What is the idea behind your product

Reference no: EM133015059

Discovering Marketing - Marketing Plan

Report on creativity, practicality and ability to justify statements and propositions.

Executive Summary
Purpose
SWOT
Recommendations
Problems
Writing Style

Marketing Objectives
Marketing Objectives are: Specific, Measurable, Achievable, Realistic and Time Specific

Analysis and Evaluation (SWOT Analysis)
Strengths
Weaknesses
Opportunities*
Threats*
Research (facts, figures, insights etc.)

Competitive Audit and Positioning
Consider at least five competitors to discuss differentiation and competitive advantage. Provide a rationale behind choice of competitive advantage (Use of SWOT)
Positioning map presented

Target Market
Application of Marketing Concepts
Target Market Characteristics (Rationale behind choice)
Research (facts, figures, insights etc.)

Product Strategy
Strategies
Application of Marketing Concepts
Research (facts, figures, insights etc.)
Innovative and creative

Pricing Strategy
Strategies
Application of Marketing Concepts
Research (facts, figures, insights etc.)
Innovative and creative

Place Strategy
Strategies
Application of Marketing Concepts
Research (facts, figures, insights etc.)

Promotion Strategy
Strategies
Application of Marketing Concepts
Research (facts, figures, insights etc.)
Innovative and creative

Implementation Plan, Evaluation Plan and Control
Possible problems
Overcoming problems

Summary - final remarks
References, formatting and presentation of report
Referencing (at least 5 academic references)
Formatting and Overall Presentation

Executive Summary
(This is a brief overview of the report. Explain the purpose of the report. Emphasize on your recommendations (strategies) and conclude with the possible outcome and issues you may encounter. Do follow the sequence of information presented in the report. The Executive Summary should be 1 page long).

Marketing Objectives
(What are you hoping to achieve? What is the purpose of your marketing activity?)

Analysis and Evaluation of brand
(SWOT Analysis)
(Identify the internal strengths and weaknesses and evaluate external opportunities and threats. This is NOT based on your proposed product, but what your client at current point in time. Come up with at least 5 different points for each).

Please note: Your SWOT Analysis should form the basis for your strategies (4p's). It may be worthwhile for your group to start off with the SWOT Analysis before starting on the other sections following.

Competitive Audit and Positioning
(What are the unique selling points/ competitive advantage of the product? You can highlight some of the key strengths from your SWOT. This is the brand and product at the current point in time. Not based on your proposed idea.)

Target Market
(Describe your proposed target market in terms of demographic, psychographics, geographics, benefit segments, usage rate segments, etc)

Product strategy
(What is the idea behind your product? How will you design the product? Consider the branding and packaging aspects of your product. How does it appeal to your target market?)

Pricing strategy
(Do you have a pricing objective? What price would you charge? Why? Is it a realistic price? Have you considered your competition, distribution, stages in the PLC, demand and your objectives? Also look at the cost price of the product to determine your pricing)

Place strategy (distribution)
(Where would you distribute? Would the product be accessible to your target market? Does the distribution fit the product and brand?)

Promotion Strategy
(What tools will you use to promote? Is it relevant to your target market? Will it reach your target market? Does it appeal and capture the interest of your target market?)

Implementation Plan, Evaluation and Control
Potential Problem Evaluation
(What are the possible problems you might encounter when marketing this product? How do you think you would overcome these issues (control)?

Attachment:- Marketing Report Template.rar

Reference no: EM133015059

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