Identify and research a prominent new product/service failure.

Week1 Disc 2

Products and Services

Every year hundreds of millions of dollars are spent marketing products (or services) that fail. Millions of dollars those companies would love to get back.

Fortunately, you happen to have a functioning time machine that you bought on Craig’s list. And now you’ve got one chance to fix what went wrong in the marketing research process and convince one of those companies not to spend that money.

Guided Response:

You’re going to investigate and document the story of a famous new product flop (and market research failure) and how you went back in time to fix it. And since we’re marketers, we’re going to do this all in stylish, web 2.0 fashion with Storify.

  • Identify and research a prominent new product/service failure.
    • The press loves failures, so you won’t have any problem finding examples.
    • Identify the following: product/service name, the company who marketed it, the year it was introduced and where (particularly if not in the U.S.).
  • Find a sample ad for your failed product/service.
    • YouTube is great for TV ads; image searches are great for printed ads. If you can’t find an ad, you probably haven’t picked a big enough flop!
    • Grab the link for your ad.
  • Answer the following questions about the market research process.
    • Refer to section 2.3 of the text as needed.
    • What are the steps in a market research process? Provide a brief explanation of each step relating it to your product as possible.
    • Where was the failure in your product’s market research process? Which step was missing, not followed correctly, misinterpreted, or misrepresented?
    • What, in a single sentence, is the market research finding that you’re going to go back in time and share with management to stop this introduction?
  • Package all this information into a Storify story.
  • Don’t forget to respond to your fellow marketers.
    • Respond to at least three of your fellow marketers.
    • Explain how their market research failure was similar or different than yours
    • Try to respond to those who do not yet have three replies.

 

 

 

Week 2 disc 1

Product Life Cycle Stories

Introduction, growth, maturity and decline. Every product has a life cycle story waiting to be told. In this interactivity, you’re going to document the story of a product, product category or brand that has progressed through the four product life cycle stages.

Guided Response:

  1. Review section 3.2 in our text regarding product life cycles.
  2. Check out our sample life cycle Storify regarding Polaroid Instant Cameras.
  3. Identify an appropriate product, product category or brand.
    • One that has moved through all phases of the life cycle
    • Do a web search for dead brands or product fads. Or use this article about bygone tech for inspiration.
  4. Research your brand/product/category to answer the following:
    • The approximate timing of each life cycle phase
    • The key events that marked the start or end of each phase
    • Use at least three sources and refer to our example as needed.
  5. Create and publish a new Storify that contains the following:
    • One section on each lifecycle phase. Briefly describe the phase, when it occurred for your product and the key events that started/ended the phase.
    • At least one image or video (product shots, advertisements, etc.).
    • Three APA formatted citations. Reference your sources at the end.
    • When done, copy the link of your published Storify story.
  6. Post your Storify link to the discussion forum below.
    • In the title of your post identify your product/brand/category.
    • In the body of your post, provide your Storify link. See our example.
  7. Respond to at least three life cycle Storifys for brand/products/categories other than the one you picked. Then answer this question:
    • Of the products that you read about (including your own), which one best fits and least fits the classic life cycle curve? Explain why/how.

I Need Help! I Can Help!

Got questions about the product life cycle or Storify? Or maybe a helpful tip to share? Please post to our week 2 help forum, so others can benefit!

FAQs

Do I need to create a Storify account?

 

Week2 disc 2

Gender as Market Niche

Market niches: Digital Show and Tell

Brands carve out niches in the marketplace by targeting a specific audience. And two of the most powerful tools a marketer has for making their target feel the brand is “for them” is how they position and package their Product and how they make use of Place — relative to both physical and virtual places of business.

You’re going to select either the male targeted Sport Clips (a retail hair cuttery) or the female targeted Sister Snog (a London business social network) and describe how they target through the use of place and product. And while words are great, pictures are worth a thousand of ’em, so we’re going to do digital show and tell using a cool new website annotation tool called BounceApp.

Guided Response:

  • Check out our sample annotated web page for a high-end pet boutique.
    • Mouse over highlighted areas to view associated commentary.
  • Pick one of the two brands and visit their website
    • Sport Clips or Sister Snog
    • Identify a site page – landing page or otherwise – where place and/or product is featured.
      • Remember; place encompasses physical and virtual locations
    • Copy the webpage link from your browser.
  • Screen capture and annotate the webpage using BounceApp
    • See the step by step tutorial
    • Identify at least three examples of how place and or product is used to reinforce the gender targeting.
    • Write at least two sentences of explanation for each example.
    • When done, copy the link to your annotated BounceApp page.
  • Post your annotated webpage link to the discussion forum below.
    • In the post title identify whether you picked Sport Clips or Sister Snog.
    • In the body of post, provide your BounceApp page link. See example.
  • Explore annotations for the brand you didn’t pick. Respond to three of your peers, at least one of which must be for the brand you didn’t pick. Comment on market niche strategies that those brands used/failed to use in promoting their website. Then answer this:
    • Which brand do you think uses product and place more effectively to differentiate itself? Cite at least one reason why relative to both product and place.
    • Feel free to pick a different “winner” for product versus place.

I Need Help! I Can Help!

Got questions about product or place? BounceApp? This activity? Have a helpful tip to share? Please post to our week 2 help forum, so others can benefit!

FAQs

Do I need to create a BounceApp account?

  • You do not need to create an account but please do provide your first name and last initial when prompted so we can associate your commentary with you!

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Week 3 – Discussion 1

Your initial discussion thread is due on Day 3 (Thursday) and you have until Day 7 (Monday) to respond to your classmates. Your grade will reflect both the quality of your initial post and the depth of your responses. Reference the Discussion Forum Grading Rubric for guidance on how your discussion will be evaluated.

Pizza Pricing Strategies

Pizza Pricing Strategies

This week you learned about the three core pricing strategies: penetration, neutral, and skim. Now we’re going to examine those pricing strategies in action. Hope you’re hungry, because you’re going to be looking at a lot of pizza.

In this interactivity, you’re going to briefly recap the three pricing strategies, use them to classify the major pizza chains based on exploring the online ordering process and then answer a few related questions. So let’s dig in!

Guided Response:

  1. Re-familiarize yourself with the three main pricing strategies
    • Review section 5.2 in the text as needed.
  2. Research actual pizza pricing
    • Visit each site, identify your location and simulate an order.
    • Price out a medium cheese or pepperoni pizza.
    • Proceed to payment stage, observing the selling process.
    • Record your pizza choice and final price (minus tax).
    • Execute your purchase as you see fit.
    • Note: One brand doesn’t offer online ordering. Poke around their website for an online menu or consult fastfoodmenuprices.com.
  3. Create a forum post that includes the following:
    • A brief description of the three pricing strategies (from least to most expensive).
    • Your research driven price strategy classifications of the five brands.
      • For any pricing strategy where you have multiple brands, rank them from least to most expensive.
      • Include the kind of pizza you priced out, your recorded prices and any other pertinent notes.
      • Your classifications may differ from others. That’s okay.
    • Your answers to the following questions:
      • Did your perception of these chains’ pricing strategies change based on this exercise? If so, how?
      • Based on this exercise, identify three factors that complicate price comparisons.
      • For you, which of these chains represents the greatest value and why? Explain how each of the Ps contributes to your answer.
  4. Reply to and pitch your peers.
    • Price-value perceptions vary by individual. Respond to three of your peers, including one who selected a different chain as offering the best value. Customize your “pitch” to try to change their mind.

I Need Help! I Can Help!

Got questions about pricing strategies or this assignment? Or maybe a helpful tip to share? Please post to our week 3 help forum, so others can benefit!

FAQs

There isn’t a (insert pizza chain here) near me. What do I do?

  • Just work with the nearest location your zip code search brings up.

Will Ashford subsidize my pizza purchases?

  • Sadly, no. You’re on your own if you decide to order.

I’m lactose intolerant. Is there an alternate assignment?

  • Very funny. To be clear, you only have to shop for pizza, not eat it.

 

Retail pizza chain #1

Visit the Pizza Hut site

Retail pizza chain #2

Visit the Dominos site

Retail pizza chain #3

Visit the Little Caesar’s site

Retail pizza chain #4

Visit the Papa John’s site

Retail pizza chain #5

Visit the CPK site

Logos: Wikimedia Commons, Fair Use

 

Respond

 

 

 

 

 

 

 

 

 

 

 

 Week 3 – Discussion 2

Your initial discussion thread is due on Day 5 (Saturday) and you have until Day 7 (Monday) to respond to your classmates. Your grade will reflect both the quality of your initial post and the depth of your responses. Reference the Discussion Forum Grading Rubric for guidance on how your discussion will be evaluated.

IMC Campaign Stories

IMC Campaign Stories

One Message, Many Media: Integrated Marketing Campaigns

In this interactivity, to examine integrated marketing in action, you’re going to tell the Storify story of a particular campaign from your internship brand across multiple media. We want to know what unifies the campaign and how the unique nature of each medium is being utilized (or underutilized if you feel so). And we want to hear if you think the campaign is effective or not and why.d then answer a few related questions. So let’s dig in!.

Guided Response:

  1. Check out our sample Twix campaign storify for inspiration.
    • Note: you only need to include three media in your Storify. We overachieved.
  2. Identify a significant marketing campaign from your internship brand.
    • Find one that was supported across multiple media (e.g, TV, print, website, banner ads, etc.).
    • How to identify and research major marketing campaigns?
      • Search the web or major advertising publications (Adweek or AdAge) for articles about your brand’s advertising campaigns.
      • Check your brand’s Twitter feed for recurring ad messages.
  3. Find campaign executions for at least three different media
  4. Create a new storify story containing the following elements:
    • Title and subtitle
    • Headings for the three media you’ve found
    • For each medium, a brief description of how it is being used, focusing on what it can do that other media cannot.
    • A final paragraph summarizing what unifies the campaign and whether or not you think it’s effective and why.
    • Reference our example and our Storify tutorial as needed
  5. Post your Storify link to the forum below
  6. Provide feedback to three of your peers
    • Do you agree with their assessment of the campaign’s effectiveness? What previously unmentioned factors contribute to your assessment?
    • In our Twix example, this might relate to your feelings about chocolate, whether you found the ads funny or not, your past experiences with Twix, your reaction to specific imagery, other ads in the campaign, etc.

I Need Help! I Can Help!

Got questions about integrated marketing campaigns, Storify or this assignment? Or a helpful tip to share? Please post to our week 3 help forum, so others can benefit!

FAQs

Do I have to use my internship brand for this assignment?

  • Please do, as this will enhance your understanding of their marketing practices and the brand.

 

Our integrated campaign Storify

View our example

A step by step Storify tutorial…

View online tutorial

 

 

 

 

 

 

 

 

Week 4 – Discussion 1

Your initial discussion thread is due on Day 3 (Thursday) and you have until Day 7 (Monday) to respond to your classmates. Your grade will reflect both the quality of your initial post and the depth of your responses. Reference the Discussion Forum Grading Rubric for guidance on how your discussion will be evaluated.

Geodemographic Segmentation: Finding your People

Finding and Targeting Your People

Geodemographic Segmentation: Finding Your People

Geodemographics is a common and effective means to segment potential customers. Leveraging both demographic (e.g., gender, age, income, marital status) and psychographic (e.g., habits, hobbies, spending habits, values) data, households can be classified into segments and the relative attractiveness of these segments for your product or service can be determined.

In this interactivity, you’re going to take a geodemographic system (Prizm Premier) and determine which segment best describes you. Then, exploring map data, you’ll assess how common your segment is for where you live and where you could live amongst more people like yourself! Finally, with knowledge of your segment’s profile, you’re going to suggest a promotion for your internship brand targeted specifically to your segment.

Guided Response:

  1. Begin by perusing the Prizm Premier interactive tutorial.
    • You’ll note there are 68 segments. Fortunately these are broken into 11 lifestage groups that provide a more manageable starting point.
  2. Visit the Prizm Premier Lifestage Groups page and determine the following:
    • The lifestage group and segment that best matches you
    • How common your segment is where you live
    • Where you could move to find more of “your people”
    • How to do all that? Our step by step Prizm Premier Tutorial reveals all.
  3. Create a promotion from your mentor marketer to target your segment.
    • Imagine you’re executing a targeted promotion. Tell us the product or service and deal that you will pitch your segment and justify its appeal.
    • Feel free to package products or services together.
  4. Publish a post to the forum below containing the following…
    • Your Premier Prizm lifestage group
    • Your Premier Prizm segment and the characteristics driving your choice
    • The “popularity” index of your selected segment where you live
    • The high indexing area for your segment that you’ve chosen and its value. Tell us what town is in your county that we might have heard of (or any other attraction).
    • Your segment specific targeted promotional offer and rationale
  5. Provide feedback to three of your peers
    • Find peers who picked a different segment than you. Argue why their identified product/service would be more, equally or less appealing to your segment. Peruse their segment’s summary page as necessary.

I Need Help! I Can Help!

Got questions about segmentation, Prizm or this assignment? Or maybe a helpful tip to share? Please post to our week 4 help forum, so others can benefit!

FAQs

Do I have to use my internship brand for this assignment?

  • Please do, as this will enhance your understanding of their marketing practices.

My internship brand doesn’t market products targeted to my segment. What should I do?

  • Be creative and make one up!

 

Market segmentation in action

View Prizm Premier Lifestage Groups page

A step by step Prizm tutorial…

View online tutorial

Our sample post…

My Prizm Premier lifestage segment is “Striving Singles” and the segment I chose is “Small-Town Collegiates.” I chose that segment as we are a younger family just starting out who does occasionally horseback ride and shop at True Value hardware stores.

The index for my segment in San Diego County, CA, where I currently live, is very low at 14. The high indexing area for Small-Town Collegiates that I chose as my potential future home is James City County, VA. It has a 468 value for Small Town Collegiates and is where you’ll find colonial Williamsburg and the Loch Ness Monster roller coaster!

For my mentor marketer, Papa John’s Pizza, I am proposing a mid-week $5 small pizza deal to appeal to Small-Town Collegiates’ tight purse strings and likely smaller households. This will be a pick-up only offer, as delivery would not likely be profitable. This segment tends to live in more rural areas and their smaller households mean smaller order values.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Week 4 – Discussion 2

Your initial discussion thread is due on Day 5 (Saturday) and you have until Day 7 (Monday) to respond to your classmates. Your grade will reflect both the quality of your initial post and the depth of your responses. Reference the Discussion Forum Grading Rubric for guidance on how your discussion will be evaluated.

Foreign Market Entry Podcast

Foreign Market Entry Podcast

As you are likely aware, your internship brand doesn’t just do business in the U.S. So, in this interactivity, we’re going to research their past entry into a foreign market. But rather than writing about it, we’re going to talk about it — by creating a short podcast.

Guided Response:

  1. Check out our sample podcast about GroupOn in China
  2. Identify a specific country to analyze your brand’s entry into
    • First identify the countries your mentor marketer does business in. Or did. Check out the corporate website. Or the latest annual report.
    • Then search your brand in business periodicals such as Forbes in conjunction with country names or terms like “foreign” or “international.” See which markets have been written about and select one.
  3. Research your chosen market to answer these questions:
    • When did your mentor marketer enter this foreign market?
    • What specific challenges did entering this market present? (e.g., cultural norms, language barriers, local competition, government regulations, economic conditions, etc.). Identify at least three.
    • What changes were made to the marketing formula in entering this market? What other changes were needed? Cite at least three examples, linking each one to a marketing “p.” You can repeat “Ps” more than once.
    • How successful was the entry into this market? Is the brand still in the market?
  4. Identify and create proper APA citations for 3+ different sources.
    • Try to explore different types of sources (periodicals, videos, annual report, etc.). Tap the Forbes archive and other Ashford University resources as needed.
    • As you will be creating a podcast, in-line citations are not required, but you will need to document your sources.
  5. Script (or at least outline) for your podcast.
    • Be sure to introduce yourself and identify your mentor marketer and the relevant market before answering the questions above.
  6. Record your podcast with SoundCloud.
    • SoundCloud provides the means to record and share a link for free.
    • Consult our step-by-step Creating Your Soundcloud Recording tutorial.
  7. Post your podcast link and APA formatted sources to forum below.
  8. Listen and react to three peer podcasts.
    • Which P do you think was the most important factor in the failure or success of the market entry they described? Why?

I Need Help! I Can Help!

Got questions about foreign market entry, SoundCloud or this assignment? Or maybe a helpful tip to share? Please post to our week 4 help forum, so others can benefit!

FAQs

Do I have to use my internship brand for this assignment?

  • Please try to, as this will further your understanding of the brand.

Do I have to use Soundcloud

  • No, but you will need to post an accessible link to your podcast.

 

A step by step Souncloud tutorial…

View online tutorial

Our sample podcast: GroupOn missteps in China…

Podcast transcript.

Our APA formatted citations

Custer, C. (2011, August 26). What’s wrong with Groupon in China? Techinasia.com. Retrieved from https://www.techinasia.com/whats-wrong-with-groupon-in-china

Groupon. (n.d.). Retrieved January 25, 2016, from https://en.wikipedia.org/wiki/groupon

Kumparak, G. (2011, October 31). How Groupon Is Losing China. TechCrunch.com. Retrieved from http://techcrunch.com/2011/10/31/how-groupon-is-losing-china/

Zhu, J. (2011, November 4). 4 mistakes behind Groupon’s failure in China. Techinasia.com. Retrieved from https://www.techinasia.com/4-mistakes-behind-groupons-failure-in-china

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Week 5 – Discussion 1

Your initial discussion thread is due on Day 3 (Thursday) and you have until Day 7 (Monday) to respond to your classmates. Your grade will reflect both the quality of your initial post and the depth of your responses. Reference the Discussion Forum Grading Rubric for guidance on how your discussion will be evaluated.

Green Marketing or Greenwashing?

Green Marketing or Greenwashing?

As a means of demonstrating their social responsibility, many companies engage in cause or green marketing efforts; however, such efforts can backfire. In recent years, the terms greenwashing and cause washing have emerged to refer to marketing efforts that capitalize on the goodwill associated with environmental or charitable causes but reflect minimal commitment.

What to Do (and How to Do It)…
In this interactivity, you’ll read about Patagonia’s “Don’t Buy This Jacket” campaign and the cause washing phenomena. Then you’re going to decide if you judge this to be green marketing or greenwashing and how it impacts your likelihood to purchase.

  • Learn about the Patagonia campaign.
    • In 2011, on Black Friday, the most important retail sales day of the year, Patagonia rocked the marketing world by running the “Don’t Buy This Jacket” ad in the New York Times and on the homepage of their website.
    • Was this a corporation putting their environmental principles ahead of their financial goals? Or was this just a brilliant way to grab Black Friday headlines and sell a lot of full-price product? Or was it both?
  • Learn more about values-based shopping (and cause washing).
  • Share your opinion on the Patagonia campaign with a forum post that answers the following questions:
    • Do you judge this campaign to be more green marketing or greenwashing? Why?
    • Would this campaign make you more or less likely to buy from Patagonia. Why?
  • Respond to three of your classmates.
    • Find at least one person who has a different opinion than you on one of the questions and attempt to convince that person of your position.
    • Later on, in our optional Week Five Polling Place, you’ll have the opportunity to tell us how much more (if any) you’d be willing to pay for a Patagonia jacket versus a similar item manufactured in a less environmentally responsible manner.

I Need Help! I Can Help!
Do you have questions about cause marketing or this assignment? Please post to our Week Five Help Forum so others can benefit!

FAQs

  • How many classmates do I need to respond to in this interactivity?

For this activity, one is sufficient.

 

The famous Patagoina ad…

View the ad full-size

Read the Adweek article

 

 

 

 

 

 

 

 

 

 

 

 

 

Week 5 – Discussion 2

Your initial discussion thread is due on Day 5 (Saturday) and you have until Day 7 (Monday) to respond to your classmates. Your grade will reflect both the quality of your initial post and the depth of your responses. Reference the Discussion Forum Grading Rubric for guidance on how your discussion will be evaluated.

Art or Science?

Art or Science?

Let’s be honest, the “art” side of marketing gets most of the press. Everybody likes to talk about that cool new ad they recently saw; however, this is not true when it comes to big data and the advanced analytics being used to evaluate marketing effectiveness and drive marketing planning. In other words, nobody is writing TV shows about a couple of quirky marketing data scientists.

So in this interactivity, we’re going to give marketing analytics its fifteen minutes of fame. Then, we want your take on whether marketing is more art or science and which side appeals more to you.

What to Do (and How to Do It)…

  • Learn more about big data, marketing analytics, and successful integration
  • Post to the forum below, answering the following questions:
    • Based on everything you’ve learned in this course thus far, do you think marketing is more art than science, or vice versa? Defend your point of view.
    • Does the art or science side of marketing appeal more to you? Why?
  • No peer response required.
    • Spend the extra time working on your Marketing Plan Final Paper.

I Need Help! I Can Help!
Do you have questions about marketing analytics or this assignment? Please post to our Week Five Help Forum so others can benefit!

 

Marketing Analytics CEO Cheat Sheet

Access Forbes article

The Forbes Quotable Marketer

Marketing analytics are changing that!

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Assignment

 

Mktg Plan Assignment

 

What To Do:

Finish the marketing plan you began in week 2 and wow your internship bosses!

Guided Response:

Create an APA style formatted Word document that includes at least 3 references outside of the course text and contains paragraphs that cover the topics below.

The length of your marketing plan will vary based on your degree of succinctness. Most documents fall between 9-13 double spaced pages. For more details, including minimum lengths by topic, check out our sample McDonald’s marketing plan.

Note that you’ve already covered this first set of topics in your week 2 situational analysis. Feel free to revise your earlier work as needed.

  • A description of your selected company/brand
  • The core products/services they offer
  • A brief history
  • Key current competitors
  • A SWOT (strengths, weaknesses, threats & opportunities) analysis
    • For each, identify and describe a minimum of 3 examples (12 in total).
  • A description of the product/service that you want to market & SWOT rationale

Now address the additional topics below to complete your marketing plan. Again, reference our example and the identified text chapters for additional context.

  • Segmentation approach and rationale
    • e.g., Demographic, geodemographic, behavioral, psychographic, etc.
  • Target market(s) description
  • Positioning statement
  • Marketing mix details
    • Address each “P” (product, place, price, promotion) of the marketing mix separately and explain your choices. This is the heart of your plan.
  • Success metrics
    • Discuss at least 3 metrics you might analyze to evaluate the success of your plan.
  • International considerations
    • Identify at least 3 business or sociocultural considerations in translating your marketing plan for use in a foreign market.
  • Conclusion
    • Summarize your plan and why it deserves to be funded.
  • References

Questions?

Got questions about this capstone marketing plan assignment? Please post to our week 5 help forum, so others can benefit!

Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.

 

Type of paper Academic level Subject area
Number of pages Paper urgency Cost per page:
 Total: