Marketing Question
ASSIGNMENT ONE
This is a classic ethics case taught in every business school. The case is old, but lessons from the incident are very applicable today. It is CRUCIAL that you NOT go online and research this incident. You may not use ANY outside information besides what is in the PDF. This is a direct violation of the Case Study Method. Only work with the material provided.
Pleas watch this video:
Please write the question and your response below it.
Put yourself in the shoes of James Burke, the CEO of Johnson & Johnson. How would you respond to the crisis? What course concepts would you use? What would your actions be in terms of:
Product (packaging, look, feel, size…) – What changes would you make if any? Justify your response. Minimum of 4 sentences.
Price of Tylenol – What changes would you make if any? Justify your response. Minimum of 4 sentences.
Place (where you sell the product?) – What changes would you make if any? Justify your response. Minimum of 4 sentences.
Promotion (online and offline promotional strategies, public relations) – What changes would you make? What would you communicate to the public and other constituencies? Justify your response. Minimum of 4 sentences.
Can you think of a recent crisis similar to this? Describe the crisis (2 sentences minimum). Pick one element of the marketing mix (Product, Price, Place, Promotion) and describe how those handling the crisis did a good or bad job relating to that particular element (minimum 4 sentences).
ASSIGNMENT TWO
Marketing Plan – Part A
2020 unread replies.2020 replies.
Please complete Part A of your Marketing Plan. See description of full Marketing Plan process here.
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Assignment:
Marketing Plan Part A
DESCRIPTION OF THE COMPANY, history, location and Mission Statement of the company (minimum 10 sentences)
Detailed description of the PRODUCT AND OR SERVICES CURRENTLY OFFERED. (minimum 5 sentences)
YOUR GOALS for the Marketing Plan. You could have many. Explicitly state each goal. For example (minimum 10 sentences):
- Increase customers by a certain number
- Boost sales by (% or $)
- Improve profits by (% or $)
- Introduce new products or services (how many?)
- Once you complete your plan please come back and provide feedback on a classmate’s plan referencing specific areas to complement and concrete suggestions for improvement. Minimum 10 sentences.
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Sample Post:
Please also review the sample marketing plans provided here.
Baskin Robbins – Part A
Company History
Nearly three-quarters of a century ago, in 1945, two brothers-in-law shared a dream to create an innovative ice cream store that would be a neighborhood gathering place for families. Burton “Burt” Baskin and Irvine “Irv” Robbins had a mutual love of old-fashioned ice cream and the desire to provide customers a variety of flavors made with ingredients of the highest quality in a fun, inviting atmosphere.
Today Baskin Robbins is the largest chain of ice cream stores in the world. The iconic 31 flavors are sold in approximately 7,300 shops. Overall, the company has introduced more than 1,100+ flavors globally. High-quality ice cream and a supreme customer experience in a neighborhood setting are the central mission for the company.
Majority of the Baskin Robbins stores are stand-alone outlets while some are co-branded with Dunkin’ Donuts which is the parent company managing both brands.
Current Products
At present, the brand can boast of a minimum of one thousand flavors that are tasty, delicious, and appealing. Baskin-Robbins has a variety of items in its product portfolio like Frozen Beverages, Ice cream Cakes, Frozen Treats, and Ice cream. All these products are sold in a myriad of different packages. Baskin Robbins sells its products at stand-alone store and also in grocery stores. Products can also be ordered via online delivery services such as Uber Eats and via grocery delivery apps.
The Goal
The goal of this marketing plan is to create a mobile Baskin Robbins Truck that travels to various neighborhoods in the Greater Los Angeles Area. This will increase the awareness of Baskin Robbin’s products within communities. This new distribution channel will bring Basking Robbins to under-served neighborhoods and introduce the brand to new customers. The specific goals include:
Increasing customers will ultimately lead to higher sales and profits for the company
500 new customers each week for the mobile truck
Increase in 5% of foot traffic to the Los Angeles store (customers will be asked if they are familiar with the mobile truck at time of purchase)
Achieve $2,000 in sales per month for the first six months via mobile sales. Revenue estimates will be updated after this first six-month period.
The social media presence (Facebook Page, Twitter, Instagram) etc will be updated;
We hope to achieve an incremental 50 Facebook likes each week
We hope to add 25-50 new Instagram followers each week.
We hope to post a new Twitter post each week, and increase our followers by 10% each week
The mobile truck can also be used to test market new flavors and packaging of ice cream and treats giving the company valuable insights into customer preferences.
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