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A. Executive Summary (approx. 200 words) NOT INCLUDED IN WORD COUNT
Here you will provide a summary of-
a. the reports major purpose,
b. the analytical processes used,
c. the findings, and
d. Your recommendations.
B. Table of Contents. NOT INCLUDED IN WORD COUNT
C. Introduction (approx. 150 words) NOT INCLUDED IN WORD COUNT
e. The authorization and purpose of the report tells the reader who it was who commissioned the work and why it is being produced.
f. Hindrances are any limitations encountered in relation to data collection, availability or access to information and information that might be confidential in nature.
g. The scope of the report summarizes what the report covers, how information will be presented, where the information comes from and how it was gathered.
Section 1 – Target Segment (about 250 words)
Select ONE segment to be targeted with your recommended Marketing Mix strategy. The Target Segment (which therefore becomes your target market) will be one of the segments on your Segmentation Table from Assignment 3. Base your decision on the Segment Attractiveness Table from Assignment 3.
Insert here your Groups Segment Attractiveness Table from Assignment 3. Add as an Appendix your Groups Segmentation Table from Assignment 3.
You will select ONE segment to be your Target Segment.
You will justify your selection of Target Segment by using the data from your Segment Attractiveness Table and providing a clear, relevant and insightful explanation of why your selected Target segment is the best opportunity to grow sales
Section 2 Brand Positioning (about 300 words)
You will recommend a Brand Positioning for your Brand and Sub-Brand. Explain why this will appeal to your Target market and why this Brand Positioning provides a Point-of-Difference (also known as a Unique Selling Proposition) for your Brand and Sub-Brand, compared with the competitors. Draw two Positioning Maps.
Section 3 – the Marketing Mix the 4Ps (about 750 words)
Recommend a Marketing Mix (the 4Ps) which will effectively implement and communicate your Brand Positioning: –
3.1 PLC and the Diffusion of Innovation
Identify the stage your product is in on the Product Life Cycle (PLC).
Then, based on the stage your product is in on the Product Life Cycle, you will identify the consumers you will be targeting in terms of the Diffusion of Innovations.
3.2 Type of Consumer product
Then you will classify your product according to Type of Consumer Product.
Recommend a Marketing Mix
You have now set your strategic direction by deciding on your Brand Positioning, PLC, Diffusion and Type of Consumer Product. Recommend a Marketing Mix (the 4Ps) and explain how this Mix will implement and communicate your Brand Positioning to your Target Segment in a way that will effectively promote sales.
3.3 Product; Recommend a product design using the three levels conceptualization, and explain why this product design will effectively implement and communicate your Brand Positioning.
3.4 Place; Recommend a P for Place that is appropriate for the type of product and the level of distribution intensity your Marketing Mix requires. Recommend one or more Channel structures. Briefly describe how you think your product should be displayed in that Place (pharmacy, electronics retailer, whatever) and how you want it supported by the retailer. Explain why this will effectively implement and communicate your Brand Positioning.
3.5 Promotion; You will recommend an Integrated Marketing Communications (IMC) campaign which will communicate a clear, consistent, unified and compelling message to the Target segment customers.
What will the message be?
Include at least three different promotional tools and briefly describe each one. For example, describe a TV commercial, a Sales Promotion and a Billboard. (If you would like to, you can include hand-drawn or photo-shopped storyboards, posters etc. to effectively communicate your ideas. (Pictures not included in word count.)
Explain why you have chosen these particular tools.
Explain why this will effectively implement and communicate your Brand Positioning.
3.6 Price; Recommend a Price and classify your pricing strategy as Price Skimming, Penetration or Status Quo. Explain why this will effectively implement and communicate your Brand Positioning. Include a Price Comparison table showing the Price for your Brand and Sub-Brand compared with competitors.
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