Imperial College Strategic Marketing 面经 [2019.04.25]

1.理想公司求职信

Dear CEO,

I’m writing to express my interest in the position of account director with Ogilvy.

This role is very appealing to me, and I posses the necessary skills and experience you are seeking, which makes me a highly competitive candidate for this position.

As a student majoring in information management for business, I acquired a strong foundation in analysis and research. During internship at Ogilvy and Ketchum, I was responsible for digital marketing and social media management, which provides me with a wealth of experience in campaign execution and media relationship maintenance. I have successfully increase the social media followers for Tencent by over 10% in one month. Moreover, I analyzed data and generated weekly as well as monthly analysis report to client to provide optimized strategies. With these skills and qualifications, I believe that I would be an excellent addition to your team.

I’ve enclosed my resume, which further details my educational background and work experience. I look forward to the opportunity to discuss my qualifications in person at your earliest convenience. If you require any further information, please feel free to email me or call my phone at +44 7752184191. I look forward to hearing from you soon. Thank you for your time and consideration.

Sincerely,

Von

2.教授和想去公司 CEO 去一个活动，请教授帮忙求职

Dear Professor,

I hope this email finds you well.

Recently I’m looking an internship and I found on your blog that you are going to attend an activity with CEO for Ogilvy. I’m quite interested in the position of account director with Ogilvy because during one of your lessons you introduced the history of this company, which aroused my great interest. From then, I’ve been striving for be a qualified marketer of Ogilvy. Therefore, I’m wondering if there would be any chances to refer me to CEO.

This role is very appealing to me, and I posses the necessary skills and experience he is seeking. As what you know about me, as a student majoring in information management for business, I acquired a strong foundation in analysis and research. After graduation, I got my internship at Ogilvy and I was responsible for digital marketing and social media management, which provides me with a wealth of experience in campaign execution and media relationship maintenance. With these skills and qualifications, I believe that I would be an excellent addition to his team.

I’ve enclosed my resume, which further details my background and I would be grateful if there would be opportunities to present this to CEO. Please tell him that I look forward to the opportunity to discuss my qualifications in person at his earliest convenience and please feel free to email me or call my phone at +44 7752184191.

Thank you again for your help.

Sincerely,

Von

3.Internship Offer letter 如何回信

Dear manager,

It was my pleasure to speak with you on the phone yesterday regarding taking the role of account director with Ogilvy. I am very pleased to accept this position for your team. Thank you for honoring me with opportunity. I strongly believe that my strong academic background and experience in the field allows me to meet the goals outlines with the position.

I am eager to make a valuable contribution not only to your team but also the whole company, utilizing my previous experience in digital marketing and social media management. I’m also looking forward to working with you and Tencent team, discussing on marketing strategy for the client.

As we discussed, my start date will be Apr 25 and I will receive a month salary of $3000.

I look forward to start my internship on next Friday. Please let me know if there is any additional information you need from me or any documentation I should bring along on my first day. Please feel free to email me or call me phone at +44 7752184191.

Thank you again for this opportunity.

Sincerely,

Von

4.在被你的 mentor 引荐后，给你想去的公司 CEO 写邮件，邀请他喝咖啡

Dear CEO,

I’m Richard’s student Von. I’m writing to express my interest in the position of account director with Ogilvy. Richard recommended that I contact you directly about this position. I had the honor to participate in a research project with him/her and achieved good results. Based on his/her experience, he/she thought that I would be an excellent match for your team and I believe (mentor) has introduced some information regarding my educational background and working experience to you.

This role is very appealing to me, and I posses the necessary skills and experience you are seeking. During my internship at Ogilvy and Ketchum, I was responsible for digital marketing and social media management, and therefore gain a wealth of experience in campaign execution and media relationship maintenance. I have successfully increase the social media followers for Tencent by over 10% in one month.

Currently I’m researching on AI marketing. I know this is something you’ve been implementing at X company for the last few year and was wondering if you were up for me treating you to a cup of coffee in exchange for some insight. I would be very grateful for 20 minutes of your time and am happy to meet you at the most convenient location and time for you. Also, I’d absolutely be open to doing a phone or Skype call if it’d be easier for you. Let me know what works best for you, and I look forward to hearing back from you.Thank you again for taking the time out of your busy schedule.

Sincerely,

Von

5.实习结束，怎么写一封 thanks and farewell email

Dear supervisor, I would like to say thank you to you for your supervision and guidance during my 3-month internship at Ogilvy. Because you gave me the opportunity to work on a variety of projects, I had the chance to gain valuable insight into PR industry. I appreciate the wonderful support you have given me throughout my time here.

You dedicated your time to teach me so many practical things that I would have not gained in university, from social media management to online as well as offline campaign implementation. With your help, I enhanced my problem solving skills and successfully increase 5000 followers in 3 month as a result of my hardworking.I thoroughly enjoyed working with you and it’s my pleasure to bering part of such a wonderful team. Please extend my appreciation to the entire team. This internship has definitely increased my interest in pursuing a career in PR. I truly feel every experience I had while working here will facilitate my future career pursue. I hope to stay connected with you in the future, and perhaps speak to you regarding next step I should take to pursue a career in PR. At the same time, I would be very willing to assist the new interns whenever they meet challenges during internship. Please do not hesitate to contact me if there is anything I could do for you and the team. Thank you again for making my internship an invaluable experience. Sincerely, Von

6.You receive a rejection letter from your dream co. How to reply

Dear manager,

Thank you for getting back to me about your hiring decision. I greatly appreciate the opportunity to interview for the job and it’s wonderful to meet some of the members of your team. Thank you for the time you spent speaking with about the detail of position and your company, and wonderful opportunities available within your company.

While I’m disappointed to hear that I was not selected for the position of account director, I’m still interested in learning more about your company and I would love to be considered for any future job openings that may become available, which better fit my skills.

Also, I would be interested to hear any feedback you have regarding my application and interview at your convenience. I’m sure any information or suggestion you provide would be helpful to my future career.

Thank you again for your time and consideration. Please keep me in mind should another position become available for which you feel I would be a good match. I wish you and the rest of the team at Ogilvy all the best moving forward.

Sincerely,

Von

7.Reschedule a meeting letter （对方 change/cancel coffee chat 的时间，你怎么回信）

Dear name,

I’m writing to let you know that unfortunately, I’m afraid I have to cancel the meeting that we had scheduled for Thursday, April 24th at 2 p.m and request to reschedule it for a later date. An unexpected scheduling conflict occurred, which has caused my to make this decision.

I am very much looking forward to meeting and chatting with you and would like to reschedule our appointment at a future date that is convenient to you. I’m willing to work around your schedule. Would Friday, April 25th at 2 p.m.work for you? Please call or email me to let me know.

I apologize for needing to reschedule our appointment and for any inconvenience this may cause. I appreciate your understanding and I await your confirmation. I’m really enthusiastic about this opportunity and look forward to seeing you in the near future.

Sincerely,

Von

Dear name,

Thank you very much for letting me know, and I totally understand your need to cancel our appointment,

I would be very grateful for 20 minutes of your time and am happy to meet you at the most convenient location and time for you. If you are busy to do this, I totally understand and I’d absolutely be open to doing a phone or Skype call if it’d be easier for you. Let me know what works best for you, and I look forward to hearing back from you.

I await your confirmation. I’m really enthusiastic about this opportunity and look forward to seeing you in the near future. Thank you again for taking the time out of your busy schedule.

Sincerely,

Von

8.在 career event 遇到想去公司的 CEO，如何写 follow-up 邮件

Dear name,

I am writing to follow up on our discussion during the recent Career Fair at UCL. I enjoy speaking with you about account director position with Ogilvy. Thank you for sharing your insights about the recruiting process and the current needs of your organization.

After speaking with you, I found that this role is very appealing to me, and I posses the necessary skills and experience you are seeking.

I’ve enclosed my resume, which further details my educational background and work experience. I look forward to hearing from you once the decisions are made regarding this position. If you require any further information, please feel free to email me or call my phone at +44 7752194191. I look forward to hearing from you soon.

Thank you again for your time and consideration.

Sincerely,

Von

1.what motivates you to succeed?Tell us about your greatest strength. How have you developed this strength and how has it helped you succeed? How have you developed this strength and how has it helped you succeed? pursue a goal under difficult situation, and what is your motivation? 你达成成功的最大阻碍是什么如何消除？

I'm motivated by a variety of goals and the according plan set by myself. Every time I achieve a goal or complete a plan, I can feel sense of achievement.
Setting goals can make my life more effective since I will make a very detailed plan according to the goal and achieve it step by step. My ultimate goal is to help corporate strategically communicate in a socially responsible way through my own start-up. So I split this very big goal into a variety of small goals. And the first step is to find an intern in the marketing & communication field. After setting this goal, I did anything to achieve this. I learnt both online and offline, and accumulated a lot related knowledge and skills. At last, I successfully passed the interviews and became an intern of Ogilvy. Also, during internship, my working ability was recognized by my supervisor. Therefore, setting a goal is really a useful motivation for me.

2.What do you like to do outside of the classroom? Why is this important to you? Tell me about a skill that you've developed through your hobbies and interests. How has this helped you in your work or studies? Outside of school and work, to what activity do you dedicate most of your time? Why is this important to you?

I love music. Specifically, I love appreciating music, playing music and composing music. These are not only helpful to my work and study but also bring me sense of happiness. I have been playing piano for more than 10 years since 3 years old, I can also play guitar and drum, and have fruitful music composition experience. Listening music brings me encouragement and inspiration; Listening to music make me more productive while working and help relieve my negative emotions and recover quickly. Playing music make me more patient and careful. So when I face challenge in study or work, I can cope with the problems patiently and pay enough attention to the detail. Composition make me more creative. So in the work, I can always contribute creative ideas and I'm able to find innovative to complete a work effectively. During summer holiday, I participated in summer program from Berklee College of Music to refine my playing and composition skill. I got full score for this program as a result of my hard-working. After that, I kept learning both online and offline to continuously enhance my music skills. Music hobby bring me joy and enrich my life. It also enhance my social life because I could form a band with people like minded. I have a music dream, which is to release my solo album. I'm struggling towards it.

3.team conflict, team leader 跟你有意见分歧，你怎么办？

Through my experience, some amount of conflict can be beneficial to some extent, they can bring new thoughts to the team. Through the whole process, I will keep myself in a respectful and patient manner, which I thought would be useful for communication. First of all, I will inform them that conflict will impact team dynamics and performance, in order to ease the tension. Then, I will let them sit down and ask each team member to explain and elucidate their stance without invective words or negative emotions. Through this way, I can get all the information regards to the conflict in order to clarify each position. After that, I will analyze and explain the pros and cons of each idea, so that people can be more objective. I believe that after sufficient discussion, we would be able to find points of agreements. Such as which advice to Adopt or compromise. As a result, we could combine good points from each side and get a optimal result.

4.How to motivate your teammates?/行动犹豫

Making strategic communication is quite critical under such situation. Through the whole process, I will keep myself in a respectful and patient manner. First of all, I will act as a listener and meanwhile get to understand the whole situation. While listening, I will try to express my understanding frequently. Then, I will acknowledge their value to the team in order to give them encouragement. For example, I will mention and appreciate all their contribution to our team and even the whole company. I will try to convince them that they are valuable and excellent. After my teammates feel better, I will provide my suggestion regarding how to improve the current situation. If the frustration came from working, I will suggest how do the job better and what's the next step, where we are and how far to the final goal. Finally, I will emphasize that their contribution will be rewarded finally, and what will happen if our team successfully achieve the goal.

5.Tell us why you're applying to Imperial College Business School and what in particular attracted you to this school?Give an example of how your previous experience has prepared you for a Master's at Imperial College Business School. Think about your strengths and weakness, how will IC help you develop your strengths and get over of your weakness.

My academic and professional experience drive me to apply for this course. As a student majoring in Information Management, I gained a strong foundation in analysis and research. During college, I also participated in several research programs as the team leader to enrich my communication and collaboration skills. After graduation, I experienced 2 internships and gained a deeper understanding of marketing through implementing digital marketing, content marketing, online as well as offline campaign. Therefore, Strategic Marketing program for Imperial college Business school is the ideal platform to extend my experiences and passions through its comprehensive courses such as Behavioral Marketing, research methodology and Customer Analytics, which will definitely enhance my marketing insights. Your work-oriented courses, strong alumni resource and geographical advantage will be especially enriching to my future employment. Specifically, guest lectures from leading companies would give me industry insight and a perspective into the key challenges facing businesses today. What's more, Industry-specific careers fairs would provide me with the opportunity to network with representatives from companie to gain further insight into their organisation.

6.career goal, how do you define the success of your career? how do you measure the success?

After I receive my master degree, I plan to work in the marketing agency after graduation, preferably the IT industry. After 4-5 years, I would be able to lay a solid foundation in strategic communication and marketing through carrying out a variety projects. I will also gain deeper marketing insight and extensive network. If I fail to be admitted to pursue my master, I will do several more internship subsequently to enhance my marketing expertise. Based on my own experience and resource, I intend to set up my own start-up aimed at corporate social responsibility in China. Since there are few agencies currently specializing in the Internet, especially PR. I hope that I can successfully help brands construct good image in the long term and make them more competitive. I split my big goal into a variety of small goals and I measured the success by judging whether I have achieved every small goals. For example.

7.biggest success, achieve a long term goal, what are your goals in your life and how do you meet them? greatest achievement.

When I was an intern at Ogilvy, our team was responsible for the digital marketing for Tencent, which is a top internet company in China. Since the social media platform we operated for Tencent has little growth in audience for several months, our client required us to do something to improve such situation. After discussion with my supervisor, we decided to adopt content marketing, that we decided to add a new topic for our social media platform. Therefore, I was required to carry out background investigation and generate the proposal. Since I have never done this before(It's totally a new attemption for me), so I did a lot research subsequently. Combined with the expertise I learnt from university, I evaluated the audience, collected and analyzed both internal and external data and decided to pick Lion case study as our new topic. My proposal was recognized by my supervisor, which was put into implementation soon. Then we was excited to find that the new topic was welcomed and resulted in 3000 more followers in just one month, which achieved our client's expectation. From this experience, I became more proficient in implementing marketing strategy and gain a deeper insight into strategic communication and marketing.

8.You start working in a new team with people who you don't know. What role would you assume and why? work with people you don’t know /How to lead a team with different personalities?

I want to be the group leader of the team. Since I have sufficient experience and I am good at team coordination. Firstly, I will invest plenty of time in getting to know them. we will sit together and have a free talk, in this way, we can get to know more about the personality and experience of different members. For example, who are introverts and who are extroverts, their preferences, strongness and weekness. Then I will focus on the strengths of team members, keep them in a position where they can contribute towards both the success of a project, and at the same time their personal growth as well. I have good communication skills. I'm good at strategic communication that I can suit my communication styles according to different personalities. I have good organization skills, not only in making up plans for the whole program but also controlling the processes through it. This will guarantee we finish our work in time and in high qualities. I will help my teammates grow. For example, I will help introverts speak and help extroverts listen. a team with different personalities can result in viewing a problem from many different angles.

9.你的朋友会如何介绍你？how do you introduce yourself in front of whole new class? what do you want your new classmates to know about you?

motivated(work), creative(life)

I'm always motivated by my life goals. Setting goals can make my life more effective since I will make a very detailed plan according to the goal and achieve it step by step For example, after graduation I set my goal of finding an internship in the field of communication & marketing field. I worked very hard to achieve this. I learn both online and offline, and accumulated a lot related knowledge and skills. Finally, I successfully got a place at Ogilvy. I'm creative at thinking things and I'm able to think of many unexpected way of doing things. It's because I start learning music and art since 3 and have sufficient experience of composition, which underlie my creative personalities.（如何帮助朋友） That also make myself a funny and interesting person. Combined with my experience of travelling to more than 50 countries and have much adventurous experience. I can make boring life more interesting by creatively viewing it in another angle.

10.The most adventurous thing you have done, Proudest achievement out of classroom

I traveled to 20 European countries in a summer holiday when I was 18. I traveled with my brother who is one year older than me, and this takes nearly 2 months. The reason we decided to make these long trip is because we thought it is the appropriate time for us to explore and know more about this world. At that time, we had little travel experience so this is very adventurous for us. Before the travel, we searched and discussed a lot about the detail of the travel, such as the most efficient way to transportation and accommodation, local culture and habit and made a 10-page plan. During trip, we still encounter very difficult situation. For example, we are thieved three times since the destinations include some unsafe countries and cities. I remember once our wallets have been stolen and we fell into very difficult situation. However, after experiencing nervous emotion, we think of countermeasure and solve the challenge. At last, we finish our trip successfully and gained a lot social experience. We became more pro efficient in communicating with people and get more familiar with diversified culture.

11.Tell about a time you missed the deadline and what do you do/Describe your experience about a fail when approaching your goals, how did you respond to it?

When I was an intern at Ogilvy, I was once given a deadline to generate an online campaign proposal. To achieve this, I set myself a very clear plan, including completing times of each stage. However, the data collection was much complicated than I anticipated and I spent much longer times on it than the plan. I realized that I would missed the final deadline so I informed the client immediately. I elucidated the condition and proposed a new timeline to ask for an extension, which obtained their permission. At last the work is delivered followed my renewed plan, but 3 days later than the previous deadline. I show my apologies and explained the condition again to the client, which gained their understanding. However, it's a big lesson for me. I learned that during preparation stage, I need to make a contingency plan that even if unforeseen events arise, I am able complete my work on time.

12.最开头的自我介绍 1 分钟 tell us about yourself, 求职怎么介绍自己？

My name is Von. I graduated from UCL, majoring in information management for business, which help me gain a strong foundation in analysis and research. During university, I participated in several research programs as team leader, which not only enhance my academic ability but also communication and collaboration skills. After graduation, I became an intern at Ogilvy. Through responsible for digital marketing and social media management, I gained more insight in strategic marketing and communication. Now I am working for Ketchum. By carrying out online campaign and conducting analysis report, I'm continuously building up my marketing expertise. My ultimate goal is to set up my own start-up and help corporate communicate in a socially responsible way after accumulating experience and resource from marketing agency. I believe my academic as well as practical experience have prepared me for your program and I am certain that through comprehensive courses provided by your program I will be able to advance myself and achieve my career goal.

13.what you have done for your community outside academics? what impact do you make? Charity, community projects have you joined and what you learned from this? Tell about a non-academic group project and what is your role.

I became a volunteer for Oxfam.

Marketing

1.what qualities should a successful marketer possess？

A successful marketer nowadays should be good at data analytics, and has an excellent planning ability. Data analytics. Marketers today make decisions driven by data. They now have access to a tremendous amount of data， so it's important to decipher data into actionable strategies for improvements. Successful marketer would also be agile with analytic tools such as Google Analytics, Tag Manager and so on. Planning ability. Since most of the work in a marketing organization is deadline-driven and has limited budget. Successful marketers are clear on their objectives and good at arranging the tasks. They should be able to use schedules and project plans to ensure that they complete their work in a timely manner.

2.how to judge the success of marketing campaign?

This depends on whether you have achieved the aim of campaign. So the first step is to clarify the aim of campaign, whether it's brand awareness, lead generation or something. In order to measure whether an aim have been achieved, we set related goals and targets. Again, To measure these goals and targets, Key Performance Indicators are determined, which can be set periodically and they can be directly used to judge the success of a marketing campaign. Specifically, different KPIs would have different metrics. For example, if it's Brand awareness then the metric would be web traffic and social media engagement such as likes, comments shares. The success of a campaign is often determined by these data. However, since The purpose of spending on marketing is to help the business grow. Then how successful a marketing campaign has been depends on whether it has generated return on investment. In this way, financial result is the core indicator for judgement.

3.loyalty programme.

Loyalty program is a tactic for inspiring customer loyalty, giving them a solid motivation to buy again from the company and establishing habits. Its most obvious advantage is that it can improve customer retention, by rewarding them for their repeat purchasing behavior. And through this way, business can obtain sufficient consumer data, which can be used for more targeted marketing, such as tailoring their offerings to specific consumers. The result to which can also be measured, which is a virtuous cycle. However, loyalty cannot be measured by loyalty program because frequent buyer may not be a loyal one, their motivation to buy might only due to convenience. Besides, loyalty program are everywhere now and may appear identical, such as similar benefits. Therefore, It would be difficult to create programs that are unique and distinguishable.

4.marketing people and R&D people is conflict.

R&D and marketing people typically view product development from different angles, and there would be a confliction between their focus. When Marketing has too much power, it impedes the creativity of R&D engineers, so product development may only be incremental. On the other hand when R&D has too much power, Marketing would be only called in at the end of the product development process, when it’s time to develop a launch plan.
which will result in products might get developed that the customer will not buy? However, From my perspective, a balance can to be achieved between marketing and R&D through their cooperation. They can inform each other and counterbalance each other. R&D provides great technical solutions and marketers provide equally great creative ideas and customer insights into the new-product-development process. Moreover, their balance can be actually decided by where a company is in its cycle of exploitation and exploration. When a company’s products are fresh to the marketplace, a dominant marketing department can help the company exploit them, boosting sales and building up the brand. But over the long term, marketing doesn’t drive company performance—breakthrough innovation does.

5.market research method to uncovering completely new and untapped customer needs.

I will do secondary research first, it's quite efficient and effective, which allow me to collect existing information from available resources. Then I can get an initial picture of these customers and therefore narrow down the researching scope. Since it's to understand completely new needs, there would be limited information available. So I will conduct primary research for the next stage to gather valuable and original information, which provided me in-depth insight into target customer group and their needs. During this stage, I will adopt various forms of research methodology. Firstly, I would implement survey. I will send out questionnaire to further pinpoint the customer base. After finding who they are, I will implement face by face or group interview to understand their needs. I believe after analyzing all the data I collected, I will be able to uncover these completely new demands.

6.the most important innovation in marketing in the last 20 years? why?

Incorporating AI or machine learning in marketing and utilizing big data is making marketing more strategic. Customer segmentation. AI does an exceptional job of collecting data about audience, which allows business to create a precise buyer persona. This is crucial for making precise and even dynamic customer segmentation based on real-time data. Facilitate content marketing through making online advertising more efficient. AI can analyze advertising environment and send potential customers tailored and personalized advertisement at the appropriate time Pricing. with AI, prices can be determined and optimized with a whole new level of precision, taking a wide variety of data into account. Dynamic pricing would be a good example, which analyses a customer’s data patterns and predicts what they are likely to be willing to pay, and also their receptiveness to special offers. For example, Air BnB has already built a sophisticated dynamic pricing system to help property owners determine the price. It takes into account a wide variety of factors including geographic location, listing features, photographs and reviews, market demand and so on.

7.marketing strategy and marketing tactic.

Marketing strategy refers to the plan to achieve a marketing goal. While Marketing tactic is about how to execute the plan. So marketing strategy comes first and marketing tactic should be aligned with or support the marketing strategy. They complement each other. They are interdependent. Strategy is quite broad and focused long-term , such as business expansion and rebranding. By contrast, tactics are focused more on the present and near future, and are very focused on a single objective. Such as lead generation and ad placement. In addition, marketing strategy defines priority markets and key audiences which will inform marketing tactics of how to reach these audiences.

8.customer is the king.

“Customer is King” is an old saying underscoring the importance of customers in every business. Customers are important because without customers there would be no business, when developing products or offering services, satisfying their needs is always the priority. Satisfied and loyal customers will buy more and bring more revenue to the business. On the contrary, if they have unpleasant experience they will swtich to the competitors immediately. Moreover, Customers have bigger power now than before since the development of social media. Any words about a company, product or services may spread faster to more people than ever. So nowadays customers can easily make or break the brand. However, sometimes customers are nominal kings. Since they are clueless, they don't know what they want until you show it to them. Henry Ford said, “If I had asked people what they wanted, they would have said faster horses.”

9.key difference between (B2C) marketing and (B2B) marketing

B2B businesses sell products and services directly to other businesses. B2C businesses sell products and services to customers for personal use. 1st, Decision maker. B2C campaigns can reach any potential customer who would be interested in their product, even if that person wouldn’t be the buyer. they don’t have to exclusively appeal to a single member who is the division maker. In B2B marketing, however, you need to appeal to a specific individual or small group of individuals who are the division makers. 2st, decision making process. B2B customers are often gonna take longer time and conducting more research before purchasing because the stakes are normally high. By contrary, B2C customers often do little research and they are likely to make immediate purchasing. 3rd Motivation. B2C customers are purchasing with the desire to improve their lives in some way. B2B customers are purchasing with the goal of improving their business and its bottom line. 3rd Language. The tone for B2B marketing will be more formal and will lend an authoritative air. B2C, alternatively, caters toward individual consumers, use language that’s simple enough for a broad audience to comprehend.

10.key elements for making marketing plan

The marketing plan is a guidance for marketers to lay out the marketing objectives the actions they will take to achieve these objectives. 1st Market segmentation and targeting, which describes the product or service market, segments in this market, and targeting strategy. 2nd Situation Analysis, which includes SWOT analysis of the external marketing environment and the internal company environment. 3rd Marketing Research. This Discuss how marketing research can provide the information needed. 4th Customer profile, positioning and differentiation. This includes profile of the primary buyers, factors that impact their choices, and their expectation. 5th marketing mix, which would propose product, price, place, and promotion strategy. 6th measurements and KPIs, which Identify KPIs and other metrics to monitor effectiveness of marketing campaign activities. 7th Risk. Since any significant risks or threats associated with this plan and contingency plans for addressing them should be provided Last, Schedule. Includes names of people responsible for a particular goal and also times and budget necessary to achieve that goal.

11.coca cola marketing strategy.

Market segmentation. Coca Cola segment the market according to emerging markets, developing markets and developed markets In emerging markets, the primary focus was on increasing the sales volume rather than profits in order to make a strong foundation for future business. Therefore, Coca cola sells product at economical prices so that larger number of people can enjoy it. In developing markets, a balance was made between price and quantity whereas, in developed markets the focus was more on profit making, through offering more premium packages. Brand establishment and Customer relationship. Coca Cola develop the brand value by improving the advertisements.
These advertisements focus on creating an impact upon people and changed the perspective of Coca Cola from a drink to a part of people's life. In 2015, coca cola developed 'One Brand' global marketing strategy, move away from multiple brand campaigns to one single iconic brand campaign. Global campaign“Taste the Feeling” feature universal storytelling with the product at the heart to reflect both the functional and emotional aspects of the Coca-Cola experience. Underscores the Company’s commitment to choice, allowing consumers to choose whichever Coca-Cola suits their taste, lifestyle, and diet.

12.coca cola and pepsi comparison.

Coca Cola focuses on covering maximum number of customers on the earth regardless of age or gender. whereas, Pepsi focuses on younger audience to gain brand loyalty and earn maximum sales and profits from it. Based on their customer base, they implement campaigns with different style. Coca Cola implements its branding campaigns in a way that emphasize personally emotional attachment through Idea of happiness, love and kindeness. Such campaign include Open "Happiness”, “Taste the Feeling”, “Hug me" and so on. By contrary, Pepsi doesn't adopt emotional marketing. While Coca Cola restrains itself to include celebrities or any social media influences in its advertising videos, Pepsi has rich history in celebrity endorsement that includes professional athletes and pop stars, trying to present idea of adventurous, energetic, youthful.

13.what is the most effective way to do marketing when you have limited budget Growth hacker. https://optinmonster.com/glossary/growth-hacking/

14.online campaign change brand image, whether successful or not?

15.what is the single most important determinant of success for a brand, and why?

16.how has the digital space changed the ways in which the marketing mix is formulated?

17.evaluate the consequences for a company to change its logo.

18.do a SWOT analysis for a global brand.

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