Mktg1001 - Marketing Fundamentals Report Assessment Answer

Assignment Task

As such, ERM has decided to move beyond its multiple physical locations, and into the virtual world online. They have created an online product but are not currently satisfied. They want it to grow in popularity and attract more customers than it is. You have been hired as an independent marketing consultant to help ERM design a marketing plan to enable them to realise the opportunity the current environment presents. Your role is to develop a 2-part marketing plan consisting of segmentation, targeting, differentiation and positioning strategies (Assessment 3) and strategic recommendations (Assessment 4) to help ERM achieve their objectives. The three (3) objectives of the 2-part marketing plan you are required to complete are to:

1. Identify a suitable target market of potential user for ERM’s online escape room experience.

2. Identify how ERM’s online escape room experience should be positioned within the market.

3. Develop an Integrated Marketing Communications strategy (IMC) using THREE (3) of the toolsfrom the Promotional Mix element (i.e. advertising, sales promotion, personal selling, public relations and/or direct and digital marketing) that will enable increased users of ERM’s online escape room experience.

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