Marketing Question

Post ID: 3297995

Overview

I need to write the Brand Project Final Paper with my team members. My team members will write the first half (points one to three), while I will write the second half (points four to six). Based on the Brand Project Final Paper, we need to create our PowerPoint presentation and give a speech. We have finished my PowerPoint and speech, and I can also provide our PowerPoint and speech script. You need to help me finish the second half of the paper based on the content of the PPT I provided

Components of the Plan:

Written Report

Executive Summary
Market Analysis
1. Required elements
  1. Company history and profile
  2. Industry analysis (trends, size, growth, market structure) with implications for your plan
  3. Competitive analysis (key players, performance, marketing strategies, communications components, distribution channels) with implications for your plan
  4. Company’s mission statement
  5. Company Perceptual map
  6. Company SWOT with Implications For The Plan
  7. Lessons learned from the above with Implications For The Plan
2. Optional elements
  1. Sources of company volume
  2. Analysis of marketing successes and failures at the company
  3. Consumer perceptions of the company
  4. Pictures, charts, graphs where helpful
Product Strategy & Plan
1. Required elements
  1. Business objective for the product
  2. Product concept statement
  3. If this is Blue Ocean Thinking, explain why and how
  4. Product value proposition using the Value Proposition tool
  5. Market research technique(s) used, how they will be used with details and why you chose these techniques
  6. Target customer(s) with demographic & psychographic elements. Rationale for chosen target
  7. Pricing strategy with rationale behind it
  8. Product perceptual map
  9. Competitive analysis with implications for your product
  10. Product SWOT with Implications for the Plan
2. Optional elements
  1. Customer persona(s)
  2. Volume forecast
  3. Revenue and Profit forecast
  4. Research questionnaires
  5. Environmental Sustainability and/or Social Responsibility considerations
  6. Product concept drawings, schematics
  7. Product offering if more than one variation (ie: size, packaging elements, colors, etc)
Brand Strategy & Plan
1. Required elements
  1. Business objective for the brand
  2. Brand Name
  3. Brand Value Proposition statement using the Brand Value Proposition Tool with rationale for target audience
  4. Brand Personality using ideas learned in class and linking this to your target audience
  5. Brand elements (for example: tagline, packaging, logo, colors, font) and why you choose these linking them to your brand strategy, target market, etc..
  6. Brand short story (“elevator pitch”)
  7. Distribution channel(s) and why you chose these are they relate to your brand strategy
  8. Market research plan with specific objectives you’re trying to achieve with chosen research
  9. Brand perceptual map
  10. Geographic considerations with rational behind your choice(s)
  11. Communications plan (media, promotion, trade/industry, thought leadership, social, PR) with rationale for choosing these vehicles tied back to your business objectives and target audience(s)
  12. Brand equity measurement plan and elements
2. Optional elements
  1. Business model type
  2. Experiential tactics
  3. Environmental Sustainability and/or Social Responsibility considerations
  4. Cause marketing
  5. Brand associations
  6. Brand hierarchy if other brands in the portfolio
  7. Drawings, graphics, schematics of the brand elements
  8. Pictures
  9. Marketing communications plan flowchart
  10. Brand Resonance pyramid
Risks and Mitigation Plans
1. What are the biggest risks to your marketing plan?
2. What will you do to mitigate these risks?
3. What gaps are in your plan and what do you propose to management to remove these?
Final Recommendations