Question
Module 2 – SLP
PROMOTION MANAGEMENT & SWOT ANALYSIS
Successful Messaging
It is important to understand what you are selling before you
can craft messages to target specific markets. The marketing “P”
for product defines the features and benefits of the product that
explains why a customer should buy your product. Product (or
service) strategy is a guiding step in the overall marketing plan.
Your product line presentation to senior management will take
place via video conferencing. You will need to prepare a PowerPoint
presentation and an accompanying script in Word for the meeting.
Launching your Product
Your PowerPoint presentation and accompanying script will
include the following:
Company Competition—Develop a SWOT analysis to graphically
depict your company’s current competition. Explain the SWOT in
words.
Segmentation—Consider who is interested in your product.
Identify the type of customer groups interested in the product and
why.
Targeting Customers—Based on the product offering and
customer segments, describe what customers segments you will serve
and why.
Product Positioning—Determine your positioning strategy for
the product. What image do you want to project to your customers
and prospects? How will you appeal to your selected customer
segments?
Use the 4Ps of marketing to help with this. For example, will
we differentiate the price based on quality and value? Where will
we distribute the product? For example, is your product
distinctive, unique, or the best quality for the price? Write your
positioning statement for the product.
Customer Lifetime Value—How will you build customer lifetime
value for the company based on your product marketing strategies?
SLP Assignment Expectations
Please submit your assignment.
Two files will need to be uploaded.
SCRIPT: A Word document using the attached template (MKT501
SLP2 Script). The Body of the Word Script must be at least 1000
words. Be sure to cite and reference your resources in the Word
Script.
POWERPOINT Presentation of at least 15 slides in length
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