Overview
For this Final Assignment you will revise, improve and reintroduce your Category concept from your previous "Stealing Market Share" work.
This time, your unknown brand will include additional details into it's Value Proposition:
1) The brand's mission will identify 1-3 market trends that pushed it into existence. Those trends will be verified by reputable sources and cited in your presentation.
2) You will make clear distinction between Best In Class brands and brands that pose real competition in the shopper segment you plan to serve.
3) You will provide concrete reasoning why you believe your market segment is under-served.
4) You will add a CSR commitment that resonate with your market segment, and speculate on it's importance.
5) You will revise your Sales Plan by adding an expense to your COGS. This expense can be: Shipping costs, Tariffs, CSR commitment or Returns.
6) Your sales plan's COGS can't have the same margin across different products.
7) One of your products must become a Loss Leader.
8) Additionally, following terminology must be incorporated into your Decks verbiage:
CAC, KPIs, Market Segmentation, ROI, CX, DTC, Conversion Rate, Loss Leader, CLV, Retention, Channel Migration.
As My " unknown brand" Its in the power point below its called R.I.CH (rooted in christ) It has info you may need as well as the google sheets below https://www.canva.com/design/DAGkPyXEI2s/m9zfzcPM_...