The interim presentation will include the product and country background, marketing segment analysis, brand positioning statement and brand logo.
There are various template designs that you can find on the web for your presentation. However, first consider your presentation from the perspective of your audience prior to selecting a specific style. Distracting backgrounds, large blocks of text, all uppercase fonts, elaborate font styles, grammatical errors, and misspellings are distracting. Be consistent with the style of text, bullets, and sub-points in order to support a powerful presentation that allows your content to be the focus.
Each slide should include your key point(s). Do not place large blocks of text on the visual. Your presentation is not a means of presenting a short paper. In an actual presentation you would not “read” from your slides but rather use them as prompts.
Any notes or narration you would use in delivering this presentation to a group should be listed in the “notes” section of the slide.
References should be listed at the bottom of the slide in slightly smaller text.
Use clip art, AutoShapes, pictures, charts, tables, and diagrams to enhance but not overwhelm your content.
Be mindful of the intended audience and seek to assess the presentation’s effectiveness by gauging audience comprehension (when possible).
Our chosen service is Uber and the country is England.
Overview
The final project for this course is the creation of a full written marketing plan and an accompanying presentation. The plan will be based on a real or fictional consumer product or service in the country of your choice. You will decide on these aspects and create both project artifacts in groups of no more than three assigned by the instructor. In each module of the course, students will find a link to the Group Pages and directions on the elements that should be added that week. In this way, the project is divided in to smaller milestones that should scaffold to a comprehensive final product. The final product should demonstrate the students’ competency of all course objectives.
Main Elements
A comprehensive Full Written Marketing Plan will contain the following:
• Product and Country Background
• Marketing Segment and Target Segment Analysis
o Identify and describe distinct market segments, target-specific segments, and then pinpoint the differentiating benefits to be stressed in marketing. Look at the SWOT Analysis, Market Description, and Competitive Review sections and then answer: Which variables should your company use to segment the consumer markets? Which variables should you use to segment its business markets? How can your company evaluate the attractiveness of each identified segment? Should your company pursue full market coverage, market specialization, product specialization, selective specialization, or single-segment concentration? Why?
• Brand Positioning Statement and Brand Logo
o Should be a complex symbol that clearly conveys up to six levels of meaning: attributes benefits, values, culture, personality, and user
o Include strategies and action programs that should be used to build brand equity for your brand
o Describe which of the differentiation variables related to product, services, personnel, channels, and image are best suited for your product’s situation, strategy, and marketing objectives and why.
o Explain the stages of the product life cycle for your product and the implications for the marketing mix, product management strategy, service strategy, and R&D strategy
• Channel Strategies
o Include design, management, evaluation, and modification considerations
o Explain types of retailers for distribution, role of wholesalers
o Analyze relevant market logistics
• Communication and Advertising Campaign
o Discuss what to say, to whom, how to say it, how often, and which promotional tools to use
o Address the target audience(s), the intended image, the objectives, the message design, the most effective communication channels, the promotional mix and the role of public relations, if any
• Pricing Strategy
o Explain the primary pricing objective and its rationale
o Answer the following: Are customers likely to be price-sensitive? Is demand elastic or inelastic? What are the implications of the answers for pricing decisions?
o Include price adaptations such as discounts, allowances, and promotional pricing
• Bibliography or Works Cited
A comprehensive Presentation will contain the following:
• Plan Overview (including brief mention of every major element from the Full Written Marketing Plan)
• Relevant Visual Elements (e.g. brand logo, charts/graphs, images)
• Summary