DISRUPTIVE MARKETING PLAN: BRAND PROPOSAL PAPER ASSIGNMENT INSTRUCTIONS

Product/Service Topic Identification

Each student must choose an existing consumer product/service to analyze for the Disruptive Marketing Plan.

You will submit a proposal in 750-1000 words in regards to your idea using the provided template. Three

references, including one Journal of Marketing reference, are required.

Indent first sentence of each paragraph - tell the reader what this paper is

about...remember that you are provide a specific consumer brand offering / service.

Disruptive Brand Plan Template

Identify a brand that you would like to change their approach to their marketing and/or business practices. This must be a consumer tangible product OR a service company. Here are some examples, a cruise line that would change the vacation experience for the customers. You want everyone to talk about their experience and share with their friends and family (word of mouth). Or it could be a company that changes to all 'green' and that drives more interest and marketing coverage for this brand.

Marketing Mix

Discuss here the 4Ps that would have to be modified to make these changes. At this point

it is very high-level. Remember that these changes the mix must be affordable. You cannot say

for example that you are a car brand that is going to give a cruise to everyone that buys your

vehicle...that could bankrupt a company. But what would change below? The product itself?

Would the price have to change? Would you distribute this differently (place of purchase)? And

then how would you promote this 'disrupted' product differently?

Product

Brief recap of the key attributes of this product identified above today and how it might

change.

Price

Today's pricing is discussed here. Provide the exact price of your product and the source.

If it is sold in multiple locations, provide three examples of pricing found via your research.

How might this have to change?

3

Distribution (Place)

Current distribution plan for this product. This is where consumers can buy your product.

If your product is sold at several online and brick & mortar locations - provide at least five

examples.

Promotion / Communications

How does this brand communicate their brand offering today? How would you improve

this? Deliver a minimum of 750 words and do not exceed 1000 words. You may use this

submission (based on feedback you receive) as the start of your week seven paper. The tight

range for word count is to ensure that your final Week Seven paper is under 25% SafeAssign.

Target Market

Review current versus future target market for this brand based on the changes you plan

to implement.