Complete a marketing plan for a new product (can be any new product) using the principles learned in this course based on the following outline for submission and review. This project will be presented to the class so amke a PowerPoint presentation as well as a brief written report. Executive Summary A brief summary of current affairs and possible changes. Followed by your recommendations for target market and segments as well as the execution of the marketing plan. Situational Analysis 5Cs Customer: Demographics, buying behaviour, why they buy/don't buy, future concerns Company: SWOT analysis, future strategies Context: PEST analysis, political, economical, social, technological Collaborators: Supply chain, distribution, third parties Competitors: SWOT on main competitor, challenges, problems Strategic Development Segmentation: Currently market served, future target markets, markets not interested in serving Targeting: Deciding on the best segments to continue to serve or to find new segments to approach, do they fit into current strategic plans, attractiveness of other segments currently not being targeted Positioning: The strategic plans of the company in relation to your product, market share vs competitors, marketing mix variables, changing scope of target market Market Positioning, Strategies and Tactics 4Ps Product: Phase in the product life cycle, quality of the product considered by consumers, benefits vs competition, brand association Price: Pricing considerations vs strategic positioning, price sensitivities, occasional price discounts in relation to sales, segmentation pricing recommendations, pricing vs competition Place: Distribution systems, exclusive positioning, potential conflicts, place vs competition, push or pull consumers Promotion: Marketing communications goals, effectiveness of promotion, conversion rates, types of media and advertising, short term/long term goals with promotion Implementation Final recommendation along with the execution plan of implementing your marketing proposal. How are you going to market, types of media, forecasts and projections, influences, tangible tracking method of advertising. Marking Matrix Situational Analysis Were the 5Cs covered properly? Was there sufficient analysis done to provide information for the project? Strategic Development Is there a clear segmentation strategy? What targeting has been done to create an effective market? Does the positioning align with the segmentation and targeting? Marketing Positioning What tactics are being used to position the product? Are the four P's defined? What is the positioning relative to the competitors? What are the promotional goals of the marketing?

Implementation How will the marketing plan be implemented? What types of media will be chosen and why? Does the implementation strategy align with the target market? How will the execution of the plan be tracked? What forecasts can be done in terms of impact or sales increases? Final Report Was a final report submitted? Was the report professional looking? Did the report include any supplemental data? Did the report include final recommendations with respect to the marketing launch?