Expert Answer:marketing campaign slide B

Answer & Explanation:In Week 7, you will submit your complete slide deck as Assignment 2, Part B. Be sure to implement the
suggested revisions from your professor, to improve your draft slides. Also apply the lessons learned from
Part A to the remaining slides that you create. The professor’s feedback will help you to create a polished
and professional presentation. Assignment 2, Part B is due by Sunday, midnight of Week 7. professor notes: thanks very much for your hard work on your marketing campaign proposal for Cisco routers. You made very good use of the template which ensures we don’t forget to include anything of importance. You correctly followed the template instructions and exhibited strategic thinking. I have just a couple of recommendations for you to consider:1. Marketing Goal #2 is not a SMART goal – remember, a smart goal needs to include “how many” and “by what date.” The other goals met this criterion. 2. Marketing Messages – it would have been ok to have included some images here, but not required.3. References – before you submit Part B in Week 7, make sure to include some of the course readings, HBR articles, videos, a reference from Godin and Kotler, etchttps://youtu.be/zkDNv6f1_S4https://blog.agilone.com/dont-be-left-behind-when-it-comes-to-predictive-marketinghttps://marketinginsidergroup.com/content-marketing/5-examples-brilliant-brand-communities-shaping-online-world/https://www.entrepreneur.com/article/332416
marketing_assignment_2a.ppt

jwi518_assignment_2_key_terms.pdf

jwi518_assignment_2_template.ppt

jwi518__assignment_2_1196.pdf

jwi518_wk4_lecturenotes_1196.pdf

Unformatted Attachment Preview

1
CAMPAIGN PROPOSAL
Company: Cisco Company
Campaign: Cisco Marketing Campaign
Product or Service: Cisco Routers
Marketing Director: Eric T Smith
Chief Marketing Officer:
Submitted on:
Professor Mark Robinson
November 3,2019
2
Product / Service and Features
PRODUCT / SERVICE DESCRIPTION
Instructions: Include a description of your product or service. What is its core function or purpose?
Write a full paragraph.
Enter Description:
The proposed product is a cisco router that permits the exchange of information and data
between different servers. As compared to other types of routers, this router is more
advanced that is able to meet the quality and level of security that the consumers need. This
proposed product is can be used for connection in learning institutions, data centers, and in
multiple branch location.
KEY FEATURES
Instructions: Name and describe at least three key features of your product or service.
Feature Name
Description of Feature
Secure connection
The product is able to transmit secure data that has a high level of security
Accounting, Authentication,
and Authorization (AAA)
The router has password and security measures that hinder access to the third party
Standard IP Security
The product secures its data through an internet protocol used to encrypt its access
3
Marketing Goals
CAMPAIGN MARKETING GOALS AND DESCRIPTIONS
Instructions: Provide three to five marketing goals for the campaign. Use
the five SMART elements to create a detailed description of each goal.
Marketing Goal
SAMPLE GOALS
SAMPLE SMART DESCRIPTIONS
Build brand awareness
Increase in number of items sold
Growth in market share
Capture a new target market
Increase overall company revenues
Increase donations to organization
Add new accounts or relationships
Improve ROI on advertising
expenditure
• Enhance the company’s image
Goal: Build brand awareness








SMART Description (Specific, measurable, achievable, relevant, time-bound)
To reach a sale volume of 80% of the router system by the end of the year
Marketing Goal 1
Marketing Goal 2
Marketing Goal 3
Marketing Goal 4
Marketing Goal 5
To increase and build brand awareness of the product to the target market.
To reach 100% of the target audience in the market place by the end of 6
months and notify them of the benefits of the product.
• Description: Ensure 80% of target
segments become aware of the offering
within 6 months of launch.
Goal: Growth in market share
• Description: Capture at least 3% of the
product’s category share from competitors
within Year One.
Goal: Add new accounts or relationships
• Description: Increase requests for quotes
(in value terms) by 10% in Year One and by
25% in Year Two.
4
Target Audience and Competition
TARGET AUDIENCE DESCRIPTION
What are the key characteristics of your target audience?
Response:
Its targets business entrepreneurs, learning institutions, organizations, and any other organizations that needs a full
internet services
DIFFERENTIATION of your BRAND
How will you differentiate your brand from the competition?
The product possesses high security systems that incorporates all encryption that secure all
connection and data transferred.
Response:
COMPETITIVE CAMPAIGN ANALYSIS
Instructions: Search the Web for the campaigns of two competitors with a similar product or service. Using all the rows in the table below,
summarize how your campaign compares to the campaigns of these two competitors.
COMPARISON
COMPANY & PRODUCT/SERVICE
NAME of COMPANY and NAME OF
PRODUCT/SERVICE:
Response:
COMPETITOR 1
COMPETITOR 2
Response:
Response:
router
Juniper Networks –
SRX 1500 Routers
KEY FEATURES and BENEFITS:
What are the top features of the
product, from the customer perspective?
Response:
Response:
Response:
High security encryption, secure
connection, reliable and available.
Fast internet connection, strong
network connection with a high
capacity range
Voice communication, high
stability and performance, and
fast Ethernet.
TARGET AUDIENCE:
Describe the best target audience for
this product.
Response:
Response:
Response:
All organizations that need full
internet services
Business entrepreneurs and
organizations
Investors and business people
COST:
What is your best estimate of the cost of
Response:
Response:
Response:
$460.41 & FREE Shipping
$8,855.00
KES 2,300.00
Crisco Systems- Crisco
Alcatel-Lucent
Enterprise Service Router
(ESR) Services
5
Customer Needs and Desires
CUSTOMER NEED
What customer “need” does the product or service address? Why would a customer buy it? What value does it deliver?
Response:
The product has a high quality and level of security that meets the needs of the customers. Customers seek for products that have
a fast Ethernet services, high performance rate and reliable, fast internet connection, and able to connect many servers as possible. With its
features, the customers would be willing to but the router as compared to others in the market.
CUSTOMER DESIRE
What customer “desire” does the product or service fulfill? How does it reinforce the customer’s self-image? How does it connect the customer with others?
Response:
Clients are interested in technological innovation that can meet their desires. Therefore, in this case, the product has a fast
connection network per kilobytes that guarantees continues access of data without delay. Additionally, through the fast internet services the
router provides a business with reliable services. Therefore, reinforcing the customer’s self-image. As such, businesses will be able to
connect with others through the social media platforms easy and faster.
6
Customer Values and Beliefs
CUSTOMER VALUES AND BELIEFS
What are the core values and beliefs of your target audience?
Response:
The target customer beliefs in high quality and experienced products that will assist serve their needs. Additionally, the clients
values dependability, efficiency, honesty, reliability, and loyalty.
BRAND CONNECTION TO VALUES AND BELIEFS
How will this campaign connect your brand to those customer values and beliefs?
Response: The
proposed product address the issues of latency during connection of internet. The product is easy to use and
does not cause issues when connecting the server. The confidence and ease to apply on its higher reliability contributes to
decrease in stress. It thus will meet the customer values and beliefs.
7
Marketing Messages and Story
MESSAGES
What are the key features you need to highlight in your marketing messages for this campaign?
The product is highly reliable and easy to apply. It will be able to meet the organizations’ needs and requirements. Many
organizations have been facing issues with latency, thus, installing this product will increase organizations’ efficiency and fast services.
Response:
MARKETING STORY
What is the “story” you will use to appeal to customers in this campaign?
Response:
The story needs to be the one that customers can easily identify with and easily recognized. As such, the story intendeds to
highlight the challenges organizations face in their quest to use online platforms to market their products for sell. Therefore, installing this
system will be of use in establishing fast internet connection.
WORDS AND IMAGES
What words and images will you use to “frame” your marketing story in this campaign?
Response:
Easy to install and use with high fast and secure internet connection for faster and reliable services.
8
Social Media Strategy
TOP THREE ADVERTISING CHANNELS, DEMOGRAPHICS and USE of SOCIAL MEDIA
Where will you advertise to reach your target audience for this campaign?
Social Media Channel
Universe Size
Ideal Demographic(s)
Cons of Channel
Specialized social media
Worldwide
Workers at different organizations
Able to reach people and fast
Facebook
Global
Youth adults
Able to reach diverse people with interest to
routers
International website
Workers at online services
Most of the target segment uses this
platform, which these individuals are the
target customers for the product
Social media channels
ENGAGEMENT
How will you use social media to engage your audience for this campaign?
Response:
I will use the above social media to engage the audience in the following manner:
For example, by opening a group forum in Twitter and Facebook and invite as many people as possible to present their views and discuss
why this product will be of help to the organizations and how it can enhance security and their work while working at the IT department.
EXPAND MESSAGE
How will you use social media to spread your marketing message widely in this campaign?
Response:
ones.
I will employ inspiring quotes concerning the product that will enhance the reason why the product is better than the existing
9
Marketing Metrics and Budget Allocation ($1MM)
HOW WILL YOU ALLOCATE THE $1MM BUDGET FOR THIS CAMPAIGN? (NOTE: YOU MUST SPEND THE FULL $1MM)
A Minimum of 75% of the Budget must be for Digital Marketing Channels versus Traditional. You must have a minimum of 4 Marketing Categories.
SAMPLE CHART: Replace the contents of the chart below with your own budget items.
Marketing Category
Budget
%
Type
Why This Category?
Facebook
$300,000
30%
Digital
It will permit frequent updates to the
target population
Inspire and reach others
Weekly
Twitter
$100,000
10%
Digital
Most of the target audience will be able
to get frequent updates concerning the
product
Sharing rates
Daily
LinkedIn
$250,000
25%
Digital
Because the buyers mostly use this
platform
Rates and likes
Monthly
Radio
$100,000
10%
Traditional
Able to reach a diverse people with
potentials to buy the product.
Sharing rates
Bi-Monthly
Outdoor Billboards
$150,000
15%
Traditional
Many business investors will be able to
read from a far.
Inspire, reach, and share
Quarterly
TOTAL
$1,000,000
100%
For Metrics, consider these questions: How will you measure your campaign’s performance? What are
the key data items you need? How frequently will you collect these data items? What metrics will you
calculate, based on the campaign data?
Metric Calculation
Frequency of Data
Collection
10
Conclusion
BENEFITS OF THE PROPOSED CAMPAIGN
Describe the short term and long term benefits of a successful campaign
Enter description:
The short term benefits include increase in brand awareness, reaching its target goals and objectives, responding to the
needs of the customers whereas the long term benefits include generating profits, able to meet the intended purpose by seeing people
purchasing the product, increase in purchase, and meeting customers needs.
REASONS TO ENDORSE THE PROPOSAL
Specify the reasons why the executive team should endorse your proposal
Specify reasons:
The executive should endorse my proposal since first and foremost it will help the organization have an added advantage in
the marketplace by increasing its competitive edge, thus increasing profits as well as generating revenues, also, it will attract many
customers as such enabling them to buy other products from the company thus building their brand.
THANK YOU!
Thank your audience and invite questions
Conclude your presentation:
In conclusion, the product proposal will help meet the above highlighted specifications, as such the executive
team needs to endorse this proposal. Therefore, the router will be able to serve a number of people globally with fast and secure internet
connection.
References
• Alabady, S. A., Al-Turjman, F., & Din, S. (2018). A novel security model
for cooperative virtual networks in the IoT era. International Journal of
Parallel Programming, 1-16.
• Murray, F., Cathal, D. A. L. Y. & Masterson, C. (2017). U.S. Patent
Application No. 15/238,744.
JWI 518: Marketing In a Global Environment
Assignment 2 : Key Terms and Concepts
The table below lists major terms and concepts used in Assignment 2, the Marketing Campaign Slide Deck. The key terms and concepts are
defined and put into context in relation to their use in this assignment.
Sources:


Kotler, Kartajaya & Setiawan. (2017). Marketing 4.0: Moving from Traditional to Digital. New Jersey: Wiley.
Clemente, Mark N. (2002). The Marketing Glossary. New York: AMACOM
Terms
Definitions
SLIDE 2
Key Features
Characteristics that go beyond a product’s basic function, helping to define its brand and make it more attractive to
customers.
SLIDE 3
Marketing Goals
Goal formulation is the process of establishing precise points of measurement to pursue corporate objectives.
Goals relate to specific levels of magnitude or time. For example, the campaign’s objective may be to increase
sales. Its goal, however, would be to increase sales by 10% over the next six months.
SMART Goals
For your campaign to benefit your company, you need clearly defined and attainable goals. The acronym SMART
reminds you to make your goals Specific, Measurable, Achievable, Relevant, and Time-Bound.
SLIDE 4
Target Audience
The segment of a population to which advertising and other marketing communications are directed. Target
audiences are usually defined in terms of geographic, demographic, or psychographic attributes. Marketers study
target audiences and their characteristics in order to devise impactful promotional strategies.
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise
disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class.
JWI 518 – Assignment 2: Key Terms and Concepts (1198)
Page 1 of 3
JWI 518: Marketing In a Global Environment
Assignment 2 : Key Terms and Concepts
Terms
Definitions
Competitors
Competitors are other providers who offer a product or service that performs the same or a similar function to
yours in a shared marketplace. Competition is the rivalry among product or service providers, all of whom are
attempting to increase their sales, profits, or market share.
Differentiation
Key characteristics of your product or service that distinguishes it from similar items offered by your competitors.
By highlighting these differences, you can attract consumers who are likely to become repeat purchasers and
brand advocates.
SLIDE 5
Customer Need
A product or service offers to provide an item or perform an action that will fulfill some requirement or need in the
life of a customer.
Customer Desire
A product or service offers to fulfill a customer’s wish, such as their desire to look and feel better, or to achieve
some other personal goal, as a result of using the brand.
SLIDE 6
Customer Values
and Beliefs
Customers are motivated to buy products and services that align with their worldview. This worldview is grounded
in a person’s core ethical values and beliefs, deeply rooted traits that marketers should not expect to change.
Brand
The combination of symbols, words, or designs that differentiate one company’s product from another company’s
product. Customers often develop a relationship with a particular brand that forms the basis for the loyalty and
advocacy that digital marketers seek.
SLIDE 7
Marketing Story
A successful and compelling marketing story uses the key features and history of your brand to appeal to
customers and pique their interest.
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise
disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class.
JWI 518 – Assignment 2: Key Terms and Concepts (1198)
Page 2 of 3
JWI 518: Marketing In a Global Environment
Assignment 2 : Key Terms and Concepts
Terms
Marketing
Messages
Definitions
Marketing information sent from the marketer to current and prospective consumers, highlighting the key benefits
of the product or service, such as quality, economy, value, and performance. Marketing messages must be readily
understandable and attractive to the target audience.
SLIDE 8
Social Media
Electronic media platforms where people can create individual accounts, as well as groups based on shared
interests – e.g. Facebook, Twitter, Instagram, Pinterest, YouTube, etc. Individuals and members of social media
groups can post and share comments, images, videos, and other electronic information.
Channels
Venues and methods for connecting with customers, including print media, radio, TV, blogs, mailings, email, and
social media.
Demographic
A particular sector or segment of a population, defined by characteristics such as age, sex, race, geographic
location, education level, income level, occupation, etc.
SLIDE 9
Traditional Channels
Radio, TV, billboards, printed newspapers and magazines.
Digital Channels
Company websites, social media platforms, online communities, influencers, and product review sites.
Marketing Metrics
Ways to measure the success of a marketing campaign or strategy. Traditional measures focus on sales and
profits, but Kotler et al. propose some new measures of success, as follows: growth rates for new customers,
repeat purchasers, and brand advocates.
Budget Allocation
Division of the budgeted amount for a project or campaign into various categories of spending. Allocations may be
expressed as dollar amounts or as percentages. See the template for some budget allocation examples.
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise
disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class.
JWI 518 – Assignment 2: Key Terms and Concepts (1198)
Page 3 of 3
1
CAMPAIGN PROPOSAL
Company: Enter Company name here
Campaign: Enter Campaign name here
Product or Service: Enter Product or Service name here
Marketing Director: Enter Student Name here
Chief Marketing Officer:
Submitted on:
Enter Professor Name here
Enter Date here
2
Product / Service and Features
PRODUCT / SERVICE DESCRIPTION
Instructions: Include a description of your product or service. What is its core function or purpose?
Write a full paragraph.
Enter Description:
Replace this box with
Logo or Photo
representing your
Product or Service.
KEY FEATURES
Feature Name
Instructions: Name and describe at least three key features of your product or service.
Description of Feature
3
Marketing Goals
CAMPAIGN MARKETING GOALS AND DESCRIPTIONS
Instructions: Provide three to five marketing goals for the campaign. Use
the five SMART elements to create a detailed description of each goal.
Marketing Goal
Marketing Goal 1
Marketing Goal 2
Marketing Goal 3
Marketing Goal 4
Marketing Goal 5
SAMPLE GOALS
SAMPLE SMART DESCRIPTIONS
Build brand awareness
Increase in number of items sold
Growth in market share
Capture a new target market
Increase overall company revenues
Increase donations to organization
Add new accounts or relationships
Improve ROI on advertising
expenditure
• Enhance the company’s image
Goal: Build brand awareness








SMART Description (Specific, measurable, achievable, relevant, time-bound)
• Description: Ensure 80% of target
segments become aware of the offering
within 6 months of launch.
Goal: Growth in market share
• Description: Capture at least 3% of the
product’s category share from competitors
within Year One.
Goal: Add new accounts or relationships
• Description: Increase requests for quotes
(in value terms) by 10% in Year One and b …
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