Choose a combination of promotion mix elements and explain


This checklist should help you ensure you include every area necessary for a thorough plan. Note that just inclusion of a topic will not necessarily lead to a good grade. Evaluation of each area is based on your clarity and quality of your information and your discussion of that information.

SITUATION ANALYSIS

REVISED 16 pages max- situation analysis (use the feedback from grader, and your own improvements). YOU MUST make the appropriate changes or 2x points will be deducted!

PRODUCT (ADD TO WHAT YOU HAVE AT THE END OF YOUR SA PAPER)

Maximum 2 additional pages for Product section; add the charts & graphs to the appendixes

Points of difference of your new/revised product or service

Unique product quality, attributes and benefits to target market

Consider the potential impact on other products in the portfolio

PRICING

Maximum 2 pages; add the charts & graphs to the appendixes

Pricing Strategy

Specific Price for the new/revised product/service

Demonstrate pricing is consistent with company brand equity & product's positioning

PROMOTION

Maximum 5 pages; add the charts & graphs to the appendixes

Choose a combination of promotion mix elements and explain WHY they are appropriate

Provide detailed information (costs, timing, expected reach, etc.) about the message conveyed via EACH ELEMENT CHOSEN

Describe how the promotion mix is integrated: all elements reinforcing each other (consistency & complementarity)

PLACE (DISTRIBUTION) STRATEGY

Maximum 2 pages; add the charts & graphs to the appendixes

Describe your recommended distribution strategy; show its consistency with target market

Demonstrate distribution is consistent with product positioning

IMPLEMENTATION PLAN

Maximum 1 page; add the charts & graphs to the appendixes

Describe a time line for implementation and main tasks and evaluation method

Gantt Chart showing the implementation plan (In the appendixes)

EXECUTIVE SUMMARY

Maximum 2 pages; add the charts & graphs to the appendixes

Two-page, double space, executive summary is given at beginning

Summarizes the whole document CLEARLY AND CONCISELY

FORMAT OF PAPER

Does not exceed the page limits

(30 pages excluding cover page, table of contents, executive summary, references page and appendixes)
Pages have numbers (Page X of Y format)

Appropriate 12 point font size, double-spaced, one-inch margins

MUST CITE ALL INFORMATION (otherwise = plagiarism!)

Provide a reference section at the end of the paper in correct style/format

Edit/proofread and use correct Spelling and Grammar

Use tables/charts/graphs effectively to present information

Use an appropriate tone and write clearly

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Marketing Research: Choose a combination of promotion mix elements and explain
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