Take the perspective of a Marketing Consulting firm. Submission will be based on marketing recommendation for that brand – the marketing plan.
Available (Fictitious) Projects:
Company-Brand General Product Project and Goal
Canada Goose Clothing Expanding sales of clothing for children 7 years old and younger. No new product or service.
Section 1: Opportunity Identification (no points)
Explain in a paragraph or so which project you are working on.
Section 2: Environmental Analysis (10%)
Perform a SWOT analysis that identifies the internal and external factors that most impact how you will recommend attacking the opportunity that you identified in Section 1.
Section 2:STP (10%)
Present a clear and detailed explanation of the brand’s current Target Market and Positioning.
Present a clear and detailed explanation of the brand’s new Target Market and Positioning (as appropriate based on the brand and opportunity you selected).
Section 3: Product (10%)
Explain the product in detail. This could include a discussion of packaging, product attributes, number of units sold at a time, etc.
If your product is a service, you should include a discussion of the role of service providers and other people in the quality of the product.
Section 4: Price (10%)
Explain, in specific terms, how the product will be priced. This could include a discussion of how the price will differ from current pricing, discounted versus premium pricing strategies and a competitive price analysis.
Section 5: Place (10 %)
This section should include a discussion of the product delivery to customers. This could include a discussion about logistics and supply chain, retail locations or web-based delivery – depending on the product.
Section 6: Promotion (40%)
Part A: Promotional Plan (20% of the 40%):
This section must include a detailed advertising plan. This should include a detailed explanation of what media are being used and why/how that decision delivers your Positioning Statement to your Target Market.
Your report should also include a detailed explanation of the message that you are recommending be used in the ads and why/how that decision delivers your Positioning Statement to your Target Market.
You should include a discussion of why promotional events and materials are or are not being recommended.
Part B: Video Commercial (20% of the 40%):
All teams must include a 30 second video commercial – that would be shown on television or online.
• Explain what television show or website it would appear on
• It must include music from an artist found on www.unsigned.com
• You should include a link to the artist and an explanation of why that genre of music and specific artist are appropriate for the brand you are working on.
Section 7: Timeline (10%)
No marketing plan can be launched in a single day. As such, please present a timeline that explains the implementation stages of your proposal. A timeline that breaks down the proposal to 2-4 stages of implementation would be very acceptable