Canada Goose

REQUIREMENTS: 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