marketing essay

Each student is to write an individual integrated marketing communications paper between 5-7 pages using Times New Roman, 11 fonts. The student picks a product and/or service, either new (one they plan to create) or a new version of an existing product. For instance, although doing a project on Pepsi is unacceptable, a project on fruit juice-based Pepsi would be acceptable because it is a new version of an existing product.

The paper will have the following sections: (1) product description, (2) consumer behavior, (3) competition, (4) segmentation profiles, (5) target market, (6) chosen positioning with a perceptual map, (7) integrated marketing communications strategies. The following paragraphs describe these seven sections.

Don't use plagiarized sources. Get Your Custom Essay on
marketing essay
Get an essay WRITTEN FOR YOU, Plagiarism free, and by an EXPERT!
Order Essay

Within the product description section provide a very brief delineation of the product in a short paragraph (please avoid burdening the reader with too many details), and also outline the key benefits the product provides. Think of Maslow and Freud when it comes to sources of benefits.

Within the consumer behavior section think about how consumers make decisions (please utilize a consumer decision-making model). Focus on perception and motivations. Additionally, consider what attributes are most important within such product categories and how do consumers put forth information searches?

Within the competition section, define and describe the competitors at two key levels. First, consider primary-level completion. Delineate the members (or competitive alternatives) within the consumers evoke, or consideration sets. For instance, for Pepsi, it may be Coke and RC Cola, etc. Second, consider benefit-based competition. Identify the key benefits that your proposed product provides. Then, identify and evaluate competitors who provide the same benefits. For instance, for Pepsi, two benefits encompass hydration and caffeination. For hydration, tea, water, and juice brands/products serve as worthy competitors. Finally, describe the key advantages and attributes that each competitor provides?

When developing segmentation profiles, consider key bases of segmentation: benefits sought, demographic, psychographic, and behavioral. Each market should have multiple segments and each segment will include multiple criteria. Each segment must include benefits sought as a variable. For instance, within snack food segmentation you may integrate benefits, demographic, psychographic and behaviors (e.g., guilty snickers who eat to stop anxiety, tend to be young and rural, socially anxious and eat a lot at night and tend to consume potato chips and soft drinks).
In picking the target market, consider your competitive advantage and target the segment that is most appealing. Consider your unique selling proposition (what does your product have that is better and motivating for this group).

For the positioning section draw a perceptual map. Consider the key attributes that distinguish the already existing competitors, how the different segments fit onto your map and draw where your product will go onto the map. Consider your core advantage, competitive intensity, and segment demand when determining where your positioning will be on the perceptual map. This choice will guide the final section.

For your integrated marketing communications strategies, first develop 3 objectives corresponding to cognition, affect, and behavioral intentions, then outline how key IMC tools will be used to communicate your positioning to your chosen segment. Include the product’s name, the advertising theme, and other promotional. tools you will utilize. Provide brief examples of advertisements (tv, radio, billboard, etc), sales promotion, interactive media, mobile marketing, and social media, as well as public relations, and any other integrated marketing communications tools that are needed to communicate your positioning and to reach your 3 objectives of cognition, affect, and behavioral intentions

The Homework Market
Order NOW For A 10% Discount!
Pages (550 words)
Approximate price: -

Why Choose Us

Top quality papers

We always make sure that writers follow all your instructions precisely. You can choose your academic level: high school, college/university or professional, and we will assign a writer who has a respective degree.

Professional academic writers

We have hired a team of professional writers experienced in academic and business writing. Most of them are native speakers and PhD holders able to take care of any assignment you need help with.

Free revisions

If you feel that we missed something, send the order for a free revision. You will have 10 days to send the order for revision after you receive the final paper. You can either do it on your own after signing in to your personal account or by contacting our support.

On-time delivery

All papers are always delivered on time. In case we need more time to master your paper, we may contact you regarding the deadline extension. In case you cannot provide us with more time, a 100% refund is guaranteed.

Original & confidential

We use several checkers to make sure all papers are plagiarism-free and do not share them with third parties.

24/7 Customer Support

Our support agents are available 24 hours a day 7 days a week and committed to providing you with the best customer experience. Get in touch whenever you need any assistance.

Try it now!

Calculate the price of your order

We'll send you the first draft for approval by at
Total price:
$0.00

How it works?

Follow these simple steps to get your paper done

Place your order

Fill in the order form and provide all details of your assignment.

Proceed with the payment

Choose the payment system that suits you most.

Receive the final file

Once your paper is ready, we will email it to you.

Our Services

No need to work on your paper at night. Sleep tight, we will cover your back. We offer all kinds of writing services.

Essays

Essay Writing Service

You are welcome to choose your academic level and the type of your paper. Our academic experts will gladly help you with essays, case studies, research papers and other assignments.

Admissions

Admission help & business writing

You can be positive that we will be here 24/7 to help you get accepted to the Master’s program at the TOP-universities or help you get a well-paid position.

Reviews

Editing your paper

Our academic writers and editors will help you submit a well-structured and organized paper just on time. We will ensure that your final paper is of the highest quality and absolutely free of mistakes.

Reviews

Editing your paper

Our academic writers and editors will help you submit a well-structured and organized paper just on time. We will ensure that your final paper is of the highest quality and absolutely free of mistakes.