Marketing Principles

Wednesday July 27, 2022

Marketing Principles

|
May 3, 2017

You are a marketing executive for The Beverage Company and are tasked with developing a multi-month Action Program to launch the company’s new product line in Colleges and Universities.  Your action program will form a part of the overall company Marketing Plan for a retail launch.  You will develop your Action Program for the college and universities launch based on appropriate modifications to the retail launch (refer to Appendix A below for details on the Marketing Plan and the retail launch).  In developing your Action Program be sure to address the following:
• Sales representative materials: discuss specific information to be provided to sales representatives for the purpose of educating college and university food service providers on the new product features and benefits, especially as compared to one of the competing products
• Colleges and Universities target list: present a list of five Colleges and Universities to target in this launch, and an explanation on how you determined this list
• Endorsers list: present a list of five product reviewers, influential bloggers, or celebrities relevant to the higher education market who might endorse the new product, and an explanation on how you determined this list
• Event sponsorship list: present a list of five music concerts or athletic events to sponsor relevant to the higher education market, and an explanation on how you determined this list
• A time-line of actions

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