Bang and Olufsen BeoVision TV MARKETING PLAN

Create a 15-slide or more Marketing Plan PowerPoint presentation for this assignment.

Step 1 – Select product or service

Bang and Olufsen BeoVision TV

Step 2 – Research your product or service

As the course progresses through the various marketing topics, think how each of the relevant principles can be applied to your product or service. Check out the company’s website and review other external sources for information.

Step 3 – Prepare a marketing plan

Your marketing plan should be developed as a Power Point presentation. Plan on at least one slide per topic number. Note the topic number on each slide. You may expand to more than one slide per topic number, but be sure you keep to the point.
Your presentation should include the following slides:

Description

1. Title page (your name, product, etc.)
Situational Analysis

2. Description of product. Use your Kotler textbook examples to describe your product/service based on the three levels of product. Use your textbook examples to identify the stage the product or service currently occupies in the product life cycle. Remember, the product/service life cycle stage gives you clues as to the objectives and strategies you will recommend below. Identify the product/service’s value proposition.

3. Current marketing situation and identifying market segments and targets. Include descriptions of one or more target markets based on the characteristics of market segments outlined in your textbook. Note whether the marketing plan should follow an undifferentiated, differentiated, concentrated, or micromarketing strategy. Include your rationale. Additional reading: Identifying Market Segments and Targets.

4. Describe the decision making stages, determine where your product is in relation to the product adoption process, and explain in which stage your marketing dollars will be spent.

5. Competitive Analysis. Who are competitors? Compare pricing, features, benefits, etc. Also note which competitive position your product currently holds, e.g., leader, follower, challenger, etc.

6. Strengths/Weaknesses. Remember, these should be currently within the company’s control, for example, good management or effective established distribution channels.

7. Opportunities/Threats. Remember, these are issues outside the company’s direct control and generally are a result of the external environmental forces discussed in the textbook.

Recommended Marketing Strategy

8. Marketing Objectives. These should be measurable, time-bound objectives.

9. Positioning Strategy. Identify one of the overall positioning strategies in Chapter 7 and explain the rationale for your choice by referring to your competitive analysis, SWOT analysis, and value proposition.

10. Product Strategy. Identify the product’s classification and branding strategy, e.g. national brand, private brand, or co-brand. Include your rationale.

11. Pricing Strategy. Identify the price and how the value proposition and positioning strategy reflect this decision.

12. Distribution Review and Strategy. Be sure to note whether you recommend a direct channel, an indirect channel, or multiple channels, and whether you recommend intensive, selective or exclusive distribution. Include your rationale for making those choices. Identify whether the current distribution strategy should be continued, or whether changes should be made such as adding or deleting channel members or adding a direct marketing effort.

13. Marketing Communications Strategy. Determine the communication objective and whether a push, pull, or combination strategy should be employed. Identify each of the promotion mix tools you recommend and how each would be integrated to achieve the marketing communications objective.
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