Gives users the ability to scan the ingredients list on food packages and be alerted of ingredients to stay away from, whether due to food allergies or specific ingredients that the user inputs that he/she wants to stay away from. The app has a feature of recommending to the user similar products that he/she might be interested in or that others have purchased.
Please answer ALL of the questions listed below based on the information provided about the product to create the last 2 parts (Part III and IV) of the marketing plan. Please go of Part I and II of the marketing plan since it is a continuation.
Marketing Plan: Part III
Remember to give a short description of your product first so that I can relate your answers to your product.
1. Describe how you will build brand customer relationships for your product.
(Think about what Nike does!)
2. Describe your product or service in detail.
3. Describe the core customer value, actual product, and augmented aspects of
your product.
4. Look at Figure 8.2 about Individual Product Decisions on page 231.
Describe each of these categories in detail as it relates to your product. Be sure to review those aspects of the book. These are key aspects of this part of the Marketing Plan. Spend a significant amount of time on #4.
5. Discuss your product line as appropriate.
6. Describe your Product Mix decisions.
7. If your product is a service be sure to describe the unique aspects of your
product service qualities.
8. Look at Figure 8.5 about Major Brand Strategy Decisions. Describe each of
These categories in detailas it relates to your product. Be sure to review those aspects of the book. These are key aspects of this part of the Marketing Plan. Spend a significant amount of time on #8.
9. Look at Figure 8.6 about Brand Development Strategies. Describe each of
these categories in detailas it relates to your product. Be sure to review those aspects of the book. These are key aspects of this part of the Marketing Plan. Spend a significant amount of time on #9.
10. Start looking at chapters 10 and 15 and think about how you will incorporate
theminto your Marketing Plan Part 4.
Kotler and Armstrong: Principles of Marketing 15e
Chapter 10: Pricing: Understanding and Capturing Customer Value
Chapter 15: Advertising and Public Relations
Marketing Plan: Part IV
Remember to give a short description of your product first so that I can relate your answers to your product.
Chapters 10, 13,15,17:
Kotler and Armstrong: Principles of Marketing 15e
Chapter 10: Pricing: Understanding and Capturing Customer Value
Chapter 13: Retailing and Wholesaling
Chapter 15: Advertising and Public Relations
Chapter 17: Direct and Online Marketing – Building Direct Customer Relationship
1. What pricing strategies are going to use for your product and why?
2. What fixed and variable COSTS do you anticipate?
3. What price are you establishing for your product and why?
4. What does your price say about value and prestige?
5. What type of retail store or online site(s) do you plan t sell your product
though and why?
6. What type of wholesalers do you plan to use (if any) and what will they do
for you?
7. Describe your advertising objectives.
8. What is your advertising budget? How did you determine it?
ROUGHLY SET A PRICE FOR YOUR ADVERTISING BUDGET. YOUR MAXIMUM IS $5,000. REMEMBER YOU ARE A START UP. WHAT WILL YOU SPEND YOUR MONEY ON AND WHY?
9. What is your advertising message?
10. What is your logo and tagline?
11. What media do you plan to use?
12. How will you measure advertising effectiveness?
13. How will you use and control PR to communicate with your publics?
14. What type of information will you maintain in your database? Why?
15. What type of direct mail marketing will you use and why?
16. How will you use online ADVERTISING?
17. What type of information will you have on your website?
18. How will you use social networks?
19. Will you use mobile advertising?
20. Write a draft of your executive summary.
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