You MUST write your Marketing Program for one of the four social media brands:
Instagram, (Facebook Inc.)
YouTube, (Google LLC.)
Qzone, (Tencent Holdings Ltd.) or
Reddit (Advance Publications Inc.).
In parenthesis is the corporate brand also known as the parent company.
You will discuss the corporate brand under the Description of the Company.
As discussed in class, corporate brands have several master brands in their portfolio.
You should include dozens of images / pictures including the website links to the
logo, symbol, website, statistics, charts, graphics,
magazine ads, billboards, tv commercials, magazine articles etc.
WORD COUNT: Minimum of 6,500 words. 1.5 line spacing, 1/2″ margin all around 12-point font.
The sections you must include in your Marketing Plan and include a
Table of Contents:
1 Executive Summary
2 Description of the
2 a. Industry: Social Media
Facts and Statistics.
I know you did not conduct the primary research or create the charts.
You did not do the data analysis and data visualization.
You are conducting secondary research to gather facts and statistics already published.
Include the charts, pictures, and graphics that illustrate the statistics.
You must provide the links to the websites where you found the information (facts and statistics) and images/charts.
You must provide the links to the sources since you did not conduct the primary research.
2 b. Company
2 c. Brand
3 Strategic Plan:
Mission, Vision etc.
4 Situation Analysis
Porter’s 5 Forces Model,
GE McKinsey Matrix,
Value Chain Analysis,
McKinsey’s 7 S Framework etc.
On every page and slide,
there MUST be a link to the website from where you copied the image and analysis. You should include 25 – 35 pages of images with links to the websites where the images were found regarding the marketing and strategy of the company,
5 Market Product Focus
6 Marketing Program
6 a. Product:
Remember the brand is wrapped around the product and products can be tangible or intangible.
a) Describe fully the services provided by this brand to consumers (B2C) and businesses (B2B).
Explain why their product is either tangible or intangible?
For example, for Frito Lays Inc. some of the product types they sell are
potato chips, corn chips, and tortilla chips. For social media companies, there are different types of services.
b) Discuss where you think their products are in the product life cycle and explain why.
c) Identify the corporate (parent) brand (Frito Lays Inc.) and master brands and include pictures of the logos. For example, Doritos, Lays, Fritos, Cheetos etc. are master brands of Frito Lays Inc.
The parent brand includes the words Company, Corporation, Inc., LLC etc. Sometimes one of the master brands might also include the parent brand name, but without the Inc., Company, Corporation etc. For example, Facebook Inc. and Facebook.
d) Discuss if their strategy is multi-product branding, multi branding, or private branding and fully explain why based on what you observed and the concepts discussed in the textbook. Include pictures.
e) Discuss and give examples of their line extensions or brand extensions. Include pictures.
f) Identify the number of monthly active users and the percent of internet users reached.
6 b. Price
a) Identify the price point ranges for each product type for business to consumer and for business to business. Create a table to summarize the products (services) and the price points. It could be bronze, silver, gold or small, medium, and large etc for different product types coffee, tea, brownies etc or TV’s, phones etc. If the service is free to consumers explain why? How does the company make money? What is the price they charge to businesses for the different services? Discuss if some services are provided free to consumers and if the service can be upgraded for a fee that might suggest a Good, Better, Best pricing strategy.
b) Discuss why or why not you feel their strategy is penetration pricing or skimming.
c) Discuss if they segmented the market by price or some other segmentation approach.
d) What is the annual revenue for the company and brand.
6 c. Place
a) Indicate the channels of distribution or access.
b) Discuss if their distribution strategy is intensive, selective, or exclusive.
c) Discuss place as it relates to Social Media companies.
6 d. Promotion
a) Discuss the types of advertising and promotions they have implemented and include pictures.
b) Discuss their use of broadcast (TV / Radio), print (magazines / newspapers), and support media (billboards / internet).
Provide pictures and links to where you found the advertising.
7 R&D and Operations Program
8 Financial Projections
9 Organization Structure
10 Implementation Plan
11 Evaluation and Control
12 Ethics and Corporate Social Responsibility
You should mention, explain and apply one or more of the ethical principles listed below
in your response to the question regarding Ethics and Corporate Social Responsibility.
One ethical dilemma associated with Social Media is Data Privacy.
By now you should have read the AMA Journal of Marketing article regarding Data Privacy.
The ethical principles below will also help you to explain why you believe a particular action is unethical.
You should classify the issue as either
Ethical and Legal,
Ethical, but Illegal,
Unethical and Illegal,
Unethical, but Legal.
Unethical, but Legal,
Ethical, but Illegal,
However, do not limit your rationale and point of view to these principles.
Explain in your own words your point of view.
2. Moral Idealism
3. Personal benefit: acknowledge the extent to which an action produces beneficial consequences for the individual in question.
4. Social benefit: acknowledge the extent to which an action produces beneficial consequences for society.
5. Principle of benevolence: help those in need.
6. Principle of paternalism: assist others in pursuing their best interests when they cannot do so themselves.
7. Principle of harm: do not harm others.
8. Principle of honesty: do not deceive others.
9. Principle of lawfulness: do not violate the law.
10. Principle of autonomy: acknowledge a person’s freedom over his/her actions or physical body.
11. Principle of justice: acknowledge a person’s right to due process, fair compensation for harm done, and fair distribution of benefits.
12. Rights: acknowledge a person’s rights to life, information, privacy, free expression, and safety.