Mod 3 Mars Company Distribution and Marketing Plan Paper

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An important component of the Marketing Strategy is the Marketing Mix. The Marketing Mix is the set of decisions about communications and promotion, price, channels of distribution, and customer relationship management.

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Module 3 – Case DISTRIBUTION AND MARKETING PLANETING PLAN Case Assignment An important component of the Marketing Strategy is the Marketing Mix. The Marketing Mix is the set of decisions about communications and promotion, price, channels of distribution, and customer relationship management. This week you will focus only on communications and promotion, following an integrated marketing communications (IMC) approach. Such an approach delivers a clear and consistent message to your consumers and is connected to your Core Strategy. IMC Research: Discuss the aspects of the IMC. (The elements of the communication mix include: advertising, direct marketing, sales promotion, publicity/public relations, and personal selling.) Define each and discuss the pros and cons of the individual elements. You should use the text for basic definitions. The majority of research for this section of the assignment must come from ARTICLES located in the library’s full-text databases (Academic Search Complete, Business Source Complete, and/or ProQuest Central). Application • • Provide a brief introduction of the company with which you are working. Include a detailed description of your IMC approach. Explain your rationale for choosing or rejecting the specific elements (include applications to the earlier research section). What changes do you expect to make as the product/service matures? • • Describe the message you wish to communicate based on your core strategy. Explain your rationale for the message. Formulate how you will communicate with your target market? Be specific. How will the internet be used in your IMC approach? Select and explain the most suitable method for measuring advertising effectiveness. Your decision must include research to back up the selected method. Be sure to explain why this is the most effective method to measure the effectiveness of your marketing campaign. Do not use any quotations. Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I”, “we”, and “you” are not appropriate. For more information see Differences Between First and Third Person. Use the attached APA-formatted template (MKT501 Case3) to create your submission. Assignment Expectations Your submission will include: • • • Trident University International’s cover page A 4- to 5-page paper with APA citations (2- to 3-sentence introduction, body, 2- to 3-sentence conclusion) The reference list page in APA format
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Distribution and Marketing Plan
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According to Kitchen & Burgmann (2010), integrated marketing communication (IMC)
is a marketing tool used to link together all forms of communication disciplines such as sales
promotion, personal selling, public relations and advertising. Fundamentally, IMC approach
basically combines the communication disciplines to ensure maximum communication effect,
provide clarity and finally ensure consistency in all the disciplines. There are about five elements
of IMC which include: Direct marketing, public relations, personal selling, sales promotion and

Photo credit: (Andrews & Shimp, 2017)
Direct marketing means direct interaction of the company and the final user of a product.
The advantages of direct marketing to the company includes direct and immediate feedback from
the consumers. However, direct marketing is relatively expensive in terms of both cost and time
because it entails a one on one dialogue between the seller and the consumer. Public relations on



the other hand refers to the mechanisms used by the seller to build a relationship with the
consumer. Public relations has the following advantages: a good rapport is created between a
company and its consumers, it is believable and it reaches those who avoid sales people. The
only disadvantage with this type of IMC element is that the strategy can easily backfire.
Personal selling being a personal presentation of company products to its consumers.
The advantages of personal selling as an element of IMC is that it is a very effective tool in
certain stages of buying process, it is a flexible strategy, it attracts consumers to the products, it
can build co...

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