Promotion and the Product Life Cycle – Intel Mobile Products

Purpose of Assignment

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All products/services go through a
life cycle of NPI (new product introduction), growth, maturity and
decline. These various stages affect the marketing strategy and
promotional efforts. In Week 3, you will incorporate a product strategy
that addresses at least three (3) areas of the product life cycle. The
primary objective of this assignment is to allow the student to
demonstrate an understanding of the factors that can affect the launch
of a product or service. A secondary objective is to demonstrate an
understanding of the differences of a product launch in the U.S.
(domestic market) versus an international market.

Assignment Steps

Generate a minimum 700-word product strategy in Microsoft® Word.

Incorporate a product strategy for Intel Mobile Products that addresses the following:

  • At least three areas of the product life cycle (NPI-new product introduction, growth, maturity and decline).
  • How you will measure (what metrics will be used to determine success or failure) the marketing activities in the US and abroad.
  • Create at least two different types of media methods for the
    products in each country. One media method must be a print method and
    one must be non-print. Explain how media methods will be implemented in
    the US and abroad based on target audience factors, getting down to
    specifics in terms of location or venue (Ex: if advertising or
    commercials will be employed for a consumer audience, in conjunction
    with what event, in what print vehicle, in conjunction with what type of
    radio program or TV program, etc.). A media method is a media strategy
    which highlights your product. For example, (this cannot be used in this
    assignment), a non-print media method would be a Facebook campaign that
    provides a user a reward for each review, positive or negative, posted
    about the use/appearance/price/etc. of the product. In your assignment,
    you should have 2-3 sentences about each media method (i.e. one
    paragraph of what you would do, not how to do it).. Be sure to consider
    what the objectives are for the media section for a revised or enhanced
    marketing plan and the benefits/drawbacks of specific media types.
  • Address three elements of the Product and Promotion List (see below).
    • Product and Promotion List:
      • Integrated Marketing Communication
      • Advertising Strategy/Objectives
      • Push and Pull
      • Media Strategy
      • Advertising Execution
      • Direct Marketing
      • Public Relations/Strategies
      • Positioning

The plan will be a continuation of your global or multi-regional
company you chose in Week 1(Intel). This will be incorporated into your overall
marketing plan for Week 6.

Note: Charts/graphs/tables do not count toward the word count.

Cite a minimum of three peer-reviewed references as
well as other sources. Leverage your learning from this course by
defining and discussing marketing principles/concepts relevant to this
week’s assignment

Format your assignment consistent with APA guidelines.