The strategy must be centered around the Disney Plus streaming service.
Purpose of Assignment
All products/services go through a life cycle of NPI (new product introduction), growth, maturity, and decline. These various stages affect the marketing strategy and promotional efforts for a particular product or service. In Week 3, you will incorporate a product strategy that addresses at least 3 areas of the product life cycle. The primary objective of this assignment is to allow you to demonstrate an understanding of the factors that can affect the launch of a product or service.
Assignment Steps
Create a minimum 700-word product strategy in Microsoft® Word. Complete the following:
- Select a product strategy.
- Address at least three areas of the product life cycle (e.g., NPI, growth, maturity, and decline).
- Discuss two types of media methods you could use to highlight your product or service.
- Determine how you will measure the marketing activities (i.e., what metrics will be used to determine success or failure).
- Address three elements of the following product and promotion list:
- Integrated marketing communication
- Advertising strategy/objectives
- Push and pull
- Media strategy
- Advertising execution
- Direct marketing
- Public relations/strategies
- Positioning
The plan will be a continuation of the global or multi-regional company you chose in Week 1 and will be incorporated into your overall marketing plan for Week 6.
Note: Charts/graphs/tables do not count toward the word count.
Discuss your findings in class!
Format your assignment according to APA guidelines.
Submit your assignment.
Promotion and the Product Life Cycle
Grading Guide
MKT/571 Version 10
3
Promotion and the Product Life Cycle Grading Guide
MKT/571 Version 10
Marketing
Copyright
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Edited in accordance with University of Phoenix® editorial standards and practices.
Individual Assignment: Promotion and the Product Life Cycle
Purpose of Assignment
All products/services go through a life cycle of NPI (new product introduction), growth, maturity and decline. These various stages affect the marketing strategy and promotional efforts. In Week 3, you will incorporate a promotion strategy that addresses at least 3 areas of the product life cycle. The primary objective of this assignment is to allow the student to demonstrate an understanding of the factors that can affect the launch of a product or service. A secondary objective is to understand the differences in a product launch in the U.S. (domestic market) and an international market.
Grading Guide
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Content |
Met |
Partially Met |
Not Met |
Comments: |
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Student’s product strategy addresses at least three areas of the product life cycle (NPI-new product introduction, growth, maturity and decline). |
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Student’s product strategy addresses how he/she will measure (what metrics will be used to determine success or failure) the marketing activities. |
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Student’s product strategy includes the creation of at least two different types of media methods for the products. One media method must be a print method and one must be non-print. A media method is a media strategy which highlights his/her product. Student has 2-3 sentences about each media method (i.e. one paragraph of what he/she would do, not how to do it). Student does not use the Facebook example provided here: · Product and Promotion: · Integrated Marketing Communication · Advertising Strategy/Objectives · Push and Pull · Media Strategy · Advertising Execution · Direct Marketing · Public Relations/Strategies · Positioning |
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Student’s product strategy addresses three elements of the Product and Promotion List provided in the assignment. |
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The product strategy is a minimum of 700 words in length. Note: Charts/graphs/tables do not count toward the word count. |
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Total Available |
Total Earned |
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70 |
#/70 |
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Writing Guidelines |
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The paper—including tables and graphs, headings, title page, and reference page—is consistent with APA formatting guidelines and meets course-level requirements. |
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Intellectual property is recognized with in-text citations and a reference page. |
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Paragraph and sentence transitions are present, logical, and maintain the flow throughout the paper. |
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Sentences are complete, clear, and concise. |
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Rules of grammar and usage are followed including spelling and punctuation. |
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30 |
#/30 |
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Assignment Total |
# |
100 |
#/100 |
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Additional comments: |
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Formatting
Title Page
Citation
Outline
