FOLLOW EVERYTHING IN THE ATTACHED RUBRIC !!!!!!!!!!
*****READ ALL INSTRUCTION & OPEN ALL FILES*****
****ONLY UNITED STATES****
*****ONLY UNITED STATES References PEER REVIEWED ARTICLES & THE BOOK:
” Marketing Management. (16th Edition) Philip Kotler; Kevin Lane Keller;Alexander”
Creating Value at Carlo’s
This competency assessment assesses the following Outcomes:
MT450M4-4: Design a product’s value proposition using branding, pricing, and sales promotions.
GEL-8.03: Apply critical thinking to formulate a logical solution to a problem.
According to Kotler et al. (2022), well-differentiated products can create a significant competitive advantage. Therefore, creating a distinctive aura for a product helps distance it from competitors. Moreover, marketers must have strong pricing strategies to remain profitable and competitive.
Read the scenario and address the checklist items in line with the goals of a hired marketing consultant by Carlo.
Scenario (fictional): In 2020, Carlo or Carlo’s Pizza* launched a new concept of eating pizza — conical pizza! Instead of eating pizza in its traditional form, the pizza dough is eaten like an ice cream cone. The cones are made through a patented device created by Carlo. This technique allows consumers to eat pizza on the go with one hand. Therefore, the pizza does not drip with grease or sauce. The cones are personalized with whatever fixings the consumer desires. Toni is currently using a cost-based strategy for pricing. Market research indicated this product would be a huge success. The organization even started franchising the concept in 2021. Nevertheless, the company has had lackluster sales. Toni believes the company needs a better product and pricing strategy.
Generic Goals:
Sell several hundred thousand units.
Create awareness of new product line to new, prospective clients.
Incorporate digital marketing.
Hire more employees.
Target B2B clients.
Identify the best distribution model for selling to customers.
Part One
Checklist:
Provide a brief introduction to the scenario and define the problem.
Describe attributes of how marketers can differentiate their products from their competitors.
Explain several attributes from the scenario to differentiate the product.
Explain the packaging and labeling for the product.
Design a proposed product portfolio design, including width, length, depth, and consistency similar to Figure 8.1 in your text.
Part Two
Checklist:
Integrate a service with your product using the five determinants of service quality. Provide specific examples for each determinant.
Describe the concept of branding.
Create a brand mantra for the product.
Design secondary sources of the brand referencing similar to Figure 10-1, using specific examples for your product.
Recommend three incentives to market your product to customers.
Explain the pricing goals using the four common pricing objectives.
Recommend a pricing method.
Directions for submitting this assessment. Combine Parts 1 and 2 into a 900- to 1,150-word paper with additional title and reference pages. Use the current APA format and citation style for any short quotes or paraphrases with accompanying references. Submit your paper to the Competency Assessment Dropbox.
*Disclaimer: The organization and any characters and brands depicted in this exercise are fictional. Any resemblance to real organizations, individuals, or brands is purely coincidental. This exercise may include actual companies and brand names solely for instructional purposes; this exercise is not associated with any such existing company or brand name. All trademarks remain the property of their respective owners.
Minimum Submission Requirements
Addresses all the checklist items in a Microsoft® Word® document.
Is written in Standard English with correct spelling, grammar, style, and mechanics.
Has a purpose clearly stated in your introduction statement.
Demonstrates logical and appropriate transitions from one idea to another.
Is highly organized, logical, and focused.
Includes additional title and reference pages in current APA format and citation style.
If the work submitted for this competency assessment does not meet the minimum submission requirements, it will be returned for revision. If the work submitted does not meet the minimum submission requirements by the end of the term, you will receive a failing score.
Plagiarism
Plagiarism is an act of academic dishonesty. It violates the University’s Code of Student Conduct, and the offense is subject to disciplinary action. You are expected to be the sole author of your work. Use of another person’s work or ideas must be accompanied by specific citations and references. Whether the action is intentional or not, it still constitutes plagiarism.
