Write a 5 page paper discussing how you would create a brand extension of that product.

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Brand Extension Assignment: Choose a product write a 5 page paper discussing how you would create a brand extension of that product. Include your rationale for the brand extension.

Areas to include:

Brand (to include a brief background)

Extension idea

Ration/justification or need for the new idea relate the idea back to the company’s mission statement

Target market

Marketing/launch strategy (to include pricing and channel strategy)

Ethical considerations

What attitudes and needs seem to be influential in people deciding to patronize Scholfield Honda?

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If you want to study consumer behavior, probably the best place to start would be a car dealership. Cars are a big investment. Most people spend upwards of $20,000 on a new car and $6,000 or more on a pre-owned vehicle. In the United States, where we drive pretty much everywhere, your car is your first contact with the world. One look at someone’s car and you might get an idea of their politics, bank account, occupation, education, musical tastes, and favorite weekend activities. It’s the ultimate fashion accessory. Does it have a lot of cup holders and a DVD player in the headrest? Family car. Cute little convertible? Twenty-five-year old with her first real job. That Italian sports car? Retail therapy for the mid-life crisis. That person in the 2009 Honda Fit hybrid who just stole your parking space? Likely some smug, twentysomething activist.

But looks can be deceiving.

When the Honda Insight, Honda’s first consumer hybrid car, hit the market in 2000, Roger Scholfield, owner of Scholfield Honda in Wichita, Kansas, thought he had it all figured out. For one thing, Wichita isn’t exactly known as the epicenter of eco-consumerism. He’d probably sell a handful of the hybrid cars to a couple of single, twentysomethings. The car only had two seats and seemed pretty flimsy with its lightweight aluminum body. And with a sticker price of $20,000, it was pretty pricey.

The first Insight he sold went to a 63-year-old.

The second person to buy one was 65.

As it turns out, Roger’s experience was consistent with Honda’s market research. They determined that the typical Insight customer was older, highly educated, probably with an engineering or science background—a person who tended to be very research-driven.

Vinnie Koc, a sales consultant at Scholfield Honda, relies more on his experience than the data to sell cars. “The vehicle pretty much sells itself,” says Vinnie. “Most of my customers are previous owners or someone in their family owns a Honda that wants them to buy a Honda.” Vinnie’s customers don’t just show up and hop in the first car they see. Most of them have spent time on the Scholfield and Honda websites, researching and comparing models before they come in. They know what they want, are unlikely to be upsold on additional bells and whistles, and are clear on how much they are willing to pay. “Our job is to present the vehicle,” says Vinnie. It usually takes a few test drives to complete the sale, but he is patient. It is all part of Scholfield Honda’s low-pressure environment.

“I love my Scholfield Honda” is the tagline on many of the dealership’s television and radio ads. “The Scholfield reputation is 100 percent why the customers are here,” says Koc. In a market where the anonymous experience of shopping online is the norm for so many consumers, providing opportunities for customers to feel special and paid attention to can really make a difference, especially in car sales, an industry where trust so often is lacking. Owner and general manager Roger Scholfield takes the time to meet with customers, and consultants like Vinnie take the time to follow up on every meeting—from test drive to final sale. “If they see that you are able to provide the information they need, they feel comfortable with you and that makes them happy.” It is not unusual for Vinnie’s customers to drop by on their lunch hour just to say “thanks” and gush about how much they are enjoying their new Honda.

Using the purchase process (e., pre-purchase, purchase, and post-purchase), analyze the customer information provided by the owner and employees of Scholfield Honda.

Chapter 2 identifies three types of purchase decisions for consumers. Describe the type of purchase decision that characterizes the buying behavior of the customers of Scholfield Honda.

What attitudes and needs seem to be influential in people deciding to patronize Scholfield Honda?

One and one/half pages, double-spaced. Follow APA format (Under “Coffee House”) When you utilize research from the textbook or outside sources, paraphrase and an in-text citatiofktns and add a matching reference.

Describe the customer segment that is most relevant to the marketing problem you identified.

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The Background section provides the context and focus for the consumer analysis. Secondary research is expected for this section, drawing on information from company reports, online sources, news articles, etc. The section should include:

The Marketing Strategy Problem – In 1-2 pages, describe the current situation, and identify the specific marketing strategy problem. Use course concepts in your explanation. For example, from the organization’s perspective and the consumer’s perspective, explain whether this problem is one of affect and cognition, behavior, environment, or a combination.

The Consumer & Consumer Issues – In 1-2 pages, describe the customer segment that is most relevant to the marketing problem you identified. Explain the segment’s current or potential value.

2. Consumer Analysis

Use a form of primary research to gain information on and understanding of the consumer. This may involve observation research, a focus group, interviews, etc. Describe your research objectives, method and findings in 3-4 pages. What did you want to know? How did you study it? What did you learn?

3. Recommendations

Conclude the report with 1-2 pages of recommendations, based on the secondary and primary research you conducted. The recommendations should address the marketing problem you identified, and may involve aspects of segmentation, positioning, and marketing mix decisions. Be specific. Suggest how your recommendations could be implemented. Also, identify what additional research you recommend.

Provide a list of references you use for the paper.

4. PowerPoint

The PowerPoint presentation should cover all the sections of the written marketing plan that have been covered in class up to that point. The presentation should be no longer than 15 slides.

When complete the paper and PowerPoifktnt can be uploaded directly into Canvas.

Describe activities that you undertook in your business school or through extracurricular or volunteer activities that demonstrate your leadership ability.

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Please describe activities that you undertook in your business school or through extracurricular or volunteer activities that demonstrate your leadership ability.

Identify the legal and ethical ramifications of these recommendations based on their impact.

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Using 2 of the qualitative articles that you chose in Unit 4 and 2 of the quantitative or mixed-method articles from Unit 4, do a comparative analysis on their findings. Include the following:

For each article, identify the strengths and weaknesses, the validity, the reliability of conclusions, and the applications of the research.
Identify recommendations from each article related to improvement and future research needs.
Discuss the impact of recommendations on the stakeholder groups involved (customers, suppliers, and the organization).
Identify the legal and ethical ramifications of these recommendations based on their impact.
Additionally, create 4 PowerPoint slides that summarifktze your conclusions and future recommendations.

Develop a digital and marketing communication plan with a focus on earned media and social media marketing to drive engagement with the brand in the new market of your choice.

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The Pangaia clothing brand defines itself as “a materials science company on a mission to save our environment”. Pangaia – so named after the giant landmass from which the continents as we know them today split apart – produces items from bio-based, recycled fibres and materials made from recycled plastic bottles. The brand is based in the UK and they want to increase their reach and awareness in other countries.
You have been appointed as the Digital Marketing freelancer. You are to develop a digital and marketing communication plan with a focus on earned media and social media marketing to drive engagement with the brand in the new market of your choice. You have a budget of £10,000 for the pilot campaign period of 6 months starting from January 2021.
Following the SOSTAC (situational analysis, objectives, strategy, tactics, actions, control) framework, the plan should comprise:
• Situational/Market analysis or background information of the key external factors that may influence the success or otherwise of the plan – please note, you are encouraged and assessed on whether and how well you incorporate outcomes of Assignment 1 into this particular section;
• Identification of the segment that the plan will be aimed at. The plan needs to be
appropriately targeted, so you are to choose a particular segment of the market, outline the
chosen segment and its characteristics;
• Clearly written SMART objectives outlining the main aim and objectives of the plan;
• The marketing communication strategy to be utilised to ensure the successful
implementation of the plan and meeting the objectives;
• The content plan that includes suggestions on types of the content to be published for sixmonths (starting from January 2021), its frequency and creative ideas;
Unit Handbook: Digital Marketing and Communications page 18
• The marketing communication mix (tools and media) to drive engagement with the content proposed in the content plan. This has to be considered in line with the objectives and strategy, the schedule (for the six months period starting from January 2021) and £10,000 budget for the pilot campaign period. – please note, you are asked to focus on utilizing earned media;
• Evaluation techniques to measure the effectiveness of the content and overall digital marketing and communication plans;
• Supporting evidence and creative materials to support decisions and recommendations that are made – you should be aiming for QUALITY rather than quantity.

What are the communication objectives for your chosen campaign?

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Apply the following steps in Fill’s(2009) framework in this sequence in your analysis.
– Context Analysis (or situation analysis) for your chosen brand/product/service, including customer details and their consumer buyer behaviour.
– Marketing Communications Objective(s): what are the communication objectives for your chosen campaign? (Recommended use of SMART objectives).
– Marketing Communications Strategy (& position): What is the brand position, and how does the brand communicate this? Please include a perceptual map, plotting your chosen brand vs direct competitors.
– Communications methods: What is the main message and what marketing communications tools are being utilised in this campaign? Please include copies of adverts, public relations, direct mail, sponsorship and the brand social media platforms and website if applicable.
– Scheduling: What are the (rough) timings of the marketing communications campaign? (Use of a Gantt Chart recommended)
– Resources (financial & human resources): Financial resources – refers to the overall cost/budget for the campaign. The human resources refers to details about who designed the campaign (i.e. which advertising or creative/media agency were involved and why were these selected)?
– Control & Evaluation & Feedback: How and when do you think the campaign’s success will be measured and monitored?
Task B: 800 words
Based on your analysis in Part A, recommend how the organization can improve the effectiveness of the campaign. (Please use relevant Marketing theories to justify your suggestions.)
Helpful information
Details about advertising campaigns are available via trade magazine websites (eg. Marketing, Marketing Week, The Drum, PR Week, Campaign, Brand republic etc.)
You should include pictures/copies of the brands marketing/advertising and prom

Evaluate this statement by explaining in your own words what it means and by describing the advantages and disadvantages that may result when a salesperson acts in this manner.

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“Sales representatives should act as if they were on the customer’s payroll.” Evaluate this statement by explaining in your own words what it means and by describing the advantages and disadvantages that may result when a salesperson acts in this manner.

Create viable business ground and competition in United Kingdom

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An International Marketing-led Business Development Plan to Expand production of ARGAN OIL in Morocco to market and create viable business ground and competition in United Kingdom

Write a 750 word paper in APA format describing the learning you took away from the course and how you feel it will help you in the future.

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Write a 750 word paper in APA format describing the learning you took away from the course and how you feel it will help you in the future.