From the start of this course, you have accessed the Interactive Marketing Plan tool and used the step-by-step guide to complete Part B of your marketing plan. You are required to submit a marketing plan for a hypothetical product-based company. Your plan must include the company’s mission, introduction and branding, and information collected from Step 5 of the Interactive Marketing Plan, located in the course shell. Note: Some elements may not be covered in the Interactive Marketing Plan and will require additional research.
Note: You may create and /or make all necessary assumptions needed for the completion of this assignment.
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Write a four to five (4-5) page paper in which you:
- Revise your executive summary from Assignment 1, based on feedback from your instructor.
- Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.
- Develop a marketing strategy for your product and determine an appropriate time table for execution of the plan (e.g., phase 1, phase 2, etc.). Provide a rationale for your response. Read also 7 Page Marketing Plan – Star Mobiles Inc
- Develop a positioning statement which should include, at a minimum, a benefit, user, competitive, or innovative statement about your product. Provide a rationale for your time frame for execution of your positioning statement.
- Examine the relevant marketing science of customer behavior for your product.
- Develop your company’s mission statement and company introduction.
- Use at least three (3) academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other Websites do not qualify as academic resources.
Read more on What A Marketing Plan is and Components of A Marketing Plan
The specific course learning outcomes associated with this assignment are:
- Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.
- Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.
- Evaluate the basis for market segmentation and approaches to segmentation.
- Evaluate target customer segments and positioning products within these segments.
- Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.
- Develop branding strategies for existing and new products.
- Use technology and information resources to research issues in marketing management.
- Write clearly and concisely about marketing management using proper writing mechanics.
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