What do target customers perceive as the cost of buying the new brand

Need assistance with Trident MKT501/Strategic Marketing MOD 3 Case and
SLP. The title of the assignment is “Promotion: Advertising, Selling,
Publicity, & Internet/Mobile.” Please review the assignment
requirements thoroughly prior to responding.

MKT501 – Strategic Marketing

Module 3 – Case

Promotion: Advertising, Selling, Publicity, & Internet/Mobile

Read these articles related to a mobile marketing campaign by Old Navy:

Behind the campaign: Old Navy goes after men in new ad push (2011). Advertising Age (June 18). Accessed 5/5/12 at: http://adage.com/article/news/navy-targets-campaign-men/228051/

Compare this mobile marketing campaign to its predecessor, which also led to the departure of Old Navy’s marketing director:

Digital marketing works better for Millennials than TV (2012). Tech Journal (January 24). Accessed 5/5/12 at:
http://www.techjournalsouth.com/2012/01/digital-marketing-works-better-for-millennials-than-tv/

Elliott, S. (2011). Old Navy replaces mannequins with music. New York Times (February 17). Available 5/5/12 through ProQuest database.

Want to reach male shoppers? Target their phones (2011). Marketing Vox (June 13). Accessed 5/5/12 at:
http://www.marketingvox.com/want-to-reach-male-shoppers-target-their-phones-049435/?utm_campaign=rssfeed&utm_source=mv&utm_medium=textlink

Your assignment:

Imagine you have been hired as a consultant to the VP of marketing for Old Navy, a subsidiary of Gap Inc. The VP wants to get an objective opinion from someone outside the company who is familiar with current marketing basics.

Your job is to write a short memo of 750-1500 words critically analyzing Old Navy’s promotion strategy. In particular, note that the company has decided to use online video instead of television. Make sure to address the following issues:

Evaluate the choice of young adult males as a target for an Old Navy promotion.

In choosing mobile media for this campaign, what assumptions were made about the viewing habits of this target? Do you believe these assumptions are valid? What would you recommend regarding this choice?

What do you think of the creative strategy chosen for this campaign? What are the positives and negatives of content that relies on humor? Would you propose some modification to the concept chosen? What and why?

Do not spend a lot of time digging in the company’s website and do not just rehash what the company did; instead, introduce a critical perspective. Focus on the Case and Background reading as well as relevant background reading from Modules 1 and 2. There are no right answers; after all, you do not have inside information. You will be evaluated on your understanding of the background materials and your logic and reasoning. In particular, show your understanding of the way a change in target market affects the company’s promotion strategy. Also, give some thought as to how this campaign meshes with other elements of Old Navy’s marketing program, for example, merchandising (product management), store environment, and pricing, and where this all fits in GAP’s brand portfolio.

Expectations Regarding Your References and Defense of Your Positions

Write clearly, simply, and logically. Your memo should be 750-1500 words long, excluding title pages and references, but quality of writing is more important than length. Use double-spaced, black Verdana or Times Roman font in 12-pt. type size. Check the following link for business memo format: http://www.fsb.muohio.edu/heitgedl/Memo%20writing%20tips%20ACC333%20SP06.pdf.

Back up your positions or opinions with references to the required reading found in the Module 1-3 Backgrounds and Ongoing Useful Resources. In using those references, demonstrate your understanding of the concepts presented. Rather than grading on how much information you find, emphasis will be on the defense of the positions you take on the issues. Also remember that:

(1) The “why” is more important than the “what.”
(2) The defense of your positions on the issues is more important than the positions you take.

Do not repeat or quote definitions. Your use of the required reading to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented. Do not include definitions or summaries of the readings, or simply describe what the company did. Instead, your responses to the questions should be analytical and should demonstrate that (a) you understand the principles from the background reading and (b) you can apply them to this particular case. Vague, general answers will not earn a good grade.

Avoid redundancy and general statements such as “All organizations exist to make a profit.” Make every sentence count.

Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words.

When writing an academically oriented paper, you will uncover many facts about the product. If you paraphrase the facts, cite the sources in your text and link those citations to references at the end of the paper.

Guidelines for handling quoted and paraphrased material are found at:

Anonymous (n.d.) Quoting, Paraphrasing, and Summarizing. Purdue Online Writing Lab. Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University.
Accessed 3/9/12 at: http://owl.english.purdue.edu/owl/resource/589/01/

Anonymous (n.d.) Avoiding Plagiarism. Purdue Online Writing Lab. Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at:
http://owl.english.purdue.edu/owl/resource/589/1/

Your paper consists of arguments in favor of your opinions or positions on the issues addressed by the guidelines; therefore, avoid the following logical fallacies:

Anonymous (n.d.) Logic in Argumentative Writing. Purdue Online Writing Lab. Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at:
http://owl.english.purdue.edu/owl/resource/659/03/

MKT501 – Strategic Marketing

Module 3 – SLP

Promotion: Advertising, Selling, Publicity, & Internet/Mobile

In this Session Long Project, work as a marketing consultant to develop a feasible marketing plan for your client. Conduct both secondary (search secondary sources) and primary research (interview customers or conduct surveys) in order to glean the necessary information for your marketing plan. When conducting primary research, you will collect only qualitative data (i.e., personal in-depth interviews with at least three target customers) for this study.

It is important to conduct quality market research on your focal product/company in order to develop realistic and workable marketing plans. Generally speaking, there are two types of research. One is secondary research, which refers to data collection using existing sources, and the other is primary research, which is your own data collection for the specific study at hand. The purpose of market research is to collect usable information to make more informed decisions on the business problem, thus increasing the chance of business success in the marketplace.

Here is the outline of the marketing plan, which provides information on:

(1) The format for your final SLP.
(2) A list of topics for the marketing plan.

In this module SLP, conduct primary research for your marketing plan.

Primary Research

You will have to conduct personal in-depth interviews with individuals who are representative of the proposed target market. The purpose of conducting these interviews is to make sure that you are on the right track with your marketing plan. One of the biggest fallacies in marketing is often that a manager thinks he or she knows what members of the target market know, believe, and do. The development of a useable marketing plan, however, has to be based on consumer input.

Once you have completed your primary research efforts, you will need to revisit your situation analysis and your SWOT analysis. It is very likely that you overlooked specific factors that need to be added to these analyses.

Qualitative Research: Personal In-Depth Interviews

For the purposes of this marketing plan, you will focus on one target market only.

Qualitative research is a first step to make sure that the issues you have identified are issues as perceived by your target audience. Qualitative research will give you insights into what consumers actually think, know, and believe. This type of research will allow you to investigate how consumers describe their behavior and why they do what they do. It also allows you to gain information on how difficult it would be to get consumers to accept new product, to learn which communication methods would be most productive, and to learn which incentives would be most successful with a specific consumer group. Finally, the results of qualitative research provide input for your marketing plan.

For this part you will have to develop an interview questionnaire and then conduct the interviews. Keep in mind that you will need at least three consumers representative of your proposed target market to participate in these interviews. Finally, you will need to report the results.

The following is a list of issues you should address (this is not a complete list, because the issues are likely to differ from project to project). The following example is a marketing plan you are going to develop in order to successfully introduce Apple iPad 4. The goals you have developed for your target audience are to promote awareness of the new iPad 4 and encourage purchase intention:

What would your target market rather buy than the product you are promoting and why?

What benefits do your target customers see to the other product? It might be that they like the reputation of the company, or something else you need to identify in the interviews.

What costs do your target customers see to the product? They might think the higher price or something else you need to identify in the interviews.

What does your target market know about the new brand?

Are target customers familiar with the brand?

Are target customers familiar with the new features of the new brand?

Do target customers know about competing brands that provide similar features and benefits?

What does your target market believe? What are your target market’s values and attitudes relative to the desired behavior?

What benefits do target customers see in the new brand? “What’s in it for them” to do this? If having a reputable brand to show their social status is more important than the price, then you will have to design messages accordingly in your marketing plan.

What do target customers perceive as the cost of buying the new brand?

What other issues do the customers consider when purchasing the new brand?

Make sure to develop the interview questionnaire based on the situation analysis, SWOT analysis and the specific charge for your research project. Note that only a properly designed interview guide will provide useful insights for your marketing plan.

Here is an example of an interview questionnaire.

For this section’s written report, address the following issues:

Explain where and how you collected your data. In other words, how did you recruit your subjects? Keep in mind that your subjects should be representative members of your target market. So your parents, friends and neighbors are generally not to be recruited as subjects. If you have difficulty reaching those target populations due to a special situation, contact your professor to get permission to collect data from your family members, friends, and colleagues who are easily accessible.

State how many subjects (at least three for this project) you interviewed and describe your sample in demographic terms.

Give a summary of the answers to each question.

Include an interpretation of the results: What impact are your findings likely to have on your charge?

Also, include a copy of your interview questionnaire in your appendix.

Expectations on Your Module 3 SLP

Use the following outline to organize your paper. Note that the letters “a, b, c…” and the numbers “i, ii, iii, iv…” below are used to show the major issues you need to include but should not be used to format your paper.

Primary Qualitative Research (3-6 pages)

Identify the subjects and the research process.

Identify the purpose of your research.

What issues did you want to study?

iii. Present the key findings

Questions used in this analysis should be included in the appendix.

Complete report of each interview should be included in the appendix.

Present a concise conclusion of what you learned.

Note: Use double-spaced, black Verdana or Times Roman font in 12 pt. type size. Include a title page and references. Revise your Module 2 SLP based on the feedback from your professor and your additional research, and include the SLP from Modules 1 and 2 in the Module 3 SLP.

Explain clearly and logically the facts about your company and charge, and use the required reading to support your positions on the issues. Do not repeat or quote definitions. Your use of the required reading to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented.

Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words.

Academic papers at the master’s level should include citations and references. Look at different sources, especially credible and reputable resources such as The New York Times, The Wall Street Journal, Businessweek, and The Economist, to find the information for your paper. Also use Trident University’s online library databases such as ProQuest and EBSCO to find the information for your project. Your discussion on each topic should be a synthesis of the different sources. Taking shortcuts on the number and quality of your sources will result in a poor-quality marketing plan that will be of no use to your client.

Also, it is important that you reference your sources throughout the text of your marketing plan. Take the following paragraph as an example:

“As a result, telephone interviewers often do not even get a chance to explain that they are conducting a survey (Council for Marketing and Opinion Research, 2003), and response rates have steadily declined (Keeter et al., 2000) to reported lows of 7% (Council for Marketing and Opinion Research, 2003). This decrease presents a problem because not only does it increase the cost of conducting telephone surveys, but it also leads to questions concerning the generalizability of the results (Struebbe, Kernan & Grogan, 1986; Tuckel & O’Neill, 2002).”

There are different citation and reference formats such as APA, MLA, or Chicago. No matter which format you adopt for your marketing plan, make it consistent throughout the plan.

Also note: The marketing plan should use third person business writing. Avoid “we,” “our,” and “you.” Do not use contractions in business writing.

Guidelines for handling quoted and paraphrased material are found at:

Anonymous (n.d.) Quoting, Paraphrasing, and Summarizing. Purdue Online Writing Lab. Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at:
http://owl.english.purdue.edu/owl/resource/589/01/

Your SLP should not simply be a list of facts. Take the facts you find about the company, the charge, and the environments that the company faces, and explain how you think those facts will affect the financial future of the product or brand in your charge. The emphasis in grading your paper will be on the breadth and depth of your discussion of each topic, critical thinking, the clarity of your discussion, and the proper organization of the paper

……………………..Answer preview………………….

Promotion: Advertising, Selling, Publicity, & Internet/Mobile
This paper will discuss extensively the marketing plan for successfully introducing Apple ipad 4 into the market with the ultimate goals of the market plan being to promote awareness of the new ipad 4 and effectively encourage purchase intention……………………………

APA
950 words

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