Marketing Plan Template

A Student Aid for Successfully completing the final

project

MRKT 310
Principles of Marketing
University of Maryland University College

Rev. July 2013

How to use this template

Use this template to navigate the marketing plan term project. You can

either:
Print these slides and use them as tools to develop your own format
Keep the headings but remove all the directions and tips and use this template format

Check out the Effective Power Point Presentation Tips in your Marketing

Toolbox. The examples are specific to this project.

Many topics will need more than one slide, dont try to cram it all on one

side even though the template has only one slide per topic. Add additional
slides if you need more space to effectively present key information.
Be sure the numbering system used in the template begins each of your

slides.
Feel free to change the presentation theme to one of your own, or design

one specifically related to your product.

2

Marketing Plan Term Project

Objectives
By completing this project you will be able to:
1. Demonstrate knowledge of basic marketing principles
2. Apply marketing principles to a product/market

situation
3. Develop/improve Power Point presentation skills
4. Demonstrate critical thinking skills
5. Demonstrate information literacy skills
3

Suggested Initial Approach to the

Marketing Plan Term Project
Select your company or product/service in Week 1 and get

faculty approval
Determine external research needs by end of Week 1 and use

the UMUC virtual library. Complete external research by Week

3.
Check out the product website and competitor websites; visit

the store to see where your product/service is sold.

Buy your product (if possible) and keep it near you as you

draft your marketing plan.

Check out the discussions on the marketing plan term project
4

where your faculty member may be inserting additional tips

and hints.

Tips for completing the Marketing

Plan Term Project
Stay current with text readings and online discussions or classroom

discussions
Draft sections as topics are covered in class while the material is still

fresh in your mind.

Dont wait until the day the project is due. It is impossible to do a good

job in one weekend.

Refer to grading rubric frequently so ensure you have devoted enough

emphasis to those items with higher point values.

Edit! Be sure your presentation looks professional and addresses all the

issues.
Ask questions early and often!

Expectations for External

Research
All your external information should be gathered within the first three

weeks.
Finding perfect information is not realistic; budget time spent on research

carefully
Look for sources that provides additional product and competitor

information, industry trends and other readily available data. Refer to

the Marketing Webliography in the Marketing Toolbox for ideas. Ask the
librarian if you still need help.
Expect to make educated generalizations and include some rationale for

your conclusions.
Expect to use endnotes to verify information and a bibliography, both in

an acceptable citation style, e.g. MLA, APA

Expect 90 percent of sources to be academic sources, not Wikipedia and

Google searches

Your Marketing Plan Term Project

will start with the next slide
You can delete these introductory slides
when you submit your parts 1 and 2 and
begin with your own title slide.

(Your Product Name)

(Your name
Course name/number, Section,
Semester)

Executive Summary
Prepare this slide last and submit with your

finished product at the end of the semester.

An executive summary should include:
1.Summary of key findings in the analysis of the

current marketing situation

2.Briefly state your marketing mix recommendations
for the coming year.
(See Appendix 1, pg 612 in the text 15 th ed. or find the
related appendix in the online version for example,
but be sure to frame it as a Power Point, not prose)
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Table of Contents
Prepare this slide twice:
1. When you are ready to submit Part 1,

prepare your Table of Contents for Part 1

2. When you are ready to submit Part 2,

prepare your final Table of Contents

incorporating both Part 1 and Part 2

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Section A
Current Marketing Situation
Section A -- Title slide for Section A, no additional

content needed but be sure to include a title slide so

your reader can follow your presentation accurately.
Part 1 focuses on the current situation, in other words what

is not what you think it should be.

Hints
Do not include a history of the company
Do research and be sure to provide citations both as endnotes and in a

bibliography, refer to UMUC virtual library for citation and bibliography styles.
Consider your reader to be members of the companys management team.
Do not approach this as a term paper where you regurgitate information you
may be finding. Follow the topic numbers precisely.
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A.1.a. Market Description

Description of market segments
Develop two to three distinctive market segments the product

now reaches using the hints below. Then, select the primary
target market. This primary target market will be the focus of
your marketing plan term project for the remainder of Part 1.
You might be recommended one of the other target markets to
be the focus for Part 2.
Hints:

12

Use Chapter 7, Table 7.1 on page 193 in text 5 th ed. for a list of potential characteristics of
market segments and be specific. For example, if age is a characteristic, then mention the age
ran range, e.g. 25-49 year olds.

If product is mass marketed, e.g., no segmentation, then do not provide a target market
description, but do explain why it is a mass market. See Chapter 7, Requirements for Effective
Segmentation 2

Most market segments have multiple characteristic in common.

Articles written about the product may have some expert analysis of the current target market.

This topic works well in chart format

Alternative: Use the PRISM system to find two to three possible market segments and their
descriptions. Refer to the following website
http://www.claritas.com/MyBestSegments/Default.jsp?ID=30 for more details.

A.1.b. Market Description

Current Marketing Targeting Strategy
Select and defend one of the four market targeting

strategies currently used by the product and defend your

choice.
Hints:
1.Undifferentiated Also called mass marketing, ignores segment differences and goes after

whole market
2.Differentiated Also called segmented marketing, company markets to multiple segments
with separate offerings
3.Concentrated Also called niche marketing, company focuses on the one market segment
they can serve better than competitors
4.Micromarketing Variations include local marketing, individual marketing, used for
marketing to local customer segments
. See Chapter 7, Evaluating Market Segments and Selecting Market Segments for more

details.
. Note, to keep things simple, you will focus on only one target market for the remainder of

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your marketing plan, even if you decided the company uses a differentiation targeting
strategy. Be sure to identify the primary target market and keep their characteristics in
mind as you complete your marketing plan.

A.1.c. Market Description

Value Proposition
What is the product/services current value

proposition for the primary target market?

Hints:

14

Reference Chapter 1 for a general definition of value proposition and

relationship to developing customer lifetime value.

Reference Chapter 7, specifically Figure 7.4, on page 215 of the text

15th ed. for the generic value proposition categories, pick one and
defend your choice.

A.1.d. Market description

Factors influencing consumer behavior
Based on the characteristics of your primary

target market, what are the major factors

influencing their buying behavior?
Hints:

15

Use Chapter 5, Figure 5.2 on page 137 of the text 15th ed. for a
framework.

Do not need to address each factor, but those factors you

believe are part of the consumers black box for this
purchase.

A.1.e. Market description

Buyer decision process
Based on these factors influencing their buying behavior,

discuss the type of buying decision they most likely will

use when deciding on the purchase or non purchase of
your product/service. Your choices are:
Complex buying behavior
Dissonance-reducing buying behavior
Habitual buying behavior
Variety-seeking buying behavior

Hints:
See Figure 5.5 in Chapter 5 on page 153 of the text 15 th ed. for a framework for

the types of buying decisions.

Be sure the logic for your choices are evidenced in your presentation.

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A.2.a. Product Review

Levels of product/service
This begins your description of your product/service as it

currently exists.
To complete this topic, skip ahead to Chapter 8,
specifically Figure 8.1, on page 228 in the text 15th ed.
Three levels of product. Describe your product/service
in terms of each of these levels.
Hints:

17

Be sure you understand each of the three levels as this will be

important in assessing and developing marketing strategy.

If your product is a service, be sure to refer to the service

characteristics as discussed in Chapter 8 beginning on page 237 of the
text, 15th ed.

A.2.b. Product Review

Type of product/service
This topic also skips ahead to Chapter 8. Here you will pick the type

of product/service most appropriate to your primary target market.

Use Table 8.1 on page 229 of the text, 15th ed. to help you determine
the type of product
The types of product are:
Convenience
Shopping
Specialty
Unsought

Hints:
Table 8.1 Table will be an invaluable aid in Part 2 when you determine future

18

marketing strategy. It provides clues to marketing mix strategy based on the

customers behaviors and the type of product.
Be sure you are considering only your primary target market

A.2.c. Product review

Product/service lifecycle
Refer to the discussion of the product lifecycle in
Chapter 9, page 279 in the text 15th ed. List the
stage your product/service is currently in and your
rationale for your decision.
Hints:

19

Table 9.2 gives a lot of clues as to what may be happening in each of

the stages giving you the rationale you need to defend your choice

Table 9.2 will also give you ideas as to future marketing strategy
recommendations in Part 2.

A.2.d. Product Review

Benefits/features analysis
This topic should list the features of the product in one

column and then correlate the feature with the customer

benefit it provides. For example, a feature of an iPad
might be a built-in camera. The benefit to the customer
is the ability to take photos and share them without
uploading from a separate camera.
Hints:

20

Check out Table A1.1 in Appendix 1 for a good example; but unlike the
example, you only need to do it for one primary target market you
identified earlier.

The feature is always something the company puts in the product, the
benefit is the reason why this feature is important to the customer.

A.2.e. Product Review

Differentiation
This begins your description of the marketing mix (product, price,

place and promotion) that currently exists. You can find most of this
information in your research and where needed, make educated and
well-grounded guesses. Here you will discuss the points of
differentiation as seen through the eyes of the primary target market.
Your choices are:
Product differentiation
Services differentiation
Channel differentiation
People differentiation
Image differentiation

Hints:
Check out Chapter 7, Identifying Possible Value Differences, beginning on page 211 of

the text, 15th ed.

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A.2.f. Product Review

Branding strategy
This covers the topic of how the company that produces the

product/service brands the product/service. Discuss the

following:
1.Is your product/service a national brand that already has brand

equity, or is it a new brand with little or no brand equity?

2.Is your product/service part of a product line, and if so, what
else is included in the product line?
3.Is the brand adequately represented in the packaging such that
the primary target market can identify the positioning strategy?

Hints:
The manufacturers brand is not always the product brand. Refer to Chapter 8, Product and
Service Decisions.

22

A.3.a. Competitive Review

Competitive Analysis
Identify each of your product/services direct

competitors. These are competitors who offer a similar

value proposition to meet the same consumer need.
Compare each competitor, including your product, on
relevant criteria such as price, channel system, brand
image, features, etc.
Hints:

23

Refer to Appendix 1, Table A1.2 for an idea of how to compare each of the
direct competitors. You can add as many columns as you think relevant. In
addition to features you might compare price, assortment, numbers of
locations, competitive advantage and other variables relevant to your
product.

Refer to Chapter 18 for more information on competitive analysis.

A.3.b. Competitive Review

Market share
This is the list of who has the largest to smallest market

share. If possible, find this information from an industry

source. If you have to guess, be sure to include your
rationale.
Hints:

24

Hoovers.com usually has comparable revenue numbers for public companies.

Industry trade magazines frequently give comparative statistics. See the
Marketing Webliography in the Marketing Toolbox for more ideas.

Be careful your number is only for your product, not the companys entire
portfolio of products

A quick and dirty measure is the amount of shelf space devoted to each
competitor, if you have chosen a consumer product. But, true market share
indicators based on volume sales or sales dollars, or units sold would be better.

A.3.c. Competitive Review

Competitive positions and roles
This topic will draw your conclusions from your

competitive analysis. Minimally, include the following:

1.Which product/service is the market leader, market

challenger, market followers or market nichers?

2.What are the differences in the positioning strategies of
each, if any?
3.What are the vulnerabilities in each of the competitors
that can be attacked in future marketing mix strategy?

Hints:
. Check out Chapter 18 for a thorough discussion of competitive positions and roles,

see Figure 18.2 and related narrative on page 536 in the text, 15 th ed.

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A.3.d. Competitive review

Strategic Sweet Spot
The Strategic Sweet Spot is not covered in your text, but it means the

convergence of market needs and companys ability to meet those needs

better than any of the competitors.
Your product/service may or may not have a strategic sweet spot. If so, identify

it here. If not, discuss why this is a problem, which is generally the case for
products where consumers do not really believe there are any product
differences amongst the competitors.
Hints:
Sample of a strategic sweet spot: The Macbook Pro is the most light, most powerful full

functioning laptop available to college students and comes with Apples industry leading
service and guarantees easily accessible for free via phone or at the colleges IT support
department.
The Strategic Sweet Spot is NOT the positioning statement, although they may look alike.

The difference is that no other competitor owns your sweet spot. If they do, then both
competitors are positioned similarly and that creates a major marketing challenge.

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A.3.e. Competitive review

Positioning
This topic covers the important question of how

does the product/service position itself in the minds

of the primary target market. What position does
your product/service hold in the minds of your
primary target market? Your discussion of the
sweet spot should set the stage for this discussion.
Hints:

27

If possible, a good way to describe the product/services position is to develop

a positioning map for the product/service category. See Figure 7.3 in Chapter
7, page 211 in the text 15th ed. for an example of a positioning map.

See also the sample positioning statements under Differentiation and

Positioning on page 210 in the text, 15 th ed.

A.4.a. Distribution review

Current supply chain members and roles
Who

are the channel members that takes the product from producer to end
user and what does each channel member do to to add value to the final
customer

Hints:

28

You may want to draw one or more of the channel design illustrated in Figure 12.2., page 343
in the 15th ed. Be as specific as you can, e.g. for retailer, exactly what stores is the product
sold.

Discuss the channels for the primary target market only

You may need to discuss more than one channel system. For example, may have a direct to
customer channel, and one or more indirect channels to the final customer. For example, you
can buy best selling books via a direct channel on the web. You can also buy a best selling
book via a retail channel utilizing a publisher (manufacturer), wholesaler and retailer. You can
also buy a best selling book via a discount channel such as Costco, which functions as both the
wholesaler and retailer.

Be sure to discuss how each adds (or doesnt add) value for the final consumer. You can find a
basic list of channel functions in Chapter 12, page 342, 15 th ed.

A.4.b. Distribution Review

Value delivery network analysis
Refer to Chapter 12, discuss whether your product or service is distributed via

a:
Conventional distribution channel
Vertical marketing system (VMS)
Corporate VMS
Contractual VMS
Administered VMS
Horizontal Marketing System
Multichannel Distribution System

End with your conclusion as to whether the current value delivery network is
appropriate for your product/service to add value to the primary target market.
Hints:
This may be a topic for which you may not be able to find perfect information. Do your

best and explain the rationale for your choices.

29

A.4.c. Distribution Review

Current type of distribution strategy
Discuss which of the distribution strategies

is currently used, e.g. selective, intensive

or exclusive distribution.
Hints:

30

Refer to Chapter 12, beginning on page 351 in the text, 15th ed.
identifying major distribution alternatives.

Part B
SWOT Analysis

Title Slide no need for additional

content

31

B.1. SWOT microenvironments

Strengths and weakness come from a

companys microenvironments. Refer to

Chapter 3 and list the strengths and
weaknesses of the company producing your
product/service here. You can include any
or all of the actors as described in Chapter
3.
Hints:
Check out the SWOT worksheet provided in the Marketing Toolbox

under How to Analyze a Case Study.

32

B.2. SWOT macroenvironments

Opportunities and Threats come from a

companys macroenvironments. Referring

to Chapter 3 list the opportunities and
threats that may exist from any or all of the
actors in your product/services
macroenvironments.

33

This concludes Part 1

Be sure to go back and develop your Table of Contents
Be sure to edit your work, follow the tips for effective Power Point

Presentations
Be sure to include your endnotes and bibliography
Check your work against the grading rubric
Upload your Part 1 to your assignment folder by the due date listed

in the course schedule.

Remember your analysis so that you can make recommendations in

part 2 grounded in the current situation and how it can be improved.

34

Begin Part 2
Part 2 will be your ideas, suggestions and recommended

marketing strategies going forward.

Do not repeat information from Part 1. That is historic, we now

want recommendations and your critical thinking.

Little if any external research will be needed for Part 2 as we are

looking for your thoughts and recommendations as you critically

assess the part 1 information to design new marketing strategies.
Remember, you are students in an introduction to marketing class;

your recommendations do not have to be at the level of actionable

strategies as the company might pursue; but they should be a
demonstration that you understood the current situation
sufficiently to determine the products future marketing efforts.
35

Part C
Objectives and Issues

36

C.1. Objectives and Issues

First year marketing objectives
One objective for Coke Zero is an increase in market share

objective. They need to become the main market challenger to

Diet Coke. This would give Coca-Cola almost all the market
share. It would also mean more revenue and in turn more money
to spend on advertising for Coke Zero. Coke Zero is steadily
gaining market shares currently so they are on the right path.
A second objective for Coke Zero is a market penetration from x
to y strategy. Coke Zero needs to appeal to a broader market
instead of just young men. Coke Zero already has the product
and it isnt just for men. This also ties into the first strategy
because if Coke Zero wants to become the market challenger to
Diet Coke they are going to have to get more consumers to drink
it.
37
.

C.2. Objectives and Issues

Issues that may hinder objectives
The main issue Coke Zero is going to run into when

attempting to achieve these new objectives is showing

consumers that Coke Zero really tastes like regular Coke
and its not just another diet soda. They need to establish
their own brand awareness so that consumers see Coke
Zero and automatically know what it is and what it tastes
like. To do this, Coke Zero should launch an aggressive
campaign reminding audiences that its a guilt free soda
with zero calories that tastes like a regular one. They
should also offer samples and in store taste testing so
consumers will buy it right away if they like it.

38

Section D
Marketing Mix Recommendations

39

D.1. Marketing Strategy Recommendations

Positioning strategy
The current positioning strategy is perfect for Coke Zeros

current primary target market. Men dont want to be seen

drinking a diet soda and they dont want some kind of
flashy can or special bottle highlighting the diet part.
Honestly, women dont want to be seen drinking a diet
drink either and even though women may be trying to
watch their diet they dont want to drink something they
dont like.
Coke Zero doesnt necessarily need a new target market,
they need to broaden their market. Right now their target is
primarily young men. They should broaden the market to
include all young adults. Young women arent drinking Diet
Coke anymore, that is a drink for older adults. If Coke Zero
wants to become the market challenger they need to
appeal to more people.
40

D.2. Marketing Mix Strategy Recommendations

Product and branding strategy
Coke Zero tastes good, it definitely lives up to the

hype. Since a can of soda is so small, I think Coke

Zero has done an excellent job of showcasing the
fact that Coke Zero is made by Coca-Cola and that
it has zero calories. Coke Zero uses block lettering
and black, white and red so consumers can easily
read it. It is also part of an excellent product line
that has an option for every consumer. The only
change I can suggest is to maybe have Coke Zero
come up with a short slogan they can put on their
cans and bottles to remind consumers they are
getting the same great taste with zero calories.
41

D.3 Marketing Mix Strategy Recommendations

Pricing Strategy

Coke

Zero is currently using value-added pricing. CocaCola products are some of the most expensive
carbonated sodas on the market and yet Coke Zero is
increasing share in a declining market because they are
offering something people want. They are giving the
value of the taste of real Coca-Cola with zero calories
and if consumers like it they are going to pay more for it.
Soda isnt something people compromise on because of
price, they just dont buy it if they cant afford it. I think
Coke Zero should offer promotions or coupons and
temporarily lower the price of their drinks to get
consumers to buy them. Then, once consumers have
tried them and love them they will be willing to pay full
price.

42

D.4 Marketing Mix Strategy Recommendations

Distribution Strategy
If Coke Zero could deliver directly to the retailers

that might help them save on costs and ensure

consumers are getting a premium product. They
would still need warehouses all over the country
because they cant have bottling plants in every
state. If these warehouses were controlled by Coke
Zero costs would be less, product would be
ensured to be premium, and maybe they could
lower the final price of their product. It would also
help keep product on the shelf because Coke Zero
is controlling the entire supply line. This way they
will know of any shortages in product and be able
to compensate.
43

D.5. Marketing Mix Strategy Recommendations

Marketing Communications Strategy
Coke Zeros current marketing communications strategy is already

reminding consumers of its zero calories, same taste. This has been
building awareness and knowledge of their product for a while. I
would have Coke Zero start letting people try the product, whether
through coupons or sampling, to get them to like the product and
then prefer Coke Zero. This is also when consumers will see ads for
Coke Zero and in-store displays. This will give them the conviction
they need to purchase Coke Zero, knowing it tastes delicious and
they are going to love it every time they drink it.
This is a pull strategy. Coke Zero is appealing directly to the
consumers to buy their product. This is done through advertising,
coupons, and in-store sampling done by Coke Zero representatives.
The consumers will then want to buy Coke Zero from the stores, and
the stores will want more Coke Zero from the distributor.

44

D.6 Marketing Research

First Coke Zero should identify how well consumers can

identify the product and that its the same great taste with
zero calories. This will give them a baseline to start with. Next,
marketing research needs to be done to see whether
consumers can tell the difference between Coke Zero and
Coca-Cola and which one they prefer. It also needs to see if
consumers can tell the difference between Pepsi Max and
Coke Zero and which one they prefer. This will help Coke Zero
find out if consumers truly believe that it tastes the same and
if not, help them improve their product. This will also help
Coke Zero expand to start targeting women and get them to
recognize Coke Zero as the go to zero calorie soda. Along with
running ads, this will get more brand awareness and at the
end of the research Coke Zero will test again to see if more
consumers can identify the product and how well they enjoy it.

45

Part E
Action Programs

46

E.1. Action Programs - IMC

January The initial brand awareness testing will be done to

see how well consumers can identify Coke Zero and its zero
calories slogan.
March- The initial TV ads will start running. This is perfect
timing to aggressively target young men during the NCAA
March Madness campaign and its also when women start to
think about what they are going to do to get in shape for the
summer.
April- The print ads will start to run, having given women
time to see the TV commercials.
May-In-store displays and sampling will begin. Consumers
buy more soda during the summer because its hotter and
they are looking for things they can throw in a cooler and
that taste great right out the fridge. This is also when the
coupons will be available.
47

E.1. Action Programs IMC cont.

July- Sampling and coupons will stop. This is the hottest

part of the summer and consumers will need

carbonated soda to drink and take to parties or the
beach, etc. This gives consumers time to sample in
store and buy with coupons to taste the product and see
how great it is. Once they love Coke Zero they wont
buy anything else, even if it is not on sale.
September TV and print ads cease to run so that
consumers dont get tired of seeing the same ads over
and over. Its also becoming fall so Coke Zero will need
to start a new campaign that isnt summer based. Coke
Zero will also run another brand awareness test to see if
consumers can better identify Coke Zero and how they
like the taste.
48

E.2. Action Programs

Message design, content and structure
Coke Zero will run a TV ad with a corresponding ad in womens

magazines to attract women to their product. The ad needs to have

a black background to remind people of Coke Zero. It needs to have
red and white lettering to cement in peoples minds that the ad is
about Coke Zero. I want to show both men and women grabbing a
Coke Zero and drinking it without realizing that its not Coca-Cola.
Then they tell the camera that its almost better than Coca-Cola.
Coke Zero can use their basic zero calories tag line but it should
be a hashtag as well to attract younger people. The print ad would
just be a picture of the can with the zero calories and the hashtag.
The point is that people should see the TV ad first and then be
reminded by the print ad. The TV ads would be run during midday to
attract women who are at home watching TV, in the evening during
popular shows that younger people watch, and during sports games
to attract men. These are times when people are going to be
thinking about getting something to drink. The magazine ad will
follow a month after the TV ads to allow people to see them.
49

E.3. Action Programs

Media choices
Coke Zero will be using nonpersonal communication channels,

specifically TV ads and print ads in womens magazines. The

TV ads will run during midday programs such as talk shows,
which women are more likely to watch. Then, the ads will run
again during primetime television in the evening. They will run
during shows that have a lot of viewers and attract younger
people, both men and women. The third place the ads will run
is during sports games, to target men. This will reach the
target market of young men and women. Next print ads will be
released in magazines that target young adult women such as
Glamour and Cosmopolitan. The ads will also be placed in
womens fitness magazines for women looking for a product to
help lose weight or keep it off. This will target women who
may be leafing through a magazine while waiting in line at the
grocery store and remind them to pick up some Coke Zero.

50

E.4. Action Programs

Promotion Mix Tools
Advertising Coke Zero will run TV ads and print ads. This will reach

the widest range of people and its one of the easiest ways to talk to
consumers about the product because it can be presented easily
and consumers will be able to see and read that Coke Zero tastes
just as good as Coca-Cola without the calories.
Sales Promotions During this time Coke Zero will also be offering
coupons for their product and running displays in major grocery
stores like Wal-Mart, Kroger, Safeway, etc. This way consumers will
see Coke Zero, remember the message from the commercials, and
see that it is on sale so they may as well try it. We will also be
running sample displays in larger cities to allow people to sample
Coke Zero and get the coupon from a real person.
Public Relations Coke Zero will rely on its brand name of Coca-Cola
and the good press it has. Coca-Cola has been around for a long
time and people are already familiar with its taste and reputation.

51

Part F
Budgets

52

F.1. Budgets
Objective/Task method
Sales Promotion- 35% of the advertising budget will be spent

on coupons, in-store displays, and in-store sampling. 20% will

be spent on in-store sampling because they have to write off
the products they used and pay the wages of the people
offering Coke Zero. 10% will be spent on displays and 5% will
be spent on coupons because they are inexpensive to make.
Advertising- 65% of the advertising budget will be spent on TV
and print ads. These ads are expensive and the time slots will
cost more because of the prime time tv shows that are on.
Coke Zero wants to increase brand awareness and this is the
best way to do it. Plus, Coke Zero may get some other
consumers to buy their product through TV and print ads, even
if they werent marketing to them. Coke Zero would like to see
brand awareness in 75% of the primary target market at the
end of the campaign.

53

Part G
Controls

54

G.1. Controls
Metrics to monitor progress
One metric we will use is Coke Zeros twitter feed. The ads and the

packs of Coke Zero will all feature a hashtag. Consumers are going
to use that hashtag to talk about Coke Zero and we are going to
see how many times they do because it shows brand awareness.
The second metric is the pre- and post-campaign interviews Coke
Zero will be conducting. This is another way to find out if brand
awareness has increased. The goal is to have a 15% increase in
brand awareness by consumers being able to identify Coke Zero
and know what its differences are.
The third metric Coke Zero will use is to see how many of its
coupons were redeemed for products. This will show how many
people actually bought Coke Zero. The goal of this campaign is a
75% redeeming rate plus a +/- 10% rate because not all coupons
used are going to be returned to Coke Zero or reported as being
used.
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Endnotes
Be sure to use a proper citation format or you will

lose points.
Endnotes should be included for both Part 1 and

Part 2 as appropriate.

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Bibliography
Be sure to use a proper citation format or you will

lose points.
Refer to the excellent reference tools found in the

UMUC virtual library.

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Exhibits
Exhibits are optional, but are a good place to put

detailed charts and graphs and then reference them

in your presentation. Be sure your exhibits are
numbered and have a relationship to your
marketing plan content, not just extra information.
Use this slide for an index of your exhibits and

include as many additional slides as you may need

to adequately convey your marketing plan topics.

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End of Part 2
Make any changes recommended in your facultys

feedback on Part 1. You may be granted extra credit.

Incorporate Parts 1 and 2 into a final, cohesive document.
Complete the Executive Summary.
Edit carefully! You are being assessed on your grammar,

composition and Power Point skills.

Upload into your assignment folder by the due date.

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