marketing group assignment

A GROUP ASSIGNMENT IN A MARKETING COURSE

Professor amber epp.

Project Overview

Students will work in groups of 3-4 for this assignment. To begin the project, choose a company and select a “new” product or service being introduced by this company. A good place to find product introductions is on a company’s website, either under a “products” heading or in the company’s press releases. You may also find some interesting new products/services in reviews of new innovations from various magazine and blogger sources:

Time magazine’s list of the “Best Inventions of the Year”; http://time.com/4572079/best-inventions-2016/

Marketplace that focuses on start ups and indie projects (best with Google Chrome browser); http://outgrow.me

Good Housekeeping Home Innovations; http://www.goodhousekeeping.com/home/a40109/home-innovations-2017/

Annual Edison Awards; http://www.edisonawards.com/winners2017.php

CES Innovation Awards; http://www.ces.tech/Events-Experiences/Innovation-Awards-Program/Honorees.aspx

The product or service you select may be entirely novel or simply a line extension of an existing product. Please provide  me with the name of the product or service your team has selected (either via email or in class) by Thursday, September  21 st . Next, imagine you are the marketing team in charge of the product/service you selected, and choose a relevant  market segment to target. Your task is to convince company decision makers that this market segment makes sense,  provide them with a detailed analysis of the segment, and offer recommendations for how to reach them.

Status Report

Please submit a progress report (about 3-4 single-spaced pages) by Thursday, October 12 th . This report should include the  following components: (a) define your target market segment, (b) generate initial analysis of the target market segment [This  could be a bulleted list summarizing what you know about your consumers’ behaviors.], (c) list any questions you have about  the project, especially related to any information are you having trouble finding, and (d) provide a reference list of your  secondary data sources. One purpose of this report is to keep you on track in completing the project on time. Another  purpose is to determine whether you are on the right track in analyzing your market. We will meet in person to go over your  progress.

Market Segment Analysis Paper (100 points)

Your Market Segment Analysis paper (about 20-25 double-spaced pages, including figures and references) should include  the following sections and provide complete information regarding the features of your target market.

Please include the name of the product/service, type of project (market segment analysis), date submitted, and the  names of your group members.

Table of Contents

List section titles in order, with corresponding page numbers.

Executive Summary

This is a brief (less than one page) overview of the project that should convince readers of the importance of this document. You should outline the key elements of your paper.

Customer Profile

At the beginning of this section, briefly identify your target market segment (e.g., men, ages 18-24) and offer a rationale or justification for selecting it. Once you have selected a target market segment, your customer profile should include a complete explanation of the following characteristics.

 Size (How large is the market and what is its growth potential?)

Relevant demographic variables (age, income, etc.—focus on variables you did NOT use to segment the market initially)

Lifestyle Characteristics (What are their values, motivations, and/or attitudes? How do they spend their time—activities, hobbies, interests?)

Communication/media behavior (What do they listen to, watch, and read? How do they communicate with one another and with the company? What are their preferred technologies— e.g., email, twitter, facebook, texting? What types of behaviors do they engage in online?)

Purchasing behavior (Are consumers in your market brand loyal? Where do they shop for this type of product—specific retail outlets? online? How much are they willing to spend on this product category? Are they responsive to price incentives?)

Product/Service usage (How often do they buy this product? What benefits are they seeking? How do they use this product/service?)

Relevant cultural influences and industry trends (This section requires you to consider how cultural contexts shape consumer behavior. What cultural trends are relevant to your market? You may also wish to include industry trends related to the product/service you’ve selected that may impact the behavior of your market.)

Information outlined in the profile must be based on research obtained from relevant secondary data sources. Please remember to cite your sources in the body of the paper (parenthetically or using footnotes)! The purpose of this section is to build an argument for the attractiveness of this market segment and offer information that will be useful in reaching this market and developing a relevant positioning statement.

Positioning Statement

After developing your customer profile, generate a positioning statement for your product/service. What image will you attach to your product/service, based on what you know about your target market segment from the research in your customer profile? Provide a brief rationale for your positioning statement.

Marketing Mix Elements

In this section, provide a specific account of your proposed marketing mix strategy (including product/service, promotion, distribution and price) that is ready to implement. Your choices should be well-supported and refer to the research you presented in the customer profile.

• Product/Service

This section should provide a description of the product/service and specify its features and benefits. That is, how will your product fit into or match your consumers’ lifestyles? This section also might include recommendations for packaging and/or service environment elements that should be incorporated.

• Distribution

This section should outline information about where consumers can purchase the product (e.g. specific retail outlets, online, etc.). You also may incorporate/propose potential partnerships here, if applicable.

This section should include your pricing strategy. Please give pricing information (including any special discounts or rates for your market segment), and justify based on your research.

• Promotion

This section should outline your choices related to promoting your product/service. Your plan should include general media (i.e. television, magazine, billboard, online, non-traditional, etc.) you recommend as well as specific outlets (e.g. It’s Always Sunny in Philadelphia, Men’s Health, Sports Illustrated, and online episodes of Dexter). These choices should make sense based on the research you conducted about your target market’s communication and media behavior.

Reference List

Please cite your sources internally and provide a full list of references at the end, using either APA or MLA formatting.

Presentation (20 points)

A group presentation, limited to oral highlights and summary visuals, will be required during the final weeks of class ( November 30 th – December 12 th ). More presentation details will be given later in the semester. All group members should present and be prepared to answer questions. To facilitate the grading process, please bring hard copies of your presentation materials (for example, slides, handouts, etc.) to me on the day of your presentation.

Summary of Evaluation and Due Dates

In addition to the content of the paper/presentation as outlined above, performance on both the written report and presentation will be evaluated on the basis of the following criteria: logic (are your marketing mix choices supported by your customer profile research?), quality of writing, thoroughness, clarity, creativity, and professional appearance.

• Assignments

Group Assignment: Comprehensive Digital and Social Media Marketing Project

Objective: Develop a comprehensive digital and social media marketing strategy for a fictitious or real brand. This project will encompass social media campaign development, influencer marketing, content creation, social media analytics, SEO and SEM strategy, case study analysis, and crisis management.

Group Size: Maximum of 3-4 members per group

Submission Deadline: End of the class today

Submission Method: Submit the assignment in the student portal

Marks: This assignment accounts for 10% of your final grade

Instructions:

1. Social Media Campaign Development

• Develop campaign goals and objectives.
• Identify target audience.
• Choose appropriate social media platforms.
• Create a content calendar with posts, graphics, and videos.
• Plan engagement strategies and promotional tactics.
• Output: Campaign strategy document, content calendar, sample posts.

2. Influencer Marketing Strategy

• Research and select influencers that align with the brand.
• Develop a collaboration proposal including deliverables and compensation.
• Plan a campaign timeline.
• Create metrics for evaluating the success of the campaign.
• Output: Influencer marketing plan, collaboration proposal.

3. Social Media Analytics Report

• Select a brand and gather data from various social media platforms.
• Analyze key metrics such as engagement, reach, impressions, and conversion rates.
• Identify trends and insights.
• Provide recommendations for improving social media performance.
• Output: Analytics report with visual charts.

4. Content Creation Challenge

• Develop a content strategy for a specific brand or product.
• Create various types of content such as blog posts, videos, infographics, and social media posts.
• Ensure the content aligns with the brand’s voice and goals.
• Output: Collection of content pieces.

5. Case Study Analysis

• Choose a well-known digital marketing campaign.
• Research and gather information about the campaign.
• Analyze the campaign’s objectives, strategies, execution, and results.
• Discuss what made the campaign successful and what could be improved.
• Output: Case study report.

6. SEO and SEM Strategy Development

• Conduct keyword research.
• Develop on-page and off-page SEO strategies.
• Plan a Google Ads campaign.
• Create content that aligns with SEO and SEM goals.
• Output: SEO and SEM strategy document, sample ads.

7. Social Media Crisis Management Plan

• Identify potential social media crises that a brand might face.
• Develop a step-by-step crisis management plan.
• Create templates for official statements and responses.
• Plan post-crisis recovery strategies.
• Output: Crisis management plan document.

Deliverables:

• Campaign Strategy Document
• Content Calendar
• Sample Social Media Posts
• Influencer Marketing Plan
• Collaboration Proposal
• Social Media Analytics Report
• Collection of Content Pieces
• Case Study Report
• SEO and SEM Strategy Document
• Crisis Management Plan Document
• Final Presentation

Presentation:

• Each group will present their comprehensive digital and social media marketing strategy to the class.
• The presentation should cover all aspects of the assignment, demonstrating the group’s understanding and application of digital marketing principles.

Evaluation Criteria:

• Creativity and originality in campaign development and content creation.
• Depth of research and analysis in the influencer marketing strategy and case study analysis.
• Effectiveness and feasibility of the SEO and SEM strategy.
• Thoroughness and practicality of the crisis management plan.
• Clarity and professionalism in the final presentation.
• Overall coherence and integration of all project components.
• If you have any questions or need guidance, please reach out to the professor for assistance.

Good luck, and I look forward to seeing your innovative and comprehensive digital marketing strategies!

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