Marketing Mix Strategy

Suggested Length: 5-9 pages. Part C is the most crucial part of your marketing plan! To increase the appeal and likeableness of your project, please use more visuals tools than words in this part.

*** Avoid writing long paragraphs; otherwise, points will be taken. ***

Hint: Remember to review your discussions for ideas, especially the ones that should benefit your Marketing Plan.

For example, We have discussed Pricing, Promotion, & distribution. Revise your original discussion post and add more detailed information so that your client might be interested!

The strategies you propose should be actionable & practical.

Here is a detailed guideline for your Part C as well as Points for each part.

Suggest guideline


Section 1: Marketing Mix Strategy (include action plans with each specific strategy)

Consider using a table or tables illustrating changes/suggestions for each”P”.

  • Please do not recap what your client is doing now but propose new strategies based on your previous analysis in Part A & B, as well as your discussions in relevant assignments.
  • This is a chance for you to present the marketing campaign/plan you have been researching and analyzing for in the past six weeks. Be specific, but not a long paragraph! This part should be Actionable! — You could consider using PiktoChart, flowchart, etc. to present your Marketing Campaign Plan.
  • Product Strategies — 1.5 points
      • Identify what product/service your marketing campaign/plan will be promoting
        • Is it an existing one? Or, your client needs to develop one?
          • If it is an existing one, what issues are the current marketing plan facing? How does your marketing plan avoid problems and solve the problems?
            • Use screenshots, or other visual tools to introduce the product.
            • How is the product promoted now? Use a screenshot or images.
            • What is the primary reason that causes in-effective marketing results?
            • Create a new Marketing Campaign message(s) using online tools, PiktoChart, WishPond, HubSpot, ontrapot, etc.
          • If it is a to-be-developed one, how should the product/service be different from the previous one? (list out features/functions of this new-developed service/product)
  • Pricing Strategies — 2 points
      • Use a table to compare and contrast your client’s current pricing strategies with their two major competitors.
      • List out pricing issues your client is facing: one item, 1-2 sentence explanation. You could also use Piktochart in here.
      • Explain how your marketing campaign would solve the issues briefly—no extended paragraph writing. Use bullet points.
      • Decide whether you will lead, follow, or ignore changes in competitors’ pricing.
      • What new pricing strategies do you plan to implement?
        • Be specific. A Timeline will be useful in the coming month.
  • Place/physical distribution — 1.5 points
      • Identify the distribution channels through which your products/services will be made available to the target market/end users.
        • Remember Distribution Channel should start from the suppliers and then end at the consumption point.
      • Discuss how your marketing campaign plan to involve/cut any channel members to improve the distribution channel and to increase the value
        • Alliances, partners, go-betweens, etc.
  • Promotion Strategies –5 points
    • This part must contain at least one sample marketing campaign materials, visual arts.
      • Set the general tone for your marketing campaign — whether your company will be a market category leader, follower, challenger, or niche player and then choose appropriate marketing strategies for this business.
        • Choose one or two appropriate marketing strategies that should work for a market leader, follower, challenger, or niche.
      • Create a set of marketing campaign materials you will use to promote product/service.
        • It needs a slogan that could be presented on all marketing materials.
          • Traditional media
            • It should include a self-created flyer or print ad with appropriate pictures and marketing messages on it.
          • Digital media
            • A website landing page
              • If the business doesn’t have a website, please create a sample webpage for business using online tools.
              • If the business does have one, then revise their current landing page to be used during the marketing campaign – one month. WishPond is an excellent tool to use.
            • Social media message
              • If the business doesn’t have social media accounts, please create sample social media messages for the business
              • If the company does have social media accounts, please create a marketing campaign message to be launched on social media. Ontraport or Hubspot should do.
        • Decide on who will represent the product, a spokesperson, justify your choice, and include this cost in the budget table.
          • Include an image of this spokesperson.
          • DO NOT use a celebrity. Digital Influences are fine!
      • Use a table to outline how you plan to promote the message in at least two communication channels Or a flowchart
        • personal level
        • Social media platforms
        • traditional media — Small business, you could consider bill-board, moving ads, flyers,
        • other digital media
      • Indicate how you will use the Promotional Mix to communicate your product or service uniqueness to the market
        • should do
      • Summarize how your marketing campaign could help your client enhance their Brand image

Section 2 — 5 points

  • Use Charts to illustrate marketing organization structure with specific positions and job descriptions that fit your marketing Campaign — 1 point
    • The flowChart should be used and use a paragraph to explain the changes you suggest
    • May use the PowerPoint to develop the chart, easier than in word.
  • Implementation — issues include: (1.5 point)
    • Design one promotional event for your marketing campaign and explain in short paragraphs:
      • Who is responsible for various issues
      • How the strategy should be carried out
      • Where things will happen, and
      • When the different actions should take place
      • A flowchart or any other visual tools could do the work.
  • Marketing budget (1.5 points)
    • Use a Table for this part
    • Staffing Costs (be sure to include endorser’s salary)
    • Promotion Costs
    • Other miscellaneous costs
  • Conclusion (1 point)
    • You could use two short paragraphs for this section
    • Reflect how practical and actionable your plan is and
    • identify at least two limitations of your plan

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