You are a Chief Marketing Officer (CMO) recently hired to develop a new product line or brand extension for a company's product/brand (Note: students choose the company and brand/product). Based on the company's mission and goals, status in the market, current target market(s), and brand power, you will develop a Marketing Plan for the new product/brand extension.

The organization you choose needs to be a publicly-traded company, thus allowing you to gain access to its financial data and market performance. It cannot be a privately-owned company, nor a start-up. The new product or brand should relate to the company's mission and target market(s), or to a lucrative new market segment. The decision is yours!

MARKETING PLAN WORKSHEET

1. Select the Company that you will be developing a new product line or brand extension.

• Research the company and its product offerings.
• Select a new product line or brand extension.

What are your marketing objectives?

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What market do you serve? Who are your customers?

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Who are your competitors? What features distinguish your product/service from theirs?

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What is your product/service?

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What is the best way to get your product/service into the hands of targeted consumers?

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How do you plan to promote (make people aware of) your business, product/service?

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How do you plan to price your product/service?

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How much money and time can you set aside for your marketing activity?

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Notes: