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How to differentiate the clients product

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Reference no: EM133063389 , Length: word count:4000

Marketing Plan assignment

Group marketing communications plan project Presentations

Students should work in groups of 5-6, as an advertising agency team to develop a marketing communications solution for the client and their challenge listed below. Your plan should reflect consideration of the communications challenge the client is facing, the segment they are targeting, the competitive climate they function in, the brand positioning and strategy of the client, creative strategy decisions, tactics, the use of various IMC tools (Broadcast? Print? Outdoor? Publicity? Sales promotion? Direct marketing? Digital and Social media? Influencers? Earned media and publicity?), the media plan and budget, regulatory or ethical considerations, overall objectives and how you will measure the success of the plan.

You will conceptually develop the actual creative to be used in your media plan. You need to show how you would use the budget allocated for the project and demonstrate the projected effectiveness of your plan. This project challenges you to apply what you have learned in this entire course. Your written plan should be approximately 4,000-5,000 words (10-12 pages). Groups members need to be confirmed by Oct 27, 2021. Presentation of your plan will take place during the second to last class on June 15. You will be provided feedback which you may wish to use inform any additional updates prior to submitting your written paper in the final class, Dec 22. Please be sure to utilize any feedback you receive during the oral presentation to make your written report even better! No extension will be given, and no late papers will be accepted.

The client: A company who produces electric scooters, produced locally in Vancouver, BC. You are free to be creative with what you decide to call the company, and how you brand it. But remember, this is a new fictional company you are creating and positioning, not an existing brand already in the marketplace.

Target:The target market will be chosen by the team, based on the client and their product

Challenge: How to differentiate the client's product from other choices available in your chosen market and achieve growth through attracting more customers.

Marketing promotions Budget: $50,000

Suggested outline:
You are certainly welcome to expand upon this, but here is an outline of the basic elements you should include.

Introduction
- Internal analysis
- External analysis
- Competitive analysis
Target market
- Details of your target market
- Primary and secondary decision makers?
Positioning
- Differentiation
- Positioning (how you plan to position for your target market)
Marketing execution
- Details of your plan, your creative approach
- What you plan to do, where, when and how
- Reflect media choices, why they fit. Be sure to utilize what you have learned about media options in class, to justify your selected combination for being appropriate in reaching your target market, and for the type of creative you will be using
- Creative execution ideas (depending on your plan) This could include a mock up of a billboard, a sample of social media posts, or an idea for earning media publicity for example.
Implementation
- Timelines, planning
- Budget (execution, cost, frequency if applicable, estimated total). You have a $50,000 budget for 1 year
- Remember: This budget is for your marketing/communications execution only. It is not meant to be a budget for your overall business. Please be sure to utilize what you have learned in class for planning your media and execution.
- Blocking chart might be useful (by execution, month etc)
Measurement of success
- Metrics to measure if your plan is working
- How you will monitor and adjust if needed
Appendices
- Additional information to support your plan (you may or may not use this section. It could include a sketch of an ad, a storyboard for a video, tables from research results you got in surveying students if you did something like that)
References
- Be sure to use APA format - referencing in text with (Author, 2019) for example and then listing references at end in full.

Reference no: EM133063389

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