Students are required to develop a marketing plan for one of the following organisations: Apple, Samsung, Sony or Motorola. The objective of the plan is FIRST to identify a new innovative product related to one of the organisations above and then prepare a marketing plan to support the launch of the new product to potential customers.
The marketing plan should follow the following structure:
1. Executive Summary
2. Company Overview
3. Current Marketing Situation Analysis
4. Objectives 5. Strategy & Segmentation, Targeting and Positioning (STP)
6. Tactics & Action
7. Budget
8. Control
9. Conclusion / Recommendation
10. References
11. Appendix (Meets LO1, 2, & 3) Part 2 Individual - Communication Plan (500 words) In order to communicate the launch of the new product, students are required to select ONE channel of communication and prepare a brief communication plan supported by a storyboard, to justify choice. (The storyboard must be submitted at the end of the communication plan in the same document) The communication plan must include:
1. A discussion of how the promotional mix theory was used to decide selection
2. Identification of the target audience and the response sought
3. A storyboard for the proposed promotion illustrating intended image, message, action sought etc It is recommended that you use marketing theory such as 'AIDA'(Attention, Interest, Desire, Action) or 'DRIP' (Differentiate, Reinforce, Inform, Persuade) to explain how the promotion you have chosen will achieve the objectives set.