MARKETING PROMOTION CAMPAIGN

The purpose of the Assignment is to give you an opportunity to apply relevant theories and concepts from the Principles of Marketing course, to a consumer product or service. The Project should be prepared in Microsoft Word. Each section should be discussed separately. Your project document should use referenced articles to substantiate your points.

The evaluation for this assignment will be based on your ability to define and explain the marketing principles and their application to a specific consumer product or service. Your discussion and presentation should be concise, thoughtful and relevant.

Writing Style. Edit your work carefully for errors in grammar, spelling punctuation and be precise in your choice of words and expression of ideas.

INSTRUCTIONS

Step 2: From the list below, choose ONE (1) product /service for your Marketing Promotion Campaign

1. Hotel for Women Only

Step 3: Refer to the management analytical tools utilised in making the dceision to offer this product or service in the Jamaican market.

Step 4: Create a Brand name and tagline for the product or service that your group has chosen.

Step 5: Highlight the steps taken in the New Product Development process for your product/service.

Step 6: Create a Marketing Promotional Campaign for your product/service. The content of the promotion plan must include visual representations in the document (links to audio/video files may also be included).

You may use the following as a guide in preparing your document:

• Describe the given product/service. Which industry does the product/service belong to? What are the companys strategic objectives. Describe the target market and the companys marketing situation. Who are the principal competitors (if any)?
• Briefly discuss the product owners current approach in marketing the goods/services in its strategic business units (SBUs).
• Outline the management analyses utilised for the decisions made about the given product or service.
• Identify a unique selling proposition that you would propose for the given product/service.
• Use your knowledge of the marketing mix, STP, consumer behavior, ethical marketing practices and the integrated marketing communication process to prepare your marketing promotion action plan.
• Include an estimate/budget for the marketing promotion plan.
• Outline measures for evaluation and control when the plan in impleme