Write a 4 page paper in which you respond to the following case question:Select TWO products from the list of product categories below and using the teaching materials and any additional research explain what you think would be an approrpiate promotions strategy for both them. In doing so compare and contrast the two promotions strategies explaining why you think they would be similar or different.Select TWO products from the following product categories:AIRLINE FLIGHTSCARBONATED SOFT DRINKSBREAKFAST CEREALS
EXERCISE EQUIPMENT
Illustrate your answer by refering to specific brands within each of the two product categories you have chosen.ASSIGNMENT EXPECTATIONS
Ensure that you repeat the case question in full and verbatim on the title page of your submission.Excluding your title and reference pages, your paper should be no more than four pages long. Please submit your case for grading by the end of this module.In answering this case question aim to demonstrate your learning not only of the materials from MOD04, but also those from MOD01-03. Use information from the background readings and any good quality sources you can find. Cite all sources and provide a reference list at the end of the paper.The following will be assessed:Your demonstrated understanding of the marketing concepts central to the case question.
Your demonstrated understanding of factors related to the development of an effective promotions strategy through the analysis you conduct in the context of the case.
In particular one of your required readings on developing a promotional strategy at the marketing-made-simple.com website indicates that the following four factors are fundamental to the development of a promotions strategy:Segmentation dividing the marketing into distinct groups
Targeting deciding which of these groups to communicate with, and how to talk to them
Positioning determining how you would like the product or brand to be perceived by the target groups
Messaging delivering a specific message in order to influence the target groups
and thus it is expected that you will demonstrate your understanding of these concepts and their relationship to the development of a promotions strategy in the context of your assignment.The criteria used for assessment will be those explained on the MOD01 Home page, namely:Focus.
Breadth.
Depth.
Critical thinking.
Effective and appropriate communication skills.background readingHaving developed an understanding of how consumers make purchase decisions, and how marketers analyze markets and select targets, we turn our attention in Modules 02-05 to how firms can win and retain customers and here in Module 04 we focus on one of the four elements of the Marketing Mix, Promotion, the form and manner of the communications made about the product to the customer and/or to channel intermediaries.Note though that the other elements of the marketing mix also communicate information to the consumer. For instance the design and look of the product in the case of goods, or the physical setting and appearance of staff in the case of services, the distribution outlet, and its location, and the stated price, all communicate information about the product. Thus the Promotional, Distribution, Product and Price strategies must all work together to achieve the objectives of the marketing strategy.This raises a number of questions such as:What methods are available to marketers to communicate information about products?Is communicating information all that goes on in promotion, or are there other more subtle, less obvious (to the receiver) effects?How do marketing managers develop effective promotional strategies?The materials on this page as well as in the case have direct relevance to those questions and the fourth part of the marketing strategy you are developing as your SLP.For both the case and the SLP, the following materials have been provided:Resources for all modules:
1. The course designer has prepared background materials for each module that can be accessed through the presentations link at the top of each page.2. An extensive glossary of marketing terms can be accessed atMarketing Power Dictionary (2011). American Marketing Association.. Available May 31, 2013 athttp://www.marketingpower.com/_la3. The following reference covers a range of marketing topics:
Marketing Made Simple. (n.d.). Available May 31, 2013 at.http://www.marketing-made-simple.com/Module 4 Readings
Christ, Paul (2011). Principles of Marketing. KnowThis.com.Read the following chapters:Promotion Decisions
Advertising
Advertising Campaign
Sales Promotion
Public Relations
Personal Selling
The Selling Process
Available May 31, 2013 at
http://www.knowthis.com/principles-of-marketing-tutorials/
Behind the campaign: Old Navy goes after men in new ad push (2011). Advertising Age ( June 18).Available through Library Portal/Proquest, May 31, 2013
Digital marketing works better for millennials than TV (2012). Tech Journal (January 24).Available May 31, 2013 athttp://www.techjournalsouth.com/2012/01/digital-marketing-works-better-for-millennials-than-tv/Elliott, Stuart (2011). Old Navy replaces mannequins with music. New York Times (February 17).Available through Library Portal/Proquest, May 31, 2013Want to reach male shoppers? Target their phones (2011). Marketing Vox (June 13).Available May 31, 2013 athttp://www.marketingvox.com/want-to-reach-male-shoppers-target-their-phones-049435/?utm_campaign=rssfeed&utm_source=mv&utm_medium=textlink