Final Project: Phase II

I. Marketing Objectives (SMART)

Example 1: Increase awareness about the GIU and attract 20% Arab students who do not speak
German and can afford studying abroad in the next 5 years.
Example 2: To create awareness through Facebook campaign by 0.05% (30,000) within next 2
weeks. It will be measured through engagement on social media insights.

II. Marketing Mix (to meet the needs of your target market identified in Phase I):

A. Product strategies
 What type of product/service are you analyzing? (convenience, shopping, specialty or
unsought)
 Discuss the product/service attributes. In addition, indicate where each attribute lies within
the three levels of a product/service. (Three levels of product/service: Core, Actual and
Augmented)
 In which stage of the PLC can this product/service be found? How does this reflect on the
sales and profits of the company?
B. Pricing strategies
 Specify the pricing strategy used by the company to price its product/service? Why is this
strategy used in specific? (Select from the new product pricing strategies: Market-penetration or
Market-skimming strategies. Then, you need to select a product mix pricing strategy for the
future: Product line or product-bundle or optional product or captive-product or by-product)

C. Place strategies
 Apply channel design decisions on your company as well as channel management decisions. (you
need to select either Direct Distribution or Indirect Distribution and select the intensity of
distribution: intensive, selective or exclusive distribution).
 What are the types of retailers and wholesalers they are using? (you need to suggest which
retailers/wholesalers you will be using, mention how many retailers will be used and their
locations). You must mention names of retail outlets or social media pages that you will use.

D. Promotion strategies – Online AND offline (A Low Promotional Budget is required- with an
emphasis on Digital Marketing)
 What are the different promotional tools used to advertise this product/service?
 Which tool is the most effective to fit the target market of this product/service? And why?

Online Marketing
 Suggest certain influencers that may accept to represent the company
 Do an editorial plan for 2 weeks on Facebook or Instagram platform depending on which one you
believe is more important for your target audience (in the notes section, write the number of the
picture). Make sure to choose appropriate dates that match your selected program.
Note: While the images themselves are very important, the captions that accompany
the images are of equal importance

Desired Marketing Promotions:-

A) 5 - 10 Facebook/Instagram Posts (could include pictures/ GIFs/ short videos) (language according
to your target group)
B) 30-60 second video (optional)

E. Marketing Mix Analysis

  How does this marketing mix give the company a competitive advantage in its product’s /
service’s target market?
 Is this competitive advantage sustainable? Why or why not?

III. Budgeting of Promotional Campaign (you need to contact real advertising agencies to get
average costs for placing ads on TV/ in magazines / online)

1. Overall promotional budget (just give an estimation for the overall budget)

2. Promotional Tools (allocate the total budget over the different promotional tools and
explain it in detail – minimum of 3 tools)
Offline Promotional Tool 1:
 Cost per unit
 Duration and quantity
 Total Cost of the tool
Online Promotional Tool 2:
 Cost per unit
 Duration and quantity
 Total Cost of the tool
Online Promotional Tool 3:
 Cost per unit
 Duration and quantity
 Total cost of the tool
Submission Guidelines

Deadline: 17-22 December

Formatting Guidelines:

 Submit report and will do presentation: The report should be in the form of paragraphs not
questions and answers

 No. of Pages: 6 – 8 pages

 Font, Size: Times New Roman, 12

 Spacing: 1.5, justified paragraphs

 References: Add references at the end of the report