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Evaluate the effectiveness of the existing marketing mix

Select a current product or service with which you are familiar. This product will be used to pitch a new integrated marketing communication and marketing mix to a client who is the marketer or producer of the product. Review the current marketing mix including the communication channels used. Part 1 Create a 12-slide presentation including detailed speaker notes that will act as the script of a presentation. Include the following in the presentation:

  • Evaluate the effectiveness of the existing marketing mix (elements of the 4 Ps).
  • Recommend a new marketing mix strategy based on any weakness(es) you discovered.
  • Examine the company’s current positioning strategy.
  • Determine whether or not to change that strategy.
  • Identify any considerations to be used when building or maintaining the brand or customer loyalty.
  • Evaluate the target audience’s use of and belief in the distribution channels and/or communication channels used.

Part 2 Create a storyboard, print ad, or a radio or video commercial for the product featuring your new marketing mix. Video or audio options should be 30-60 seconds and storyboards 5-8 slides.

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