YOUR INDIVIDUAL TASK

Choose one brand from this list as the subject of your marketing plan. Assume the role of marketing manager/consultant for theproduct/brand and your job is to construct a basic marketing plan to save/grow the brand.

Founded in San Francisco in 1858, Levi Strauss and fought off competitors like, Wrangler and Lee, however, the growth of activewear may pose a new treat to this iconic brand. A recent study by Synchrony Financial found69% of people reported to wearing athleisure, as opposed to jeans, at least once a week.As a Marketing Manager for Levi's, how would you grow this brand?

Read:https://www.pymnts.com/news/retail/2016/denim-sales-decline/

BASIC MARKETING PLAN - OUTLINE AND EXPLANATION

I. SITUATION ANALYSIS [approx. 500 words]

This section provides general information about the marketing environment including the company, its goals and resources. SWOT and CDSTEP (you may also use PESTLE) analyses are appropriate for this section. Given the tight word limit, I suggest you put theSWOT and CDSTEP in the appendices and refer to the most relevant factors in this section. Direction can be found in Chapter 4 of the text and your tutorial.

II. MARKETING GOAL [approx. 150 words]

From the Ansoff Matrix inChapter 9, state your chosen method of growing yourproduct/brand[penetration, market development or product development]. Then describe your realistic marketing goal. Marketinggoals should have two things - a focus (either monetary or nonmonetary) and benchmarks (by how much and bywhen). Monetary goals can be net income, margins, return on investment, retail sales (and others) while nonmonetarygoals can be sales volume, market share (and others).

III. MARKETING STRATEGY [approx. 600 words]

At a basic level, marketing strategy is identifying the target market, and defining the value proposition. You can findadditional resources and frameworks in Chapter 6 of the text - Segmenting, Targeting and Positioning.

Target Customers

Describe two or three market segments, and then identify one segment you will target. Develop a profile ofyour target segment.

Value Proposition

The value proposition is addressing the question "why will your target customers want to buy this product?"

You should also construct a positioning statement that brings together the target customers and valueproposition into one statement. You may want to include a positioning map in your analysis.

IV. MARKETING TACTICS [approx. 900 words]

These are the marketing mix elements that you should tailor to suit your target customers, your company resources andyour competition.

Product - You can suggest product development or branding changes. Describe the current brand identity. Youshould consult Chapters 8, 9 and 10 of your text.

Price Briefly discuss the 5Cs; decide on whether you will use cost, competitor or value based pricing and justifyyour decision. Are there any other pricing models that might be suitable? Will you offer any incentives?Chapter 11 of the text and your tutorial should help.

Distribution Distribution captures the channel through which the product is delivered to customers. Brieflydescribe the current marketing channels (supply chain) for your chosen product, describe its distributionintensity and offer an alternate/complementary method of distribution. Justify your recommendation. Chapter12 of the text will be helpful.

Promotion - Using the "ObjectiveandTask" method, describe how you would spend AUD $100,000 forpromotions to help reach your previously stated marketing goal. Describe the IMC tool(s) you will use, how themoney will be spent, and what you expect to achieve. Promotion decisions should be realistic and suggestionscan be found in Chapter 13 of the text.

V. REFERENCES [not included in word count]

As a rough guideline, you should reference between 15 and 20 reputable sources in your assignment. You must cite andreference all your sources of information in APA format. Help can be found at http://www.citewrite.qut.edu.au/

VI. APPENDICES [2 pages maximum, and not included in word count]

In your two pages of appendices you can include any supporting documentation you think is necessary to help thereader understand your marketing plan. It could be a section of an industry report; some graphs or charts; a mockupfor a print/online ad you have generated for your chosen product (or a storyboard for a TV/video ad); a media alert forthe product's introduction or anything else.