Marketing Audit
Based on the past several weeks of monitoring a Fortune 500 company, you will now audit the company in terms of how they are serving their target market in their current climate and if that is aligned with their value proposition and brand promise.
You will need 4 unique marketing samples that are not social media. You can use emails, sales flyers, commercials, print ads, app promotions, etc…
You are to complete a paper and a brief presentation for class. The guidelines are below:
PAPER:
This should be default margins, Times New Roman 12 point font. Headings should correspond to the items below. You may use screen shots, photos and tables to illustrate your data. You will not be graded on writing style (provided it’s clear enough to follow your paper) but you will be graded on the quality and concise nature of your work.
Company and Industry Analysis:
What is the company’s market position? Give proof
These are situations which can affect your market and marketing.
Branding
Price
Place/Distribution
Is your business utilizing one or more of the following:
Promotion
Discuss, with examples, the use, patterns and frequency of your company’s activity in the following promotions (if you’ve seen no evidence, state that):
Audit 4 Unique (Non-Social Media) Marketing Mix Samples:
Name of the source and marketing item here: (including a photo)
Analyze the marketing samples in the various areas below: |
Company and Industry Fit
Tie this sample back to what you highlighted in the earlier section. Is there a fit for this in the areas of: 1. Mission and Philosophy 2. Positioning 3. Competition 4. Industry Trends 5. SWOT/PESTL |
Target Market
1. Describe which target demographic you believe this sample is aimed toward, explain why using examples. You can give many targets but need to illustrate the element that aims at that target. Use psychographics, demographics, etc…(from the text) |
Branding
1. Is this sample in line with the branding for the company? Explain using specifics 2. Are there alliances involved? Do those meet the brand expectations of both/all companies? |
Pricing
1. Is this sample a consistent representation of the company pricing strategy? Explain (ch 18/19) |
Place/Distribution
1. Does this sample bring in other ways have a touchpoint with the brand? Is it done well in your opinion? Why? |
Promotion
1. Is there just one idea represented here or multiple? Explain them 2. Is the headline a ‘benefit’ and not the name of your company or a product? 3. Is there a call to action? Is it realistic for the target identified? 4. How does this build awareness? About what? 5. How does this sample create interest on behalf of the target market you identified? What about others? Explain 6. How does this differentiate the brand? 7. Is this a reinforcement of the brand? |
You will choose one of these and present it to the class. You only need to show your sample and then you can explain your analysis in approximately 3-4 minutes.