Below is the explanation of the assignment, this is in addition to the pharmasim game.
First we need to set the objectives, I propose the following:
B2C: Become the preferred brand among the following target segments, children and allergy.
B2B: Increase growth of market share in the following channels, independent drug and convenience stores.
Each one will create 1 goal to help achieve the above objectives, with 3 tactics, budget, and timetable like in the example below. In order to avoid choosing the same goals.
Each one has a specific items to set a goal for and my part is.
B2B – Sales Force
Please use the attached template so it will be easier for me to compile the final assignment.
PART 3:
F. Marketing Objectives (place this within the goals and tactics table; see example below)
Show 1 marketing objective within each of 2 separate tables (one for B2C and one for B2B). A marketing objective is more specific than a strategy, but not as detailed as a goal. An objective could be: “become the preferred brand among target segments…”
G. Marketing Goals and Tactics (place this within the goals and tactics table; see example below)
In each of the 2 tables, show 3 marketing goals (a total of 6 goals) written in SMART terminology (Specific, Measurable, Attainable, Realistic and Timed-bound). The 3 goals in each table must be appropriate for the objective. B2B goals reflect marketing to channel partners (e.g. shelf space, promotional allowance, sales force) and B2C goals reflect consumer marketing tactics such as brand awareness, advertising/promotion, loyalty).
The plan should list at least 3 tactics to be used to achieve each of the goals for both B2B and B2C (6 goals and18 tactics in all; do not repeat any). An example of a marketing tactic is: “$24M for consumer advertising.” (Feel free to take reasonable guesses at budget amounts).
