28 Jun Integrate the pertinent aspects of connected theoretical
Question
Pick a medium to large-sized organization of your choice (for which data/information for reference is available to research) – therein pick a brand, product line, product that interests you.
Your work in Sections 1, 2, 3 entails shadowing this choice and detailing the respective marketing mix elements being implemented by the organization for this offering*.
IMPORTANT:
— It is absolutely necessary to “Integrate the pertinent aspects of connected theoretical material from the respective topics” within your discourse in each section.
— If all relevant information cannot be available for the product/brand chosen by you, interject your intelligence and insights within your discourse throughout this assignment to complete your descriptions.
Section 1
– Using the new product development (NPD) framework, illustrate how the organization chosen by you manages or has managed the ‘new product development process’ for the particular offering* as picked by you.
– Explain in accordance each of the ‘stages involved in the NPD process’, mainly such as idea generation/screening & concept testing, marketing research & business analysis, market testing, commercialization, etc. as applicable – your discourse must cover the different constituents involved in each of these NPD stages.
Section 2
– Discuss the different promotional elements being used by the firm in executing the ‘promotions mix’ [activities like advertising, professional selling, sales promotions, direct targeting, public relations, etc.] for the particular offering* as picked by you.
– Develop and Explain the IMC ‘TouchPoint Diagram’ showing this promotions mix – the goal is to synchronously integrate these IMC activities, so as to leverage the unique traits of each medium and ‘cohesively’ optimize the full impact of their message..
– Discuss, if possible, aspects of the intended message, suited appeal, reach & frequency of exposures, along with the IMC budgeting approaches used by the firm for this product.
Section 3
– Map the organization’s marketing channels and distribution framework for the particular offering* as picked by you.
– In particular, describe the different ‘channel functions’ of transactional, logistical, and facilitative types [pertaining to production, communication, ownership, inventory, transit ‘functions’] being performed by respective/connected intermediaries within these channels for managing the logistical network of this product.
– Thereafter, discuss, if applicable, the role of electronic commerce and the internet as an emergent or prominent channel in your chosen firm’s distribution system.
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