Marketing Plan Term Project Power Point Template

MRKT 310Principles of Marketing University of Maryland University College

Rev. July 20131Marketing Plan TemplateA Student Aid for Successfully completing the final project1How to use this template2Use this template to navigate the marketing plan term project. You can either:Print these slides and use them as tools to develop your own formatKeep the headings but remove all the directions and tips and use this template format

Check out the Effective Power Point Presentation Tips in your Marketing Toolbox. The examples are specific to this project.

Many topics will need more than one slide, dont try to cram it all on one side even though the template has only one slide per topic. Add additional slides if you need more space to effectively present key information.

Be sure the numbering system used in the template begins each of your slides.

Feel free to change the presentation theme to one of your own, or design one specifically related to your product.2Marketing Plan Term Project Objectives3By completing this project you will be able to:

Demonstrate knowledge of basic marketing principles

Apply marketing principles to a product/market situation

Develop/improve Power Point presentation skills

Demonstrate critical thinking skills

Demonstrate information literacy skills

3Suggested Initial Approach to the Marketing Plan Term Project4Select your company or product/service in Week 1 and get faculty approval

Determine external research needs by end of Week 1 and use the UMUC virtual library. Complete external research by Week 3.

Check out the product website and competitor websites; visit the store to see where your product/service is sold.

Buy your product (if possible) and keep it near you as you draft your marketing plan.

Check out the discussions on the marketing plan term project where your faculty member may be inserting additional tips and hints.4Tips for completing the Marketing Plan Term Project5Stay current with text readings and online discussions or classroom discussions

Draft sections as topics are covered in class while the material is still fresh in your mind.

Dont wait until the day the project is due. It is impossible to do a good job in one weekend.

Refer to grading rubric frequently so ensure you have devoted enough emphasis to those items with higher point values.

Edit! Be sure your presentation looks professional and addresses all the issues.

Ask questions early and often! 5Expectations for External Research6All your external information should be gathered within the first three weeks.

Finding perfect information is not realistic; budget time spent on research carefully

Look for sources that provides additional product and competitor information, industry trends and other readily available data. Refer to the Marketing Webliography in the Marketing Toolbox for ideas. Ask the librarian if you still need help.

Expect to make educated generalizations and include some rationale for your conclusions.

Expect to use endnotes to verify information and a bibliography, both in an acceptable citation style, e.g. MLA, APA

Expect 90 percent of sources to be academic sources, not Wikipedia and Google searches6You can delete these introductory slides when you submit your parts 1 and 2 and begin with your own title slide.7Your Marketing Plan Term Project will start with the next slide7(Your nameCourse name/number, Section,Semester)8(Your Product Name)Be specific, e.g. Ford Taurus, Apple iPad, Tide Detergent with Bleach, etc. It is important to know if you are preparing a marketing plan for a single product or an entire product line.8Executive Summary9Prepare this slide last and submit with your finished product at the end of the semester.

An executive summary should include:Summary of key findings in the analysis of the current marketing situationBriefly state your marketing mix recommendations for the coming year.

(See Appendix 1, pg 612 in the text 15th ed. or find the related appendix in the online version for example, but be sure to frame it as a Power Point, not prose)

9Table of Contents10Prepare this slide twice:

When you are ready to submit Part 1, prepare your Table of Contents for Part 1

When you are ready to submit Part 2, prepare your final Table of Contents incorporating both Part 1 and Part 2

Prepare this slide twice:

1. When you are ready to submit Part 1, prepare your Table of Contents for Part 12. When you are ready to submit Part 2, prepare your final Table of Contents for both Part 1 and Part 210Section ACurrent Marketing Situation11Section A -- Title slide for Section A, no additional content needed but be sure to include a title slide so your reader can follow your presentation accurately.

Part 1 focuses on the current situation, in other words what is not what you think it should be.

Hints

Do not include a history of the companyDo research and be sure to provide citations both as endnotes and in a bibliography, refer to UMUC virtual library for citation and bibliography styles.Consider your reader to be members of the companys management team. Do not approach this as a term paper where you regurgitate information you may be finding. Follow the topic numbers precisely.11A.1.a. Market Description Description of market segments12Develop two to three distinctive market segments the product now reaches using the hints below. Then, select the primary target market. This primary target market will be the focus of your marketing plan term project for the remainder of Part 1. You might be recommended one of the other target markets to be the focus for Part 2.

Hints:Use Chapter 7, Table 7.1 on page 193 in text 5th ed. for a list of potential characteristics of market segments and be specific. For example, if age is a characteristic, then mention the age ran range, e.g. 25-49 year olds.If product is mass marketed, e.g., no segmentation, then do not provide a target market description, but do explain why it is a mass market. See Chapter 7, Requirements for Effective Segmentation 2Most market segments have multiple characteristic in common.Articles written about the product may have some expert analysis of the current target market. This topic works well in chart format

Alternative: Use the PRISM system to find two to three possible market segments and their descriptions. Refer to the following websitehttp://www.claritas.com/MyBestSegments/Default.jsp?ID=30 for more details.

12A.1.b. Market Description Current Marketing Targeting Strategy13Select and defend one of the four market targeting strategies currently used by the product and defend your choice.

Hints:

Undifferentiated Also called mass marketing, ignores segment differences and goes after whole marketDifferentiated Also called segmented marketing, company markets to multiple segments with separate offeringsConcentrated Also called niche marketing, company focuses on the one market segment they can serve better than competitorsMicromarketing Variations include local marketing, individual marketing, used for marketing to local customer segments

See Chapter 7, Evaluating Market Segments and Selecting Market Segments for more details.

Note, to keep things simple, you will focus on only one target market for the remainder of your marketing plan, even if you decided the company uses a differentiation targeting strategy. Be sure to identify the primary target market and keep their characteristics in mind as you complete your marketing plan.

13A.1.c. Market Description Value Proposition14What is the product/services current value proposition for the primary target market?

Hints:

Reference Chapter 1 for a general definition of value proposition and relationship to developing customer lifetime value.

Reference Chapter 7, specifically Figure 7.4, on page 215 of the text 15th ed. for the generic value proposition categories, pick one and defend your choice.

14A.1.d. Market description Factors influencing consumer behavior 15Based on the characteristics of your primary target market, what are the major factors influencing their buying behavior?

Hints:

Use Chapter 5, Figure 5.2 on page 137 of the text 15th ed. for a framework. Do not need to address each factor, but those factors you believe are part of the consumers black box for this purchase.

Based on the characteristics of your primary target market, what are the major factors influencing their buying behavior?

Hints:

Use Chapter 5, Figure 5.2 for a framework. Do not need to address each factor, but those factors you believe are part of the consumers black box for this purchase.15A.1.e. Market description Buyer decision process16Based on these factors influencing their buying behavior, discuss the type of buying decision they most likely will use when deciding on the purchase or non purchase of your product/service. Your choices are:

Complex buying behaviorDissonance-reducing buying behaviorHabitual buying behaviorVariety-seeking buying behavior

Hints:

See Figure 5.5 in Chapter 5 on page 153 of the text 15th ed. for a framework for the types of buying decisions.Be sure the logic for your choices are evidenced in your presentation.

16A.2.a. Product Review Levels of product/service17This begins your description of your product/service as it currently exists. To complete this topic, skip ahead to Chapter 8, specifically Figure 8.1, on page 228 in the text 15th ed. Three levels of product. Describe your product/service in terms of each of these levels.

Hints:

Be sure you understand each of the three levels as this will be important in assessing and developing marketing strategy. If your product is a service, be sure to refer to the service characteristics as discussed in Chapter 8 beginning on page 237 of the text, 15th ed.

This begins your description of your product/service as it currently exists. To complete this topic, skip ahead to Chapter 8, specifically Figure 8.1, Three levels of product. Describe your product/service in terms of each of these levels.

Hints:

Be sure you understand each of the three levels as this will be important in assessing and developing marketing strategy. 17A.2.b. Product Review Type of product/service18This topic also skips ahead to Chapter 8. Here you will pick the type of product/service most appropriate to your primary target market. Use Table 8.1 on page 229 of the text, 15th ed. to help you determine the type of product

The types of product are:

ConvenienceShopping SpecialtyUnsought

Hints: Table 8.1 Table will be an invaluable aid in Part 2 when you determine future marketing strategy. It provides clues to marketing mix strategy based on the customers behaviors and the type of product.Be sure you are considering only your primary target market

18A.2.c. Product review Product/service lifecycle19Refer to the discussion of the product lifecycle in Chapter 9, page 279 in the text 15th ed. List the stage your product/service is currently in and your rationale for your decision.

Hints:

Table 9.2 gives a lot of clues as to what may be happening in each of the stages giving you the rationale you need to defend your choiceTable 9.2 will also give you ideas as to future marketing strategy recommendations in Part 2.

19A.2.d. Product Review Benefits/features analysis20This topic should list the features of the product in one column and then correlate the feature with the customer benefit it provides. For example, a feature of an iPad might be a built-in camera. The benefit to the customer is the ability to take photos and share them without uploading from a separate camera.

Hints:

Check out Table A1.1 in Appendix 1 for a good example; but unlike the example, you only need to do it for one primary target market you identified earlier.The feature is always something the company puts in the product, the benefit is the reason why this feature is important to the customer.

20A.2.e. Product Review Differentiation21This begins your description of the marketing mix (product, price, place and promotion) that currently exists. You can find most of this information in your research and where needed, make educated and well-grounded guesses. Here you will discuss the points of differentiation as seen through the eyes of the primary target market. Your choices are:

Product differentiationServices differentiationChannel differentiationPeople differentiationImage differentiation

Hints:

Check out Chapter 7, Identifying Possible Value Differences, beginning on page 211 of the text, 15th ed.

21A.2.f. Product Review Branding strategy22This covers the topic of how the company that produces the product/service brands the product/service. Discuss the following:

Is your product/service a national brand that already has brand equity, or is it a new brand with little or no brand equity?Is your product/service part of a product line, and if so, what else is included in the product line?Is the brand adequately represented in the packaging such that the primary target market can identify the positioning strategy?

Hints:

The manufacturers brand is not always the product brand. Refer to Chapter 8, Product and Service Decisions.

22A.3.a. Competitive Review Competitive Analysis23Identify each of your product/services direct competitors. These are competitors who offer a similar value proposition to meet the same consumer need. Compare each competitor, including your product, on relevant criteria such as price, channel system, brand image, features, etc.

Hints:

Refer to Appendix 1, Table A1.2 for an idea of how to compare each of the direct competitors. You can add as many columns as you think relevant. In addition to features you might compare price, assortment, numbers of locations, competitive advantage and other variables relevant to your product.Refer to Chapter 18 for more information on competitive analysis.

23A.3.b. Competitive Review Market share24This is the list of who has the largest to smallest market share. If possible, find this information from an industry source. If you have to guess, be sure to include your rationale.

Hints:

Hoovers.com usually has comparable revenue numbers for public companies. Industry trade magazines frequently give comparative statistics. See the Marketing Webliography in the Marketing Toolbox for more ideas.Be careful your number is only for your product, not the companys entire portfolio of productsA quick and dirty measure is the amount of shelf space devoted to each competitor, if you have chosen a consumer product. But, true market share indicators based on volume sales or sales dollars, or units sold would be better.

24A.3.c. Competitive Review Competitive positions and roles25This topic will draw your conclusions from your competitive analysis. Minimally, include the following:

Which product/service is the market leader, market challenger, market followers or market nichers? What are the differences in the positioning strategies of each, if any?What are the vulnerabilities in each of the competitors that can be attacked in future marketing mix strategy?

Hints:Check out Chapter 18 for a thorough discussion of competitive positions and roles, see Figure 18.2 and related narrative on page 536 in the text, 15th ed.

25A.3.d. Competitive review Strategic Sweet Spot26The Strategic Sweet Spot is not covered in your text, but it means the convergence of market needs and companys ability to meet those needs better than any of the competitors.

Your product/service may or may not have a strategic sweet spot. If so, identify it here. If not, discuss why this is a problem, which is generally the case for products where consumers do not really believe there are any product differences amongst the competitors.

Hints:

Sample of a strategic sweet spot: The Macbook Pro is the most light, most powerful full functioning laptop available to college students and comes with Apples industry leading service and guarantees easily accessible for free via phone or at the colleges IT support department.

The Strategic Sweet Spot is NOT the positioning statement, although they may look alike. The difference is that no other competitor owns your sweet spot. If they do, then both competitors are positioned similarly and that creates a major marketing challenge.26A.3.e. Competitive review Positioning27This topic covers the important question of how does the product/service position itself in the minds of the primary target market. What position does your product/service hold in the minds of your primary target market? Your discussion of the sweet spot should set the stage for this discussion.

Hints:If possible, a good way to describe the product/services position is to develop a positioning map for the product/service category. See Figure 7.3 in Chapter 7, page 211 in the text 15th ed. for an example of a positioning map.

See also the sample positioning statements under Differentiation and Positioning on page 210 in the text, 15th ed.

27A.4.a. Distribution review Current supply chain members and roles28Who are the channel members that takes the product from producer to end user and what does each channel member do to to add value to the final customer

Hints:

You may want to draw one or more of the channel design illustrated in Figure 12.2., page 343 in the 15th ed. Be as specific as you can, e.g. for retailer, exactly what stores is the product sold.

Discuss the channels for the primary target market only

You may need to discuss more than one channel system. For example, may have a direct to customer channel, and one or more indirect channels to the final customer. For example, you can buy best selling books via a direct channel on the web. You can also buy a best selling book via a retail channel utilizing a publisher (manufacturer), wholesaler and retailer. You can also buy a best selling book via a discount channel such as Costco, which functions as both the wholesaler and retailer.

Be sure to discuss how each adds (or doesnt add) value for the final consumer. You can find a basic list of channel functions in Chapter 12, page 342, 15th ed.

28A.4.b. Distribution Review Value delivery network analysis29Refer to Chapter 12, discuss whether your product or service is distributed via a:

Conventional distribution channelVertical marketing system (VMS)Corporate VMSContractual VMSAdministered VMSHorizontal Marketing SystemMultichannel Distribution System

End with your conclusion as to whether the current value delivery network is appropriate for your product/service to add value to the primary target market.

Hints:

This may be a topic for which you may not be able to find perfect information. Do your best and explain the rationale for your choices.

29A.4.c. Distribution Review Current type of distribution strategy30Discuss which of the distribution strategies is currently used, e.g. selective, intensive or exclusive distribution.

Hints:

Refer to Chapter 12, beginning on page 351 in the text, 15th ed. identifying major distribution alternatives.

30Title Slide no need for additional content31

Part BSWOT Analysis31B.1. SWOT microenvironments32Strengths and weakness come from a companys microenvironments. Refer to Chapter 3 and list the strengths and weaknesses of the company producing your product/service here. You can include any or all of the actors as described in Chapter 3.

Hints:Check out the SWOT worksheet provided in the Marketing Toolbox under How to Analyze a Case Study.

32B.2. SWOT macroenvironments33Opportunities and Threats come from a companys macroenvironments. Referring to Chapter 3 list the opportunities and threats that may exist from any or all of the actors in your product/services macroenvironments.

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This concludes Part 134Be sure to go back and develop your Table of Contents

Be sure to edit your work, follow the tips for effective Power Point Presentations

Be sure to include your endnotes and bibliography

Check your work against the grading rubric

Upload your Part 1 to your assignment folder by the due date listed in the course schedule.

Remember your analysis so that you can make recommendations in part 2 grounded in the current situation and how it can be improved. 34Begin Part 235Part 2 will be your ideas, suggestions and recommended marketing strategies going forward.

Do not repeat information from Part 1. That is historic, we now want recommendations and your critical thinking.

Little if any external research will be needed for Part 2 as we are looking for your thoughts and recommendations as you critically assess the part 1 information to design new marketing strategies.

Remember, you are students in an introduction to marketing class; your recommendations do not have to be at the level of actionable strategies as the company might pursue; but they should be a demonstration that you understood the current situation sufficiently to determine the products future marketing efforts.3536Part CObjectives and Issues36C.1. Objectives and Issues First year marketing objectives37One objective for Coke Zero is an increase in market share objective. They need to become the main market challenger to Diet Coke. This would give Coca-Cola almost all the market share. It would also mean more revenue and in turn more money to spend on advertising for Coke Zero. Coke Zero is steadily gaining market shares currently so they are on the right path.A second objective for Coke Zero is a market penetration from x to y strategy. Coke Zero needs to appeal to a broader market instead of just young men. Coke Zero already has the product and it isnt just for men. This also ties into the first strategy because if Coke Zero wants to become the market challenger to Diet Coke they are going to have to get more consumers to drink it.

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37C.2. Objectives and Issues Issues that may hinder objectives38The main issue Coke Zero is going to run into when attempting to achieve these new objectives is showing consumers that Coke Zero really tastes like regular Coke and its not just another diet soda. They need to establish their own brand awareness so that consumers see Coke Zero and automatically know what it is and what it tastes like. To do this, Coke Zero should launch an aggressive campaign reminding audiences that its a guilt free soda with zero calories that tastes like a regular one. They should also offer samples and in store taste testing so consumers will buy it right away if they like it.

3839Section DMarketing Mix Recommendations39D.1. Marketing Strategy Recommendations Positioning strategy40The current positioning strategy is perfect for Coke Zeros current primary target market. Men dont want to be seen drinking a diet soda and they dont want some kind of flashy can or special bottle highlighting the diet part. Honestly, women dont want to be seen drinking a diet drink either and even though women may be trying to watch their diet they dont want to drink something they dont like.Coke Zero doesnt necessarily need a new target market, they need to broaden their market. Right now their target is primarily young men. They should broaden the market to include all young adults. Young women arent drinking Diet Coke anymore, that is a drink for older adults. If Coke Zero wants to become the market challenger they need to appeal to more people.

40D.2. Marketing Mix Strategy Recommendations Product and branding strategy41Coke Zero tastes good, it definitely lives up to the hype. Since a can of soda is so small, I think Coke Zero has done an excellent job of showcasing the fact that Coke Zero is made by Coca-Cola and that it has zero calories. Coke Zero uses block lettering and black, white and red so consumers can easily read it. It is also part of an excellent product line that has an option for every consumer. The only change I can suggest is to maybe have Coke Zero come up with a short slogan they can put on their cans and bottles to remind consumers they are getting the same great taste with zero calories. 41D.3 Marketing Mix Strategy Recommendations Pricing Strategy42Coke Zero is currently using value-added pricing. Coca-Cola products are some of the most expensive carbonated sodas on the market and yet Coke Zero is increasing share in a declining market because they are offering something people want. They are giving the value of the taste of real Coca-Cola with zero calories and if consumers like it they are going to pay more for it. Soda isnt something people compromise on because of price, they just dont buy it if they cant afford it. I think Coke Zero should offer promotions or coupons and temporarily lower the price of their drinks to get consumers to buy them. Then, once consumers have tried them and love them they will be willing to pay full price.

42D.4 Marketing Mix Strategy Recommendations Distribution Strategy43If Coke Zero could deliver directly to the retailers that might help them save on costs and ensure consumers are getting a premium product. They would still need warehouses all over the country because they cant have bottling plants in every state. If these warehouses were controlled by Coke Zero costs would be less, product would be ensured to be premium, and maybe they could lower the final price of their product. It would also help keep product on the shelf because Coke Zero is controlling the entire supply line. This way they will know of any shortages in product and be able to compensate.

43D.5. Marketing Mix Strategy Recommendations Marketing Communications Strategy44Coke Zeros current marketing communications strategy is already reminding consumers of its zero calories, same taste. This has been building awareness and knowledge of their product for a while. I would have Coke Zero start letting people try the product, whether through coupons or sampling, to get them to like the product and then prefer Coke Zero. This is also when consumers will see ads for Coke Zero and in-store displays. This will give them the conviction they need to purchase Coke Zero, knowing it tastes delicious and they are going to love it every time they drink it. This is a pull strategy. Coke Zero is appealing directly to the consumers to buy their product. This is done through advertising, coupons, and in-store sampling done by Coke Zero representatives. The consumers will then want to buy Coke Zero from the stores, and the stores will want more Coke Zero from the distributor. 44D.6 Marketing Research45First Coke Zero should identify how well consumers can identify the product and that its the same great taste with zero calories. This will give them a baseline to start with. Next, marketing research needs to be done to see whether consumers can tell the difference between Coke Zero and Coca-Cola and which one they prefer. It also needs to see if consumers can tell the difference between Pepsi Max and Coke Zero and which one they prefer. This will help Coke Zero find out if consumers truly believe that it tastes the same and if not, help them improve their product. This will also help Coke Zero expand to start targeting women and get them to recognize Coke Zero as the go to zero calorie soda. Along with running ads, this will get more brand awareness and at the end of the research Coke Zero will test again to see if more consumers can identify the product and how well they enjoy it.

46Part EAction Programs46E.1. Action Programs - IMC47January The initial brand awareness testing will be done to see how well consumers can identify Coke Zero and its zero calories slogan.March- The initial TV ads will start running. This is perfect timing to aggressively target young men during the NCAA March Madness campaign and its also when women start to think about what they are going to do to get in shape for the summer. April- The print ads will start to run, having given women time to see the TV commercials. May-In-store displays and sampling will begin. Consumers buy more soda during the summer because its hotter and they are looking for things they can throw in a cooler and that taste great right out the fridge. This is also when the coupons will be available.

47E.1. Action Programs IMC cont.48July- Sampling and coupons will stop. This is the hottest part of the summer and consumers will need carbonated soda to drink and take to parties or the beach, etc. This gives consumers time to sample in store and buy with coupons to taste the product and see how great it is. Once they love Coke Zero they wont buy anything else, even if it is not on sale. September TV and print ads cease to run so that consumers dont get tired of seeing the same ads over and over. Its also becoming fall so Coke Zero will need to start a new campaign that isnt summer based. Coke Zero will also run another brand awareness test to see if consumers can better identify Coke Zero and how they like the taste. E.2. Action Programs Message design, content and structure49Coke Zero will run a TV ad with a corresponding ad in womens magazines to attract women to their product. The ad needs to have a black background to remind people of Coke Zero. It needs to have red and white lettering to cement in peoples minds that the ad is about Coke Zero. I want to show both men and women grabbing a Coke Zero and drinking it without realizing that its not Coca-Cola. Then they tell the camera that its almost better than Coca-Cola. Coke Zero can use their basic zero calories tag line but it should be a hashtag as well to attract younger people. The print ad would just be a picture of the can with the zero calories and the hashtag. The point is that people should see the TV ad first and then be reminded by the print ad. The TV ads would be run during midday to attract women who are at home watching TV, in the evening during popular shows that younger people watch, and during sports games to attract men. These are times when people are going to be thinking about getting something to drink. The magazine ad will follow a month after the TV ads to allow people to see them. 49E.3. Action Programs Media choices50Coke Zero will be using nonpersonal communication channels, specifically TV ads and print ads in womens magazines. The TV ads will run during midday programs such as talk shows, which women are more likely to watch. Then, the ads will run again during primetime television in the evening. They will run during shows that have a lot of viewers and attract younger people, both men and women. The third place the ads will run is during sports games, to target men. This will reach the target market of young men and women. Next print ads will be released in magazines that target young adult women such as Glamour and Cosmopolitan. The ads will also be placed in womens fitness magazines for women looking for a product to help lose weight or keep it off. This will target women who may be leafing through a magazine while waiting in line at the grocery store and remind them to pick up some Coke Zero.

50E.4. Action Programs Promotion Mix Tools51Advertising Coke Zero will run TV ads and print ads. This will reach the widest range of people and its one of the easiest ways to talk to consumers about the product because it can be presented easily and consumers will be able to see and read that Coke Zero tastes just as good as Coca-Cola without the calories. Sales Promotions During this time Coke Zero will also be offering coupons for their product and running displays in major grocery stores like Wal-Mart, Kroger, Safeway, etc. This way consumers will see Coke Zero, remember the message from the commercials, and see that it is on sale so they may as well try it. We will also be running sample displays in larger cities to allow people to sample Coke Zero and get the coupon from a real person.Public Relations Coke Zero will rely on its brand name of Coca-Cola and the good press it has. Coca-Cola has been around for a long time and people are already familiar with its taste and reputation. .51

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Part FBudgets

52F.1. Budgets Objective/Task method53Sales Promotion- 35% of the advertising budget will be spent on coupons, in-store displays, and in-store sampling. 20% will be spent on in-store sampling because they have to write off the products they used and pay the wages of the people offering Coke Zero. 10% will be spent on displays and 5% will be spent on coupons because they are inexpensive to make. Advertising- 65% of the advertising budget will be spent on TV and print ads. These ads are expensive and the time slots will cost more because of the prime time tv shows that are on. Coke Zero wants to increase brand awareness and this is the best way to do it. Plus, Coke Zero may get some other consumers to buy their product through TV and print ads, even if they werent marketing to them. Coke Zero would like to see brand awareness in 75% of the primary target market at the end of the campaign.

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Part GControls

Title slide No content needed54G.1. Controls Metrics to monitor progress55One metric we will use is Coke Zeros twitter feed. The ads and the packs of Coke Zero will all feature a hashtag. Consumers are going to use that hashtag to talk about Coke Zero and we are going to see how many times they do because it shows brand awareness. The second metric is the pre- and post-campaign interviews Coke Zero will be conducting. This is another way to find out if brand awareness has increased. The goal is to have a 15% increase in brand awareness by consumers being able to identify Coke Zero and know what its differences are. The third metric Coke Zero will use is to see how many of its coupons were redeemed for products. This will show how many people actually bought Coke Zero. The goal of this campaign is a 75% redeeming rate plus a +/- 10% rate because not all coupons used are going to be returned to Coke Zero or reported as being used.

55Endnotes56Be sure to use a proper citation format or you will lose points.

Endnotes should be included for both Part 1 and Part 2 as appropriate.

56Bibliography57Be sure to use a proper citation format or you will lose points.

Refer to the excellent reference tools found in the UMUC virtual library.

57Exhibits58Exhibits are optional, but are a good place to put detailed charts and graphs and then reference them in your presentation. Be sure your exhibits are numbered and have a relationship to your marketing plan content, not just extra information.

Use this slide for an index of your exhibits and include as many additional slides as you may need to adequately convey your marketing plan topics.

58End of Part 259Make any changes recommended in your facultys feedback on Part 1. You may be granted extra credit.

Incorporate Parts 1 and 2 into a final, cohesive document.

Complete the Executive Summary.

Edit carefully! You are being assessed on your grammar, composition and Power Point skills.

Upload into your assignment folder by the due date. 59