Running Header: BRANDING STRATEGY AND MARKETING COMMUNICATION PLAN . Running Header: BRANDING STRATEGY AND MARKETING COMMUNICATION PLAN Branding strategy and marketing communication plan Dennis Gamarra University of Phoenix Instructor: Meraj Khan March 2, 2020: Branding Strategy and Marketing Communication Plan Every firm is obliged to create a brand of their own that will market them and market their products as well. There must be a good strategy for the branding of the to enable the firm out to do their competitors in the marketing of their products. During the branding process, a firm must also put into consideration on the way to communicate with their prospective customers as well as play fairly on competitors. In the branding, one situational analysis that has to be put into consideration is the vision, mission, strategic objectives, and the values of the firm. In the branding process, the firms are highly advised to maintain their mission and the vision to ensure that they do not focus on a different goal. The communication message to the audience should be in the capacity to drain their attention and interest on the products but not away from the business. The communication method should be appealing and be objective towards the mission and the vision of the firm (Blakeman, 2018). The strengths and weaknesses of the firm should also be highly considered in the branding strategy. Firms should be keen to ensure that they do not expose their weaknesses during communication with their audience during promotion events as this will devalue the firm, and this may lead to falling in their sales, and even the competitors may use the weaknesses as their competing tool. The firms should give a high priority in the exposure of their strengths to their prospective audience in their branding as this highly influences the habits of the audience towards the products of the firm. The strengths, when efficiently communicated through the branding, will lead to the achievement of the set goals of the business is a good time. The firms should also have great objectives during the advertising of their products. The purposes will enable them to choose the proper channel of advertising. The firm should consider a channel where it will be able to access a large number of the targeted group and in good time. Proper communication during the advertisements and the use of the most relevant channel of advertising will foster the rise in the sales of the firm and also facilitate the achievement of the set goals and objectives of the firm (Blakeman, 2018). On matters to deal with public relations, firms should be keen not to interfere with the rights of the others in society. The firms should design a way on how to interact with their audience in a friendly way and create a good gesture for the whole society at large. Firms should be open to answering any complaint forwarded to them by the audience in an honest way so as to satisfy the interests o ...

1. Running Header: BRANDING STRATEGY AND MARKETING
COMMUNICATION PLAN
.
Running Header: BRANDING STRATEGY AND MARKETING
COMMUNICATION PLAN
Branding strategy and marketing communication plan
Dennis Gamarra
University of Phoenix
Instructor: Meraj Khan
March 2, 2020:
Branding Strategy and Marketing Communication Plan
Every firm is obliged to create a brand of their own that will
market them and market their products as well. There must be a
good strategy for the branding of the to enable the firm out to
do their competitors in the marketing of their products. During
the branding process, a firm must also put into consideration on
the way to communicate with their prospective customers as

2. well as play fairly on competitors. In the branding, one
situational analysis that has to be put into consideration is the
vision, mission, strategic objectives, and the values of the firm.
In the branding process, the firms are highly advised to
maintain their mission and the vision to ensure that they do not
focus on a different goal. The communication message to the
audience should be in the capacity to drain their attention and
interest on the products but not away from the business. The
communication method should be appealing and be objective
towards the mission and the vision of the firm (Blakeman,
2018).
The strengths and weaknesses of the firm should also be highly
considered in the branding strategy. Firms should be keen to
ensure that they do not expose their weaknesses during
communication with their audience during promotion events as
this will devalue the firm, and this may lead to falling in their
sales, and even the competitors may use the weaknesses as their
competing tool. The firms should give a high priority in the
exposure of their strengths to their prospective audience in their
branding as this highly influences the habits of the audience
towards the products of the firm. The strengths, when
efficiently communicated through the branding, will lead to the
achievement of the set goals of the business is a good time. The
firms should also have great objectives during the advertising of
their products. The purposes will enable them to choose the
proper channel of advertising. The firm should consider a
channel where it will be able to access a large number of the
targeted group and in good time. Proper communication during
the advertisements and the use of the most relevant channel of
advertising will foster the rise in the sales of the firm and also
facilitate the achievement of the set goals and objectives of the
firm (Blakeman, 2018).
On matters to deal with public relations, firms should be keen
not to interfere with the rights of the others in society. The
firms should design a way on how to interact with their
audience in a friendly way and create a good gesture for the

3. whole society at large. Firms should be open to answering any
complaint forwarded to them by the audience in an honest way
so as to satisfy the interests of their prospective customers. The
strategies on how to maintain a good public relation with the
audience should be instilled to all the workers if the firms and
appropriate training administered to enable them to know and
understand how to relate with their audience even in situations
where the audience is seemingly hostile. With a good
relationship between the firm and the public, the firm will
realize tremendous benefits from the society, such as cheap
labor from the immediate community and even important
information concerning the market trends and structures (Payne,
2017).
The firm should also be keen on creating its brand image. The
branding image has a lot of impact on the way it communicates
with its audience. More appealing branding images will lead to
advancements in the sale. Most customers are always keen on
the image a firm paint in them at first, and from that point, they
decide on what to do and what not to do concerning the image
of the firm painted in them. Firms should ensure that their
branding image has a positive impact on their targeted audience
and that the objectives and the goals of the branding are hands
in hand with the set goals and objectives if the entire firm at
large. A well-strategized branding style that is positively
appealing to the audience will lead to the effective growth of
the firm (Valos, 2016).
References
Payne, E. M., Peltier, J. W., & Barger, V. A. (2017). Omni-
channel marketing, integrated marketing communications, and
consumer engagement. Journal of Research in Interactive
Marketing.
Valos, M. J., Habibi, F. H., Casidy, R., Driesener, C. B., &
Maplestone, V. L. (2016). Exploring the integration of social
media within integrated marketing communication
frameworks. Marketing Intelligence & Planning.

4. Blakeman, R. (2018). Integrated marketing communication:
creative strategy from idea to implementation. Rowman &
Littlefield.
1
Running Head: PRICE AND CHANNEL STRATEGY
4
PRICE AND CHANNEL STRATEGY
Price and Channel Strategy
Dennis E. Gamarra
Instructor: Meraj Khan
MKT / 571 Marketing
February 24, 2020
Price and Channel Strategy
Price settings refer to the process of setting up the cost of a
product to the consumer. Price setting generally means the
process of coming up with a value the consumers have to pay to
acquire a product. Channel strategy, on the other hand, refers to
a vendor's plan for moving a product through the market chain
to the final customer. A channel strategy aims at exposing a
companies product to a potential buyer in the market.
Distribution is a general term that is used to mean the action of
sharing something or making something available to costumers.
The concept of pricing and distribution in business work
interdependently in the market (Cohen and Neubert 2017)
Distribution pricing is the price at which the business chooses
to sell its products to vendors who will distribute the product
In measuring profitability, standard metrics used are earnings

5. before interest, taxes, depreciation, and amortization. All
measures of the business profitability begin from the revenue.
Revenue is the income that is generated from the sales of goods.
Product pricing has an impact on profitability at every level. In
the market, an increase in the price of a product creates a
corresponding increase in revenue. Revenue increase increases
business profit. Gross profits increases when there is an
increase in revenue. Gross benefits are gained through total
revenue collected less than the total cost of the product. Market
distribution increases the profits of a business by increasing the
number of sales in the market. An increase in sales gives a
corresponding increase in the total revenue. Market share
distribution will mean that the business will sell more of its
products, which ultimately increases the revenue of the
company. Business revenue determines the profits of a business.
An increase in market share increases product sales, which
leads to an increase in sales.
Distribution of products varies, giving rise to different
strategies in the market. Distribution talks of how products
move from the manufacturer to the end customer, cost, and time
of the distribution and the competitive advantage of the
distribution employed. Indirect involves products reaching the
customer through numerous channels. The chain is long, and the
company has to sell at a price that will favor the chain. Direct
distribution is where the business directly sells the product to
customers. This strategy gives a better chance of high revenue
collection. Intensive distribution involves having a mass
marketing product. It entails reaching the market at all possible
levels. The distribution technique used determines the sales in
the market (He, Rong and Shen 2020)
The pricing strategies in a company include penetrate, skim, and
follow. Depending on the type of marketing strategy being
employed, the pricing has to be made. Penetrate involves the
setting of a low price, giving value to customers. Penetrate give
the business maximum profits. Skim consists of setting a high
price to show product value and capture maximum revenue.

6. Follow pricing strategy consists of fixing the price of
commodities depending on the price set by competitors in the
market. The price strategy greatly determines the sales in the
product market. Price strategies build the product name in the
market, helping in product marketing. A good pricing strategy
will impact on product distribution, which relatively has
implications on the sales.
In ensuring high product sales in the market, positioning within
the channel is considered. Corrective positioning solves the four
Ps of marketing, product, price, promotion, and place. The
company's interest is always to make profits large enough to
ensure the growth of the business. The sales in company
products are determined by the product, price of the commodity.
High product sales generate much revenue for the company. The
cost of the products determines the number of purchases and,
subsequently, the amount of revenue that will be collected. High
product sales and high prices generate high revenue. High
income ensures the high profitability of the business.
References

7. Cohen, B., & Neubert, M. (2017, September). Price-setting
strategies for product innovations in the Medtech industry. In
the 10th annual conference of the EuroMed Academy of
business (pp. 459-473).
He, L., Rong, Y., & Shen, Z. J. M. (2020). Product Sourcing
and Distribution Strategies under Supply Disruption and Recall
Risks. Production and Operations Management.
Running head: MARKET STRATEGY
1
MARKET STRATEGY5
Market strategies for the new product in the market
Dennis E. Gamarra
Instructor: Meraj Khan
MKT/571 Marketing
February 17, 2020
Market strategies for the new product in the market
Market penetration strategy
It is the strategy used by the company to expand the

8. market share for the existing products and services being
offered by the company. When the products are introduced into
the market they will undergo four stages of the product life
cycle which include introduction, growth, maturity, and decline.
At the introduction stage, the products will be facing
competition and the company may decide to use different
strategies to ensure that it gets some customers from the
existing companies supplying to that market. Strategies may
include lowering the price, investing in research to understand
customer needs so that products are made in a way that meets
the demand of customers. This stage is the most costly stage.
At the growth stage, the business now has established and
the market share is increasing what the company needs to do is
to maintain the customers it has acquired and used other
strategies of ensuring that it increases the market share to gain a
competitive advantage over the competitors.
At the delining stage, the product of the company has
reached the maximum market share and there is no room for
further growth. In order to fr the company to survive after this
stage is to think of another product line.
In testing whether a marketing strategy for a certain product or
service is successful, the promoters must come up with the most
viable metrics to measure the effectiveness of the product in the
new market. (Hennig-Thurau, 2010). The first method to
measure the effectiveness of the product will be by looking at
the frequency of inquiries by the clients about the product or
services on the website of the company. The internet parametric
can be used to determine the number of times that potential
customers visited the websites ensuring the products and
services being offered. In cases, where many customers have
viewed the website in search of the products and services being
offered then the marketing plan can be considered private.
On the opposite, a scenario in which fewer customers are
accessing the website to seek information about the products
and services being offered due to lack of proper awareness
created by the marketing strategy of the company. Hen only a

9. few customers visit the website then it is true that the marketing
strategy is not functioning. The FAQ section of the web site
offers san opportunity for the potential customers who visit the
site to provide information on whether they have been made
aware of the existing product and services on the website of the
organization. For instance, the questions asked by the customers
such as the time of operation of the company in terms of
opening hours, and inquiry about the products and services
available. When such questions are asked then the company is
in a position to determine the effectiveness of the marketing
strategy.
On the opposite, when customers are not asking questions about
the products being offered and the operations of the company
hen there is a belief that they are not aware of indicating the
failure of the marketing strategy. Therefore, the frequency of
customers accessing the company website is a good measure for
determining the effectiveness of marketing strategy through
advertisement.
Media Methods for the NPI
Different methods can be used when introducing a new product
in the market and can take the form of print and non-print
media. Examples of printed media are magazines which most of
the customers buy daily and can use them to get information
about the new product in the market. Print media is the best
because in case the customer forgets about any feature of the
product advertises the customer can easily retrieve the magazine
and get the information back. It also allows customers to read in
their own free time. Another way of introducing the new
product into the market is by the use of non-print media which
are social media platforms such as YouTube, Twitter, and
Instagram, and Facebook to create awareness on the new
products being offered to the market by the company (Mangold,
2009)
Integrated Marketing Communication
This marketing strategy involves the use of intensified and

10. diverse methods for marketing the new product into the outside
world. It is made up of a combination of digital and traditional
marketing strategies. (Schultz, 2014).
Advertising Execution
It is a marketing strategy that comprises the frequency at which
the different channels of adverts are used in relation to the
selected adverts mode. In order for the advertising model to be
effective, it must be prompt. This means that the execution of
those adverts should be carried out intensively to reach more
potential customers.
Direct Marketing strategies
Direct Marketing strategies are where the company produces
products and services than by the use of salesperson it moves
into the neighborhood market to create awareness of the new
products to potential customers in that market through sales and
marketing. When offering new products to the market
promotions are encouraged where customers get products at a
lower price on that day to convince them to test the new
products or be given a free gift such as T-shirts. Direct
marketing strategy is an effective method of increasing product
awareness to its potential customers.
References
Hennig-Thurau, T. (2010). Relationship marketing success

11. through investments in
customers. In Relationship Marketing (pp. 127-146). Springer
Berlin Heidelberg.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new
hybrid element of the
promotion mix. Business Horizons, 52(4), 357-365.
Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (2014).
The new marketing paradigm: Integrated marketing
communications. McGraw Hill Professional.
MAEKETING PLAN –WEEK 2 4
Marketing Plan
Dennis E. Gamarra
Instructor: Meraj Khan
MKT/571 Marketing
February 10, 2020

12. Marketing Plan
The marketing plan for the Nintendo firm is five years. Due to
the relative decrease in its international sales across the board
in comparison to its domestic sales margin, the firm has put
significant measures to get back to its initial to its glory. The
management of Nintendo has secured funding that will inform
its marketing plan for the said period. The project on marketing
will be pegged on three elements, namely; consumer analysis,
identification of market, economic, technological, regulatory,
legal, social, and ecological factors. Additionally, potential
future threats will be examined (Jones, 2013).
Consumer Analysis
The marketing target for the Nintendo firm is represented with
lots of opportunities that need to be exploited. On the contrary,
the environment also contains challenges that the management
of the company seems to be determined to counter-attack. The
field of creation of multiple software, mostly in the video game
industry, is what defines the operation of the firm. Hardware,
software, accessories, and most recently mobile app industry
encompasses this venture.
Identification of Market
The company's target market for its video game products is
consumers aged 10-30years. These are categories of teenagers
with the liking of video playing. They can only find this kind of
magic from the company. The recent introduction of the mobile
application will come in handy, especially when they feel to
exploit and download other related apps. Furthermore, the
targeted group of consumers is demographically represented as
playful though conscious of their surroundings. They are a
combination of both young and middle-aged individuals.
Nintendo hopes to continue exploiting this avenue to broaden
its market share locally. Furthermore, with technology on the
rise, the firm will endeavor to identify international markets as
a way of having a market niche worldwide. Video gaming has
now become a household practice all across the world.

13. Therefore, introducing software and hardware in every region
while being controlled from a central place will be paramount.
Although Nintendo has, in the recent experience huge losses due
to lack of current-generation console, Wii, it opts to bounce
back soon. The exploitation of the outside market will be an
essential strategy in resource allocation. It, therefore, has a plan
to move from Kyoto, japan to Far East Asia, and the Mid-
Atlantic States.
Current Threats
Economic factors:
The slight increase in sales from 2015-2016 is a clear indication
that the Nintendo company is moving in the right direction
(Jones, 2013)... Nonetheless, economic factors such as an
increase in currency exchange might be a hurdle. There is a
particular client named Delta appliances whose revenue dropped
due to unforeseeable economic trends. However, with the
information beforehand, proper planning and budgeting will be
reprimanded by the management in the future to avoid such an
eventuality. Other current threats are duplication of software
and hardware, mobile application viruses, and addiction by the
consumers.
Potential Future Threats
Technological changes:
Globally, technology has and continues to hit the first list of
appreciating trends in the world of marketing. As a party to this
effect, the Nintendo firm will go through these particular
changes. It is only by this movement that it will remain relevant
to the market even as it seeks to secure fast-moving accessories.
Moreover, staying alive to this change will enhance the fast
movement of information and, most importantly, its safety.
With technology, the firm will benefit tremendously through
marketing its products. New applications on mobile phones and
its accessories will not go unnoticed by the target market and,
indeed, across the world. Other potential threats include poor
international regulatory laws-especially when it comes to the
disposition of used and damaged video games, competition from

14. other related firms, and unnecessary injunction put by the
government. However, the Nintendo organization is hoping to
work with the international market bodies beforehand to avoid
any friction that may arise.
In conclusion, Nintendo Company's five-year plan will be
anchored on international market exploitation. The target
market will also involve adults between the aged of 30-35. This
plan will aim at broadening the customers' base. Additionally,
with the invention of NES classic, a min-version of console
released in 1985, the company anticipates growth in gross profit
by 10 percent (Jones, 2013)... Therefore, capitalizing on the
nostalgia effects while keen to supply products around the
world for all generations of game videos player. This marketing
plan will come to fruition with a well thought out budget plan
execution as prescribed in the rollout plan.
References
Jones, T. (2013). The Surprisingly Long History of
Nintendo. Retrieved from
http://gizmodo.com/the-surprisingly-long-history-of-nintendo-
1354286257
Running Head: MARKET PLAN AND MEMORANDUM
1
MARKET PLAN AND MEMORANDUM
5

15. Market Plan and Memorandum
Week 1
MEMORANDUM
To: Senior Vice President of Marketing (Professor Meraj Khan)
From: Dennis Gamarra
CC: MKT/571
Date: 12/8/2016
RE: MARKETING ANALYSIS
Summary Analysis
In a review of the summary analysis completed by our
marketing analyst, I have put together some insights from the
report that will help further explain the story in detail. The
information provided includes details on the significant areas of
increase and decrease in revenue. It will also include trends in
terms of revenue and insight that will further grow as well as
any additional analysis I can provide.
Revenue Details
In looking at the year to date numbers of January – June 2015
versus January – June 2016, revenue generated during this time

16. frame did increase the year of year. Additionally, in all three-
time frames of the overall report, revenue increased, with the
majority of it coming from domestic sales. These sales are the
strongest in the company and average between all time tables
around 87 percent of the business. This does, however, lead to
a negative trend in international sales explained later in the
memo. There overall are no significant drops in revenue by any
specific customer class. However, there were small drops in
revenue from particular clients such as Delta Appliance.
Overall the company is showing average gains but could
compete more and increase profits through a few suggestions
found in the additional analysis.
Trends
Gross Profit is an issue with the top customers as for the Month
to date figures. It has decreased significantly, with many of the
top customers showing a negative gross profit percent. Though
the bottom-line total profit percent is unchanged, continuous
negative percentages will result in a negative effect on the
bottom line. Additionally, international sales across the board
are down in comparison to domestic sales as these two in all
prior months averaged a close to 50-50 spilled but now are
heavily leaning towards the local markets with an almost 90-10
split. The reasoning behind the change is not clearly explained
by the report, but it does give provide insight as to where to
make future adjustments.
Additional Analysis
It is recommended that Marketing begin to research and focus
on the trends going on internationally and focus on impacting
those markets. With gross profit being relatively close for
either market, driving sales globally will increase sales to the
company as a whole. Goals should be set in an effort to
maximize the reach of the company and improve the customer
base to coincide with businesses generating the most revenue
for the company.
Yours Faithfully.
Dennis Gamarra

17. MARKETING PLAN: NINTENDO
History: Nintendo is most known for the creation of one of the
most successful firms providing video games, the Nintendo
Leisure Framework (NLF), along with various characters
created for software titles such as Exclusive Vibes Brothers. It,
however, is a company with a long history that can be traced
back to as far as 1890. Its first claim was NExt, and it was a
start-up firm whose inspiration came from the work of
philanthropists in Japan like Hussein Nehru and manufactured
handmade simple playing items used to play various games.
(Jones, 2013). Elite Visionaries to 1985 and the firm, who
wanted to branch out and produce its own consoles and
software, created the NES. This started an unbeaten run that
has now lasted more than three decades with the introduction of
newer consoles and newer games that take advantage of today's
technological advances.
Company Name: Nintendo
Location of Company Headquarters: Kyoto, Japan
Name of Product or Service Selected: Multiple Products
primarily in the Video Game industry including, Hardware,
Software, Accessories, and most recent additions into the
mobile app industry.
General Description of Company: Nintendo is a firm that has
experienced very challenging business periods as well as
successful investing periods all through their years in business.
It has successfully launched video game systems and been a
recognized firm in the provision of such products. However, I
have also innovated items that have consumed much of the
organizational resources, including most recently lost revenue
based on the lack of sales of its current-generation console, the
Wii U, but the makeup of that lost revenue with the launch of
the mobile app Pokémon Go. Nintendo employs approximately
6,590 employees and has $504.78 billion in revenue per sales
made.

18. General Description of Product or service: The main products
that the firm produces are video game hardware and software
devices. They have a long history in the video game industry
and have many characters and properties that they own the
exclusive rights to. There most recent release of a NES Classic,
a mini version of console released in 1985 with built-in original
classic games, is an example of how the history within the
company can be used to generate new profits with little to know
new innovation while capitalizing on the nostalgia factor and
supplying products for all generations of video game players
around the world.
References
Jones, T. (2013). The Surprisingly Long History of
Nintendo. Retrieved from
http://gizmodo.com/the-surprisingly-long-history-of-nintendo-
1354286257
Title
ABC/123 Version X

19. 1
Marketing Plan Outline and Timeline
MKT/571 Version 10
1Marketing Plan Outline and Timeline
Marketing Plan
You are expected to develop a marketing plan, according to the
outline below, for a product or service of your choosing. The
product or service must be identified by the end of Week 1. The
product or service you select is used to develop the assignments
for Weeks 2 through Week 6. References must be included for
each section.
There are no defined standards for the length of the marketing
plan; however, your plan must disclose complete marketing
strategies and provide reliable and valid references and data
supporting the strategies to convince the target audience. The
plan must be written in plain language that would be easily
understood by stakeholders.
Marketing Plan Outline
Your final marketing plan must consist of the following
sections. Refer to the timeline for due dates for each section and
subsection. Assignments may include modifications to these
lists. Please use lists provided in assignments only.
· Executive Summary:
· Strategic Objectives
· Products or Services
· Resources Needed
· Projected Outcomes

20. · Situational Analysis:
· Vision, Mission, Strategic objectives, Values
· Internal Analysis
· Strengths/Weaknesses
· Capability/Capacity
· Competitor’s Strengths/Weaknesses
· Technological Competency
· Product or Service Analysis
· Market Segments
· Research
· Primary Research
· Secondary Research
· Consumer Analysis
· Customer Profile
· Continuous Consumer Monitoring & Research
· Environmental Scanning
· Identify Market, Economic, Technological, Regulatory, Legal,
Social, and Ecological Forces
· Current Opportunities

21. · Potential Future Opportunities
· Current Threats
· Potential Future Threat
· Target Market(s):
· Demographics
· Psychographics
· Ethical Issues
· Legal Issues
· Social Issues
· Product, Place/Distribution, Promotion, and Price Strategies:
· Product Descriptions and Product/Service Mix Strategies
· Product/Service Determinants
· Creating a Brand Image
· Maintaining Brand Image
· Branding Concerns
· Distribution Strategies
· Channels, Mass, Selective, Exclusive
· Promotion/Integrated Marketing Communication

22. · Advertising Strategy/Objectives
· Push and Pull
· Media Strategy
· Advertising Execution
· Sales Promotion
· Direct Marketing
· Public Relations/Strategies
· Positioning
· Dynamic/Static Pricing Strategies
Marketing Plan Timeline
Week 1: Marketing Plan Topic
· Consider your company and product or service selection in
Week 1. You may select an existing type of product or service
or a new product or service but it must be global or multi-
regional. Once you have selected your product or service, you
must define the size and type of company that provides the
product or service (available from annual reports). This need
not be elaborate but must include total number of employees,
production volume, distribution methods, and so forth.
Company and product or service selection is a critical part of
this project. You must ensure your proposed company can
implement the marketing methods discussed in the text.

23. · Key to creating an effective marketing plan is the ability to
analyze the environment in which the product or service will be
offered. The Week 1 assignment allows you to begin to
understand various reports and how they can be used in your
marketing plan.
Week 2: Understanding Target Markets
· To develop effective relationship marketing, a company must
first understand its targeted consumers’ buying influences and
behaviors. In Week 2, create the Research section of your plan.
In addition, create the first two parts of the Target Market
section, which includes performing the demographics and
psychographics analysis.
Week 3: Promotion and the product life cycle
· All products/services go through a life cycle of NPI (new
product introduction), growth, maturity and decline. These
various stages affect the marketing strategy and promotional
efforts. In Week 3, you will incorporate a promotion strategy
that addresses at least three areas of the product life cycle.
Week 4: Price and Channel Strategy
· How one goes to market and the influences of the channel
(channel power, strength of channel, speed of channel, etc.)
affects the pricing strategy of the product or service. In Week 4
your pricing and distribution strategy will be incorporated into
the marketing plan.
Week 5: Marketing Communication and Brand Strategy
· Brand strategy and the communication of the brand is essential
to understanding the various phases of a product or service (viz

24. a viz the life cycle). Brand recognition is based in the marketing
communication efforts of the firm. When you hear or see the
word Coke, you immediately know it is Coca Cola. When you
see five interlocking rings of different colors you know that is
the symbol for the Olympics. In Week 5, you will develop a
brand and communication strategy for your product.
Week 6: Executive Summary, Legal, Social and Ethical Issues,
Final Plan
· Review your final plan. Does the plan effectively analyze
market strategies? Are the social, ethical, and legal
considerations valid and accounted for? What is the relationship
among quality, price, satisfaction, and perceived value within
the plan?
Copyright © XXXX by University of Phoenix. All rights
reserved.
Copyright © 2017 by University of Phoenix. All rights reserved.