The following items must be included:
PRODUCT / SERVICE OVERVIEW
Describe your product or service
Product/Service Features & Benefits
Package design if applicable
SEGMENTATION & TARGET MARKETING: Chapter 7
The marketing plan clearly specifies and describes the target market(s) toward which the organization will aim its marketing efforts.
Provide a general overview of your target market to include the following basic demographic information:
location of household – where do they call home?
family size, and description
income, especially disposable income (money available to spend)
education level, usually to last level completed or to be completed
cultural, ethnic, and racial background
religion if applicable
Identify & Create Three-Five (3-5) Customer Personas (see “Brand Persona Examples” ON MOODLE)
BRANDING & POSITIONING: Chapters 7 & 8
Positioning is creating and reinforcing an image for your product/service in the minds of its target markets. Remember: Positioning = Perception and is a Promise to your customers.
What is the product/service’s brand? Brand elements: Name, logo, slogan/tagline
Will your brand be represented by a character or spokesperson?
What is your Brand Archetype? (Outline ON MOODLE)
What is your Brand Personality? (Include Brand Personality Profile Worksheet ON MOODLE)
What is your Brand Position? How will your brand be positioned in the marketplace, and the minds’ of your target markets vs. competition?
What makes your product/service different or unique?
What makes your product/service stand out above the rest?
What is your brand positioning statement? (Chapter 7, pg. 211)
PRICING OVERVIEW: Chapters 10 & 11
1. Which pricing strategies will you use?
Major pricing strategies (Chapter 10, pgs. 285-293)
New product pricing strategies (Chapter 11 pgs. 308-309)
Product Mix pricing strategies will you use (if any)? (Chapter 11, pgs. 309-311)
Price Adjustment strategies? (Chapter 11, pgs. 311-319)
DISTRIBUTION CHANNEL OVERVIEW: Chapters 12 & 13
If Retailers, identify store types, names
INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN: Chapters 14-17
Detail the plan for the following, including which target markets will be communicated with:
Advertising (message, call to action, medium, design, etc.)
Public Relations & Publicity (what will be included)
Sales Promotion & Personal Selling
Events & Experiences (what, when, where, how)
Online & Social Media
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