Topic Selection: 1. You are required to select a company that markets its consumer products in Singapore. (You are to choose a product-based business and not a service-based business). The company you have chosen should be a manufacturer and not a distributor. 2. Identify a new product that you feel that your selected company might find suitable to introduce and market in Singapore (i.e. it must be a product that has not been marketed by your selected company in Singapore yet.). For example, if you choose Nokia, then the product you might come up with a phone that monitors blood pressure.

Required Content:

I. Introduction A brief introduction should be done on the company and the product that you have selected. This section should also serve to introduce the reader to the purpose and flow of the report.

II. Environmental Analysis Using online databases like Singstats, search for relevant marketing research data to describe and analyse the current marketing environment. Discuss the most relevant social, demographic, or lifestyle trends. Using information on the industry, cite useful statistics or data that describes the size and growth of the market. Highlight useful information about the competition.

III. Target Marketing Process Identify your target markets using the appropriate variables under any of the relevant bases of segmentation. Provide a detailed description of your target market in terms of their size and growth potential to justify your selection of target segment/s. Use a perceptual map describe intended positioning. Develop a positioning statement that communicates the unique value proposition and differentiation of your product.

IV. Designing the Marketing Plan (without Promotion) Product Discuss on the first FOUR(4) stages of the New Product Development Process for your new product - use diagrams to describe your new product idea or concept. Using the Product Life Cycle, determine the appropriate strategy for your marketing mix. Describe the product features in detail of your new product - match it against the list of benefits each feature offer. Select a suitable brand name for your product - explain how this brand name fulfills some of the criteria of a good brand name. Develop appropriate packaging and labeling details that are relevant for your new product. Price Decide on the pricing strategy that you intend to adopt for your product. You may consider doing some research on the current prices in the market, and key competitors' pricing. Your report should provide an indication of the price or price range that you intend to sell your product. The report should apply the pricing methods to set the recommended retail price and price adjustments. The use of at least four pricing methods appropriate for your product is expected. Place An analysis should be made to consider what the customer wants from the marketing channel. Design your channel indicating channel structure, the types of intermediaries, their roles and purpose in the channel. Discuss your retail strategy for your product - justify your retail mix decisions using location maps, photos etc.

V. Conclusion The summary should provide a quick summary and closure to the report.

VI. Referencing, Reporting and Research Skills Demonstrate skills in researching and using materials and/or information in the marketing of the product. Please include all references in the 'Reference' section of the report.