You are the marketing team for your company and you are tasked to develop a marketing plan that will be implemented from July 1st until December 31st of this year. What are you going to do? Format your marketing plan according to the template below. Use the same headings as I have provided. I have given you an outline; please stick to it. I am looking for creativity in your Marketing ideas and strategiesnot in your writing. So, keep your paragraphs well-organized with a clear topic sentence, followed by supportive sentences onlyno digressions please. Headings with asterixis (*) indicate that you try to keep that section especially short and to the point. Alternatively, make sure you are expanding appropriately on sections without asterixis. This document should be no more than 10 pages plus a title page and a reference page. There is no table of contents required. The paper should be written in APA style. Please upload the assignment by the due date as stated on the Moodle calendar to avoid late penalties. Marketing Plan Template Executive Summary *

1. Introduce your company Company background Where does the company operate? Define the scope of your marketing plan. For example, only in 1 country, or only marketing 1 product category. 2. Summarize the main goals of the company What is your mission statement? What are your companys values? Current Marketing Situation Target Market Description* 1. Describe your main target market (TM) demographics, psychographics, behavioral 2. Provide a valuable insight(s) of your TM. For example: What are their values? What challenges do they face on a day to day basis? What motivates them? Hint: You need to know how your TM thinks if you want to start a relationship with them. These insights can help you develop a strong communications strategy. PEST* Please write a paragraph for each these. Only explain 1 or perhaps 2 factors for each category. But ensure your ideas are well-supported in this section. 1. Political/legal 2. Economic 3. Socio-cultural 4. Technological SWOT* 1. Create a graphic of a SWOT. 2. In a paragraph, summarize the most important point(s) as they relate to the marketing plan. For example, are the objectives of this marketing plan (next section) taking advantage of an opportunity? What strengths are you drawing on that make your company especially capable of achieving these objectives? Marketing Strategy Objectives * State 2 SMART objectives of your marketing plan in bullet form. One objective must be a communication objective and one objective must be a sales objective. Choosing objectives that are specific and measurable is important because companies need to be able to measure their success as the action plan is implemented. Only then can they realize they need to adjust their strategy. Positioning* Students will then develop their companys positioning. Please tackle the following questions in your response:

1. Please write your Brands Positioning Statement (Just 1 sentence) 2. In what way does your company occupy a distinctive place in the market with respect to the competition? In other words, a) what makes your brand/product different from your key competitor? And, b) why is that difference is important to your TM? The Marketing Mix In this section you must outline your teams strategies for achieving your objectives. What is your marketing plan about? Is it about Product? (for example, a new product release). OR, is it about Pricing (perhaps a sale). OR, is it about a new distribution strategy (perhaps a new direct to consumer distribution model; ex. adding an online store to your website). It would be unusual to have new strategies for every element of the marketing mix. Choose 1 new product, pricing, or distribution strategy that will be the basis for your communications strategy. Then explain in detail what this new strategy is all about. Product Strategy 1. Outline your existing product strategy. 2. Explain in detail your new product strategy in detail (if applicable). Pricing Strategy 1. Outline your existing pricing strategy. 2. Explain in detail your new pricing strategy in detail (if applicable). Distribution Strategy

1. Outline your existing distribution strategy. 2. Explain in detail your new distribution strategy in detail (if applicable). Communications Strategy Messaging.

1. Considering the elements of your marketing mix above, briefly explain the message you would like to communicate to your TM. 2. What is the creative concept that is going to bring your message to life? 3. Explain how this communication strategy fosters customer relationship building? For example, how does your message and your creative concept resonate with your TM. How does it capture their hearts so that the TM identifies with the brand. (Hint: Utilize information from your Target Market Description in responding to this question). IMC Strategy. Remember, your message must be integrated, meaning that you should be sending one message to customers over multiple communication platforms. Examples: TV & radio ads, billboards, Facebook, Instagram, Tik Tok, et al.

1. Which communication channels will you be using? Why did you choose these channels? 2. How will the communication channels be coordinated? Action Program* Provide a timeline of your coordinated efforts in achieving your goals from July 1st to December 31st of this year. In other words, clearly state the sequence of events that will unfold as you implement your marketing plan. 1. July 2. August 3. September 4. October 5. November 6. December Conclusion 1. Summarize in one paragraph. Why do you think this marketing plan is going to be successful?