1. Principles of Marketing

Principles of Marketing
(MKT 3013)
Written Assignment-3
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distributing in any form is strictly prohibited.
Total Points: 35.
Due Date: Sunday, November 20 at 11:59 PM. Submission via Blackboard.
Please note that the due date has been extended from November 6 to November 20.
This assignment is to be completed individually.
Please carefully review and follow these instructions.
• Page Length: 2 pages, single-spaced (excluding cover page).
• No Research references required for this assignment.
• The cover page must list your name and the topic (e.g., Written Assignment-3)
and the student’s name.
• Use page numbers.
• For this assignment, students are required to meet the content-match threshold
of 30% match or less. The plagiarism tool (SafeAssign) is already integrated in
Blackboard and it will show the match percentage after the paper is uploaded.
Sometimes the application may take a little time to process the score. If that
happens, you should log out of Blackboard and log back in a short while later.
Please avoid using direct quotes from the research sources. The write-up MUST
be in your words/your own work. Papers exceeding the 10% content-match
threshold will be assessed a penalty.
• Only one submission is allowed per student.
• Late submissions not allowed/will not be accepted.
• Due date extensions and or make-ups not available, therefore, please plan
ahead and submit the work within the above-listed due date.
This activity requires students to apply learning from various topics including consumer
behavior; segmentation, targeting, and positioning; product marketing; new product
development; pricing; and integrated marketing communications.
Marketing Campaign for a Smart HVAC Thermostat
As a consumer electronics company, Acme Company manufactures and markets smart
home products such as heating, ventilation, and air conditioning (HVAC) thermostats,
video surveillance, and other similar products. These products are sold to consumers
through a variety of direct and indirect channels including company website, home
improvement retailers (such as Home Depot, Lowes, and Menards), consumer
electronics and appliance outlets (such as Best Buy), as well as several online
marketplaces (such as Amazon). These products can be self-installed, or customers have
the option to utilize authorized third-party installers many of whom are also affiliated
with the manufacturer and retailers. From a marketing standpoint, the company
employs traditional and digital channels/platforms to promote or advertise its products
to consumers across the US.
One of Acme’s flagship products is a line of technologically advanced, smart HVAC
thermostats (similar to Google Nest) which can be connected to the Internet through inhome Wi-Fi and ranges in price from $129 – $299 per unit. These smart thermostats
offer a variety of options to consumers including being able to program, monitor, and
control the device through an embedded interface as well as a mobile app.
Furthermore, these smart thermostats can also be integrated with other household
devices such as digital assistants which allows users to change settings via voice
commands. The smart thermostats also provide users with a plethora of information
including energy consumption by day of the week as well as monthly usage trends,
temperature across different zones in the house, etc.
The smart thermostat product has been around for a few years and is currently in the
growth stage of its life cycle. Moreover, the smart thermostats account for a growing
portion of Acme’s home automation product line revenue and profitability and are
increasingly being sought by consumers for various reasons including their energy
efficiency benefits, convenience, contemporary style and aesthetic appeal, etc.
Acme has just launched a third-generation model and is trying to attract new customers
while also encouraging existing ones to upgrade to the new product. Acme has decided
to utilize its existing channel and independent installer network to launch the new
product while also persuading existing customers to upgrade to the newer product
which retails for $299/unit.
As the product manager for Acme, you have completed your internal research and
planning and found that you have a large installed base of first generation thermostat
users as many never upgraded to the second version for various reasons such as hassles
of installing a new device, higher pricing for the newer version, perceived lack of need to
upgrade on the part of the customer, etc. Your research also shows that the smart
thermostat market is becoming increasingly competitive as several companies have
launched lower-cost devices which offer many of the same features and functionality as
your products. However, since many of these competitors are new to the market, they
do not have a legacy customer base, nor do they face the same marketing challenges of
supporting multiple product versions.
Develop a consumer-focused email (minimum 2-pages) which is to be sent to existing
product owners, both first and second generation smart thermostat customers. Assume
you have their contact information from when they purchased or registered the
The email should focus on accomplishing the following objectives:
a) Persuades recipient to open the email.
b) Provides information about the new product.
c) Prompts specific action such as visiting your website or clicking on certain links
to find more information about the new product.
d) Persuades customers to upgrade to the new product.
1. Subject line: A compelling/creative header (the goal is to cut through the email
fatigue many consumers already face from getting inundated by email
2. Email Body: Mix of text and visual content, e.g., an image (the objective is to
keep the audience engaged with the email) which provides product and other
pertinent information.
3. Email Body: Call to action – e.g., some sort of embedded buttons or images, etc.,
that consumers are encouraged to click to obtain additional information or to go
to a specific landing page/micro-site where they can purchase the product.
4. The lay-out must mimic an actual email.
• You must use Acme as your brand. However, you have the freedom to design
your own Acme logo.
• You are allowed to use existing product images from the Internet. Please cite
source underneath each image you include.
• You are not required to use any live URLs or embed actual URLs in the email.
• You are expected to use sales incentive/promotion to persuade customers to
purchase the product.