GB 530 Unit 1 Assignment Brand Extension Marketing Product Proposal
For more classes visit www.snaptutorial.com Brand Extension Marketing Plan Project; Introduction: The major project in this course is to complete a Brand Extension Marketing Plan for one new product on the behalf of an existing for-profit organization.;Project Assignment: As we begin our project here in Unit 1, you need to first assume you have the role of a marketing manager for one, new, currently not available product on the behalf of a real, forprofit organization. Consider this a ?brand extension?: you are adding a product to an existing company?s product line. This product may be introduced on a local, regional, national, or international scale.;It is very important that you fully comprehend what a brand extension is before you begin your major assignment. Find ?brand extension? in your Kotler text and make certain you understand the definition. Brand extensions fall into two categories: line extension and category extension. Be sure to understand the difference. Reading this section in your text will be extremely helpful to you!;Give careful thought to your selection. Remember that the proposal is for a new product for a new market. Extend the brand name into a new product offering. In other words, offer a ?new to the company? product. Companies may do this by buying an existing product or by importing a new product and putting their own name on it or by developing their own new product to compete in the market.;Be sure to follow the Brand Extension Marketing Plan directions contained in the guide located in Doc Sharing. It is important to address each and every question/segment in the rubric in order to receive maximum points. Remember that a fully-executed marketing
plan contains a significant amount of detail! You can also find a good Sample Marketing Plan (Pegasus Sports International) in Chapter 2 of your Kotler text.;Be sure to thoroughly address each of the following questions in your Unit 1 Marketing Plan submission.;? What is the brand name of your for-profit business/organization?? What is the new product, not currently in existence, that will generate revenue for which you will prepare a marketing plan and strategy during this class? Give the product a name and briefly describe it.? Look up ?brand extension? in your Kotler text and describe whether your product is considered a line or a category extension.? How will you acquire information to prepare your marketing plan during this class? What research will you undertake? Be specific.? Describe the key customer market (who are you targeting?)? Will your new product be marketed domestically or globally? Why?;
GB 530 Unit 2 Assignment Brand Extension Marketing Plan
For more classes visit www.snaptutorial.com Unit 2 Assignment Rubric Brand Extension Marketing Plan Introduction: The major project in this course is to complete a Brand Extension Marketing Plan for one new product on the behalf of an existing for-profit organization. Using the Marketing Plan guide
found in Doc Sharing, complete and submit the following components of your Marketing Plan. Unit 2: Identifying and Assessing Marketing Opportunities 2.0 SITUATION ANALYSIS Write a one-paragraph summary of the current situation â€“ write this section after completing the following sections of the Situation Analysis, but put it in this order. 2.1 Market Summary (write this section after completing 2.1.1, 2.1.2, 2.1.3, 2.1.4, and 2.2) In a 1-2 paragraph summary, address: ? What are your target customer groups? Why? ? What are your projections for the growth of this market? 2.1.1 Market Demographics (refer to Chapter 8 of your Kotler text for helpful definitions/explanations) ? Carefully define the demographic profile of your target market. ? In a similar fashion, define the geographic target area you are choosing. ? What are the behavior factors that will influence your decision-making? ? Define the values and lifestyles (psychographics) of your target market. 2.1.2 Market Needs ? What are the benefits that are important to your customer base? ? What needs to they have and how do you know this? 2.1.3 Market Trends[GB530| Marketing Management] 2 ? Identify and explain at least three trends that will influence how your customers view your product â€“ these should be trends going on in the industry or the environment; these are trends that your company/product can respond to in some way. Remember: trends are long term; fads are short term. 2.1.4 Market Growth ? Is the market growing, static, diminishing? What are the growth trends? ? What is the evidence? What research are you using to determine market growth?
? How will you address the market if it is growing, static, or diminishing? 2.2 SWOT Analysis (refer back to Chapter 2 of your Kotler text for a thorough explanation of a SWOT analysis) 2.2.1 Strengths â€“ list and describe at least three positive internal aspects that add value 2.2.2 Weaknesses â€“ list and describe at least three negative internal aspects that place you at competitive disadvantage 2.2.3 Opportunities â€“ list and describe at least three opportunities external to your business that will lead to your success 2.2.4 Threats â€“ list and describe at least three threats external to your business that will threaten your success (e.g., it is common to include unexpected acts of nature, government and regulatory concerns, and competition in this section of the SWOT) 2.3 Competition ? Describe your competition. ? Why will customers prefer your product? ? How will you compete with your competition and win? ? What is the marketing mix (price, place, promotion, product, you know them as â€œthe 4 Pâ€™s of Marketingâ€) of at least one of your competitors? 2.4 Product Offering (refer to your Kotler text to make certain you understand these terms) ? Product/features/benefits (we particularly care about benefits as these are from the perspective of the target market) ? Describe your Brand Equity Model and say how you will build brand equity for this product/service. [GB530| Marketing Management] 3 2.5 Keys to Success ? List and describe at least three factors that will determine your success.
2.6 Critical Issues ? How will you leverage your SWOT strengths and opportunities to your advantage? ? How will you lessen the impact of your SWOT weaknesses and threats? ? Where is your product in the product life cycle and why? Refer to your Kotler text for a definition of a product life cycle. The components of your Brand Extension Marketing Plan for Unit 2 are evaluated using this rubric. Unit 2 Brand Extension Marketing Plan Assignment Rubric Criteria Possible Points Situation analysis (one-paragraph summary of the current situation) 5 Market summary (target customers; projections for growth) 5 Market Demographics (demographics, geographics, psychographics) 10 Market needs (what benefits are important and what are your customer needs?) 5 Market trends (identify and explain at least three trends) 10 Market growth (describe the growth of the market and provide evidence) 5 SWOT Analysis (strengths, weaknesses, opportunities and threats) 15 Competition (describe competition; describe marketing mix of a main competitor) 10 Product offering (listing of the products you now offer and explanation of how the 10[GB530| Marketing Management] 4 new product fits with these) Keys to success (three factors that will determine your success) 5 Critical issues (leveraging SWOT strengths and weaknesses) 5 Writing/style (clarity of expression;
GB 530 Unit 3 Assignment Brand Extension Marketing Plan Connecting with the Customer
For more classes visit www.snaptutorial.com Unit 3 Assignment Rubric Introduction: The major project in this course is to complete a Brand Extension Marketing Plan for one new product on the behalf of an existing for-profit organization. Using the Marketing Plan guide found in Doc Sharing, complete and submit the following components of your Marketing Plan. Unit 3 Marketing Plan: Connecting with the Customer 3.0 MARKETING STRATEGY ? Establish the fundamental goals for the quality of your business/product offering and customer satisfaction. ? Define your business/product offering. ? What are your fundamental goals? (Fundamental goals are those that you would like to achieve with your new product, either as an individual product or as part of the overall company mission. These are directional goals that provide the overall strategic direction for management planning.) ? State the value proposition. Be sure to look up this term in your Kotler text if you donâ€™t fully understand it. 3.2 Marketing Objectives Include a sentence or two about each of the following:
? What are your specific marketing objectives? ? Market share: what is your growth objective by quarter? ? Market penetration: how do you plan to gain a share in this market? ? Awareness: how do you plan to gain awareness for your product? ? Customer acquisition: how do you plan to grow your customer base? ? Identify a specific, measurable market share and size. Remember that your objectives need to be quantifiable. In other words, objectives need to have a base point, end point, and time frame so you can research to see if you have reached your benchmarks or if your plan needs adjustment. [GB530| Marketing Management] 2 3.3 Financial Objectives: Skip this section for now. You will do this later. 3.4 Target Markets (refer again to Chapter 8 of your Kotler text to make sure you fully understand what is meant by target market segments) ? Identify the specific target market segments you have defined. What are the market niches you hope to capture? Describe. ? Include the rationale behind why these are the optimal target marketing segments. Be specific. Submit your response to the above questions into the Unit 3 Assignment Dropbox. The components of your Brand Extension Marketing Plan for Unit 3 are evaluated using this rubric. Unit 3 Brand Extension Marketing Plan Assignment Rubric Criteria Possible Points Mission Established fundamental goals for the quality of your business offering and customer satisfaction 5 Defined your business/product offering 5 Defined your specific goals for this planning period 5
Objectives Set specific marketing objectives 5 Included market share, market penetration, awareness, and customer acquisition plan 10 Identified a specific, measurable market share and size 10 Target Markets Identified the specific target market segments 10 Included the rationale behind why these are the optimal target market segments
GB 530 Unit 4 Assignment Brand Extension Marketing Plan (Developing Strong Brands)
For more classes visit www.snaptutorial.com Unit 4 Assignment Rubric Introduction: The major project in this course is to complete a Brand Extension Marketing Plan for one new product on the behalf of an existing for-profit organization. Using the Marketing Plan guide found in Doc Sharing, complete and submit the following components of your Marketing Plan. Unit 4: Marketing Plan â€“ Developing Strong Brands 3.5 Positioning (refer to Chapters 9 and 10 of your Kotler text) ? Describe how your product/service meets the need(s) of your target market segments. ? Describe how you are different from your key competition. What is the most distinguishing feature of your new product? 3.6 Strategies: Skip this Section.
3.7 Marketing Mix (refer to Chapters 12, 14
GB 530 Unit 5 Assignment Developing a Marketing Plan
For more classes visit www.snaptutorial.com DEVELOPING A MARKETING PLAN: A Template for Analysis and Strategy This template is designed for the analysis and planning phases of marketing strategy development. You mustresearch and understand the product and/or organization before using this document. By working through the first half of the template, you will develop a comprehensive customer, competitor, organizational and environmental analysis. This sets the stage for an effective strategy planning discussion. Remember: Strategy is often inaccurate until the analysis phase is satisfactorily completed. The rest of the document is designed for the actual strategy development phase of marketing planning and should be used only after the analysis is complete. By working through these pages you will develop a comprehensive plan for a successful business and marketing strategy. OUTLINE: I. Executive Summary II. Action Plan III. External Forces IV. Internal Factors and SWOT Analysis
V. Marketing Goals and Objectives VI. Marketing Strategy and Objectives VII. Financial Projections I. EXECUTIVE SUMMARY. II. ACTION PLAN 1. What is it, precisely, that you hope to accomplish. (who, what, where, when, why and how) 2. History of your idea. 3. Your qualifications and those of your partner(s), if any. 4. Why should investors trust you? 5. What is your timeline. III. EXTERNAL FORCES Answer these five questions first: 1. Economic Growth and Stability â€“ How do economic factors affect this market, product and our customers? Consider factors that are relevant (recession, prosperity, employment level, interest rates, inflation rate, median family income, stock market performance, etcâ€¦) 2. Political Trends and Legal and Regulatory Factors â€“ What governmental issues affect our product, industry, and customers? Are there elections, legislative proposals, or legal issues that will affect our strategies? How? 3. Technology Issues – What are the technology trends that are affecting this industry and product? How has technology affected our customers, competitors and operations? 4. Cultural Trends – What general attitudes, beliefs, and values are affecting this industry and product? How does our product and industry fit with cultural issues of concern to our customers and non-customers? 5. Corporate Citizenship Expectations â€“ How do norms and obligations expected in the business context and relationships affect our industry, customers, and products? Consider employee and consumer rights, environmental issues, and community concerns. Then analyze competitors and customers, as follows. COMPETITOR ANALYSIS (who are your primary competitors?) A. Four Levels of Competition
1. Brand Competition (involves products of the same type; very similar attributes) 2. Product Competition (relates to products in same general category) 3. Generic Competition (fulfills same general need/want) 4. Total Budget Competition (competes for same consumer dollar) Product Similarities to your product Differences from your product Competitive edge over your product Deficiencies relative to your product Positioning of the competitor Pricing Strategies Promotion Strategies Placement/Distribution Strategies CUSTOMER ANALYSIS (who is going to buy what youâ€™re selling?) 1. Who are they? (demographics, socioeconomics, geographic location, buyers vs. users, current and potential customers) 2. What will they do with your product or service? (product benefits, product uses, complementary products, heavy vs. light users) 3. Where will they buy? (physical location, type of store, type of distribution channel) 4. When will they buy? (seasonality, emergency situation, family life cycle, process, budget cycle, effect of promotional strategy) 5. Why and how will they buy? (motivations, attitudes, psychographics, customer value, payment methods, problem solving methods, individual or group decision-making) 6. Why will your potential customers not buy? (not aware, donâ€™t like, wrong marketing mix, etcâ€¦) 7. Will they buy again? Tell me why. IV. INTERNAL FACTORS AND SWOT ANALYSIS Capabilities Analysis (what are your own capabilities in the following categories?) 1. To Conceive and Design 2. To Actually Produce
3. To Market 4. To Manage 5. To Finance 6. What is Your Will and Intensity to Succeed? SWOT ANALYSIS (of yourself) A. Strengths B. Weaknesses C. Opportunities D. Threats V. MARKETING GOALS AND OBJECTIVES (Goals and objectives are defined by customer needs and organizational needs and thus, result from a thorough analysis. Goals are broad, inspirational statements. Objectives focus on results and are stated with a time frame in mind. Both should be achievable, use resources wisely, but also stretch the organization and its people to a higher level.) What are your goals? (product and service quality, brand image, customer attitudes and opinions, social performance etc.) Usually stated inqualitative terms. What are your objectives? (market share, # of customers, # of units delivered/sold, # of prospects reached, # of prospects converted to customers, profits, other measures) Usually stated in quantitative terms. VI. MARKETING STRATEGY AND OBJECTIVES 1. Target Market Segment/Customer Group for this Strategy 1. Benefits Sought by this Target Market Segment/Customer Group 1. Basic Theme and Focus of the Marketing Strategy 1. Specific Elements of the Marketing Strategy (Marketing Mix) Product Strategy a. Recommendations for Product(s) (how does product help reach marketing objectives?) b. Recommendations on Tangible and Intangible Elements of Product c. Brand, Packaging, Warranty/Guarantee, Returns/Allowance Elements Pricing Strategy a. Actual Value and Pricing Policy (how does price help reach marketing objectives?)
b. Environmental influences on pricing policy (what affects this price?) c. Competitor actions/reactions to pricing policy Placement and Distribution Strategy a. Distribution Outlets/Retailer Activities (how does this help reach marketing objectives?) Promotion and Integrated Marketing Communications Strategy a. Theme of campaign(s) (To communicate what? How does it support the marketing strategy and help reach marketing objectives?) b. Personal Selling Activities (person to person activities that support marketing strategy) c. Advertising Activities (paid-for mass communications that support marketing strategy) d. Sales Promotion Activities (customer and employee incentives that support marketing strategy) e. Public Relations/Publicity Activities (non-paid mass communications that support marketing strategy) f. Packaging Activities (if applicable)
GB 530 Unit 6 Assignment Final Marketing Plan Presentation
For more classes visit www.snaptutorial.com GB530: Marketing Management unit 6 Unit 6 BEMP Assignment Rubric Introduction: The major project in this course is to complete a Brand Extension Marketing Plan for one new product on the behalf of an existing for-profit organization.
Using the Marketing Plan guide found in Doc Sharing, complete and submit the following components of your Marketing Plan. 1.0 Executive Summary In four to six paragraphs, summarize your Brand Extension Marketing Plan. Be sure to include: ? Product ? Benefits ? Target markets ? Customer needs ? Value proposition ? How you would market on a national and global level ? Show an understanding of other cultures, global relationships, and global dynamics in the marketplace Go back through each section of your plan and make any appropriate revisions, based on the feedback of your professor during each unitâ€™s grading , and/or based upon new information you have discovered throughout the process. Submit all of the sections for your final completed Brand Extension Marketing Plan into the Unit 6 Dropbox. Remember to submit ALL of the sections! The components of your Brand Extension Marketing Plan for Unit 6 are evaluated using this rubric. Unit 6 Brand Extension Marketing Plan Assignment Rubric Criteria Possible Points In four to six paragraphs you adequately summarized your Brand Extension Marketing Plan, made revisions suggested by your Professor, and included BRIEF information on your product, benefits, target market, customer needs,
value proposition, sales projections, and keys to success.
GB 530 Unit 6 Assignment Self Direction Learning Plan
For more classes visit www.snaptutorial.com GB 530 Unit 6 Assignment Self Direction Learning Plan