Marketing Plan Project

Your task is to create a marketing plan for a product of your choice. It can be a new product or existing product. Using your knowledge learned in this course you will develop and present a marketing plan for the product of your choice.

1. Corporate level planning

• Outline the company's Mission
• Outline Goals of the company (ensure those goals are SMART)

1. Business level PLANNING

• Who are your customers?
• Who are your competitors?
• Conduct a SWOT analysis?
• What is your Segmentation & targeting strategy?
• Product Portfolio analysis?
• What is your Positioning strategy?
• What is your Competitive advantage?

1. Marketing mix (product, pricing, promotion and place.)

1. Product (28 marks)

• Explain what type of product the company is selling to the market? Explain your choice.
• Discuss the key characteristics & benefits of product/service
• What Branding strategies (generic/Co-branding etc) is your company adopting? Evaluate this strategy.

• Conduct a Product life cycle analysis of your product and explain the characteristics of this stage

1. Price (20 marks)
   • What Pricing goal are you pursuing? Why?
   • Estimate demand, costs & profits.
   • Which is the most appropriate Pricing strategy to pursue? Why?
   • What are the most effective pricing tactics to use to fine tune price? Why?

1. Place (16 marks)
   • Channel choice - which channel or channels is the company using? Explain the key factors that are influencing the choice of this strategy? (Market factors, Product factors, Producer factors)

• Level of intensity-which level of distribution is the company pursuing? Why is this the most appropriate?

1. Promotion
   • Factors influencing promotional mix

• Advertising
  • What types of advertising will the company engage in and why?
  • Explain which Media will be used by the company (evaluate choices made)
  • Outline the Advertising campaign of your company
    1. Identify Product Benefits that will be the focus of the campaign
    2. Discuss the Advertising Appeals to be used in the campaign
    3. Discuss how the Message is to be executed
    4. Post Campaign- Outline the expected impact of the campaign

• Public Relations
  • What main functions of the company's PR activities?
  • What PR tools will the company use? (evaluate choices made)

• Sales Promotion
  • Which types of customers will be targeted of the company's sales promotion activities?

• Explain which Promotional tools will adopted by your company. (evaluate choices made)

• Personal Selling
  • Discussion of why or why not personal selling is key in the promotional mix of the company.

• Social Media
  • What are the Key objectives of company's social media campaign

• Outline which Social media tools being used(evaluate choices made)