Measurement: Written report of the marketing mix for a product/service
Format: about four pages long; 1.5 line spacing; 10-12 point font size; 1" margins; Bold & Underline section headings. Include a separate cover sheet with your Name, Course and Section #, Title of assignment, and date of submission. Include references as endnotes using APA format. Work that is plagiarized will not be accepted. Please review the rubric for grading the marketing plan before you start working on the assignment.
1. Introduction
Describe a good or service for which you are developing this marketing plan; product/service features; and its benefits.
2. Situational (External) Analysis:
Provide an overview of the industry in which this good/service will be competing, both in terms of trends and statistics related to size, growth, and competition (information from assignment #4). What are the opportunities and threats facing players in this industry? What are the strengths and weaknesses of the product/service?
3. Target Market
Briefly describe the potential customers in the target market in terms of their demographic, psychographic, geography, behavioral profile(s)? What benefit(s) will motivate them to purchase of the good/service? How large is the potential market? Is it a growing market? Are customers' needs changing? Is demand tied to another good/service? What evaluative criteria will customers use in making their decision to purchase or not purchase the product?
4. Positioning
How will you position the product in this market, relative to competition?
5. Marketing Strategies: Describe the strategies that you will use to market the product given the competition
1. a) Product strategies: explain decision on: branding: packaging, brand name, logo; augmented features/services; product life cycle strategies: product lines, brand extensions.
2. b) Promotion strategies: explain decision on: promotion campaign; media used by target audience- reader, viewer, listener profiles; media plan; use of social media in promoting the product.
3. c) Price strategies: explain decision on: pricing objective; introductory pricing strategy; pricing tactics.
4. d) Distribution strategies: describe decision on: the different channels used to distribute products/service; length of channel; distribution intensity.