. The goal is to have a 15% increase in
brand awareness by consumers being able to identify Coke Zero
and know what its differences are.
The third metric Coke Zero will use is to see how many of its
coupons were redeemed for products. This will show how many
people actually bought Coke Zero. The goal of this campaign is a
75% redeeming rate plus a +/- 10% rate because not all coupons
used are going to be returned to Coke Zero or reported as being
used.
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Endnotes
Be sure to use a proper citation format or you will
lose points.
Endnotes should be included for both Part 1 and
Part 2 as appropriate.
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Bibliography
Be sure to use a proper citation format or you will
lose points.
Refer to the excellent reference tools found in the
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Exhibits
Exhibits are optional, but are a good place to put
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End of Part 2
Make any changes recommended in your facultys
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