Marketing

Create a marketing plan for a new business launching a new product and/or service into the Canadian market. This is a research-based project and your goal is to convince your investors and/or CEO that this is a viable projec

Counterfeiting is one of the biggest challenges facing the luxury industry today, and it is one of the most pressing issues you need to tackle as the new marketing manager of a luxury firm of your own choice in one of the following industries: – Fashion – Perfumes & cosmetics – Wines & spirits – Watches & jewellery – Leather goods – Hotels & hospitality You are required to report back to the board on how counterfeiting threatens your luxury brand and how it can be addressed through a new digital marketing campaign. The report should include the following sections: 1. Introduction: Set out clearly and logically the aim of the report. [5 marks] 2. Short background of industry and company: Highlight why you chose this company and industry. Use Kapferer and Bastien’s (2009) luxury business model to position your company of choice. [5 marks] 3. Critical review of literature: Critically evaluate and properly reference prominent theories and models on luxury brand concepts, theories, and models, with special focus on managing luxury brands, measuring luxury brand equity, luxury brand elements, luxury brand distribution and pricing, and luxury brand consumers. Make sure an evaluation is carried out rather than a description of the literature. (LO1, LO2, LO3, LO4, LO5) [40 marks] 4. Findings/results: Based on the previous literature review, critically analyse the challenges your luxury brand is facing with regard to counterfeit products, with a focus on the following elements: – Premium/aspirational image – Alignment/consistency of all aspects of the marketing programme – Identify other brand elements as important drivers of brand equity – Identify secondary associations (personalities, events, etc.) as drivers of brand equity – Control of luxury brand distribution – Premium pricing strategy (LO3, LO5) [30 marks] 5. Conclusions/recommendations: Based on your analysis, draw conclusions on how the brand equity of your luxury brand is impacted by counterfeit goods and make recommendations as to how this position might be improved, particularly through digital marketing techniques. (LO3, LO5) [20 marks] Your work should show you are able to critically review the literature on LBM, evaluating rather than describing it. You should use several academic sources and properly reference them. Please read all questions and information provided carefully. Answers should be an appropriate length, keeping in mind the question requirements and total word count allowance. In addition, your assignment should demonstrate the following qualities: A critical appreciation of relevant literature and its use to support your argument, substantiate calculations, and address other aspects of the assignment. Taking ownership of the content, being prepared to debate and argue a personal position, and providing evidence of evaluative skills. A submission made up of extracts from published sources which is descriptive or simply theoretical regurgitation is not acceptable. Your submission must have interpretation and consideration of the challenges and issues of applying theory to practice. Logical flow of ideas and treatment; appropriate selection of real-world factors related to the companies under scrutiny. Evidence of additional personal research, and the ability to analyse material from a variety of appropriate, relevant perspectives. Presentation, structure, appropriateness of methodology, breaking into section headings/subheadings, tidiness. Marks will be awarded for proper referencing and originality of work. Also note that plagiarism is a serious offence and your submission will be electronically checked.

Many times, firms take advantage of their popular, well-known brands by developing brand extensions, because they know that the brand equity of the original or parent brand will be transferred to the new product. If a new product is of poor quality, it can damage the reputation of the parent brand, whereas a new product that is of superior quality can enhance the parent brand’s reputation. What are some examples of brand extensions that have damaged and that have enhanced the parent brand equity? Cite aspects of the brand extension that you believe were most detrimental/helpful.

Answer the following questions, at least four sentences per answer and 1 source to support your argument. 1.Good companies adopt the marketing concept and focus on serving and satisfying their customers. Great companies take additional steps to ensure ethical behaviors that serve all stakeholders. Watch the video “Social Responsibility and Conscious Capitalism.” How does Dr. Gibb define conscious capitalism? Identify a company that you think displays behaviors that fit Dr. Gibb’s definition. What are those behaviors, and how do stakeholders benefit from the company’s conscious capitalism initiatives? 2.Marketing plans describe the current situation for the product, service, or brand, and the plan for the future. What are the objectives of the marketing plan? In other words, why is one needed? What are the possible outcomes if marketers do not have a marketing plan? Provide specific examples to support your ideas. 3.Watch the video “Forms of Marketing Research.” Company A is thinking about bringing to market a new product in a category where it knows very little about the consumers or their needs and wants. Describe which forms of marketing research would be appropriate and explain why. By contrast, Company B has an established product and knows a lot about its customers. The company wants to measure customer satisfaction. Describe which forms of marketing research would be appropriate and explain why. 4.Watch the video “The Marketing Research Process.” What are the responsibilities of the client during the process? What are the responsibilities of the research team? Why are the interactions of the client and the team important during the marketing research process? 5. In the first paragraph, the quote from Harold Coffin (1905-1981) stated: “A consumer is a shopper who is sore about something.” In essence, Mr. Coffin suggests that a marketer’s job is to tap into a problem, or create a “problem,” that can only be “solved” by the consumer’s purchase of a particular product. Based on this concept, describe how consumer purchase decisions actually serve to resolve an unmet want or need? 6. View “Consumer Purchasing Decisions” and “Technology and Consumer Behavior.” Based on your review of this chapter, you know that consumers demonstrate specific behaviors as they work toward purchasing a specific product. In addition, the text points out that consumers can arrive at a specific buying decision based on previous experiences with a specific product, a newfound awareness of the usefulness of a particular new product, positive reviews form customers who have previously purchased the same product, etc. Based on your understanding of the consumer buying process, compare and contrast how the consumer buying process and the organizational buying processes differ. Illustrate your ideas with specific real-world examples.

Please Listen to the following: https://podcast-a.akamaihd.net/mp3/podcasts/undertheinfluence_20140118_71997.mp3 Then write on the following: 1) Find two examples and share: One that, in your opinion, was successful and another one that did not work. 2) Explain why you made these assessments. I need a minimum of 300 words. Do not use the following: Pepsi, Coke, Ben & Jerrys, Starbucks, Nike, Gillette, Kellogs, Telsa & Lego

The final section of the marketing plan, Control, is a process set to monitor the performance of the marketing plan. If the marketing plan is not performing according to expectations such as low sales, sometimes only a slight modification is needed for the plan to perform to expectations. How has consumer behavior altered in terms of the omni-channel and how have brands utilized the omni-channel to cater for the needs of the customer? This discussion will address the following Module Outcome: MO1: Examine how technology and innovation are created to meet the needs of the consumer

What is marketing strategy? Compare the marketing strategy between Black Friday(Amazon) and Double 11(Alibaba/Taobao) online shopping activities.

What is International Marketing? Who employs International Marketing? What types of careers work with International Marketing strategies?

In Unit V, you selected NIKE as your favorite brand and described the reasons why this brand is so appealing to you. For this assignment, you will use your favorite brand to create an analysis that identifies the strategic direction of price and promotion. In this assignment, you will research and provide pricing examples that compare and contrast various factors that influence promotional strategies for each of the five pricing strategies: premium pricing, penetration pricing, economy pricing, psychological pricing, and promotional pricing. Next, you will determine which pricing strategy is represented by your brand’s price and discuss why (or why not) the pricing strategy is effective. Finally, you will discuss if the pricing strategy is aligned with the messaging strategy in the promotions. For example, if the pricing strategy is premium pricing, do the promotions communicate the high value of the brand? You must reference at least two articles from business-related or news websites. All paraphrased and quoted material must be cited and referenced. You will create a four-page Word document, not counting the title and reference pages.

Follows the formatting and response length guidelines Analysis answers the question(s) completely Analysis correctly applies required concepts Analysis is logical and relates to the current topic Appropriate depth of analysis that demonstrates understanding of the concepts and their application https://www.youtube.com/watch?v=3hjV-uj8aoo&feature=emb_title In this commercial I see a couple of target markets and as a marketer you have to find your target market. LebronJames is one the hottest spokespeople out right now, can you tell me how many times you see the product and for how long? Also, what song is playing and why you think they pick that song? And, who do you believe they are targeting which all those different characters?