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The Marketing Plan (184 marks) Note: any product except coca cola and soft towel Your task is to create a marketing plan for a product
The Marketing Plan (184 marks)
Note: any product except coca cola and soft towel
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.
- Corporate level planning (4 marks)
- Outline the company's Mission
- Outline Goals of the company (ensure those goals are SMART) 4 marks
- Business level PLANNING (48 marks)
- Who are your customers? 4 marks
- Who are your competitors? 4 marks
- Conduct a SWOT analysis? 12 marks
- What is your Segmentation & targeting strategy? 8 marks
- Product Portfolio analysis? 8 marks
- What is your Positioning strategy? 8 marks
- What is your Competitive advantage? 4 marks
- Marketing mix (product, pricing, promotion and place.)
- Product (28 marks)
- Explain what type of product the company is selling to the market? Explain your choice. 8 marks
- Discuss the key characteristics & benefits of product/service 4 marks
- What Branding strategies (generic/Co-branding etc) is your company adopting? Evaluate this strategy.
8 marks
- Conduct a Product life cycle analysis of your product and explain the characteristics of this stage
8 marks.
- Price (20 marks)
- What Pricing goal are you pursuing? Why? 4 marks
- Estimate demand, costs & profits. 4 marks
- Which is the most appropriate Pricing strategy to pursue? Why? 4 marks
- What are the most effective pricing tactics to use to fine tune price? Why? 8 marks
- 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) 8 marks
- Level of intensity-which level of distribution is the company pursuing? Why is this the most appropriate? 8 marks
- Promotion (68 marks)
- Factors influencing promotional mix
- Advertising
- What types of advertising will the company engage in and why? 4 marks
- Explain which Media will be used by the company (evaluate choices made) 8 marks
- Outline the Advertising campaign of your company 8 marks
- Identify Product Benefits that will be the focus of the campaign
- Discuss the Advertising Appeals to be used in the campaign
- Discuss how the Message is to be executed
- Post Campaign- Outline the expected impact of the campaign
- Public Relations
- What main functions of the company's PR activities? 4 marks
- What PR tools will the company use? (evaluate choices made) 8 marks
- Sales Promotion
- Which types of customers will be targeted of the company's sales promotion activities?
4 marks
- Explain which Promotional tools will adopted by your company. (evaluate choices made)
8 marks
- Personal Selling
- Discussion of why or why not personal selling is key in the promotional mix of the company.
8 marks
- Social Media
- What are the Key objectives of company's social media campaign
4 marks
- Outline which Social media tools being used(evaluate choices made)
8 marks
Level | Marks | Description |
0 | 0-1 | Student does not reach any standard outlined below |
1 | 1-3 | Demonstrates basic knowledge and understand of content and concepts through limited descriptions and or examples |
2 | 4-5 | Produces acceptable quality work. Demonstrates satisfactory knowledge and understand of content and concepts through simple descriptions and or examples |
3 | 6-7 | Produces good work. Demonstrates substantial knowledge and understand of content and concepts through descriptions and or examples |
4 | 8 | Produces excellent work. Demonstrates excellentknowledge and understand of content and concepts through innovative descriptions and or examples |
Level | Marks | Description |
0 | 0-1 | Student does not reach any standard outlined below |
1 | 1-2 | Demonstrates basic knowledge and understand of content and concepts through limited descriptions and or examples |
2 | 2-3 | Produces acceptable quality work. Demonstrates satisfactory knowledge and understand of content and concepts through simple descriptions and or examples |
3 | 3 | Produces good work. Demonstrates substantial knowledge and understand of content and concepts through descriptions and or examples |
4 | 4 | Produces excellent work. Demonstrates excellentknowledge and understand of content and concepts through innovative descriptions and or examples |
Level | Marks | Description |
0 | 0-1 | Student does not reach any standard outlined below |
1 | 2-6 | Demonstrates basic knowledge and understand of content and concepts through limited descriptions and or examples |
2 | 7-9 | Produces acceptable quality work. Demonstrates satisfactory knowledge and understand of content and concepts through simple descriptions and or examples |
3 | 10-11 | Produces good work. Demonstrates substantial knowledge and understand of content and concepts through descriptions and or examples |
4 | 12 | Produces excellent work. Demonstrates excellent knowledge and understand of content and concepts through innovative descriptions and or examples |
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