brand presentation for a new pet food product


Assignment 1 :

Develop a brand presentation of 8 12 slides for a new pet food product (or new product or line extension at your employer or future employer), using the speaker’s notes sections of each slide to expand your talking points.

Introduction

Branding is a means of differentiating a product from its competitors. Branding is an important aspect of marketing because it provides a distinctive identity to a product or family of products that sets it apart from competitors. This assessment introduces the concept of brands and discusses the various ways marketers position their products within the brand structure. By the end of the assessment, you may look at branding and products a bit differently than you do right now!

Introduction

Completion of this portfolio work project will help you understand the key components of a brand presentation.

Scenario

The Vice President of Marketing at MSH Brands (or at your employer or future employer company) was impressed with your marketing plan submitted in Assessment 1. They have now asked you to develop a brand presentation based on this work.

Your Role

You are a Brand Manager at MSH Brands (or at your employer or future employer company). You are being asked to develop a brand presentation for a new pet food product (or new product or line extension at your employer or future employer.)

Requirements

You are to develop a brand presentation including the following elements based on your research, building on your work submitted in Assessment 1. Develop a PowerPoint presentation of 8–12 slides that synthesize the work, using the speaker’s notes sections of each slide to expand your talking points. Be sure your presentation includes:

What is the brand name for the product? What role does the new product play in the brand portfolio?

Who is the target market?

What will be the new product’s objectives (create greater customer loyalty, increase trials, expand usage among current users, support trade relations)?

What will be the new product position? How will it complement the objectives?

What will be the new product competitive pricing strategy? How will it complement the objectives?

How will this be reflected in the packaging? How will it complement the objectives?

How will this be reflected in the promotion? How will it complement the objectives?

How will this be reflected in the placement? How will it complement the objectives?

Deliverable Format

PowerPoint presentation. Use Guidelines for Effective PowerPoint Presentations [PPTX] as a resource.

8–12 slides (in addition to the title and references slides).

Include additional details on each slide in the speaker’s notes section.

Additional requirements:

Title slide.

References slide.

APA-formatted references from at least five sources.

Be sure you consider the audience.

Evaluation

By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies through corresponding scoring guide criteria:

Competency 1: Apply marketing theories and models to develop marketing strategies.

Articulate the context of the business (product name, role in brand, target segment).

Competency 2: Evaluate the effectiveness of marketing strategies and methods.

Evaluate the effectiveness of marketing strategies (product objectives and positioning).

Competency 3: Use data to support evidence-based marketing decisions.

Evaluate the marketing mix (pricing, packaging, promotion, and placement) for a product.

Competency 5: Communicate marketing needs, opportunities, and strategies with multiple stakeholders.

Write coherently to support a central idea with correct grammar, usage, and mechanics as expected of a business professional.

Resources:

he Standard Industrial Classification (SIC) codes classify US-based companies, and The North American Industry Classification System (NAICS) codes classify companies operating in North America, including Canada, the United States, and Mexico. The codes are important for classifying a business or company within an industry grouping. In short, they identify the company’s business and are useful for purposes of trade, understanding competition, and financial reporting. The following resources will help you identify the SIC and NAICS codes for the business or company in your assessment:

Executive Office of the President, Office of Management and Budget. (2017). North American industry classification system [PDF]. Retrieved from https://www.census.gov/eos/www/naics/2017NAICS/2017_NAICS_

United States Department of Labor. (n.d.). Standard industrial classification (SIC) system search. Retrieved from https://www.osha.gov/pls/imis/sicsearch.html

For the paper: assignment 2

Develop an 8 10-page digital marketing strategy for a new pet food product (or new product or line extension at your employer or future employer.)

Introduction

Digital marketing and social media have completely changed the face of marketing. It is not that the older tools and models no longer work (they do!) but, rather, that these tools and models need to be applied in different ways.

Digital marketing activities are performed while customers are connected to networks through various mobile devices. Among the many things that make digital marketing unique is the trigger of communication. Customers may target the business (pull communication) or the business may target the digital consumer (push communication). Digital marketing can take place through a variety of modalities including email, text, apps, and any other means by which a customer can communicate on a mobile device. Social media takes the marketer into the world of “views,” “clicks,” and “likes” as a means of ascertaining product appeal to the potential market. Digital marketing has changed the landscape of marketing activities.

When measuring the results of social media and digital marketing, we have to measure outcomes to determine the effectiveness of a general approach or campaign. If we cannot determine effectiveness, how can we possibly know if this is something we want to do again or not? In this assessment, you will gain insight on some approaches to measuring social media and digital marketing effectiveness. Unlike other areas of business operations (for example, finance), the measurements here are still evolving. However, you need to have at least a foundation for thinking about this very important aspect of marketing.

Introduction

This portfolio work project, a digital marketing plan with a social media strategy, will help you demonstrate competency in digital marketing planning and measurement.

Scenario

The Vice President of Marketing at MSH Brands (or at your employer or future employer company) was impressed with your marketing plan and brand presentation submitted in Assessments 1 and 2. They have now asked you to develop a Digital Marketing Strategy based on this work.

Your Role

You are a Brand Manager at MSH Brands (or at your employer or future employer company). You are being asked to develop a digital marketing strategy for a new pet food product (or new product or line extension at your employer or future employer.)

Requirements

Building on your prior work this term, develop a digital marketing plan using the SOSTAC© model. Your plan must address each of the SOSTAC© elements, including:

1. Situational Analysis

Analyze the current situation in terms of customers, intermediaries, and competencies.

Conduct a thorough competitive analysis and identify what your competitors are doing in terms of Web presence and social media presence.

2. Objectives

Develop specific measurable objectives for a digital marketing strategy. Where do you want your company to be?

3. Strategy

Articulate short- (< 1 year), medium- (1 to 3 years), and long-term (> 3 years) digital marketing strategies. How do you achieve your objectives within these terms?

4. Tactics

Differentiate various techniques (for example, website, social media, advertising, pay-per-click, events, press releases, sponsorships) to use for implementing strategies. How will you build your sales funnel?

5. Actions

Develop a project plan for executing each tactic. The plan is to briefly capture your execution of the tactics.

6. Controls

Develop specific metrics to monitor tactics. How do you know things are going as planned? How often will you monitor the metrics?

Deliverable Format

Requirements:

The digital marketing plan must be at least 8 10 pages in length, in addition to the title and reference pages.

Related company standards:

The digital marketing plan is a professional document and should therefore follow the corresponding MBA Academic and Professional Document Guidelines (available in the MBA Program Resources), including single-spaced paragraphs.

Use at least five scholarly or academic sources, formatted per APA.

Evaluation

By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies through corresponding scoring guide criteria:

Competency 1: Apply marketing theories and models to develop marketing strategies.

Analyze the current situation in terms of customers, intermediaries, and competencies.

Competency 2: Evaluate the effectiveness of marketing strategies and methods.

Develop specific measurable objectives.

Articulate short-, medium-, and long-term digital marketing strategies.

Competency 3: Use data to support evidence-based marketing decisions.

Differentiate various techniques to use for implementing strategies.

Competency 4: Analyze the role of technology and social media in effective marketing strategies.

Develop a project plan for executing each tactic.

Develop specific metrics to monitor tactics.

Competency 5: Communicate marketing needs, opportunities, and strategies with multiple stakeholders.

Write coherently to support a central idea with correct grammar, usage, and mechanics as expected of a business professional.

Resources:

Digital Communications

The following readings will support your development of a digital marketing plan:

Kotler, P. T., & Keller, K. L. (2016). Framework for marketing management (6th ed.). Boston, MA: Pearson. Available in the course room via the Vital Source Bookshelf link.

Part 6: Chapter 16, “Managing Digital Communications: Online, Social Media, and Mobile.”

Social Media and Metrics

Bendle, N. T., & Bagga, C. K. (2016). The metrics that marketers muddle. MIT Sloan Management Review, 57(3), 73 82.

Peters, K., Chen, Y., Kaplan, A. M., Ognibeni, B., & Pauwels, K. (2013). Social media metrics A framework and guidelines for managing social media. Journal of Interactive Marketing, 27(4), 281 298.

Vinerean, S. (2017). Importance of strategic social media marketing. Expert Journal of Marketing, 5(1), 28 35. Retrieved from http://marketing.expertjournals.com/23446773-504/

Whiting, A., & Deshpande, A. (2016). Towards greater understanding of social media marketing: A Review. Journal of Applied Business and Economics, 18(4), 82 91.

Digital Marketing

Andrews, M., Goehring, J., Hui, S., Pancras, J., & Thornswood, L. (2016). Mobile promotions: A framework and research priorities. Journal of Interactive Marketing, 34, 15 24.

Kaplan, A. M. (2012). If you love something, let it go mobile: Mobile marketing and mobile social media 4×4. Business Horizons, 55, 129 139.

Stocchi, L., Guerini, C., & Michaelidou, N. (2017). When apps are worth paying for? How marketers can analyze the market performance of mobile apps. Journal of Advertising Research, 57(3), 260 271.

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