Marketing

READ THESE INSTRUCTIONS CAREFULLY AND ASK ANY QUESTIONS IN THE FORUM. In your midterm, you analyzed the market. Now, based on that analysis, create a sustainable MARKETING campaign for THE BODYSHOP . Please do NOT create a global plan for a giant corporation. Pick ONE product and ONE market. Also, this is NOT a report: as an MBA, you need to lead and to generate ideas and you should write your assignment with that focus in mind please. Write your paper in the following order, with separate sections, not as a continuous essay. You have only 3,000 words (plus 10% if necessary) and may allocate your words as you wish, although bear in mind the allocations of marks between sections in your decision. I. Cover Sheet + Table of Contents. These do not count towards your word total. The cover sheet should include the title of your paper (including the name of the company) and the date of completion. Do not put your name in your paper please, either here or anywhere else. II. Introduction + Goals (20 marks). This consists of three parts… 1. BRIEFLY describe your organization. This is simply to remind the reader of your company and what they do, so please limit this to key information, which can be covered in a sentence or two. Even here though you should reference one or two sources. 2. Identify your target market. Just say who your target market is — you don’t need to analyze them again. This could be any of the stakeholders from your midterm assignment, though most likely it will be the customers. If you want to target a new customer segment, explain why. 3. Set 3BL MARKETING goals: You will need to create 3 S.M.A.R.T. goals — one each for People, Planet, and Profit. Make sure they are goals, not policies, and make sure they are related to your marketing campaign, not goals for human resources or operations. You can include a brief explanation of why they are S.M.A.R.T., for those elements such as attainable where it might not be obvious. III. Your Marketing Mix, the first 3P’s (30 marks). How will you achieve your goals? Again, remember this is not a formal report but a means for you to demonstrate your original thinking. Be sure to justify your decisions (the WHY) with research backing where possible. And don’t forget to emphasize sustainability! 1. Product: What are you selling? (Pick just ONE product or service if your company has several.) How is it different or better than the competition? Will you change anything? Why or why not? 2. Price: What is the company’s current pricing strategy? What will be your new pricing strategy, and why? Show the old price, the new price, and a competitor’s price. (That’s 3 different numbers.) 3. Place: What is the product’s current means of distribution? How would you change that and why? How will your distribution channels compare to those of the competition? IV. Your Promotion Plan using AIDA+ (25 marks). 1. Please structure your Promotion Plan using each of the 5 stages of AIDA+. In each stage, describe the media and messages you will use, explaining your reasons for doing so based where possible on research, which you reference. Be specific about where and when your promotions will run. V. Promotion Budget & Implementation Calendar (25 marks). 1. Based on your goals and your AIDA+ plan, create a detailed OBJECTIVE-AND-TASK budget. Do NOT include ordinary operational expenses, such as office space, salaries, or cost of goods sold. Just show specific promotional expenses. You must research and use actual costs. Remember, an objective-and-task budget shows how each marketing expense will contribute to your goal, so show the calculations and projected results for each expense. 2. Create a timeline of specific dates and activities. This can be a simple list or a Gantt chart. VI. Reference Notes + Bibliography. Research is an absolutely critical component of this paper. Support all of your facts, data and arguments using multiple authoritative sources, not just company websites. No Wikipedia. Every source you cite must be directly relevant to your paper, so do not include class readings unless you used them to create this plan. Include reference notes in the body of the document AND a list of all your sources at the end. Please use a proper reference note format i.e. Harvard. Your reference notes and bibliography do not count towards your word total. IMPORTANT NOTES • Length: Maximum 3000 words plus 10%.The maximum does not include the title page, contents, reference notes, or bibliography. However, words in charts and tables DO count toward your limit. Do not fill your plan with definitions, theories or unnecessary background information. • Proofread: Proofread your paper to minimize errors and ensure clarity. Also, reread the instructions AFTER your paper is complete to catch any omissions. MOST POINTS ARE LOST BECAUSE STUDENTS FAIL TO READ THE INSTRUCTIONS CAREFULLY. • Objectivity & Feasibility: Your paper should be a well-reasoned and substantiated argument. If you say, “our product is high quality,” PROVE IT with facts or third-party quotes. Also, don’t just present your ideas; explain them. Why is this the best option? ABSOLUTELY NO PLAGIARISM: This is a test of your original analysis and thinking, not your ability to copy and paste. You must base your plan on research, but quote other sources sparingly and always use proper quotation marks and references. It’s your responsibility to completely avoid any form of plagiarism. • Deadline: 26th July 2015 at midnight, Zurich time. You have only just over 2 weeks. In business it’s critical to adhere to deadlines. If you cannot meet the deadline above, let your instructor know NOW. Please do not ask for an extension later except for proven medical emergencies. This paper is more work than you might think, so START NOW. You should also upload your paper early in case of technical problems. • Submission Format: Submit through the RKC website as a .doc or .docx, NOT pdf. Upload only one file. Do NOT email your paper to your instructor for any reason. • Grading: Grading will be based on: o your understanding of marketing theories and frameworks o how sustainable your marketing plan is o the quantity and quality of your research and analysis o the creativity and originality of your ideas and strategies o the clarity of your writing — please proofread

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