Lexus wants to increase the brand awareness of its 2017 Lexus GX466.
SLP Assignment
Use the following outline to organize your paper. Note that the letters "a, b, c..." and the numbers "i, ii, iii, iv..." and "1, 2, 3, 4..." below are used to show the major issues you need to include in your paper, but should not be used to format your paper.
V. Issues Analysis (2 pages maximum)
1. Given your complete marketing analysis, what are the key issues that the company/organization must understand in order to address the charge that is being considered?
i. Note: This section concisely identifies the most important issues and decisions that the organization is likely to face when trying to sell the product in your charge.
o Bullet points (or numbered statements) are acceptable.
VI. Goals and Objectives (2 pages maximum)
1. The goals and objectives should be stated clearly and concisely.
(Think S.M.A.R.T. i.e., Specific, Measurable, Achievable, Realistic, and Time bound).
2. Each goal/objective should be easily understood given your previous analysis and summary of key issues.
i. Do not "discuss" the goals/objectives. Just present them.
VII. Marketing Strategy Statements (2-6 pages)
1. Note: These are literally statements
i. Do not provide detailed descriptions.
ii. These statements will guide your implementation.
iii. These statements should be logical given your analysis and goals.
2. Target Market Definition
i. Note: This is a short, final description of who your action plan will be intended to reach. You may simply be restating target population previously identified.
o Describe the target market in demographic and/or psychographic terms.
o Describe the key benefits/behaviors this target market seeks/prefers.
o Estimate the number of customers in this segment.
Strategy Statements
. Value Statement
- Why should "customers" adopt your strategic initiative?
- What does your initiative provide (or what do you suggest it provide) in order to encourage/support behavioral change?
- Identify "the set of benefits that the strategy offers."
Note: The value proposition is intangible, but it is made tangible through specific offerings/activities.
i. Proposition Statement
- What is the key proposition on which the strategy and its activities should be based?
- Refer to the "4 Ps" of marketing.
ii. Accessibility Statement
- What information or support materials must be made easily accessible?
- Refer to the "4 Ps" of marketing.
iii. Communication Statement
- What method of communications should be sought? Print/radio and other traditional media? Social networking?