Scenario: ABC Ltd. is a newly established organisation of organic and non-GMO snacks. It has enough financial and other resources to compete with its competitors. It has a huge variety of snacks to offer in the market. The board of directors has decided to hire your group as marketing consultants to advise them all about marketing, Tasks: 1. Objectives Clearly state SMART (Specific Measurable, Achievable, Results-oriented, Time-framed) overall objectives (e.g., sales revenue and profit, $ and/or unit market share) listed in order of priority. (Do not include reasons in this section and note that strategies are not objectives Marketing Recommendations & Major Reasons This section will outline recommendations (primarily) AND indented reasons (only for the most important or controversial recommendations) using the following headings: 2. Target Market List the market segment(s) that you are targeting in order of priority (eg--primary, secondary tertiary). Briefly describe each segment. 3. Product/Service/Organization Recommend what your product, or organization should be including its name, a brief overview of the product/service/organization, a summary of its most important benefits and ingredients. 4. Positioning Describe your positioning strategy and develop a positioning tagline. Remember that your positioning should differentiate your offering from competitors' options. 5. Pricing Set an exact price by considering various pricing strategies and explain any discounts or rebates 6. Distribution Explain how your products will be distributed and how you will evaluate, manage, and motivate your channels of distribution. 7. Marketing Communications Outline individual recommendations for each of the following types of marketing communications: advertising, publicity, direct marketing, sales promotion, personal selling, and social media. Specify the target audience, communication objectives, and approximate cost of each communication. E.g., Implement print advertising in __(media) _(frequency and timing) targeted to ___(audience) in order to (objective). Include sample copy and rough layout for a one-page print ad or a sample script for a 60- second radio ad or public service announcement in Appendix. Scenario: ABC Ltd. is a newly established organisation of organic and non-GMO snacks. It has enough financial and other resources to compete with its competitors. It has a huge variety of snacks to offer in the market. The board of directors has decided to hire your group as marketing consultants to advise them all about marketing, Tasks: 1. Objectives Clearly state SMART (Specific Measurable, Achievable, Results-oriented, Time-framed) overall objectives (e.g., sales revenue and profit, $ and/or unit market share) listed in order of priority. (Do not include reasons in this section and note that strategies are not objectives Marketing Recommendations & Major Reasons This section will outline recommendations (primarily) AND indented reasons (only for the most important or controversial recommendations) using the following headings: 2. Target Market List the market segment(s) that you are targeting in order of priority (eg--primary, secondary tertiary). Briefly describe each segment. 3. Product/Service/Organization Recommend what your product, or organization should be including its name, a brief overview of the product/service/organization, a summary of its most important benefits and ingredients. 4. Positioning Describe your positioning strategy and develop a positioning tagline. Remember that your positioning should differentiate your offering from competitors' options. 5. Pricing Set an exact price by considering various pricing strategies and explain any discounts or rebates 6. Distribution Explain how your products will be distributed and how you will evaluate, manage, and motivate your channels of distribution. 7. Marketing Communications Outline individual recommendations for each of the following types of marketing communications: advertising, publicity, direct marketing, sales promotion, personal selling, and social media. Specify the target audience, communication objectives, and approximate cost of each communication. E.g., Implement print advertising in __(media) _(frequency and timing) targeted to ___(audience) in order to (objective). Include sample copy and rough layout for a one-page print ad or a sample script for a 60- second radio ad or public service announcement in Appendix
