Module 13 Assignment Complete Marketing Plan My marketing plan is about The Coca Cola Company Student Instructions Complete the following information about the organization and products and or services you will focus on as you develop a complete marketing plan throughout the course You may need to do research to get answers to the questions below The subject for this assignment should be the organization and products and or services you identified for the Marketing Plan, Parts 1 and 2 Assignments When you submit this assignment, you should submit it as a complete marketing plan, including all your work from Marketing Plan Assignments, Parts 1 and 2 All elements of your marketing plan should be complete You may incorporate improvements to earlier sections of the plan, based on prior feedback from your instructor Marketing Mix (Four Ps) Product Strategy Briefly describe your product or service Where is it in the product life cycle What recommendations do you have for improving the offering to fit your target market's needs Be sure to consider What level of quality and consistency does the offering have How many features does it have and can they be removed or added How well does your product or service deliver what the customer values How can it improve What improvements would help your offering compete more effectively Pricing Strategy How is your product or service priced today How does this compare to competitors, assuming competitors are at or near break even point with their pricing Analyze pricing alternatives and make recommendations about pricing going forward based on the following How sensitive are your customers to changes in price What revenue you need to break even and achieve profitability What does the price says about your product in terms of value, quality, prestige, etc Place Distribution Strategy What is your current distribution strategy What missed opportunities or disconnects are you seeing in this distribution approach Make recommendations about your future distribution strategy based on the following What are the best distribution channels and methods for you to use, and why Will you have a retail outlet and if so, where will it be located In what geographic area(s) will your product service be available Promotion Integrated Marketing Communications Strategy Use the template below to lay out your design for a marketing campaign aimed at your target segment Approach How will you achieve your goal What promotional or engagement strategies will you use Think creatively about campaigns you've seen for companies or brands that have caught your attention, and how your campaign will make an impact on your target audience Will your campaign influence Engage Educate Nurture Build awareness Etc Example Use email marketing, social media and a sales promotion (prize drawing at conference) to encourage veteran attendees to post online about their experiences and plans for attending the user conference using the event hashtag Use these testimonials to amplify dialogue about the conference (via social media), build awareness (via email marketing, Web site and targeted digital advertising) and convince peers they should attend Goal In consideration of the of your previous analysis, you need to identify at least one goal for the campaign Describe the target segment for your campaign What is the goal you want to achieve with the campaign What is your call to action Make sure your goal is S M A R T (specific, measurable, attainable, realistic, and timed ) Example Audience HR professionals who are casual and power users of Chumber systems Increase event registration by 20 by the start date of the annual user conference Call to action Register online today Messages Identify the primary message for your campaign, 2 3 message pillars and proof points for each Be sure to include a call to action that helps to achieve your goal Remember that messages should align and reinforce your positioning statement Be sure to include a call to action that helps to achieve your goal Example Primary Message The annual user conference provides phenomenal value for training, professional development, peer networking and learning how to get the most out of your investment Message Pillar This conference welcomes you into a dynamic, well connected and highly competent professional community Proof Point Veteran attendees return year after year because it is recharges their skills, knowledge and professional networks Call to Action Register online today Promotional Mix and IMC Tools Identify the key marketing communication methods and specific IMC tools you will use in your marketing campaign How will you use each of these tools Look for ways different methods and tools can build on each other advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion Example Digital Marketing Web site Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social media Direct Marketing Email marketing Reach out to prior year's attendees who are already registered Ask them to post about plans to attend the upcoming conference Conduct email campaigns with target audience list to generate awareness, interest, desire to attend conferences Sales Promotion Digital Marketing Contest giveaway Offer giveaway where Facebook, Twitter and LinkedIn posts trigger entries in a conference evangelist contest giveaway to take place at conference opening session, one entry per social media tool per day Sales Alignment At what point(s) in the sales process (or sales funnel) does this campaign operate Sales process stages are 1) generate leads 2) build relationships discover needs 3) present solutions resolve concerns 4) close the sale 5) monitor and follow up How does your campaign support sales activity Measurement (KPIsKey Performance Indicators) How will you measure the success of the campaign Select 3 6 KPIs (key performance indicators) that you will measure Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful Examples of KPIs Total sales revenue New incremental sales Number of qualified leads generated Net Promoter Score Website unique visitors Number of registrations sign ups Impressions views of content CTR click through rate Engagement comments, likes, shares, pageviews, video views Followers social media (Facebook, Twitter, LinkedIn, YouTube) Awareness Etc Executive Summary Do section last This short summary should provide a holistic overview of your marketing plan All of this information is covered in more detail in the rest of the marketing plan For the Executive Summary, provide a clear, concise overview of the following points Company Description Briefly describe the organization and offerings (products and or services) your marketing plan focuses on, and the problem(s) they solve Target Segment Identify and briefly describe your target segment Competitive Advantage Explain your organization's competitive advantage Positioning Statement Provide the positioning statement your marketing plan will apply Marketing Plan Objectives List the objectives of the marketing plan What will it accomplish Be as specific as possible anticipated increase in sales, profits, market share, etc

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Module 13 Assignment: Complete Marketing Plan My marketing plan is about The Coca-Cola Company Student Instructions: Complete the following information about the organization and products

Module 13 Assignment: Complete Marketing Plan

My marketing plan is about The Coca-Cola Company

Student Instructions: Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course. You may need to do research to get answers to the questions below. The subject for this assignment should be the organization and products and/or services you identified for the Marketing Plan, Parts 1 and 2 Assignments.

When you submit this assignment, you should submit it as a complete marketing plan, including all your work from Marketing Plan Assignments, Parts 1 and 2. All elements of your marketing plan should be complete. You may incorporate improvements to earlier sections of the plan, based on prior feedback from your instructor.

Marketing Mix (Four Ps)

Product Strategy

Briefly describe your product or service. Where is it in the product life cycle? What recommendations do you have for improving the offering to fit your target market's needs? Be sure to consider:

What level of quality and consistency does the offering have?
How many features does it have and can they be removed or added?
How well does your product or service deliver what the customer values? How can it improve?
What improvements would help your offering compete more effectively?

Pricing Strategy

How is your product or service priced today? How does this compare to competitors, assuming competitors are at or near break-even point with their pricing? Analyze pricing alternatives and make recommendations about pricing going forward based on the following:

How sensitive are your customers to changes in price?
What revenue you need to break even and achieve profitability?
What does the price says about your product in terms of value, quality, prestige, etc.?

Place: Distribution Strategy

What is your current distribution strategy? What missed opportunities or disconnects are you seeing in this distribution approach? Make recommendations about your future distribution strategy based on the following:

What are the best distribution channels and methods for you to use, and why?
Will you have a retail outlet and if so, where will it be located?
In what geographic area(s) will your product/service be available?

Promotion: Integrated Marketing Communications Strategy

Use the template below to lay out your design for a marketing campaign aimed at your target segment.

Approach

How will you achieve your goal? What promotional or engagement strategies will you use? Think creatively about campaigns you've seen for companies or brands that have caught your attention, and how your campaign will make an impact on your target audience. Will your campaign influence? Engage? Educate? Nurture? Build awareness? Etc.

Example: Use email marketing, social media and a sales promotion (prize drawing at conference) to encourage veteran attendees to post online about their experiences and plans for attending the user conference using the event hashtag. Use these testimonials to amplify dialogue about the conference (via social media), build awareness (via email marketing, Web site and targeted digital advertising) and convince peers they should attend.

Goal

In consideration of the of your previous analysis, you need to identify at least one goal for the campaign.

Describe the target segment for your campaign.
What is the goal you want to achieve with the campaign?
What is your call to action?
Make sure your goal is S.M.A.R.T. (specific, measurable, attainable, realistic, and timed.)

Example:

Audience: HR professionals who are casual and power-users of Chumber systems
Increase event registration by 20% by the start date of the annual user conference.
Call to action: Register online today.

Messages

Identify the primary message for your campaign, 2-3 message pillars and proof points for each. Be sure to include a call to action that helps to achieve your goal. Remember that messages should align and reinforce your positioning statement. Be sure to include a call to action that helps to achieve your goal.

Example:

Primary Message: The annual user conference provides phenomenal value for training, professional development, peer networking and learning how to get the most out of your investment.
Message Pillar: This conference welcomes you into a dynamic, well-connected and highly competent professional community.
Proof Point: Veteran attendees return year after year because it is recharges their skills, knowledge and professional networks.
Call to Action: Register online today.

Promotional Mix and IMC Tools

Identify the key marketing communication methods and specific IMC tools you will use in your marketing campaign. How will you use each of these tools? Look for ways different methods and tools can build on each other: advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion.

Example:

Digital Marketing

Web site: Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social media

Direct Marketing

Email marketing: Reach out to prior year's attendees who are already registered. Ask them to post about plans to attend the upcoming conference. Conduct email campaigns with target audience list to generate awareness, interest, desire to attend conferences.

Sales Promotion + Digital Marketing

Contest/giveaway: Offer giveaway where Facebook, Twitter and LinkedIn posts trigger entries in a "conference evangelist" contest/giveaway to take place at conference opening session, one entry per social media tool per day

Sales Alignment

At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solutions/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity?

Measurement (KPIsKey Performance Indicators)

How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful.

Examples of KPIs:

Total sales/revenue
New/incremental sales
Number of qualified leads generated
Net Promoter Score
Website unique visitors
Number of registrations/sign-ups
Impressions - views of content
CTR - click through rate
Engagement - comments, likes, shares, pageviews, video views
Followers - social media (Facebook, Twitter, LinkedIn, YouTube)
Awareness
Etc.

Executive Summary

Do section last. This short summary should provide a holistic overview of your marketing plan. All of this information is covered in more detail in the rest of the marketing plan. For the Executive Summary, provide a clear, concise overview of the following points:

Company Description

Briefly describe the organization and offerings (products and/or services) your marketing plan focuses on, and the problem(s) they solve.

Target Segment

Identify and briefly describe your target segment.

Competitive Advantage

Explain your organization's competitive advantage.

Positioning Statement

Provide the positioning statement your marketing plan will apply.

Marketing Plan Objectives

List the objectives of the marketing plan: What will it accomplish? Be as specific as possible: anticipated increase in sales, profits, market share, etc.