Description
6 slides PowerPoint In this assignment, you assume the role of Director of Marketing at a Fortune 500 company. The Chief Marketing Officer (CMO) has reviewed your Campaign Brief and shared it with the executive team. They have asked for a presentation with details of the proposed Marketing Campaign. This presentation will be developed as a PowerPoint slide deck in Assignment 2 and presented via Zoom in Assignment 3. For Assignment 2, you will create a PowerPoint deck of 10 to 15 slides. To support you in this assignment, there is an Assignment 2 Template available in your Blackboard course. You should use this template as a guide in developing your slides, to ensure that all required content is included.
My Product
Shanice Mckinney
Jack Welch Management Institute
Dr. Duncan
JWI 18005: Marketing in a Global Environment
10/25/20
Prep-Care Skin Pack
Prep-Care skin pack is a product containing the three components of the skincare routine. The Prep skin cleanser is a cream lotion with gentle cleaning agents sensitive to all skin types while maintaining hydrating and moisturizing the skin. The Prep facial toner is made of rosewater and aloe Vera, which gives the skin an extra touch of cleansing and cooling to ensure moisture is retained. The Prep moisturizing cream is made with coconut that gives skin health.
Our product addresses what the consumer faces every day. A good skincare routine with its complementary products is plus to many. Good skincare can boost consumers’ confidence with the product and others ( Piccioni., et al 10). Our target audience is mainly the pre-adults of darker skin tones. Those with darker skin tend to have uneven tones, which can be improved through a consistent and quality skincare routine. College students make up most of those we are targeting.
It’s believed that the right skincare products are costly, which is very misleading. Our skincare products are at affordable prices for those of different incomes. The skin requires to be protected and always hydrated is one thing all who are keen on their skincare routine will tell is keen. Ensuring our products maintain their hydrating and moisturizing qualities has been vital in the making of these products.
Our product has a high concentration of natural products such as aloe Vera and Coconut while maintaining affordable prices, unlike other products in the market. We have also provided sampling opportunities to a group of our market, and the response has been good with few reactions to our products. Also, currently, there are no products with coconut, which has been good for the skin giving us an edge in the market.
Work cited
Piccioni, Antonella, et al. “Improving skin aging, skin hydration and sensitive skin with four specific skin care products: results from a single-centre, observational, prospective study.” Journal of Cosmetics, Dermatological Sciences and Applications 7.01 (2017): 48. https://www.scirp.org/html/5-1050389_74583.htm
Sabharwal, Vandana, Savita Maan, and Sanjeev Kumar. “Women Buying Behaviour and Consumption Pattern of Facial Skin Care Products.” International Journal of Management and Social Sciences Research (IJMSSR) 3.9 (2014).
JWI 518: Marketing in a Global EnvironmentAcademic Submissions and Evaluations© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not becopied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This documentis subject to change based on the needs of the class.JWI 518 – Assignment 2 (1202) Page 1 of 8Assignment 2: Marketing Campaign Slide DeckPart A: Create Slides 1 to 6Due Week 5, Sunday (Weight: 15%)Part B: Incorporate feedback for Slides 1 to 6; Create Slides 7 to 10; Add References; submit Full Slide DeckDue Week 7, Sunday (Weight: 20%)OverviewIn this assignment, you assume the role of Director of Marketing at a Fortune 500 company. The ChiefMarketing Officer (CMO) has reviewed your Campaign Brief and shared it with the executive team. Theyhave asked for a presentation with details of the proposed Marketing Campaign. This presentation will bedeveloped as a PowerPoint slide deck in Assignment 2 and presented via Zoom in Assignment 3.For Assignment 2, you will create a PowerPoint deck of 10 to 15 slides. To support you in this assignment,there is an Assignment 2 Template available in your Blackboard course. You should use this template as aguide in developing your slides, to ensure that all required content is included.Bear in mind that your audience will be the CMO and members of the company’s executive team. As highleveldecision makers, these are very busy people, so you know that you must present your ideas concisely,to respect their time, but also persuasively, to solicit their buy-in and approval for the campaign.Leverage what you have learned in the first seven weeks of your JWI 518 – Marketing in a GlobalEnvironment course, including the textbook readings, Lecture Notes, articles, videos, and external resources.You will also build on the work you did in your Campaign Brief in Assignment 1.Note: you are encouraged to attend the tutorial for this assignment. Instructions can be found in theassignment module in Blackboard.Submission of Part A and Part BIn Week 5, for Part A, you will create Slides 1 to 6, with relevant References. Your professor will grade theslides and provide feedback. Your slides should be as complete as possible. If you still need additional data,note this in your slides, indicating what will be added and where you will locate the data.Assignment 2, Part A is due by Sunday, midnight of Week 5.In Week 7, for Part B, you will incorporate your professor’s feedback into Slides 1 to 6, create Slides 7 to 10,and add remaining References. Then you will finish and submit the Full Slide Deck, as Assignment 2, Part B.Assignment 2, Part B is due by Sunday, midnight of Week 7.JWI 518: Marketing in a Global EnvironmentAcademic Submissions and Evaluations© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not becopied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This documentis subject to change based on the needs of the class.JWI 518 – Assignment 2 (1202) Page 2 of 8InstructionsConstruct your slides for Assignment 2 using the Slide Deck Outline below. The slide numbers inparentheses refer to the numbered slides in the Assignment 2 Template. You may add some additional slidesfor topics that need them, but your total slide deck must be no more than 15 slides.Slide Deck OutlineCOVER SLIDE (SLIDE 1)• Enter Company name, Campaign name, and Product or Service name• Enter Student name, Professor name, and Submission datePRODUCT / SERVICE AND FEATURES (SLIDE 2)• Introduce the product or service for the campaign:o Description of the product or serviceo What is its core purpose or function?• What are its key features and benefits?o Specify three or four key featureso Briefly describe the benefit of each key feature• Where indicated, add a logo or photo representing the product or serviceMARKETING GOALS (SLIDE 3)• Which marketing goals will this campaign support?o Provide a minimum of 3 and a maximum of 5 goalso Write a brief SMART description for each goal§ SMART = Specific, Measurable, Achievable, Relevant & Recorded, and Time-Boundo You may select from the sample goals below or add your own alternative goals:§ Build brand awareness§ Increase in number of items sold§ Increase in market share§ Capture a new target market§ Broaden the company’s mix of products/services§ Increase overall company revenues§ Increase donations to organization§ Improve ROI on advertising expenditure§ Change or improve the company’s imageJWI 518: Marketing in a Global EnvironmentAcademic Submissions and Evaluations© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not becopied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This documentis subject to change based on the needs of the class.JWI 518 – Assignment 2 (1202) Page 3 of 8TARGET AUDIENCE AND COMPETITION (SLIDE 4)• What are the key characteristics of your target audience?• How will you differentiate your brand from the competition?o Fill in the chart provided in the template to compare your product or service to similarofferings from two competitors in the marketplaceCUSTOMER NEEDS AND WANTS (SLIDE 5)• Customer Need:o What customer “need” does your product or service address?o What is the value that the product or service delivers to the customer?o Why would a customer buy the product or service?• Customer Wants:o What customer “wants” does the product or service fulfill?o How does it reinforce the customer’s self-image?o How does it connect the customer with others?CUSTOMER VALUES AND BELIEFS (SLIDE 6)• What are the core values and beliefs of your target audience?• How will this campaign connect your brand to those customer values and beliefs?MARKETING MESSAGES AND STORY (SLIDE 7)• What are the key features you need to highlight in your marketing messages for this campaign?• What is the “story” that you will use to appeal to customers in this campaign?• What words and images will you use to “frame” your marketing story for this campaign?SOCIAL MEDIA STRATEGY (SLIDE 8)• Where will you advertise to reach your target audience for this campaign?o Choose 3 social media channels and fill in the chart provided in the template• How will you use social media to engage your audience for this campaign?• How will you use social media to spread your marketing message widely in this campaign?MARKETING METRICS AND BUDGET ALLOCATION (SLIDE 9)• Select at least 4 marketing categories – examples are provided in the template• For each marketing category, fill in the chart to answer these questions:JWI 518: Marketing in a Global EnvironmentAcademic Submissions and Evaluations© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not becopied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This documentis subject to change based on the needs of the class.JWI 518 – Assignment 2 (1202) Page 4 of 8o What is the budget dollar amount?o What is the budget percentage?o Is this marketing category using a digital or traditional type of channel?o Why is this category relevant for your campaign?o What metric(s) can be calculated with data from this category?o How often should data be collected to calculate the specified metric(s)?Note: Over 50% of the budget must be for digital marketing channels versus traditionalCONCLUSION (SLIDE 10)• Describe the short term and long term benefits of a successful campaign• Specify the reasons why the executive team should approve your proposal• Thank your audience and invite questionsREFERENCES• You should conduct research so that you will be knowledgeable on your target market,segmentation and other critical factors in developing a sound plan.• You must list all your research sources on the References slide(s), using the format presented inthe JWMI Writing Standards Guide.• List your references in the order that they are used in your PowerPoint Slides.• You should have some course work references and some references from your own research.Slide Deck Formatting Requirements• Submit your assignment in the form of a 10 to 15 slide PowerPoint deck§ Note: Your References slide(s) do not count towards the total of 15 slides• Use the Assignment 2 Template provided and include all the required content items• Limit the amount of text by expressing your ideas briefly and succinctly• Format your slides professionally and consistently• Review your slides to remove any spelling and grammatical errorsJWI 518: Marketing in a Global EnvironmentAcademic Submissions and Evaluations© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not becopied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This documentis subject to change based on the needs of the class.JWI 518 – Assignment 2 (1202) Page 5 of 8Rubric – Assignment 2 Part ACRITERIA Unsatisfactory Low Pass Pass High Pass Honors
(Slides 1 and 2)Includes acompleted Coverslide.Describes theproduct or serviceand its features.Weight: 20%Cover slide ismissing orincomplete.Description ofproduct andfeatures ismissing or poor.Cover slide is partiallycomplete.Description of productand features ispartially complete.Cover slide isincluded.Description ofproduct andfeatures issatisfactory.Cover slide isincluded.Description ofproduct andfeatures is verygoodCover slide isincluded.Description ofproduct andfeatures isexcellent.
(Slides 3 and 4)Selectsappropriatemarketing goals.Describes targetaudience anddifferentiates thebrand fromcompetitors.Weight: 30%Marketing goalsare missing orincomplete.Description ofthe targetaudience anddifferentiationfrom competitorsis missing orincomplete.Marketing goals arepartially complete.Description of thetarget audience anddifferentiation fromcompetitors ispartially completeAppropriatemarketing goalsare selected.Description ofthe targetaudience issatisfactory anddifferentiationfrom competitorsis wellexplained.Appropriatemarketinggoals areselected.Description ofthe targetaudience isgood anddifferentiationfromcompetitors isvery wellexplained.Appropriatemarketing goalsare selected.Description of thetarget audience isexcellent anddifferentiationfrom competitorsis excellentlyexplained.
(Slides 5 and 6)Describescustomer needsand wants.Identifies customercore values andbeliefs andexplains theirconnection to thebrand.Weight: 30%Description ofcustomer needsand wants ismissing orincomplete.Description ofcustomer valuesand beliefs andan explanation ofthe connection tothe brand aremissing orincomplete.Description ofcustomer needs andwants is partiallycomplete.Description ofcustomer values andbeliefs and anexplanation of theconnection to thebrand are partiallycomplete.Customer needsand wants arewell described.Customer valuesand beliefs arewell describedand theconnection tothe brand isclearlyexplained.Customerneeds andwants are verywell described.Customervalues andbeliefs are welldescribed andthe connectionto the brand isvery wellexplained.Customer needsand wants areexcellentlydescribed.Customer valuesand beliefs areexcellentlydescribed and theconnection to thebrand is fully andeffectivelyexplained.JWI 518: Marketing in a Global EnvironmentAcademic Submissions and Evaluations© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not becopied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This documentis subject to change based on the needs of the class.JWI 518 – Assignment 2 (1202) Page 6 of 8CRITERIA Unsatisfactory Low Pass Pass High Pass Honors
The slidesfollow thetemplate.The format isprofessional andconsistent.The text is freefrom grammar andspelling errors.References areprovided in amanner thatenables the readerto identify thesources.Weight: 20%The slides do notfollow thetemplate.The format is notprofessional orconsistent.There arenumerousgrammar orspelling errors.References arenot included in amanner thatenables thereader to quicklyidentify sources.The slides mostlyfollow the template.The format issomewhatprofessional and fairlyconsistent.There are somegrammar or spellingerrors.References may notbe included in amanner that enablesthe reader to quicklyidentify sources.The slides followthe template.The format ismostlyprofessional andconsistent.There are a fewgrammar orspelling errors.References aremostly accuratebut some maynot be includedin a manner thatenables thereader to quicklyidentify sources.The slidesfollow thetemplate.The format isveryprofessionaland consistent.There arealmost nogrammar orspelling errors.All Referencesare included ina manner thatenables thereader toquickly identifysources.The slides followthe template.The format isexcellentlyprofessional andfairly consistent.There are nogrammar orspelling errors.JWI 518: Marketing in a Global EnvironmentAcademic Submissions and Evaluations© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not becopied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. Thisdocument is subject to change based on the needs of the class.JWI 518 – Assignment 2 (1202) Page 7 of 8Rubric – Assignment 2 Part BCRITERIA Unsatisfactory Low Pass Pass High Pass Honors
Student hasincorporated thefeedback from theprofessor on Slides1 to 6, provided inthe grading of PartA of Assignment 2.Weight: 10%Student hasignored allfeedback fromthe professor.Student hasincorporatedfeedback, but in away that does notsubstantivelyimprove the slides.Student hasincorporatedfeedback, in away thatsubstantivelyimproves someof the slides.Student hasincorporatedfeedback, in away thatsubstantivelyimproves most ofthe slides.Student hasincorporatedfeedback tosignificantlyimprove all theslides.
(Slide 7)Uses key featuresto create amarketing story.Provides wordsand images toframe the story.Weight: 20%Marketing storyis missing orincomplete.Words or imagesto frame thestory are missingor incomplete.Marketing story ispartially complete.A few words orimages to frame thestory are provided.Marketing storyis complete andsatisfactory.Multiple words orimages to framethe story areprovided.Marketing storyis very wellcrafted.Good selectionof words orimages to framethe story.Marketing story isexcellentlycrafted.Very goodselection of wordsor images toframe the story.
(Slide 8)Selects threesocial mediachannels.Explains howsocial media willbe used to engagethe audience andspread themessage widely.Weight: 20%Does not selectthree socialmedia channels.Explanation ofhow social mediawill be used toengage theaudience andspread themessage widelyis missing orpoor.Selects fewer thanthree social mediachannels.Provides a minimalexplanation of howsocial media will beused to engage theaudience andspread the messagewidely.Selects threesocial mediachannels.Provides asatisfactoryexplanation ofhow social mediawill be used toengage theaudience andspread themessage widely.Selects threesocial mediachannels.Provides a verygood explanationof how socialmedia will beused to engagethe audienceand spread themessage widely.Selects threesocial mediachannels.Provides anexcellentexplanation ofhow social mediawill be used toengage theaudience andspread themessage widely.JWI 518: Marketing in a Global EnvironmentAcademic Submissions and Evaluations© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not becopied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. Thisdocument is subject to change based on the needs of the class.JWI 518 – Assignment 2 (1202) Page 8 of 8CRITERIA Unsatisfactory Low Pass Pass High Pass Honors
(Slide 9)Allocatesappropriatefunding to bothtraditional anddigital media.Provides suitablemetrics along withfrequency of datacollection.Weight: 20%Does notallocateappropriatefunding to bothtraditional anddigital media.Does not providesuitable metricsor frequency ofdata collection.Partially allocatesappropriate fundingto both traditionaland digital media.Provides somesuitable metrics,with frequency ofdata collection.Satisfactorilyallocatesappropriatefunding to bothtraditional anddigital media.Providessatisfactorymetrics, withfrequency ofdata collection.Allocatesappropriatefunding very wellto bothtraditional anddigital media.Provides verygood choice ofmetrics, withfrequency ofdata collection.Allocatesappropriatefundingexcellently to bothtraditional anddigital media.Providesexcellent choiceof metrics, withfrequency of datacollection.
(Slide 10)Describes theshort term andlong term benefitsof the proposedcampaign.Specifies thereasons why theexecutive teamshould approve theproposal.Weight: 20%Does notdescribe theshort term andlong termbenefits of theproposedcampaign.Does not specifythe reasons whythe executiveteam shouldapprove theproposal.Partially describesthe short term andlong term benefits ofthe proposedcampaign.Specifies minimalreasons why theexecutive teamshould approve theproposal.Satisfactorilydescribes theshort term andlong termbenefits of theproposedcampaign.Specifiesadequatereasons why theexecutive teamshould approvethe proposal.Fully describesthe short termand long termbenefits of theproposedcampaign.Specifies strongreasons why theexecutive teamshould approvethe proposal.Excellentlydescribes theshort term andlong term benefitsof the proposedcampaign.Specifiesexcellent reasonswhy the executiveteam shouldapprove theproposal.
The slide deckfollows thetemplate. The textis free fromgrammar andspelling errors.References areprovided in amanner thatenables the readerto identify thesources.Weight: 10%The slide deckdoes not followthe templateand/or there arenumerousgrammar orspelling errors.References arenot included in amanner thatenables thereader to quicklyidentify sources.The slide deckmostly follows thetemplate and thereare some grammaror spelling errors.References may notbe included in amanner thatenables the readerto quickly identifysources.The slide deckfollows thetemplate andthere are a fewgrammar orspelling errors.References aremostly accuratebut some maynot be includedin a manner thatenables thereader to quicklyidentify sources.The slide deckuses thetemplate welland there arealmost nogrammar orspelling errors.All Referencesare included in amanner thatenables thereader to quicklyidentify sources.The slide deckuses the templatevery well andthere are nogrammar orspelling errors.All Referencesare included in amanner thatenables thereader to quicklyidentify sources.
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