Marketing Mix Analysis Overview?

Marketing Mix Analysis Overview


Start the paper by answering the following question: Overall, how would you analyze the chosen brand's marketing mix? Give a very brief overview of what the product is and a little bit about the company. This should be no more than a few lines. You might want to include whether it has a corporate parent, what year the company was established and what country the company is incorporated in.


Next, are the sections where you will analyze each element of the marketing mix in detail: product, pricing, placement (distribution), and promotion, as it pertains to your brand. Throughout your analysis, you should be answering the following question for EACH element. Based on your examination, does your brand do a good, adequate, or poor job of serving the needs of its customers in regards to price, product promotion and placement? Please note that each element should be discussed in a separate paragraph. Make sure your marketing mix analysis is consistent with the targeting and positioning part of the Final Project.


Here are examples of concepts from the book for each element of the product mix that you may want to analyze. These are only examples. Other concepts listed in the textbook may be better suited to your brand and other concepts from the text should be provided to provide for a complete analysis of your brand.








Product


Discuss the classification of the product, stage in the product life cycle, product positioning, features and benefits of the product. Make sure to indicate the type of product (shopping, convenience, etc) and the width and depth of your brand. Packaging should also be considered.





Pricing


Concepts covered may include competition-based pricing, demand-based pricing, new product pricing, and/or product-line pricing. Look at pricing objectives and strategies. Compare whether the brand鈥檚 pricing is in line with the competition. Discuss the ramifications of if the brand is higher priced or lower priced.





Placement


Include such topics as the appropriate types of channels, order processing, and appropriate transportation. Make sure to provide the type of distribution your brand uses. Examine whether the brand is being sold in the right outlets. Analyze whether or not they have enough channels. Discuss what course of action would remedy any shortcomings.





Promotional Mix


Make sure to briefly include all of the following in this section: Advertising, Public Relations, Personal Selling, and Sales Promotion. Discuss what is needed for an IMC (Integrated Marketing Communications) plan. Analyze advertising plans in terms of message or execution.


Do your research and remember to analyze each element of the marketing mix in terms of how it meets the needs of the target consumers. For example, examine if the product really provides what it promises. Discuss if the price is consistent with the quality level expected by the target market. And so on. Throughout the paper, you need to demonstrate practical application of the concepts learned throughout the course.


















































References


For the references, make sure that you provide appropriate citations in APA style. The text is provided as an example. Web references require special referencing. The Kaplan Writing Center can help you with proper referencing. You must have at least three references in your paper. You may use Armstrong if cited but not the APA book.





Armstrong, G., Kotler, P. (2010). Marketing: Ah Introduction, Revised Global 10th Edition. Upper Saddle River: Pearson Education.


APA. (2010). Publication Manual of the American Psychological Association (6th ed.). Washington, DC: American Psychological Association.





References you have used should be included here in alphabetical order by the author鈥檚 last name, first initial.|||Here is a great example of marketing plan for the Rain hotel bar in Las Vegas.





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