Xfinity Integrated Marketing Strategy Paper

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Description

The Final Paper will be titled “An Integrated Marketing Strategy for ____.” You will fill in the blank with an existing or a new brand name of your choice. The goal of the paper is to integrate theories and concepts from the textbook and readings into your own ideas to create specific marketing ideas to promote the brand (good or service) with a particular target market. Refer to the previous assignments completed in this course for insight on how to develop your Final Paper. You must

  • Provide an Overview/Executive Summary of the marketing strategy.
  • Describe the good or service and desired brand image.
  • Describe the target market, including buyer motivations, demographics, and psychographics.
  • Describe the overall marketing strategy, including positioning strategy versus competitors.
  • Describe a promotions and advertising campaign that includes a description of one advertisement.
  • Recommend and describe a Public Relations campaign.
  • Describe the use of an Internet marketing campaign, including web site and use of email.
  • Describe a direct marketing campaign, including Customer Relationship Management.

The An Integrated Marketing Strategy Final Paper

  • Must be six to eight double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.)Links to an external site..
  • Must include a separate title page with the following:
    • Title of paper
    • Student’s name
    • Course name and number
    • Instructor’s name
    • Date submitted
  • Must begin with an introductory paragraph that has a succinct thesis statement.
  • Must address the topic of the paper with critical thought.
  • Must end with a conclusion that reaffirms your thesis.
  • Must use at least four scholarly sources in addition to the course text, including a minimum of two from the Ashford University library.
  • Must document all sources in APA style as outlined in the Ashford Writing Center.
  • Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center.

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Explanation & Answer

Attached.

Title: Integrated marketing

Thesis Statement: A better marketing strategy improves company sales and creates brand
loyalty.
Topic
I.
II.

Executive Summary
Introduction

III.

Good or service and desired brand image

IV.

Target market

V.
VI.

Marketing strategy
Xfinity services are positioned through promotions

VII.

Advertising Campaigns

VIII.

Public relation campaign

IX.
X.
XI.

An internet marketing campaign
Direct marketing campaigns
Conclusion


Running head: INTEGRATED MARKETING

Integrated Marketing

Institutional Affiliation
Date

1

2

INTEGRATED MARKETING
Executive Summary
Xfinity is a US telecommunications company whose headquarter are located in

Philadelphia, Pennsylvania in the USA. The company provides various services include internet,
and connectivity, Live TV, stream, calling services, and so on. The company serves a market
share of 40 percent. The company faces competition from other company such as AT$T,
Broadstripe, Direct TV and others. Xfinity plans to improve its market by attracting more
customers to purchase its products. Also, the company is putting a measure to become a
pacesetter in the telecommunication industry. Xfinity plans to intensify marketing by creating
brand recognition and attract a large customer base (Patrutiu-Baltes, 2016). Therefore, choosing
a better strategy will enable the company to overcome the threat of competition from Xfinity
rival firms. The company is planning to employ online marketing to capture the ever-increasing
number of millennials.

3

INTEGRATED MARKETING
Introduction
According to Zineldin & Philipson (2007), marketing refers to putting the right products

in the right place, at the price and an appropriate time. The success of the business is determined
by its efforts to undertake reliable market research. A company can be offering a valuable
product, but it may end up, costing the business significantly. Xfinity should come up with a
better marketing strategy to improve its competitiveness in the market. Also, a better marketing
strategy will create awareness about Xfinity services. A better marketing strategy improves
company sales and creates brand loyalty.
Goods or Services and Desired Brand Image
Triple play package offers a variety of services to customers. Ideally, a triple play
package consists of three services. The customer can choose a package based on his or her
preferences as well as income availability. An individual can choose a triple play package with
as a low as $ 19.99 per month. With as low as $19.99 per month, a person can enjoy unlimited
phone calls and texts communication countrywide. Also, a person can opt X1 starter Triple play
where he or she can enjoy Internet voice unlimited phone calls and texts, stream and X1 DVD
platform. Xfinity X1 allows customers to watch their favorite entertainment. Individuals can be
streaming from live TV, Netflix, YouTube, or even Amazon prime video. Using X1 Xfinity,
people can access the original series and movies instantly anytime. Triple play package improves
customers experience (Comcast, 2016). It enhances the customers calling features. When a
customer subscribes for X1 package, they can access their readable voicemail and caller ...


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Nice! Really impressed with the quality.

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