Assignment
Background information
Assume that you are the marketing manager of a certain product at a company. Your company aims to launch a new product in current/new market that offers a high potential for your company.
You can choose an existing company operating in the market. This company aims to create a new product or service to add to its current portfolio. You are developing a marketing plan for the new product of this company. The new product can be an extension of an existing product line of your company. It can also be altogether a new brand which offers diversification opportunities to your company. The product can be offered to launch in the current market of operations or in a new market.
Keep in mind that this new concept must be within the existing company mission and compliment or is consistent with their current product portfolio.
Company: Sephora
Length: 2000 Words.
Your written report should contain:
Title page
Table of contents - Remember to insert page numbers on each page of the report
1. Executive summary:
• 1-2 paragraph summary of your plan
2. Company description:
• This section presents the company background, lines of business, mission & vision, target market, competitive advantage, and the industry in which it operates.
• Objective of the marketing plan: to launch a new product for an existing company or a new product of a new business. Set realistic goals to achieve based on your choice.
3. Situation analysis
• This section presents an analysis of the business environment and the factors affecting you company. It also covers relevant trends and potential critical issue that your company may face in the coming year(s). An analysis of the marketing includes demographic factors, political factors, technological factors, economic factors and social factors.
• A SWOT analysis have to be included also.
4. Description of your new product/service concept
• In this section describe your new product or service concept. Explain the goals and the rationale behind the product/service (why you think it will be profitable to develop), how it aligns with the current company portfolio. To build your arguments you are encouraged to use secondary data from reliable sources or collect your primary data (short survey, or depth interviews)
5. Marketing strategies: each of the following should be described as specifically as possible, and with strategic justification.
5.1. Segmentation strategy & potential target market
• Describe target market for product/service
• Argue for bases for segmenting consumer markets
• Strategy for selecting target market(s)
5.2. Positioning & differentiation strategy:
• What competitors the company is competing with?
• How it will differentiate its product form those competitors
5.3. Products strategies:
• Describe Total Product - Three levels of product
• Describe Product strategy and concept
• Type of Consumer Product
• Evaluate brand name
5.4. Pricing strategy
• What is your suggested pricing strategy and the rationale behind?
5.5. Distribution strategy
• What is the channel of distribution for your product or service (online, traditional outlets, etc.)? Explain.
• What is the intensity of distribution? Why?
5.6. Promotion strategy
• Advertising, sales promotions, public relation, personal selling.
• Which method or combination of methods you plan to use and why. Be specific.
6. Social responsibility
• Explain what your company plan to do in term of social responsibility, if any
7. Concluding Comments
8. References.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.