MARKETING PLAN

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Assignment 2: Part B: Your Marketing Plan

 

In Assignment 2, using the same company from Assignment 1, you will focus on the company’s mission, introduction, and branding.

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Note: You may create and /or make all necessary assumptions needed for the completion of this assignment.

Write a four to five (4-5) page paper in which you:

  1. Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.
  2. Assemble a marketing strategy for your product, and determine an appropriate time table to implement your plan). Provide a rationale for your response.
  3. Prepare a positioning statement. Include a perceptual map that shows your company’s position against its competitors. From this map, create a statement that depicts your position. For example, “Our product is the fastest in its class for half the price.” Note: See pp. 54 – 55 in the textbook for examples of perceptual maps. You may use Microsoft Word, PowerPoint, or other equivalent software to create your perceptual map.
  4. Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market.
  5. Develop your company’s mission statement and company introduction.
  6. Use at least three (3) academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

  • Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
  • Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

  • Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.
  • Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.
  • Evaluate the basis for market segmentation and approaches to segmentation.
  • Evaluate target customer segments and positioning products within these segments.
  • Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.
  • Develop branding strategies for existing and new products.
  • Use technology and information resources to research issues in marketing management.
  • Write clearly and concisely about marketing management using proper writing mechanics
Criteria Unacceptable 

Below 70% F

 Fair 

70-79% C

 Proficient 

80-89% B

 Exemplary 

90-100% A
1. Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension. 

Weight: 15%

 Did not submit or incompletely developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension. Partially developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension. Satisfactorily developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension. Thoroughly developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.
2. Assemble a marketing strategy for your product, and determine an appropriate time table to implement your plan). Provide a rationale for your response. 

Weight: 15%

 Did not submit or incompletely assembled a marketing strategy for your product, and did not submit or incompletely determined an appropriate time table to implement your plan). Did not submit or incompletely provided a rationale for your response. Partially assembled a marketing strategy for your product, and partially determined an appropriate time table to implement your plan). Partially provided a rationale for your response. Satisfactorily assembled a marketing strategy for your product, and satisfactorily determined an appropriate time table to implement your plan). Satisfactorily provided a rationale for your response. Thoroughly assembled a marketing strategy for your product, and thoroughly determined an appropriate time table to implement your plan). Thoroughly provided a rationale for your response.
3. Prepare a positioning statement. Include a perceptual map that shows your company’s position against its competitors. From this map, create a statement that depicts your position. 

Weight: 15%

 Did not submit or incompletely prepared a positioning statement. Did not submit or incompletely included a perceptual map that shows your company’s position against its competitors. From this map, did not submit or incompletely created a statement that depicts your position. Partially prepared a positioning statement. Partially included a perceptual map that shows your company’s position against its competitors. From this map, partially created a statement that depicts your position. Satisfactorily prepared a positioning statement. Satisfactorily included a perceptual map that shows your company’s position against its competitors. From this map, satisfactorily created a statement that depicts your position. Thoroughly prepared a positioning statement. Thoroughly included a perceptual map that shows your company’s position against its competitors. From this map, thoroughly created a statement that depicts your position.
4. Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market. 

Weight: 15%

 Did not submit or incompletely examined the relevant consumer behavior for your target market. Did not submit or incompletely explained the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market. Partially examined the relevant consumer behavior for your target market. Partially explained the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market. Satisfactorily examined the relevant consumer behavior for your target market. Satisfactorily explained the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market. Thoroughly examined the relevant consumer behavior for your target market. Thoroughly explained the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market.
5. Develop your company’s mission statement and company introduction. 

Weight: 15%

 Did not submit or incompletely developed your company’s mission statement and company introduction. Partially developed your company’s mission statement and company introduction. Satisfactorily developed your company’s mission statement and company introduction. Thoroughly developed your company’s mission statement and company introduction.
6. 3 references 

Weight: 5%

 No references provided. Does not meet the required number of references; some or all references poor quality choices. Meets number of required references; all references high quality choices. Exceeds number of required references; all references high quality choices.
7. Writing Mechanics, Grammar, and Formatting 

Weight: 5%

 Serious and persistent errors in grammar, spelling, punctuation, or formatting. Partially free of errors in grammar, spelling, punctuation, or formatting. Mostly free of errors in grammar, spelling, punctuation, or formatting. Error free or almost error free grammar, spelling, punctuation, or formatting.
8. Appropriate use of APA in-text citations and  reference section 

Weight: 5%

 Lack of in-text citations and / or lack of reference section. In-text citations and references are provided, but they are only partially formatted correctly in APA style. In-text citations and references are error free or almost error free and consistently formatted correctly in APA style.
9. Information Literacy / Integration of Sources 

Weight: 5%

 Serious errors in the integration of sources, such as intentional or accidental plagiarism, or failure to use in-text citations. Sources are mostly integrated using effective techniques of quoting, paraphrasing, and summarizing. Sources are consistently integrated using effective techniques of quoting, paraphrasing, and summarizing.
10. Clarity and Coherence of Writing 

Weight: 5%

 Information is confusing to the reader and fails to include reasons and evidence that logically support ideas Information is partially clear with minimal reasons and evidence that logically support ideas
 
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