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Consumers product and service preferences are constantly changing. Marketing managers must understand these desires in order to create a proper marketing mix for a well-defined market. So, it is critical that marketing managers have a thorough knowledge of consumer behavior. You were hired by one of the most prestigious marketing agencies in the world to work on promoting a high-tech robot as a consulting team. Your team needs to develop and address the following:

• Develop a marketing strategy
• Conduct a market analysis
• Identify the target market and segmentation
• Develop marketing mix
• Establish marketing communication
• Identify social media channels for marketing the product
• Develop the message to market the product

Your team needs to develop a marketing plan and address the above items at a minimum. Feel free to add to the above items to make it comprehensive.

PROFESSOR'S GUIDANCE:

The Marketing Plan should not exceed 10-15 pages.

Your plan needs an introductory section a description of where your business stands today and how you intend to put your marketing plans in place (or change them) and what this will mean to your business in the next 12-36 months

Your plan must contain some information about your customers (either existing customers or prospective customers). Your overview should examine:

• Who they are?
• What do they want?
• What motivates them to buy?

Your marketing message determines how you want to communicate your message to the customer. What story about your business do you want to tell? Here are some of the key points to include in your strategy:

• What is it that you do?
• Whats special about your customer?
• How do you perceive your potential customers problems?
• Are these problems critical to your customer, if so, how? How can you solve these problems?
• What are the benefits that customers will receive from your products or services?
• Do you have testimonials from customers about your products or services?
• What details can you give about your pricing structure for your goods or services?
• What kind of guarantee are you willing to offer customers?

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