What is the value proposition of your companys product

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Reference no: EM133629119

Assignment: Strategic Marketing Brief

The Course Project is a strategic marketing brief and summary presentation for a new product. Similar to a complete marketing plan, the brief includes topics such as the marketing mix and promotional mix. In contrast to a marketing plan, the strategic brief communicates these and other topics to a different audience. It addresses senior executives and investors rather than managers and frontline workers. As such, your brief will focus on why your marketing organization is doing what it is doing, rather than the details of what it is doing and how.

Although you will discuss tactical activities such as advertising and breakeven point, strive to communicate a high-level strategic perspective with your writing. To help gain that perspective in the context of marketing, be sure to watch the Week 2: PlayPosit, which discusses strategic leadership using marketing examples that have turned into goods, services, and ideas that are still in market today. As you watch the PlayPosit, focus on the question posed: Why does a product exist?

Begin by selecting a product and company to use as an example throughout the brief. By using one product and company, the research, organization, and presentation of your recommendations will be easier. Your product and company can be imaginary, or a business you would be interested in starting, or an existing product and company that are in market today. The product can be B2C or B2B, and the company can be any organizational structure. The product and company are not important, because they will merely serve as examples. That is to say, you'll include the what and the how, but you'll focus your writing about the why.

1. Use Microsoft Word for all project draft submissions.

2. Each section should be about one page in length, so each draft should be about two pages in length

Follow the prompts in the Outlines below to write a paper and create a summary presentation that discusses the following topics for your product and company. Note that you do not need to answer the question prompts in the Outlines below verbatim. The prompts are intended to serve as a guide for the types of information you should include for each respective section.

Draft

1. Insights and Segmentation
2. Product Strategy

I. Insights and Segmentation

Segment a market to identify the target customer of your company's product.

A. Which three types of primary research do you think would be most effective for your company's product and why, and what ethical implications may exist for the types of primary research you recommend?

B. Who is the target customer for your company's product?

C. What is the value proposition of your company's product?

II. Product Strategy

Evaluate the brand equity of your company's product, and recommend an ethical development process and life cycle management for your company's product.

A. Describe the brand equity for your company's product. What is the differential influence the brand can impose relative to competing brands?

B. Discuss the ethical implications of your company's product, from development, through use, and to disposal. What strategic advantage can you develop based upon these practices?

C. Draft and share a product positioning statement for your Course Project company. Be sure to include

1. the target segment;
2. the target segment's unmet need;
3. the product concept; and
4. specific points of product differentiation.

Reference no: EM133629119

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