Choose a product that you are familiar with. Imagine YOU are the new marketing director for the company who created that product, and you’ve just been given the job of marketing it. You have been told by your boss to have an increase of 20% in sales over the next year, or your job may be on the line. Do NOT choose an already successful product i.e. NIKE, MICROSOFT, etc. but a familiar product that you think with a new marketing mix that YOU create, would bring an increase in sales. Include:
Who is the target market? (Remember the answer is not everyone!)
Why do you think it’s not currently successful?
What marketing mix are they using now, and what would you add/change to offer a fresh approach?
Create an ad campaign that takes into consideration the following: (1) need recognition, (2) factors involving the level of consumer involvement, (3) cultural influences on buying decisions (4) gender, age, and family life cycle stage, (5) personality and self-concept, and (6) beliefs and attitudes.
Sample Solution