Recommended structure of report Executive summary General summary of nature of report. Key findings and recommendations and should NOT be more than a page. Introduction Main aim(s) and objectives of the report. Also introduce and orientate the reader as to the content and what the report will cover. Adaptation and standardisation of marketing mix Explain the general terms of adaptation and standardisation of the marketing mix with examples. Then demonstrate by way of critical analysis whether there is a need for your client to adapt its marketing mix according to customer specifications within different segments of the market or there is a need to offer standardised marketing mix across the different segments within the same market CBBE Model Explain how your client could build a strong brand by focussing on all the different components of the CBBE Model covering all of the following: 1. Who are you? Brand Salience (Identity) 2. What are you? Brand Performance and Brand Imagery (Meaning) 3. What about you? Consumer reactions (Responses) 4. What about you and me? Consumer Brand Resonance (Relationships) Integrated communication mix and methods Explain the meaning of IMC and its importance in the launch of the new product. Choose any three marketing communication methods that could be construed as most effective in reaching its target customers Measurement of success Explain some of the ways of measuring success e.g. Sales targets, Market share, profitability, Returns on Investment etc. as well as ways it could improve in the future Conclusion/Recommendations Summarise the key points you have covered. You do not need to introduce anything new