Discuss the demographic and psychographic characteristics

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Reference no: EM133203323

Assignment: Integrated Marketing Paper

Overview

For the project, you will develop an integrated marketing communications plan based on the SNHU Pet Supply case study. You will convey how you will create a cohesive marketing message and how you will communicate that message across three to five marketing channels as well as your strategy for communicating the message internally. Your integrated marketing campaign will also include strategies and tactics for marketing, and you will discuss what key performance indicators (KPIs) will be helpful to measure the success of your campaign.

Prompt: For this milestone, you will work on the Background and Analysis section of the project, and you will be responsible for completing the Milestone One Worksheet. Please note that the worksheet is just a tool to guide you as you begin generating ideas for your project. In the project, you will produce a cohesive integrated marketing plan that will be in essay format.

The following critical elements must be addressed in the worksheet that you will submit for this milestone:

1. Background and Analysis: For this section, you will first discuss the history, background, and growth potential of the company described in the case study. You will also include a SWOT analysis and target market analysis in a table format. Note that when you finalize this section for the project, you will also include an executive summary and SMART goals.

2. Describe the company's history, background, and how they position themselves for determining areas for growth.

3. Illustrate the company's strengths, weaknesses, opportunities, and threats using a SWOT analysis.

4. Determine how the audience is using media in a target market analysis that addresses media consumption behaviors of the intended audience.

Part 1: Company History, Background, and Positioning for Growth

Respond to the following:

I. Describe the company's history and background. This information can be found in the SNHU Pet Supply case study. Don't forget to give your product a name! This section should be 3 to 5 sentences in length.

II. Discuss what areas the company has for growth.

Part 2: SWOT Analysis

Complete each of the four sections below. Each section should contain 3 to 5 bullets. Remember that the strengths and weaknesses of the product are internal to the company. Opportunities and threats are external-opportunities that the company could take advantage of, or threats such as competition or regulations.

Strengths
Weaknesses
Opportunities
Threats

Part 3: Target Market Analysis

I. Determine the target audience you would like to market to. Then give some context about the geographic area.

II. Based on the geographic area, discuss the demographic and psychographic characteristics ofyour prospective customers.

III. Describe the media consumption behaviors of the demographic sectors that you indicated. (ThePew Research Centeris a great resource.)

i. What social media sites do they use frequently?

ii. What types of websites, blogs, and media do they use?

iii. What types of events (either live or virtual) and places would they typically gravitate toward?

iv. Where do your prospective customers like to shop?

v. What can your prospective customers afford, and what value do they expect at that price?

Reference no: EM133203323

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