Your task is to present a compelling case for the allocation of limited marketin

Your task is to present a compelling case for the allocation of limited marketin

Your task is to present a compelling case for the allocation of limited marketing funds within your company, focusing on one of the three regions: the Americas (South & North), Europe, and Asia/Rest of the World. To support your proposal, you will employ marketing mix modeling, demonstrating why your chosen region is the optimal investment and substantiating your claim with a payback analysis.
Guidelines:
Clearly articulate the business idea that your region aims to promote.
What is the business idea? 
Revenue: sales price and revenue for 3 years. For product cost, assume the company’s gross margin.
How are you going to sell it/launch it?
Why would consumers buy it?
Where are you going to sell it?
Investment Calculation:
Determine the initial investment required for advertising. Utilize existing advertising expenses as a baseline and justify any increase for the launch.
Support your investment calculations with detailed slides, clearly explaining the methodology used.
Incremental Net Sales:
Assess the incremental net sales by researching similar projects launched in the past. Focus on marginal net sales, avoiding irrelevant factors such as store expansion.
Present your findings concisely, drawing on examples from submissions by previous students.
Payback Analysis:
Utilize the provided template for the payback analysis, ensuring all details are included on a single page.
Highlight the projected payback period and substantiate it with accurate calculations.
Include footnotes to clarify assumptions and sources.
Tips for Success:
Keep the focus on marketing investment and incremental net sales, avoiding excessive details about the overall company.
Research and accurately report the current advertising expenses of the company.
Aim for a payback period between 6 months to less than 2 years.
Be mindful of potential pitfalls, such as exaggerating revenue or investment figures.
Common Mistakes to Avoid:
Failure to submit a payback analysis will result in a zero.
Focus your slides on marketing investment and incremental net sales.
Be cautious about exaggerating figures or making unrealistic claims.
Please refer to the blog for additional guidance and FAQs.
Read the FAQ on the blog here:

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