Detailed Assignment instructions

This assignment is an individual report that combines elements from all your previous Assignments. You are now a brand manager proposing a new product to the Chief Marketing Officer $($CMO$)$ of your company. For this assignment:

$$ The brand you are extending is the brand you analysed for your Assignment $2.$

$$ The target market for the brand extension is one of the three personas you created for Assignment $1.$

Your report to the CMO will recommend one segment to be targeted from amongst the three personas and justify your recommendation.

Then, you will recommend a brand extension strategy and a new product positioning to the target persona, and explain how the new product will be differentiated from competing products currently serving that target persona.

Lastly, you will provide details of the marketing mix for your new product and explain how this marketing mix will attract the consumers $($the target persona$)$ to your new product.

Your report will be in these main parts:

$$ Explain how you have ranked the attractiveness of the three personas and justify why you have chosen one of them to target.

$$ Your target persona$$s characteristics $$ this will be the foundation of your new product and brand extension strategy.

$$ Explain how the positioning strategy of your new product differentiates it from competing products and how it will appeal to your target persona.

$$ Details $0$f the Marketing Mix $$ Product, Price, Promotion and Place $($the $4$Ps$).$ The Marketing Mix implements and communicates the Positioning you explained above.