The 4 Ps and UVP Worksheet

The 4 Ps and UVP Worksheet
[Insert Chosen Company Name]

Month Day, 20XX

Product 

The product or service this company sells is…Task 1: Pick a Company

Directions: Select a company for your final presentation. You will create a marketing plan for this company. You can choose from the following suggested companies, or you are welcome to focus on a company of your choice, including your own, if you are a business owner.

 

If you plan to select a company NOT on this list, select one with a thorough website and common product or service. Later in this course, you will need to find someone who has used the company’s product or service, or a product or service similar to the one your selected company offers.

 

• Sephora(makeup company)
• Curb(rideshare service)
• Fourpoints (energy bar company)
• Wyzant (online tutoring service)
• DoorDash (food delivery service)
• Backroads(active travel company)
• Little Spoon(baby food company)
• Other: Check outFortune’s interactive mapto find a company that is local to you, or aFortune 500 company. You might want to select a company that you currently work for, one that has job openings, or one you might be interested in working for later.

 

Task 2: Write a Company Overview

Directions: Complete the worksheet below to provide a broad overview of your company. Write directly into this document. This broad overview will be one part of your marketing plan, which you will compile at the end of the course.

 

Company Overview:Name of the Company  12/6, 2020

Company Overview

This company is based in ___. There are currently _____ employees at this company. This company was established in ___.

Mission Statement 

The mission statement for (or one-sentence summary of) this company is: ____.

Stage in Business Lifecycle

This company is currently in the ____ stage. The evidence for this is…

Business Model

The business model for this company is [B2B/B2C]. The evidence for this is…

Revenue Model

The products or services that generate revenue for the company are…

The business model for this company is ____. The evidence for this is…

Business Structure

The business structure for this company is _____. The evidence for this is…

 

Price

Customers will pay ___ for that product or service. [Note: If the company offers multiple products or services, select one and specify which you chose].

Place

Where are customers interacting with the product/service?

Promotion

How is the product/service currently being promoted?

 

Unique Value Proposition (UVP)

 

For ____________ (target customer)

who ____________ (statement of the need or opportunity)

____________ (product/service name) is ____________ (product category)

that ____________ (statement of benefit).

Part C
SWOT Analysis

Task 1: Perform a SWOT Analysis

 

Directions: Complete a SWOT Analysis for your chosen company. To determine strengths and weaknesses, examine your company’s website and other marketing materials. Consider looking at the company’s competitors’ websites by Googling “competitors of company X.” To determine opportunities and threats, you can visit news sources local to your company; visit Statista or the U.S. Census Bureau for relevant demographic information. As a business owner, you might also have personal insights into components of SWOT that are relevant to your company. Review Section 4, Module 1 if you get stuck.

 

Strengths   Example: Human resources – The owner of this company has 10 years of relevant experience in a similar field.   <Strength 1> <Strength 2> <Strength 3>	Weaknesses   Example: Competitive advantage – There are two competing companies in the same area that offer the same product for a lower price.   <Weakness 1> <Weakness 2> <Weakness 3>
Company Name SWOT Analysis
Opportunities   Example: Target audience shift – More millennials are starting to purchase these products.   <Opportunity 1> <Opportunity 2>	Threats   Example: Economic trends – The local economy that supports this company is experiencing a recession.   <Threat 1> <Threat 2>

Task 2: Develop Action Steps

 

Directions:For the insights you added to your SWOT analysis, develop at least six potential action steps for your company. Three action steps should align to strengths and opportunities, and three action steps should align to weaknesses and threats. In addition, make sure each suggestion aligns with a particular insight from your SWOT analysis. If you get stuck on this part, revisit Section 4, Module 3

 

How can your company build on its strengths and opportunities? 

 

1. Potential action step:
2. Potential action step:
3. Potential action step:

 

How can your company minimize its weaknesses and threats?

 

4. Potential action step:
5. Potential action step:
6. Potential action step:

 

Task 3: Prioritize Action Steps

 

Directions:Now that you have at least six potential action steps, select two that you think will be most important for your chosen company to prioritize. If you get stuck on this part, revisit Section 4, Module 3.

 

ACTION STEP 1:	ACTION STEP 2:
I chose this because…	I chose this because…

 

Part D
Competitive Analysis and Brand Positioning

 

Task 1: Identify Competitors

Directions:Determine at least four competitors of your chosen company. If you need a refresher on how to determine competitors, revisit Section 5, Module 2.

 

Competitors:    1. 2. 3. 4.

 

Task 2: Identify Competitive Factors

Directions:Determine 7-10 competitive factors that are relevant to the particular product or service of your chosen company, as you learned to do in Section 5, Module 2.

 

Competitive Factors:

 

Task 3: Conduct a Competitive Analysis 

Directions:Complete the following competitive analysis template based on the information you gathered in tasks 1 and 2. As you did in Section 5, Module 2, determine which 5 competitive factors are the most relevant to your target audience and will show your chosen company’s value above others. Replace the term “feature” on the template with those factors. Then, after conducting online research, indicate whether each company has those competitive factors using descriptions or symbols (e.g., ✔ or ✗).

 

Competitive Analysis: Company Name
	Company Name	Competitor 1	Competitor 2	Competitor 3	Competitor 4
Feature 1
Feature 2
Feature 3
Feature 4
Feature 5

 

Task 4: Create a Brand Positioning Statement 

Directions:Create a brand positioning statement based on the competitive analysis that you created in the previous task. For the brand promise, you should pull insights from your competitive analysis. Refer to Section 5, Module 3 for a refresher on writing a brand positioning statement.

 

Brand Positioning Statement: 

 

[Brand Name] provides [Target Audience] with [Brand Promise] than any other [Brand Industry]. We do this by [Reasons to Believe].

 

Part E
Segmentation and Personas

 

Task 1: Create a Segmentation Tree

 

Directions:Build a segmentation tree that reflects the way you might divide your market to determine target markets. Double click on the image below and type directly into the text boxes. Revisit Section 6, Module 2 for a refresher on creating segmentation trees.

 

 

Who is the target market for your marketing plan?  

 

Directions:Use your segmentation tree as a guide to determine your target market.

 

Task 2: Determine Segmentation Methods 

Directions: List the method(s) of segmentation you used (i.e., demographic, behavioral, psychographic, or geographic).

 

 

Task 3: Create Survey Questions 

Directions: Compile a list of 10 survey questions that would help you understand relevant information about your target market (which will inform your persona).

You may draw questions from the example SweetPea survey in Section 6, Module 3. In this survey, you want to gather general information about your customers, as well as specific information related to the product or service you are offering them.

 

1.   2.   3.   4.   5.   6.   7.   8.   9.   10.

 

Task 4: Record Responses 

Directions: Give your survey to at least three people (such as family members, friends, or classmates) who are part of your target market. Then, type up or copy and paste your three survey responses into the tables below.

If you are conducting your survey in person, you can input your respondents’ answers directly into the tables below. If you are not conducting your survey in person, send it in the body of an email or use Google Forms, which is an easy tool used to make surveys and send them online. If you use email or Google Forms, you will need to transfer the information into the tables below. You might have more success getting responses for your survey if you reach out directly to people you know, or if you connect with classmates and offer to complete their survey as well.

 

Respondent 1: [Person’s Name] 

 

Q1	Type in the respondent’s answer to question 1.
Q2
Q3
Q4
Q5
Q6
Q7
Q8
Q9
Q10

 

Respondent 2: [Person’s Name] 

 

Q1	Type in the respondent’s answer to question 1.
Q2
Q3
Q4
Q5
Q6
Q7
Q8
Q9
Q10

 

Respondent 3: [Person’s Name] 

 

Q1	Type in the respondent’s answer to question 1.
Q2
Q3
Q4
Q5
Q6
Q7
Q8
Q9
Q10

 

Task 5: Create a User Persona 

Directions: Use this persona template to create a user persona based on the survey data you gathered. You should choose information for your persona based on survey responses that you see most frequently. If you can’t discern that information, select one respondent who gave you the most marketing insight for your particular company. You can also conduct secondary research by using a reputable source to gain insights about your target market.

 

Persona	Name of Persona   Type	Challenges    Type
	Background   Type	Common Objections    Type
	Demographics   Type	Interaction with Digital Media   Type
	Goals   Type	Hobbies and Interests   Type

 

Task 6: Write a Paragraph 

Directions: Write a short paragraph describing how this persona would guide your work as a digital marketer. Give at least two specific examples. For example, how would you message your product to the target market?

 

 

Part F
Customer Journey, Marketing Funnel, and Channels

 

Task 1: Interview Your Target Market

Directions: Find someone in your target market to interview. You could interview one of the people you surveyed in Part E. This person could be a classmate, friend, family member, or even yourself if you are within that market. This person should also have recently purchased a product or service from your chosen company. (If you cannot find someone who has purchased from your company, you may interview someone who has used a similar product to what your chosen company offers.)

 

Ask them the following questions to better understand how they moved through the customer journey for their recent purchase. As a marketer, you will likely interview more than one person for a customer journey, but for the purpose of this activity, one interview is sufficient. Record the interviewee’s answers in the provided table.

 

Introduction to Interviewees:“I am currently taking a course on digital marketing. I am collecting research about the way that people interact with [particular product or service name]. Please answer the following prompt with as much detail as possible.”   Introduction Question What product or service did you purchase from [your company’s name]?   Response:   Prompt Please tell me about your experience leading up to, during, and after making your purchase. Provide me with as much detail as you can remember regarding how you interacted with the brand (for example, getting an email, hearing about it from a friend, or seeing an ad), and how you felt during each of those interactions.   Notes (capture all touchpoints and emotions):

 

Task 2: Create a Customer Journey

Directions: Double click on the customer journey graphic below to create one for the person you interviewed in task 1.

 

In each text box, describe a touchpoint, or experience, your interviewee had with the company. Plot that text box by determining where it would fall on the marketing funnel, and whether it was a positive or negative experience. Insert lines to connect those experiences and show the order in which those touchpoints occurred. Revisit Section 7, Module 1 for a refresher on how to create a customer journey. Double click on the image to edit the graphic. Copy and paste or delete text boxes to match the number of touchpoints that reflect your customer journey.

 

 

Task 3: Identify Channels

Directions: Based on your persona, customer journey, and any online research that you conduct, complete the following graphic organizer to identify the three digital marketing channels you would use as a marketer at your chosen company to reach your target market. Then, provide evidence for your choice and identify whether those channels are owned, paid, or earned.

 

You will find a list of possible digital marketing channels in Section 7, Module 2.

 

Digital Channel (e.g., email)	Evidence (Why did you choose this channel?)	Channel Category (Is this channel paid, owned, or earned?)

 

Part G

Marketing Objectives and KPIs

 

Task 1: Goal

Directions: Determine a marketing goal that your chosen company might have. Explain why you selected this goal. To refresh your memory about common marketing goals, revisit Section 2, Module 4.

 

 

Task 2: Objective 

Directions: Determine a possible objective for your chosen company. Remember to include the goal, target, KPI, and time period. Refer to the table “Marketing Goal, Funnel Stage and KPIs” as well as the video  “Selecting a KPI”  in Section 8, Module 3 to help you pick your KPI. You may also want to reference your last discussion board where you practiced creating an objective and KPI.

Example objective: To build brand awareness, we will increase the number of new website visitors by 15% by the end of Q2.

 

 

Task 3: KPI Alignment 

Directions: Explain how your KPI aligns with your goal.

Example: The KPI aligns with the goal because increasing the number of new website visitors means that more customers are going to the website and gaining awareness of the brand.

 

 

Task 4: SMART Framework

Directions: Complete the SMART framework for your objective. Refer to Section 8, Module 1 to review the SMART framework.

 

Specific	Explain how your objective is specific.
Measurable	Explain how your objective is measurable.
Achievable	Explain how your objective is achievable.
Relevant	Explain how your objective is relevant.
Time-based	Explain how your objective is time-based.