Final Project: Phase II

I. 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)
 Based on the type of product / service previously highlighted, what is the buying behavior
that best fits this product/service? (complex buying behavior; dissonance-reducing buying
behavior; variety-seeking buying behavior; habitual buying behavior)
 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)

D. Promotion strategies
 What are the different promotional tools used to advertise the product / service?
 Which tool is the most effective to fit the target market of this product / service? And why?
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?

II. 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)
Promotional Tool 1:
 Cost per unit
 Duration and quantity
 Total Cost of the tool
Promotional Tool 2:
 Cost per unit
 Duration and quantity
 Total Cost of the tool
Promotional Tool 3:
 Cost per unit
 Duration and quantity
 Total cost of the tool
Submission Deadline:

Monday 15 April