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Mkt 205 Module Six Milestone Worksheet

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Subject
Marketing
School
Southern New Hampshire University
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Homework
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MKT 205 Module Six Milestone Worksheet
How to Market the Product
Katrina Singleton
Bridgett Clinton-Scott
June 19, 2021
PRODUCT
Semisweet chocolate baking chips
PERSONA
Marla, 60
HOW TO MARKET THE PRODUCT
Marketing effectively to Marla should integrate both on-site and online marketing strategies. Collaborating with a
locally-branded marketing agency will help to deliver the marketing message effectively to my persona. As a senior
accustomed to buying from familiar companies, using a local marketing company with which Marla is familiar gives
the Chocolate Bliss brand a head start. Meneely and Strugnell (2009) noted that elderly customers are more likely
to remain loyal to brands that have served them well in the past. However, as a health-conscious consumer, Marla
is progressively turning to e-commerce to avoid coronavirus infection risks. This market shift means that social
media marketing will be instrumental in getting Marla to know the semisweet chocolate baking chips. The
marketing strategy should emphasize the strengths of the semisweet chocolate baking chips and their nutritional
value to the senior consumer. In particular, the marketing message should stress the presence of vitamins and
fiber in the product and other organic nutrients used to make the chocolate chips that make the product suitable
for maintaining aging bones. Additionally, the marketing message should highlight the fact that the product will be
readily available in the local shops because the consumer is keen to buy locally.
HOW THE PRODUCT HELPS AND SUPPORTS CHOCOLATE BLISS BRAND
The introduction of the semisweet chocolate baking chips helps to expand the product portfolio of the Bliss brand.
By targeting elderly consumers, the product will help the brand to penetrate a new market segment and grow the
overall market share of the Chocolate Bliss brand (Yin & Yazdanifard, 2014). The nutritional value of the product
that caters to the needs of the elderly customer segment positions the brand as non-discriminatory but catering to
all population demographics. This feature strengthens Bliss's brand value. It is also in line with the company’s
stated mission of serving healthy foods to the market. The Chocolate Bliss brand benefits from increased
marketing and promotional activities relating to the semisweet chocolate baking chips. The promotional and
marketing activities help to grow brand and product awareness in the market while also enhancing the realization
of the company’s strategic objectives including revenue growth.

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MKT 205 Module Six Milestone Worksheet How to Market the Product Katrina Singleton Bridgett Clinton-Scott June 19, 2021 PRODUCT Semisweet chocolate baking chips PERSONA Marla, 60 HOW TO MARKET THE PRODUCT Marketing effectively to Marla should integrate both on-site and online marketing strategies. Collaborating with a locally-branded marketing agency will help to deliver the marketing message effectively to my persona. As a senior accustomed to buying from familiar companies, using a local marketing company with which Marla is familiar gives the Chocolate Bliss brand a head start. Meneely a ...
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