MKT651 Final Project Outline and Guidelines You will develop a mobile marketing
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MKT651 Final Project Outline and Guidelines
You will develop a mobile marketing plan for a business/service of your choice. This project will start you thinking about mobile marketing in a practical sense.
I choose this company. Its a imaginary product:
The healthy lemonade from PepsiCo is called LemonC. The name comes from the combination of lemonade and vitamin C. The lemonade is characterised by being sugar-free, gluten-free and vegan. The unique selling point is that probiotics and vitamins have been added to the lemonade. By drinking this healthy lemonade, the consumer already covers 40% of his daily requirement of vitamins and minerals.
It is best to think of yourselves as a consultant being asked to evaluate the brand for a client. As part of your marketing plan you will be providing an overview of:
-recent news events
-benefits of product? (VERY important)
-what do customers get and experience when they buy or use the product?
-Who is the competition? (describe in great detail. Include their websites.) Focus on who this company should worry about and why. Touch on their mobile efforts
-What marketing tactics / media are the competitors using?
-What makes your brand’s product different?
-What is the main advantage of doing business with your firm?
Target Market and Customer Description
-Describe the ideal customer (age, income, profession, marital status, hobbies, interests, and gender). Focus on the target market and describe who they are. Look this up! If you can’t find it, keep looking. If you still can’t find it, your group will come together to offer up what you really believe the target customer looks like.
-What are the customer’s needs, fears, frustrations, and desires? Perform secondary (or even primary) research if possible.
-What problems does the ideal target market / customer possess that your product can resolve?
-What end result is the customer looking for from the product?
-How do customers want to feel when experiencing the product or service?
-Under what circumstances does the target market start thinking about buying what the company sells? (consumer purchase decision process) Trigger points.
-What are the important and relevant issues customers need to be aware of before they buy what you sell?
-What objections might customers bring up?
-How can one help customers overcome those objections?
Customer Journey and Objectives
-this is a key component of your marketing plan. You will describe in great detail the customer journey from awareness to purchase to loyalty and how each one of your mobile marketing assets will move customers along that path.
–What are your mobile marketing objectives overall? (i.e. increase awareness, increase eCommerce sales, drive traffic to mobile website, build an interest list, introduce a new product, improve customer attitudes, build relationships, etc.)?