Diagnostic Pricing Analysis: Assess the current pricing strategy

What are the pricing objectives, policies, and strategie

s for your product? To what
extent are prices set on cost, demand, and competitive f
actors?
Do the customers see the company s prices as being in line
or out of line with the
perceived value of the product?
Which of the environmental trends affect your price?
Pricing objectives:
Description of per unit costs:
Discount/markdown policy:
Price sensitivity
Legal issues
G. Prognostic Pricing Analysis: based on your critique of the current
pricing strategy, make
suggestions for improvement and change given proposed goals and obj
ectives.
What changes (if any) are needed in regards to:
Pricing objectives
Pricing methods and strategies
Specific pricing policies
How do you think your competitors will react to these changes?
How will you react to your
competitors anticipated response?
Actual value and pricing policy (how does price help reach marke
ting objectives?)
H.
Diagnostic Channels of Distribution Analysis: (Assess the curre
nt channels of
distribu
tion strategy)
Describe the current channels of distribution used for y
our product (e.g., How many
channel levels are there?)
Evaluate the effectiveness of the current channels
Who has the power in the channel? What type of power?
What level of distribution coverage/intensity is used fo
r your product and is that
appropriate (intensive, selective, exclusive)?
What impact, if any, is the Internet having on the way y
our product is distributed?
Promotion: push/pull
Customer service standards: product availability, timin
g of delivery, servicing
capability, location of delivery point
Physical distribution: location of warehousing, number
and size, transportation
Inventory control system: order timing, order quantity,
order processing, etc.
Cost structure: distribution costs
I. Prognostic Channels of Distribution Analysis: based on your critiqu
e of the current
distribution strategy, make suggestions for improvement and change given
the proposed
goals and objectives.
What changes to the channels of distribution have the potential

to realistically improve your

product s performance? Be specific.
J.

Diagnostic Promotion Analysis: Assess the current promotion str

ategy
Based on the review of an advertisement for your product
, please respond to the
following questions:
Does the organization use an integrated marketin
g communication
approach?
What appear to be the product s advertising object
ives? Are they
appropriate?
Are the advertising themes and copy effective fr
om the customer s
perspective in terms of their believabil
ity, and distinctiveness?
For one of your product s advertisements, please e
valuate its message
execution in terms of style, tone, worki
ng, and format.
What media is used? Social Media?
Are the promotion goals to inform, persuade, or remind?
Is it a push or pull strategy?
What type of sales promotions are used? e.g., coupons, p
remiums, sampling, p-o-p
displays, contests, trade allowances, sl
otting fees, training, free
merchandise, trade shows, etc.
Customer
Trade
How is public relations used?, publicity, special events
and participation
What role does personal selling play? Assess its effect
iveness? Consider sales
force size, sales force coverage, and sales force compen
sation.
K. Prognostic Promotion Analysis: based on your critique of the curren
t promotion strategy,
make suggestions for improvement and change given proposed goals
and objectives.
How can the promotional effort be more integrated?
Make recommendations for public relations, sales promotion, adve
rtising, and personal
selling.
Make sure that you have an integrated marketing communication pl
an.
Integrate Social media into IMC.
(Optional: Develop and present a 30 second t.v. commercial form, from which the
major theme can be extended to other mediums (e.g., radio, magazine). If you fe
el a T.V. commercial is inappropriate, please indicate why and develop an advert
isement for another media type (e.g., magazine, newspaper, direct mail).
Explain how and why your new commercial will help target market viewers move alo
ng through AIDA (attention, interest, desire, and action).