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Southern New Hampshire University *
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205
Subject
Marketing
Date
Feb 20, 2024
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docx
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1
MKT 205 Project
Kimberly Barrick
Southern New Hampshire University
MKT 205: Applied Marketing Strategies
John Schroeder
December 7, 2023
2
PRODUCT
semisweet chocolate baking chips
PERSONA
Megan Mason, 34
DEMOGRAPHICS
Location:
My persona lives in a rented 3-bedroom home in rural Nebraska.
Marital Status:
My persona is a married mother of 2 children ages 3 and 7. Occupation and Income:
My persona is a Nurse for the local doctor’s office and makes around $75,000 a year. Education Level:
My persona has completed 4 years of nursing school. PSYCHOGRAPHICS
Hobbies and Interests:
My persona is interested in baking blogs/social media groups and participating in school activities with her children during and has interests in improving her homemaking skills. Wants and Preferences:
My persona is interested in finding quality ingredients for from scratch
baking at a good price.
Personal and Professional Goals:
My persona is working towards becoming a more adept baker
to save money.
Shopping Habits and Preferences:
My persona likes to shop at supercenters for convenience and makes a trip once a week on the weekends to stock up for her family. Lifestyle:
My persona is very family oriented, participating in school and sports activities for her
children and occasionally she likes to relax with homemade edibles with her husband when the kids are away.
PROMOTION
FIRST MARKETING CHANNEL
3
Description of first marketing channel: The first marketing communication channel that I want to utilize is social media. Social media is a internet platform that allows people from all over to socialize and make new connections. There are groups that consist of people with the same interests to share ideas and tips on the shared interest the group focuses on. Social media also has advertising opportunities in the form of paid adds and the ability to connect with influencers. There are many different forms of social media that are used by many different groups of people. Why this channel is appropriate for this persona: social media is an appropriate marketing communication channel for this product based on the persona I created. Megan frequents baking groups on social media so choosing to market though this channel will make it easier to reach her and people like her. Through the use of videos, post, and possible influencer interaction, social media is an easy way to communicate with potential customers like Megan. With most people using multiple social media platforms, there is a better chance to get engaged. (Newberry, 2023)
SECOND MARKETING CHANNEL
Description of second marketing channel: The second communication channel that I would choose for my product is blogs. Blogs can hold many opportunities for marketing products. There are blogs dedicated to specific brands and paid ads on other companies/peoples blogs. blogs are available to anyone with internet and are often visited for many reasons, some including things not related to anything the close to the product but the ability to advertise on them gives more views to the products.
Why this channel is appropriate for this persona: Blogs are an appropriate communication channel for my persona. Megan frequents baking blogs, so using them as a marketing channel to reach her and people like her would be smart. There are recipe blogs (some of which are sponsored by products) that could help promote my product. Blogs also include a good amount of paid advertising, which creates good marketing opportunities.
PRICE
PRICING FACTOR: COMPETITOR PRICING
Competitor pricing: Competitor pricing is when a company decides whether or not to charge more or less for a product than other competitor companies. This pricing factor considers what other companies are charging for their products and services, which shows what the target audience for your product is willing to pay. Finding the right price points helps customers see
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Related Questions
Topic:
“What are some causes of rising food prices and the challenges faced by rural farmers in Mt. Royal, Carriacou.”
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Criteria
Strong Support
Support Business Strategy
Urgency
10% of Sale From New Products
Competition
Fill Market Gap
Weighted Total (a)
Weighted Total (b)
Weight
2
5
4
3
1
3
?
?
Project 1
9
5
2
0
2
5
?
?
Project 2
3
7
2
0
2
5
?
?
Project 3
6
8
2
3
6
8
?
?
Project 4
1
0
5
10
6
9
?
?
Project 5
3
10
10
1
8
0
?
?
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Required:
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