CBC Movie Ratings and Brand Extension Analysis

GB 530 Unit 1 Assignment Brand Extension Marketing Product
Proposal
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This is your final project. You will prepare a PowerPoint
presentation to present your findings. This assignment requires you to
use Excel; make sure you also submit the Excel file to show your work.
Place all calculations for each of the questions on a separate worksheet.
Then, using the results of your work from Excel, prepare PowerPoint
slides to answer the questions in a presentation format. Search the
Internet to ensure that you are using the best PowerPoint tips to
display an appropriate presentation. Check the Webliography tab at the
top of the course page for help.
For the final project, you will be analyzing the “Colonial Broadcasting”
case. Answer the questions listed below, NOT the questions listed in
the case. Ignore everything in the case after the end of page 6.
The executives at CBC want to see how they are doing in ratings against
the other networks and how the ratings will continue to change in the
upcoming months. They also want to know if hiring stars makes a
difference and the impact of fact based programming compared to
hiring stars. You will create a PowerPoint presentation to answer the
questions below. Remember that your audience is the management of

CBC: Make sure your presentation is professional and provides
sufficient explanation.
1. Descriptive statistics:
What is the average rating for all CBC movies? How about ABN movies
and BBS movies? Include a table that shows the average and the other
descriptive statistics for the ratings of the three networks (one column
for each network). Comment on which network is doing best and what
you learn from the other key metrics in the table.
2. Charting:
Create a line graph of the monthly average ratings for CBC for the year.
Note that there are multiple ratings data for the months; you will need
to calculate an average for each month and then plot the averages.
After you create the graph, fit a linear trend line, displaying the formula
and the r-squared. Explain to the executives if you can use this time
series data to forecast the ratings of upcoming months. How accurate
can you expect this forecast to be?
3. Hypothesistesting:
Should the CBC hire stars for their movies? To answer this question, run
a hypothesis test to see if there is a significant difference between the
ratings of movies with stars vs. movies without stars. Use the data for
CBC movies only. Use 95% confidence. Explain your answer- do not
simply say yes or no without referring to the relevant figures.
4. Regression:

CBC Management has several questions: Which has more impact on a
movie’s rating: that it is fact based or that it has one star? How much
does each of these factors change the ratings? Do you expect a fact
based movie that does not have any stars to get better ratings than a
fiction movie with one star? Run a multiple regression where the
dependent variable is ratings and the independent variables are star
and fact. Use data from all networks, not just CBC movies. How well
does this regression analysis explain the ratings? Justify your answers
based on the results.
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GB 530 Unit 2 Assignment Brand Extension Marketing Plan
Unit 2 Assignment Rubric
Brand Extension Marketing Plan
Introduction: The major project in this course is to complete a Brand
Extension Marketing Plan for
one new product on the behalf of an existing for-profit organization.
Using the Marketing Plan guide
found in Doc Sharing, complete and submit the following components
of your Marketing Plan.

Unit 2: Identifying and Assessing Marketing Opportunities
2.0 SITUATION ANALYSIS
Write a one-paragraph summary of the current situation â€“ write this
section after completing the
following sections of the Situation Analysis, but put it in this order.
2.1 Market Summary
(write this section after completing 2.1.1, 2.1.2, 2.1.3, 2.1.4, and 2.2)
In a 1-2 paragraph summary, address:
? What are your target customer groups? Why?
? What are your projections for the growth of this market?
2.1.1 Market Demographics (refer to Chapter 8 of your Kotler text for
helpful
definitions/explanations)
? Carefully define the demographic profile of your target market.
? In a similar fashion, define the geographic target area you are
choosing.
? What are the behavior factors that will influence your decision-
making?

? Define the values and lifestyles (psychographics) of your target
market.
2.1.2 Market Needs
? What are the benefits that are important to your customer base?
? What needs to they have and how do you know this?
2.1.3 Market Trends[GB530| Marketing Management]
2
? Identify and explain at least three trends that will influence how your
customers view your
product â€“ these should be trends going on in the industry or the
environment; these are trends
that your company/product can respond to in some way. Remember:
trends are long term;
fads are short term.
2.1.4 Market Growth
? Is the market growing, static, diminishing? What are the growth
trends?
? What is the evidence? What research are you using to determine
market growth?
? How will you address the market if it is growing, static, or diminishing?

2.2 SWOT Analysis (refer back to Chapter 2 of your Kotler text for a
thorough explanation of a
SWOT analysis)
2.2.1 Strengths â€“ list and describe at least three positive internal
aspects that add value
2.2.2 Weaknesses â€“ list and describe at least three negative internal
aspects that place you at
competitive disadvantage
2.2.3 Opportunities â€“ list and describe at least three opportunities
external to your business that will
lead to your success
2.2.4 Threats â€“ list and describe at least three threats external to
your business that will threaten your
success (e.g., it is common to include unexpected acts of nature,
government and regulatory
concerns, and competition in this section of the SWOT)
2.3 Competition
? Describe your competition.
? Why will customers prefer your product?
? How will you compete with your competition and win?

? What is the marketing mix (price, place, promotion, product, you
know them as â€œthe 4 Pâ€™s of
Marketingâ€) of at least one of your competitors?
2.4 Product Offering (refer to your Kotler text to make certain you
understand these terms)
? Product/features/benefits (we particularly care about benefits as
these are from the
perspective of the target market)
? Describe your Brand Equity Model and say how you will build brand
equity for this
product/service. [GB530| Marketing Management]
3
2.5 Keys to Success
? List and describe at least three factors that will determine your
success.
2.6 Critical Issues
? How will you leverage your SWOT strengths and opportunities to your
advantage?
? How will you lessen the impact of your SWOT weaknesses and threats?

? Where is your product in the product life cycle and why? Refer to
your Kotler text for a
definition of a product life cycle.
The components of your Brand Extension Marketing Plan for Unit 2 are
evaluated using this rubric.
Unit 2 Brand Extension Marketing Plan Assignment Rubric
Criteria Possible
Points
Situation analysis (one-paragraph summary of the current situation) 5
Market summary (target customers; projections for growth) 5
Market Demographics (demographics, geographics, psychographics) 10
Market needs (what benefits are important and what are your
customer needs?) 5
Market trends (identify and explain at least three trends) 10
Market growth (describe the growth of the market and provide
evidence) 5
SWOT Analysis (strengths, weaknesses, opportunities and threats) 15
Competition (describe competition; describe marketing mix of a main
competitor) 10

Product offering (listing of the products you now offer and explanation
of how the 10[GB530| Marketing Management]
4
new product fits with these)
Keys to success (three factors that will determine your success) 5
Critical issues (leveraging SWOT strengths and weaknesses) 5
Writing/style (clarity of expression; sn the results.
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Connecting with the Customer
Extension Marketing Plan for one new product on the behalf of an
existing for-profit organization.
Using the Marketing Plan guide found in Doc Sharing, complete and
submit the following

components of your Marketing Plan.
Unit 3 Marketing Plan: Connecting with the Customer
3.0 MARKETING STRATEGY
? Establish the fundamental goals for the quality of your
business/product offering and
customer satisfaction.
? Define your business/product offering.
? What are your fundamental goals? (Fundamental goals are those that
you would like to
achieve with your new product, either as an individual product or as
part of the overall
company mission. These are directional goals that provide the overall
strategic direction for
management planning.)
? State the value proposition. Be sure to look up this term in your Kotler
text if you donâ€™t
fully understand it.
3.2 Marketing Objectives

Include a sentence or two about each of the following:
? What are your specific marketing objectives?
? Market share: what is your growth objective by quarter?
? Market penetration: how do you plan to gain a share in this market?
? Awareness: how do you plan to gain awareness for your product?
? Customer acquisition: how do you plan to grow your customer base?
? Identify a specific, measurable market share and size.
Remember that your objectives need to be quantifiable. In other words,
objectives need to have a
base point, end point, and time frame so you can research to see if you
have reached your
benchmarks or if your plan needs adjustment. [GB530| Marketing
Management]
2
3.3 Financial Objectives: Skip this section for now. You will do this later.
3.4 Target Markets (refer again to Chapter 8 of your Kotler text to make
sure you fully understand
what is meant by target market segments)

? Identify the specific target market segments you have defined. What
are the market niches you
hope to capture? Describe.
? Include the rationale behind why these are the optimal target
marketing segments. Be specific.
Submit your response to the above questions into the Unit 3
Assignment Dropbox.
Criteria Possible
Points
Mission Established fundamental goals for the quality of your business
offering and customer satisfaction
5
Defined your business/product offering 5
Defined your specific goals for this planning period 5
Objectives Set specific marketing objectives 5
Included market share, market penetration, awareness, and

customer acquisition plan
10
Identified a specific, measurable market share and size 10
Target Markets Identified the specific target market segments 10
Included the rationale behind why these are the optimal target
market segments.
**********************************************************
(Developing Strong Brands)

Unit 4: Marketing Plan – Developing Strong Brands
3.5 Positioning (refer to Chapters 9 and 10 of your Kotler text)
? Describe how your product/service meets the need(s) of your target
market segments.
? Describe how you are different from your key competition. What is
the most distinguishing
feature of your new product?
3.6 Strategies: Skip this Section.
3.7 Marketing Mix (refer to Chapters 12, 14
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GB 530 Unit 5 Assignment Developing a Marketing Plan
DEVELOPING
A

MARKETING PLAN:
A Template for
Analysis and Strategy
This template is designed for the analysis and planning phases of
marketing strategy development. You mustresearch and understand
the product and/or organization before using this document. By
working through the first half of the template, you will develop a
comprehensive customer, competitor, organizational and
environmental analysis. This sets the stage for an effective strategy
planning discussion. Remember: Strategy is often inaccurate until the
analysis phase is satisfactorily completed. The rest of the document is
designed for the actual strategy development phase of marketing
planning and should be used only after the analysis is complete. By
working through these pages you will develop a comprehensive plan for
a successful business and marketing strategy.
OUTLINE:
I. Executive Summary
II. Action Plan
III. External Forces
IV. Internal Factors and SWOT Analysis
V. Marketing Goals and Objectives
VI. Marketing Strategy and Objectives

VII. Financial Projections
I. EXECUTIVE SUMMARY.
II. ACTION PLAN
1. What is it, precisely, that you hope to accomplish. (who, what, where,
when, why and how)
2. History of your idea.
3. Your qualifications and those of your partner(s), if any.
4. Why should investors trust you?
5. What is your timeline.
III. EXTERNAL FORCES
Answer these five questions first:
1. Economic Growth and Stability â€“ How do economic factors affect
this market, product and our customers? Consider factors that are
relevant (recession, prosperity, employment level, interest rates,
inflation rate, median family income, stock market performance, etcâ€¦)
2. Political Trends and Legal and Regulatory Factors â€“ What
governmental issues affect our product, industry, and customers? Are
there elections, legislative proposals, or legal issues that will affect our
strategies? How?

3. Technology Issues – What are the technology trends that are
affecting this industry and product? How has technology affected our
customers, competitors and operations?
4. Cultural Trends – What general attitudes, beliefs, and values are
affecting this industry and product? How does our product and industry
fit with cultural issues of concern to our customers and non-customers?
5. Corporate Citizenship Expectations â€“ How do norms and
obligations expected in the business context and relationships affect
our industry, customers, and products? Consider employee and
consumer rights, environmental issues, and community concerns.
Then analyze competitors and customers, as follows.
COMPETITOR ANALYSIS (who are your primary competitors?)
A. Four Levels of Competition
1. Brand Competition (involves products of the same type; very similar
attributes)
2. Product Competition (relates to products in same general category)
3. Generic Competition (fulfills same general need/want)
4. Total Budget Competition (competes for same consumer dollar)
Product
Similarities to your product

Differences from your product
Competitive edge over your product
Deficiencies relative to your product
Positioning of the competitor
Pricing Strategies
Promotion Strategies
Placement/Distribution Strategies
CUSTOMER ANALYSIS (who is going to buy what youâ€™re selling?)
1. Who are they? (demographics, socioeconomics, geographic location,
buyers vs. users, current and potential customers)
2. What will they do with your product or service? (product benefits,
product uses, complementary products, heavy vs. light users)
3. Where will they buy? (physical location, type of store, type of
distribution channel)
4. When will they buy? (seasonality, emergency situation, family life
cycle, process, budget cycle, effect of promotional strategy)
5. Why and how will they buy? (motivations, attitudes, psychographics,
customer value, payment methods, problem solving methods,
individual or group decision-making)

6. Why will your potential customers not buy? (not aware, donâ€™t like,
wrong marketing mix, etcâ€¦)
7. Will they buy again? Tell me why.
IV. INTERNAL FACTORS AND SWOT ANALYSIS
Capabilities Analysis (what are your own capabilities in the following
categories?)
1. To Conceive and Design
2. To Actually Produce
3. To Market
4. To Manage
5. To Finance
6. What is Your Will and Intensity to Succeed?
SWOT ANALYSIS (of yourself)
A. Strengths
B. Weaknesses
C. Opportunities
D. Threats
V. MARKETING GOALS AND OBJECTIVES

(Goals and objectives are defined by customer needs and organizational
needs and thus, result from a thorough analysis. Goals are broad,
inspirational statements. Objectives focus on results and are stated
with a time frame in mind. Both should be achievable, use resources
wisely, but also stretch the organization and its people to a higher level.)
What are your goals? (product and service quality, brand image,
customer attitudes and opinions, social performance etc.) Usually
stated inqualitative terms.
What are your objectives? (market share, # of customers, # of units
delivered/sold, # of prospects reached, # of prospects converted to
customers, profits, other measures) Usually stated in quantitative
terms.
VI. MARKETING STRATEGY AND OBJECTIVES
1. Target Market Segment/Customer Group for this Strategy
1. Benefits Sought by this Target Market Segment/Customer Group
1. Basic Theme and Focus of the Marketing Strategy
1. Specific Elements of the Marketing Strategy (Marketing Mix)
Product Strategy
a. Recommendations for Product(s) (how does product help reach
marketing objectives?)
b. Recommendations on Tangible and Intangible Elements of Product

c. Brand, Packaging, Warranty/Guarantee, Returns/Allowance Elements
Pricing Strategy
a. Actual Value and Pricing Policy (how does price help reach marketing
objectives?)
b. Environmental influences on pricing policy (what affects this price?)
c. Competitor actions/reactions to pricing policy
Placement and Distribution Strategy
a. Distribution Outlets/Retailer Activities (how does this help reach
marketing objectives?)
Promotion and Integrated Marketing Communications Strategy
a. Theme of campaign(s) (To communicate what? How does it support
the marketing strategy and help reach marketing objectives?)
b. Personal Selling Activities (person to person activities that support
marketing strategy)
c. Advertising Activities (paid-for mass communications that support
marketing strategy)
d. Sales Promotion Activities (customer and employee incentives that
support marketing strategy)
e. Public Relations/Publicity Activities (non-paid mass communications
that support marketing strategy)

f. Packaging Activities (if applicable)
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GB 530 Unit 6 Assignment Final Marketing Plan Presentation
GB530: Marketing Management unit 6
Unit 6 BEMP Assignment Rubric
1.0 Executive Summary
In four to six paragraphs, summarize your Brand Extension Marketing
Plan. Be sure to include:
? Product

? Benefits
? Target markets
? Customer needs
? Value proposition
? How you would market on a national and global level
? Show an understanding of other cultures, global relationships, and
global dynamics in the
marketplace
Go back through each section of your plan and make any appropriate
revisions, based on the
feedback of your professor during each unitâ€™s grading , and/or
based upon new information you have
discovered throughout the process.
Submit all of the sections for your final completed Brand Extension
Marketing Plan into the Unit
6 Dropbox.
Remember to submit ALL of the sections!

Criteria Possible Points
In four to six paragraphs you adequately summarized your Brand
Extension
Marketing Plan, made revisions suggested by your Professor, and
included
BRIEF information on your product, benefits, target market, customer
needs,
value proposition, sales projections, and keys to success.
GB 530 Unit 6 Assignment Self Direction Learning Plan
GB 530 Unit 6 Assignment Self.
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