You are a brand/product manager, hired to develop a new product line or brand extension for the companys top-performing product (Note: student chooses the company and brand/product). Based on the companys mission and goals, status in the market, current target market, and brand power, develops a marketing plan for the new product/brand extension. Outline Format Cover Page Table of Contents Executive Summary Company Description/Introduction Strategic Plan ? Mission ? Goals ? Core Competences/Competitive Advantage(s) Industry Analysis ? Industry Trends ? Competitors Analysis Market Analysis ? Market Trends Target Market Analysis ? Demographic Profile ? Psychographic Profile SWOT Analysis ? Analysis of Internal Strengths and Weaknesses ? Analysis of External Opportunities and Threats Marketing Mix Strategy ? Product/Brand Strategy ? Product/Brand Positioning ? Points of Difference ? Pricing Strategy ? Promotional Mix ? Integrated Marketing Communications ? Distribution (Place) Strategy Financial Data & Projections Implementation Plan Evaluation of Marketing Activities Conclusion References Appendix Pages
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