Week 8 Research Assignment: Bowers Buddies Marketing Strategies
Please use Bowers Buddies 00054181 and 00054006 to complete
Write a six to seven (6-7) page paper in which you:
1. Develop the company's branding, pricing, and distribution strategy.
2. Classify the company's major competitors as inter- or intra-competitors. Categorize the competitors' major strengths and weaknesses.
3. Develop the differentiation strategy in relation to the closest competitor.
4. Establish whether the company's intention is to be a leader or follower within the industry.
5. Specify two (2) social media and / or media tools that you would use as you develop your plan. Justify each of your chosen tools.
6. Suggest the integrated marketing communications that are most relevant for your marketing plan. Relate each marketing communication to your company's advertising strategy.
7. Use at least seven (7) academic resources that address sustainability and monitoring of effective marketing plans and determine the applicability for your hypothetical company. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
• Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
• Include a cover page containing the title of the assignment, the student's name, the professor's name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
Week 8 Assignment
Bowers Buddies: Marketing Plan
Nancy Bowers
8/21/2017
Masters Business Administration
Partial Fulfillment in the Requirements for MKT 500
Strayer University
Bowers Buddies Marketing Strategies
Branding Strategy
Brand Vision: Bowers Buddies wants to ensure every pet owners are receiving high quality, unique and affordable pet sitting services. Quality is guaranteed from the highly qualified employees who will be hired to deliver the service and the pricing is set to ensure customer get their value for money.
Brand Purpose: The Company want to be a dominant force in challenging the competitors by providing products and services that gives pet owners a fun experience, happiness with healthy and well groomed pets
Brand Values: The brand value is built with the company’s framework of the four core values, namely quality, uniqueness, friendship and integrity, which puts the customers first.
Brand Promise: Bowers Buddies vows to ensure clients’ pets are well groomed, properly treated to prevent, control and improve their health conditions at affordable prices.
Brand Consistency: To ensure their is consistency in the brands’ flair, Bowers Buddies will stick to its core values and limit the introduction of new approaches to things that relates to the company’s brand only to avoid confusions to the customers and set a standard of the brand, In addition, the company’s commitment to consistency will be achieved by setting a marketing operations that is and a harmonious and repetitive from product promotion to product delivery and supply chain management (Luther, 2011).
Brand Emotions Capture: Bower Buddies strives to establish a friendly, caring, safe and welcoming environment through its brand logo, slogan, and name name that will develop customers’ trust and confidence to buy our product and services. Also, throw pet shows and campaigns, pet owners will provide with an opportunity to feel like part of Bowes Buddies, hence building a strong customer relationship to foster customers’ loyalty (Baumeister & Leary, 2015). According to Roy Baumeister and Mark Lear (2015), humans develop a sense of belongingness when they treated with affection, care and closely connected to a specific thing.
Brand Flexibility: In the ever changing market environment, Bowes Buddies have to frequently adjust its brand to match the dynamism of the market while maintaining its brand identity at the same time. The brand will be consistent to set standard of activities but flexible to allow possible adjustments that develops interests and distinguish the company’s approaches from the rivals (Sengupta, 2005).
Employee involvement. To propel the sense of consistency, the company swill ensures the employees are well versed communication procedures to customers to achieve a cohesive digital experience. When employs are involved, they become part of the brand and any engagement or activity they undertake will be representing the company’s brand (Pearson, 2016).
Brand Goal: The company’s aim is to increase its revenue generation by 15% and double its market share in the first two and a half years.
Pricing Strategy
The company set to charge...
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