Question

Bass Pro Shop Marketing Mix assignment  

Sales Alignment

At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solution/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity?

Measurement (KPIs—Key Performance Indicators)

How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful.

Examples of KPIs:

• Total sales/revenue
• New/incremental sales
• Number of qualified leads generated
• Net Promoter Score
• Web site unique visitors
• Number of registrations/sign-ups
• Impressions – views of content
• CTR – click through rate
• Engagement – comments, likes, shares, pageviews, video views
• Followers – social media (Facebook, Twitter, LinkedIn, YouTube)
• Awareness
• Etc.

Budget

Budget: List the marketing budget and resources required to execute your marketing campaign, and estimate what it will cost. Include items such as labor, materials and other expenses such as: print materials, online media tools or development, public relations services, design services, content development services, space or equipment rental, etc. Also, estimate the increased sales or revenue the campaign will generate for the company.

Item	Purpose	Cost Estimate
Example: White paper authored by technical writer	Lay out business case for why recruiting managers need an easier tool for vetting resumes and reference checking in the technology industry	$500.00
Item #1
Item #2
Item #3
Item #4

Add additional rows as needed.

Estimated campaign impact: [insert]

Action Plan

Outline the specific activities you must complete in order to execute your marketing campaign. Each element of your integrated marketing communications plan should be listed as a separate activity. List actions in the order they need to take place for the plan to be successful: first things first, later steps last. Follow-up activities and evaluation of campaign effectiveness also should be captured in this action plan. For the purposes of setting due dates in this action plan, you should assume you must complete the marketing campaign within 3–12 months.

Timing	Activity Type	Brief Description	Audience	Owner
Today’s Date	Example: Web site Update	Add new key messages that fit repositioning strategy and audience focus	Tech company hiring managers	Jim Hill
Date
Date
Date
Date
Date
Launch Date

Add additional rows as needed.

Risk Factors

Contingency plans and risk management: You should consider the possible risks to your business and make contingency plans to address them. You note some possible risks under the “weakness” and “threats” sections of your SWOT analysis. Identify steps you can take to either reduce risks or work around them if they occur.

Executive Summary

Do this section last. This short summary should provide a holistic overview of your marketing plan. All of this information is covered in more detail in the rest of the marketing plan. For the Executive Summary, provide a clear, concise overview of the following points:

Company Description

Briefly describe the organization and offerings (products and/or services) your marketing plan focuses on, and the problem(s) they solve.

Target Segment

Identify and briefly describe your target segment.

Competitive Advantage

Explain your organization’s competitive advantage.

Positioning Statement

Provide the positioning statement your marketing plan will apply.

Marketing Plan Objectives

List the objectives of the marketing plan: What will it accomplish? Be as specific as possible: anticipated increase in sales, profits, market share, etc.

Answer 1

The point in sales process where the campaign operates is to generate lead. Lead generation is the first process in the sales. Hence the companies want to generate more and more leads for this the company has a proper marketing campaign.
The campaign supports the sales activity by generating leads. Whenever the marketing campaign is done the customer want to get more details of the product for this purpose they contact the company and hence the lead is generated.
The success of the campaign is determined by the key performance indicators such as-
1. Total sales and revenue- whenever the marketing campaign of the company is successful the sales and revenue of the company automatically increases. This is because the marketing campaign generates leads and the leads are converted into sales by the sales team this in return increases the overall sales performance of the company.
2. New sales- a successful marketing campaign increases the sales of the company. Marketing process identifies the needs of the customer and then the product is delivered to them in an efficient way at the right price. Hands whenever a marketing campaign is successful New sales is generated for the company.
3. Website unique visitors- a successful marketing campaign increases the people visiting on the website of the company. If they find the product to be good they can place an online order. So a successful marketing campaign directly has an effect on the number of visitors increasing on its website.
The marketing expenses budget for Nike in the year 2019 was 3.75 billions US dollars. Night has spend most of its advertising budget in in in a sponsorship agreement with celebrities and athletes . Highest paid athlete was Cristiano Ronaldo the company paid an amount of 1 billion dollars. Nike is also associated with professional sports team. Its slogan is a success of its marketing campaign and global recognition. The company celebrated its 30th anniversary in the year 2018. Its advertising and promotional campaign exceeded it computer Adidas and it is has established itself as one of the most reputed brand in the United States.
After spending such a huge amount of money in marketing the company revenue in the year 2018 was 39 billion US dollars. It was almost 50% more than its competitor Adidas. The growth has been led by the apple and footwear segment. The company had and robust growth in the last several years and increasing penetration in its sports wear and increasing health awareness.