Product Description

Idea developed from “As Online Video Surges, Publishers Turn to Automation”, John Herrman, July 2016, The New York Times.

Makeitfast Inc (a fictitious company) produces a highly automated video production tool and software kit that enables uses to quickly and at low cost produce high quality 3 minute streamlined videos. The software imports user’s photos, text and music selection, and social media postings, and creates easy to share videos. Captions from the text can be automated over images, and voice automation can create narration from the text, and the software can ‘match’ music to images.

Makeitfast is running a competition that invites participants to create a ‘rapid marketing plan’ to help it market this product. The entry requirements are that participants submit a short (4 page maximum) written marketing plan that includes an attached presentation pack with a maximum of 4 Powerpoint slides.

The firm requires the participants to use the structure provided in the Exhibit 2.2 Implementation Plan – Marketing Strategy, and Steps 3 and 4, from Marketing 5E, Grewal and Levy, and also to use Chapter 9 from the same text to inform the STP approach. The plan should include a rich and creative description of the product and the benefits offered, an STP approach, and a detailed marketing mix plan, including a revenue stream proposal.

For this exercise, your task is to prepare an entry for the competition. This is designed for you to be creative, experimental and to apply the tools and practice the framework in the text.

the book:
http://www.mhlearnsmart.com/flow/smartbook.html?sectionId=67098443&assignmentDueDate=2016-12-03+06:59:00&isEbookAccess=true&ts=1478909207233&isbn=1259737683&userId=21683565&role=S&externalProductId=A9L0146105&key=f6558fe4cafd2b12056eb3c8c41273d6&assignmentId=1450492568&lastName=alsaadan&ebookLinkUrl=http%3A%2F%2Fconnect.mheducation.com%2Fconnect%2FhmEBook.do&email=ialsaada%40asu.edu&isBlackBoardUrl=true&timeZone=-7.0&sectionName=MKT+390+Fall+2016+B+Session&firstName=ibrahem&isLMSRequest=false&sectionURL=http%3A%2F%2Fconnect.mheducation.com%2Fconnect%2FreturntoBB.do