Marketing Campaign

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QUESTION
In the last assignment, you analyzed the market. Now, based on that analysis, create a sustainable MARKETING campaign for that same organization (Shire Pharmaceuticals). Please do NOT
create a global plan for a giant corporation. Pick ONE product and ONE market. Also, this is NOT a report: you need to lead and generate ideas.
Write your paper in the following order, with separate sections, not a continuous essay. You have only 3000 words (no allowances or overages) and may allocate your words as you wish.
I. Cover Sheet + Table of Contents. Does not count toward word total. The cover sheet should include the title of your paper (including the name of the company).
II. Introduction + Goals (25 points). This consists of three parts
1. BRIEFLY describe your organization. This is simply to remind the reader of who your company is and what they do, so please limit this to key information in a sentence or two.
2. Identify your target market. Just say who your target market is you dont need to analyze them again. This could be any of the stakeholders from your midterm, though most likely
it will be the customers. If you want to target a new customer segment, explain why.
3. Set 3BL MARKETING goals: You will need to create 3 S.M.A.R.T. goals  one each for People, Planet, and Profit. Make sure they are goals, not policies, and make sure they are related to
your marketing campaign, not goals for human resources or operations.
III. Your Marketing Mix, The First 3Ps (25 points). How will you achieve your goals? Again, this is not a report demonstrate your original thinking. Be sure to justify your decisions (the WHY) with
research. And dont forget to emphasize sustainability!
1. Product: What are you selling? (Pick just ONE product or service if your company has several.) How is it different or better than the competition? Will you change anything? Why or why
not?
2. Price: What is the companys current pricing strategy? What will be your new pricing strategy, and why? Show the old price, the new price, and a competitors price. (Thats 3 different
numbers.)
3. Place: What is the products current distribution? How would you change that distribution and why? How will your distribution compare to the competition?
IV. Your Promotion Plan using AIDA+ (25 points).
1. Please structure your Promotion Plan with each of the 5 stages of AIDA+. In each stage, describe the media and messages you will use, explain why, and use research to support your
reasoning. Be specific about where and when your promotions will run.
V. Promotion Budget & Implementation Calendar (25 points).
1. Based on your goals and your AIDA+ plan, create a detailed OBJECTIVE-AND-TASK budget. Do NOT include ordinary operational expenses, such as office space, salaries, or cost of goods
sold. Just show specific promotion expenses. You must research and use actual costs. Remember, an objective-and-task budget shows how each marketing expense will contribute to your goal,
so show the calculations and projected results for each expense.
2. Create a timeline of specific dates and activities. This can be a simple list or a Gantt chart.
VI. Reference Notes + Bibliography. Research is an absolutely critical component of this paper. Support all of your facts, data and arguments using multiple authoritative sources, not just
company websites. No Wikipedia. Every source you cite must be directly relevant to your paper, so do not include class readings unless you used them to create this plan. Include reference
notes in the body of the document AND a bibliography of all your sources at the end. Please use a proper reference note format, as we discussed in class. Your reference notes and bibliography
do not count toward word total.
IMPORTANT NOTES
Length: Maximum 3000 words no overage allowed. Longer papers will be downgraded 1 point for each % they exceed the limit. The maximum does not include the title page, contents,
reference notes, or bibliography. However, words in charts and tables DO count toward your limit. Do not fill your plan with definitions, theories or unnecessary background information.
Proofread: Proofread your paper to minimize errors and ensure clarity. Also, reread the instructions AFTER your paper is complete to catch any omissions..
Objectivity & Feasibility: Your paper should be a well-reasoned and substantiated argument. If you say, “our product is high quality,” PROVE IT with facts or third-party quotes. Also,
dont just present your ideas; explain them. Why is this the best option?

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