What is the value proposition for your product or service? Focus on offerings for customers in the U.S. market only. What makes a good value prop?

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Assignment 1: Value Proposition Memo

Purpose

The purpose of this assignment is to explain value proposition for a product or service. This connects to course learning outcomes of helping you identify the role of marketing in creating, communicating, and delivering value for customers, and applying the concepts of value proposition and positioning to a product or service.

Assignment Task Overview

As a marketing consultant, you have been asked by one of the following streaming service companies to provide a one-page memo, casually known in marketing as a “Back of the Napkin” concept. This memo will explain the value proposition from an outsider’s perspective. Consider the internal and external environment as well as the company’s competition to demonstrate your unique selling position.

You will use 150 words or less to create a short memo to management and images to communicate your value proposition. At the bottom of your memo, you will include a “back of the napkin image” to illustrate your value proposition.  This original illustration you create can be added as a picture within your document or using the Word document tools to create a visual aid.  Your memo and illustration will display how your product or service solves a problem for the consumer. You do not have to be an artist. You will need an idea and the ability to summarize. You will submit a single page Word document with the memo and image along with a second reference page. The illustration must go inside the memo document so that only one file is submitted. Be sure that your proposition is clear and concise. Follow the instructions below.

You will be using this value proposition to develop a message campaign later in the course.

 

Instructions

Step 1:   Choose just one from any category that interests you the most.

Clean Energy/Sustainable Products Category

I have chosen:

The Refill Shoppe

https://www.therefillshoppe.com/

Step 2: Determine the value proposition for your chosen product or service. Create a memo and images to communicate the Value Proposition.

  • What is the value proposition for your product or service? Focus on offerings for customers in the U.S. market only.
  • What makes a good value prop?

 

Value Proposition Chart

 

Step 3: Format your submission to comply with these technical requirements.

One page is the maximum length of the value proposition. If you are nearing the length maximum, but have more to convey, work on editing your submission for writing effectiveness.

You may not copy a value proposition from any source even if you cite that source.

Your submission must also include a reference list in APA. The reference list is not part of the 150 words, and the reference list can be placed on a second page of the document.

Cite to the product/service website and the sources for any images used on the reference list.

 

This assignment does not require a cover page.

Identify a product or service that both you and your parents or grandparents have purchased, but through different distribution channels.

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DESCRIBE ESSAY

Identify a product or service that both you and your parents or grandparents have purchased, but through different distribution channels. Name and describe the distribution channel your parents or grandparents used to purchase the product or service. Then, name and describe the distribution channel that you prefer to purchase that same product or service, and explain why.

Prepare a paper describing the Situational Analysis for the business you selected.

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Situational Analysis Paper

Prepare a paper describing the Situational Analysis for the business you selected. The Situational Analysis should be a separate chapter/section of the overall Marketing Plan. This section of the Marketing Plan includes a SWOT analysis which details the elements of the macro-level external environment, its industry or competitive environment, and its internal environment. In addition to the narrative provided in your paper about the business’s strengths, weaknesses, opportunities, and threats, also include a SWOT analysis diagram (see examples in the week’s Module). When the Marketing Plan is finalized in Week 8, you will include this week’s Situational Analysis into the larger Marketing Plan document.

Prepare the paper using APA (including title page and reference page but not abstract). This paper will have at least three levels of headings please use headings per APA guidelines. In addition to your textbook, use at least three peer-reviewed sources to supplement your findings for a total of at least four references. Peer-reviewed sources should be Journal Articles, books, reports, etc. that can be located on the EBSCO Host or other Library Database.

Identify the relevant foreign competitors in the market for product: Gillette razors in England and the brands’ relative market shares.

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Marketing analysis

Identify the relevant foreign competitors in the market for product: Gillette razors in England and the brands’ relative market shares. For significant market players, identify their competitive marketing strategies. Also, create a graph showing market shares for the main competitors and Gillette. In 500 words. with footnotes (reliable resources, such as https://libguides.sdsu.edu/passport-gmid, https://libguides.sdsu.edu/business/mergent, …)

Select any consumer behavior concept for your topic. Examples of such concepts are: consumer vulnerability, trust, brand personality, self-efficacy, etc. Search a number of publications that reference the concept you are studying.

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Marketing Question

For this assignment, select any consumer behavior concept for your topic. Examples of such concepts are: consumer vulnerability, trust, brand personality, self-efficacy, etc. Search a number of publications that reference the concept you are studying. Note definitions that are given. Also, study the ways in which the concept is measured (operationally defined). Note consistencies and differences in the ways the concept is presented and defined. Your report should table your findings and reference them. Provide your own descriptions of the concept, based on what you have learned

it is a systematic extended essay that integrates what is known in the literature about the concept, ie., variable definitions, measurement scales, research applications, etc. Your essay shows a comprehensive and thorough knowledge of the concept5 pages single spaced

Using principles of media planning, create a hypothetical media plan for the new Philips Juicer.

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Advertisement- Media Planning

You are the media planning team of the ad agency that has been hired by Philips to create a media plan for the launch of their new juicer.
• The existing creative assets are:
• A print ad
• A long version of a TV commercial, which will be available to air in :30” or :60: format

• Using principles of media planning, create a hypothetical media plan for the new Philips Juicer.

• Your media plan must contain:

  • Media Objectives
  • Media Strategy
  • Media Tactics
  • Blocking Chart

• As smart media planners, you are supposed to work with the creative team. So make assumptions and provide your rationale that demonstrates you are doing creative, effective, and efficient media planning (i.e. doing justice to the creative campaign as well as AND….your client)

What kind of marketing activities should the company plan to implement within each stage of the Consumer Decision Making/Buying Process?

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PRINCIPLES OF-MARKETING

CASE #2
A. majority of the companies that are very successful today study the Consumer Markets and Buyer Behavior prior to developing a Marketing Plan for its products/services. This enables marketers to understand who constitutes the market, what and why the market buys, who participates in and influences the buying process and how, when, and where the consumers buy.
Choose a particular product/service within the Consumer marketplace. Assume you are the VP of Marketing far that particular company and are responsible for researching, analyzing and developing a marketing plan for that particular product/service. Review all the marketing materials available i.e. Web sites, marketing brochures, advertisements, etc.

After you selected- a product/service and reviewed their materials, prepare a Marketing Position paper that addresses the following issues:

  1. ) What kind of marketing activities should the company plan to implement within each stage of the Consumer Decision Making/Buying Process? Please be specific.
  2. ) What factQrs should the Company’s marketing departure-nt take into considerationqthat may influence consumers in buying their product/service?
  3. ) What are some of the-newest trends in Consumer Marketing also referred to as7E- Marketing that thacompany can use relative to their product/service?

CASE WRITE UP Make sure in your recommendations/conclusions that you explain in detail, specifically how the marketing concepts discussed in class, were used and why.

Discuss the significance of the planned change and its impact on the organization.

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Marketing Question

Required readings:

  • Chapter Two: Nature of Planned Change
  • Chapter Three: Organizational Development Practitioner

Textbook: Cummings, T. Worley, C (2015). Organization development and change. (10th ed.). Stamford, Connecticut: Cengage Learning. ISBN#: 13 9781133190455 (print), ISBN#: 13 9781285800967 (e-text).

Recommended readings:

Pregmark, J.E (2022, February 21). Renewal models for change. Learning Organization, 29(3), 255-274. https://doi.org/10.1108/tlo-05-2021-0056

2.3 Test your knowledge (Question):

1 Discuss the significance of the planned change and its impact on the organization.( words400 -600)

-Write at least one reference.

What is the brand’s personality and does it relate to the target audience? Why and How? How would you improve the brand to make the customers more passionate about it?

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Brand personalities

Write a well-sourced paper supporting your arguments not to exceed 2 pages. Using the brand you used last week, let’s take a deeper dive.

In your paper, answer the following questions:

-What is the brand’s personality and does it relate to the target audience? Why and How?
-How would you improve the brand to make the customers more passionate about it?

Describe a product you like that you believe more people should purchase. As a marketer, how would you reposition the product in the customer’s mind to increase its purchase? Outline your strategy. Create a new tagline for this product.

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Marketing Question

Describe a product you like that you believe more people should purchase. As a marketer, how would you reposition the product in the customer’s mind to increase its purchase? Outline your strategy. Create a new tagline for this product.

Think about some of your friends and what you have discovered by visiting their homes. Do they buy different things than you do? If so, why? How might a company distinguish you from them in terms of its targeting?