TIS Non Alcoholic Beverage Into the Us Market Presentation


Prince Sultan University
College of Business
2nd Semester 2020 – 2021
Rubrics for Written Communication
Student Name:
Course Code:
Logical flow and
(4 points)
Clearly introduces the
topic and engages
the reader effectively
Logical and
consistent flow with
proper analysis
leading to sensible
Sections, subsections, tables and
figures are clearly
presented and
properly labeled
summarizes and
offers excellent brief
of the discussion and
Language and
Clear sentences with
proper grammar.
compilation of
(3 points)
introduces the
topic and
engages the
Acceptable flow
but less effective
analysis and
Student ID:
(2 points)
introduces the
topic but less
effective in
engaging the
Both the flow
analysis needs
Does not Meet
(1 point)
Poor introduction
and reader
Poor flow and
ineffective analysis
and results
Just acceptable
Layout and
layout and labeling labeling needs
Improper and
inconsistent layout
and labeling
although with
repetitions of
what has been
sentences with a
few grammatical
only with
Poor or no
The quality of
the sentence
and the
grammar need
Available but
Poor sentences
and grammar
Poor or no
Category Totals
Prince Sultan University
College of Business
2nd Semester 2020 – 2021
Rubrics for Presentations
Student Name:
Course Code :
Content coverage
Posture and eye
Time management
Visual presentation
Response to
(4 points)
Excellent and
logical sequencing
of ideas
Covers most of the
contents of the
Maintains good eye
contact and posture
most of the time
Good time
management and
keeps an
appropriate pace for
each point
Meets good
standard of
business dress
Uses visual aids
that relate well to
text and
Audience was well
engaged and kept
Clear pronunciation
in all parts of the
Answers all
questions with
Presents proper
Student ID:
(3 points)
(2 points)
sequencing of ideas acceptable only
with improvement
Covers the
coverage of
minimum Contents
Acceptable eye
Weak eye contact
contact and posture and posture
most of the time
Somewhat stays
Important elements
within the time
are just covered
within time
Does not Meet
(1 point)
Poor sequencing of
Does not even
cover the minimum
Poor eye contact
and postures
Seriously fails to
stay within the time
Meets acceptable
standard of
business dress
Uses visual aids
that somewhat
support text and
pronunciation in
most part of the
Answers most
questions but weak
Meets minimum
standard of
business dress
Visual aids used
are weak
Does not even meet
minimum standard
of business dress
Uses poor or no
visual aids
Weak audience
Poor audience
pronunciation in
most part of the
Answers only some
questions and weak
Poor pronunciation
in most part of the
Presents acceptable
Presents only
Poor or no
Answers poorly and
often fails to
Category Totals
Prince Sultan University
College of Business
2nd Semester 2020 – 2021
Project Deliverables
IMC Plan, Written :
The Marketing Plan will be a formal business document that presents a full IMC plan for your
selected topic. The final plan should be at least 10-12 pages (excluding title page, table of
contents, references and appendices) and must follow APA in-citation and reference guidelines.
A marketing plan outline/template to help guide your efforts may be found in Appendix I of this
Guide. While this provides a guideline for your plan development, situations and needs vary by
industry, company, product and brand. It’s your responsibility to develop a plan that is suitable
for your topic (just make sure you cover mandatory elements of a strong marketing plan).
IMC Plan, Presentation You will create a PPT presentation version of your plan that will be
shared with the class . The presentation should summarize the IMC plan as if you were
presenting the plan to your organization’s executive leadership for approval.
PowerPoint is the standard manner for presenting marketing plans so this will give you a flavor
of “real world” experience. These should be created as if you are preparing to present your
recommended plan to your senior management.. If you prefer, you may create and post a video
of your Plan Presentation on YouTube, Vimeo or some other video sharing site.
Your IMC Plan Through this plan, you will demonstrate your understanding of the concepts and
techniques of IMC and ability to apply these techniques. The project will be judged on: • the
establishment of clear and measurable IMC objectives • the use of appropriate communication
tactics • the quality of the research, marketing, media, and creative strategies • thoroughness of
budgeting and projections • proposed evaluation techniques (success metrics and measurement)
Your comprehensive Integrated Marketing Communication (IMC) plan should take into account
all potential channels and tactics, including: • Public relations & publicity • Advertising • Direct
marketing • Interactive marketing (display, SEM, web site, etc.) • Social media • Sales
promotions • Personal selling • Sponsorship, partnerships & events (if applicable) • Cause related
marketing (if applicable) • Fulfillment and customer service (if applicable) Outside research is
required and will be an on-going effort throughout the course as you develop your plan (see
earlier suggestion for getting started immediately). Ultimately, your plan should be based on
your research into/analysis of the situation, needs, challenges and opportunities facing your
brand. Your objectives, strategies, tactics and implementation plan should flow directly from this
analysis. There are many outlines on how to structure a plan and there are many possible tactics
and channels. Not all brands, companies or organizations need to (or should) pursue every single
option available. That’s not realistic, nor is it marketing. Marketing is about achieving business
Prince Sultan University
College of Business
2nd Semester 2020 – 2021
objectives by targeting the best audience(s) with the most compelling, relevant message(s)
through the most appropriate media/channels. Ultimately, that’s what you will be doing for your
IMC Plan; you should develop a plan that is suitable for your company, product, and objectives.
All this said, I have provided an outline to serve as a starting point and guide for your efforts. It’s
a good “check list” for you; where you take it is up to you.
Assessment The IMC plan will be evaluated on the following criteria:
• Thoroughness and relevance of information gathered – There is always a wealth of information
that can be reviewed and presented. The key is to identify the right information and data to share.
Focus on information that provides important context, relates directly to the business challenges
and decisions to be made and explains/provides insight that will drive your marketing plan.
• Quality and depth of analysis – Research and analysis should demonstrate a depth of thinking
and go beyond describing or stating what has transpired to uncover underlying reasons that drive
those findings. Wherever possible, you should provide evidence, data or research to support your
• Overall organization and logic of the plan – There should be a logical flow from analysis to
plan objectives, strategies and tactics and on through your performance measurement plan. Put
another way, your plan should be strategically consistent from analysis through recommended
• Clarity, quality and understandability of the writing – As noted earlier, clear communication is
an essential tool for a marketer. Your writing will be evaluated as graduate students. Please write
in a professional tone and make sure that your content is readily understandable by an outside
reader. Lack of clarity or difficulty in understanding what has been written will negatively
impact your grade.
• Good application of the concepts and principles of marketing and IMC – Apply both a breadth
and depth of the marketing skills you have learned/are learning to your IMC plan.
• Soundness and reasonableness of the recommended marketing plan – Use your common sense
and business acumen to test your recommendations (i.e., don’t recommend running TV
commercials in the Super Bowl unless you have a very strong case as to why that makes strategic
sense for your business as well as rationale for funding this very high expense).
Prince Sultan University
College of Business
2nd Semester 2020 – 2021
• Formatting, style and tone of the plan – Think of this like you are preparing a plan for your
company’s upper management and write in a professional, clear and direct business tone that
creates a clear and compelling case for your marketing plan.
The final presentation will be evaluated on the following criteria:
• Was the content of the slides clear, concise, and informative? Did it highlight the most
important aspects of the plan without repeating the entire written paper?
• Is the analysis clear? Do you establish clear objectives for your plan? Do the strategies and
tactics flow in a consistent, synergistic manner that address your objectives?
• Are the key strategies and tactics clearly articulated? Does the presentation make it clear what
you intend to do and why?
• Were the slides visually appealing, easy to read, and clearly organized?
• Did the presenter respond professionally, thoroughly, and in a timely fashion to questions
posed by the instructor and classmates? Final tip: In developing and evaluating your final plan,
please keep the following questions in mind:
• Does the plan contain all relevant requested content? Is any missing content acknowledged and
• Does the plan demonstrate thoughtful, original, and articulate consideration of marketing
objectives? Are there specific, complete, and practical methods of evaluation and measurement
of performance against these objectives?
• Is the research relevant, useful, clearly linked to the purpose of the plan and appropriately
• Does the marketing strategy clearly define the target market and segments, positioning,
pricing, etc.? Does the marketing and media approach target the identified markets?
• Are the tactics complete, logical, well-balanced and appropriate for the target, value
proposition, strategy and the organization? Do the tactics chosen support the marketing research
conclusions? Are the tactics well integrated, synergistic and do they support one another?
• Are all aspects integrated into an overall marketing communications program?
Prince Sultan University
College of Business
2nd Semester 2020 – 2021
• Is the marketing message compelling and appropriate for the target(s) and objective(s)?
• Is the budget complete, logical, and reasonable, given the organization, the specific marketing
communications program, and the objectives of the plan? Does it reflect an understanding of the
costs and components of the tactic/channel? Have printing and other media costs been researched
and are they realistic? Do production and media costs stay within budget?
• Is testing included? Is any testing clearly defined and justified? Is it stated how testing results
will be used in the future?
• Is the plan (paper, presentation) well-organized, logically structured, and does it flow well from
beginning to end with clear direction and good transitions?
• Are all assumptions clearly stated and reasonable? • Is the plan internally and strategically
• Are the mechanics of writing handled well? Is the tone geared to the audience? Is the sentence
structure appropriate and varied? Is the content free of grammar, punctuation, and spelling
• Are in-text notes and the list of references accurate and complete? Is all quoted or paraphrased
material appropriately identified and credited?
• Is the language original? Does the paper “speak” with one voice”? Note: These guidelines may
be modified during the course of the term
The report should contain the following elements:
• Table of Contents: This section may be single spaced.
• Executive Summary: Summarize the entire IMC plan, with key specific details including a
synopsis of the main goals, strategy and tactical recommendations, along with the requested
dollar amount for execution of the plan. Please note that this is a critical part of the plan and
should be written with great care as this gives top management an insight into the plan’s major
thrust. Write the Executive Summary after you have finished writing the report. Length is not to
exceed two pages.
• Situation Analysis: A situation analysis provides important context for any plan. This is where
you will present the information, research and analyses that establish a clearer picture of the
business situation, opportunities, needs and challenges that ultimately shape your strategies, plan
and tactics. Your situation analysis should paint a brief portrait of the company and provide
information relevant to the IMC plan.
For example: o Organization Overview: Company background information that provides helpful
context  Pertinent historical information  Core Values, Mission/Mission Statement, Vision,
Prince Sultan University
College of Business
2nd Semester 2020 – 2021
Goals and Objectives  Size/status; market share, sales, financial health of the company  Key
success factors, critical issues facing organization (e.g., major sales declines, facing bankruptcy,
public relations disaster or scandals) o Describe the business model (where appropriate) o
Market Segment Characteristics – Including, but not limited to  Target market analysis demographics, psychographics, as well as key consumer insights behaviors, benefits sought and
other segmentation bases,  Market size, growth rate, relevant trends  Product/service details,
product/market matrix  Brand awareness, and any other available marketing data relevant to
the situation o Existing distribution channels for the company’s products. o Current product
situation including definition, positioning, sales, prices, margins, and profits of the products
addressed in the plan. o Industry Information and Competitor Insight: Industry landscape, trends,
key competitors and relative market shares  Where possible, a strong competitive analysis that
evaluates key competitors’ relative position, as well as an assessment of the competitors’
strengths, weaknesses, key marketing and/or IMC initiatives, etc. is particularly valuable. o
Marketplace Macro-level Environmental Forces: Environmental, technological, regulatory and
other relevant factors in the external environment o Primary or secondary research results that
lend insight into the IMC plan: You must conduct some research in order to prepare the plan.
This section should summarize the results of research already conducted; not focus on research
that should be conducted in the future. Testing should be addressed elsewhere. NOTE: It is not
necessary to include every piece of information available about your organization in your
situation analysis. Part of the assignment is to identify the relevant information that will inform
and guide your IMC plan.
• SWOT Analysis: Not required, but often very helpful in framing the situation. This analysis
utilizes your key learnings and insights derived from the situation analysis to develop an
overview of the strengths, weaknesses, opportunities and threats faced by the organization
(SWOT). For your IMC plan, focus on factors that impact your IMC effort. For example, o Do
not spend time focusing on addressing product ingredient sourcing issues UNLESS it is
something that you need/intend to address via your IMC plan. o DO spend time highlighting a
new technology advantage that you will want to communicate to the marketplace or a
competitive offer that threatens your brand.
• Objectives: Marketing Objectives describe what the marketing plan is expected to accomplish.
Objectives can be stated in a hierarchical manner beginning with a statement of the overall
strategic mission of the organization (or the SBU as the case may be). The proposed
marketing/IMC plan must be consistent with these overall corporate and marketing objectives.
Example of a Strategic Mission/Vision Statement:
• IMC Strategy – Every plan has key strategic components that need to be well-defined to
insure that the plan is “on target” – aligned with overall business/marketing objectives, focusing
Prince Sultan University
College of Business
2nd Semester 2020 – 2021
on the best audiences and delivering the right message via the proper channels at the appropriate
o Brand Strategy – This section establishes the overall positioning and message you will be
delivering and reinforcing across all your marketing activities. Done properly, this is the “glue”
that will hold all components together in an integrated, synergistic fashion. Your plan should
articulate the following brand components:
 Positioning Statement  Brand Essence/Soul  Brand Character, Personality, Tone
o Target Audience – Every brand has multiple constituencies that comprise its overall franchise.
As we will discuss in this course, some audiences are more important to our business and brand
than others. Your job is to identify these key constituencies, prioritize them. You will also define
the behavioral objective for each of your key segments; this p  Key Segment(s)/Constituencies
– Every brand has multiple constituencies; you should identify at least two. – Define your target
audiences – demographics, psychographics; any variables that aids your understanding of your
audience and informs your plan/tactics. – Key Insights – Relationship with brand, category; key
needs, motivations, triggers.  Behavioral Objective – You will define the behavioral objective
for each segment selected. In other words, what is the change in behavior, action, attitude, etc.
that you seek in order to achieve your larger business/marketing objective. This will provide a
measurable metric for evaluating the success of your IMC efforts. We will discuss this topic
further during the course.
o Communication/Creative Strategy – Define your key communication points and messages,
by objective and target. This is where you should define product messages, specific promotional
offers, etc.
o Media/Channel Strategy – Recommended media/channels for each target/objective, including
rationale for your selections.  You should also delineate any specific tactical efforts, such as
sales promotion, fulfillment, customer service, etc. called for by your plan.
o Geography, Timing – If there are important factors or skews related to geography or timing,
those should be articulated as part of the plan.
o Other Strategic Considerations – Each organization and/or brand is unique and therefore
may have certain factors that are important to take into account in setting the strategy for your
IMC plan. It will be up to you to discern and/or define any such factors for your topic.
• Implementation Plan – aka, The Action Plan – This section, often called the Action Plan or
Program, will contain the tactical and executional details of the IMC plan. This should include
Prince Sultan University
College of Business
2nd Semester 2020 – 2021
specific actions and activities across all key parts of the IMC mix. The Action Plan should be
clearly aligned with the above marketing objectives/strategies. It summarizes your IMC activities
while establishing clear timing parameters, cost estimates and responsibility for plan execution.
Flowing from your above IMC Strategies, your Implementation/Action Plan should include: o
Tactical Plan – This summarizes and delineates the specifics of what you plan to execute for
each tactical element of your plan. It should include the following for each tactic:  Target
audience(s) (demographics, psychographics, behavioral)  Offer(s) (if applicable)  Creative
approach and implementation, including copy points and visual design  Creative (design and
production) costs (if applicable)  Media (broadcast, publication, website or lists) (if applicable).
 Media cost (if applicable)  Product pricing, including any sales promotions (where
appropriate)  Fulfillment and customer service (where appropriate o Calendar of
Events/Marketing Road Map – This “road map” guides execution and helps communicate the
IMC plan to others in your organization. In one crisp view, it provides a clear view of what
tactics will be executed when. This is often best shown in a visual format that provides a
“snapshot” of your plan. It also helps insure an integrated and synergistic approach to your IMC
plan. o Budget: Resources and Costs  Media and production costs – Estimates for the cost of
planned IMC tactics (derived from your research).  Other Budget Items – If there are other
costs associated with executing this plan, such as personnel, agencies, technology tools, etc. you
should include those as well in order to properly evaluate the cost, and return, of your IMC
efforts. o Monitoring, Tracking and Control Mechanisms: Provide specifics as to the monitoring
program, key metrics (KPI’s) and measurement tools that will help you insure that the marketing
plan is on track toward achieving the objective( Budgets and financial information: Provide a
review of budget, your financial projections, sales forecast, breakeven analysis, anticipated
return on marketing investment, etc

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