14 Aug GB530: Marketing ManagemenUnit 6 Final Project 1.0 Executive Summary In 4-6 pa

GB530:
Marketing ManagemenUnit 6 Final Project

1.0 Executive Summary
In 4-6 paragraphs, summarize your Brand Extension Marketing
Plan. Be sure to include:
ProductBenefitsTarget
marketCustomer
needsValue
propositionHow
you would market on a national and global levelShow
an understanding of other cultures, global relationships, and global
dynamics in the marketplace

Go back through each section of your plan and make any
appropriate revisions, based on the feedback of your professor during each
section grading and/or based upon new information youve discovered throughout
the process.

GB530 Brand Extension Marketing Plan:Guide

Introduction

Use this document as your guide to success.All Brand
Extension Marketing Plan documents should use 1 margins, 12 pt. font, and include
a cover page and a reference page.

For the Brand Extension Marketing Plan assignments in this
class you will not use the usual APA rules which require in-text citations as 1) no
marketing plan ever uses direct quoting within its contents, 2) we are making
an exception due to the nature of a marketing plan assignment and 3) you will notuse double-spacing but
instead you will use this documents
formatting.
It
is important that you write your Brand Extension Marketing Plan in third
person (there is no I in a marketing plan), using your own words, and/or
paraphrasing instead of direct quoting.
Once deposited into the Drop box for grading, Brand Extension Marketing
Plan assignments are submitted to Turnitin for a potential plagiarism review,
so it continues to be important for you never to use anyone elses words
verbatim.
For
each of the Brand Extension Marketing Plan assignments, you should list, on the
reference page, all of the references you used when preparing your plan. Again,
you do not need to include the in-text parentheses noting references and
timeframes as normally required in our APA assignments, but you do need to use
APA to format your references list.If you have any questions on this exception
to using APA, let me know.
All the components of the Marketing
Plan are assessed using the following:
Subject Mastery
Rubric: Knowledge (Can define major ideas) or Comprehension (Can
discuss major ideas) or Application (Can apply major concepts to new
situations).

A MARKETING PLAN IS THE FOUNDATION FOR ALL
MARKETING EFFORTS
Beginning your Brand
Extension Marketing Plan:The Product Proposal
The
major project in this course is to complete a Brand Extension Marketing Plan
for one new product on the behalf of an existing for-profit organization.
As
you begin yourproject, you need to first
assume you have the role of a marketing manager for one,new, currently not
available from your selected Brand Company, product on the behalf of a real, for-profit organization. Consider
this a brand extension: you are adding a product to an existing companys
product line.
Think
about your selection the proposal is for a New Product for a New Market of consumers! Extend the Brand Name into
new product markets by offering a new to the company product.
Companies
may do this by buying an existing product, or importing a new product and
putting their brand name on it or they develop their own product to compete
in the new market.

Unit 1 BEMP Proposal- What will your
project be about?
Submit your response to the following
questions as a Product Proposal:

What is the brand name of your for-profit
business/organization?

What is the
new product, not currently in existence, that will generate revenue for which
you will prepare a marketing plan and strategy during this class? Give the
product a name and briefly describe it.

Look up
brand extension in your Kotler text and describe whether your product is
considered a line or a category extension.

How will you acquire
information to prepare your marketing plan during this class?What research will
you undertake? Be specific.

Will your
new product be marketed domestically or globally? Why?

Describe the key customer market (who are you targeting?)

1.0 Executive Summary
Is to be completed after
all other sections have been completed and edited for Unit 6 see end of this template
for what you will complete in Unit 6.

Unit 2 Identifying and Assessing Marketing
Opportunities

(You can find a sample marketing plan in your
Kotler textbook in Chapter 2)

2.0 SITUATION
ANALYSIS

Write a
one-paragraph summary of the current situation write this section after
completing the following sections of the Situation Analysis, but put it in this
order.

2.1 Market Summary

(write this section after completing 2.1.1, 2.1.2, 2.1.3,
2.1.4, and 2.2)
In a one to two paragraph summary, address:

What
are your target customer groups? Why?

What
are your projections for the growth of this market?

2.1.1 Market Demographics (refer to your Kotler text for helpful
definitions/explanations)

Carefully
define the demographic profile of your target market.

In a
similar fashion, define the geographic target area you are choosing.

What
are the behavior factors that will influence your decision-making?

Define
the values and lifestyles (psychographics) of your target market.

2.1.2 Market Needs(refer to
your Kotler text to make certain you understand these terms)

What
are the benefits that are important to your customer base? What needs do they
have?

Include
both customer needs and the customer value assessment.

2.1.3 Market Trends

Identify
andexplain at least three trends that will influence how your customers view
your product these should be trends going on in the industry or the
environment; these are trends that your company/product can respond to in some
way. Remember: Remember:Trends are long term; fads are short term.

2.1.4 Market Growth

Is
the market growing, static, diminishing? What are the growth trends?

What
is the evidence? What research are you using to determine market growth?

How
will you address the market if it is growing, static, or diminishing?

2.2 SWOT Analysis (refer to your Kotler text for a thorough
explanation of a SWOT analysis)

2.2.1 Strengths list and describe at leastthree positive internal
aspects that add value

2.2.2 Weaknesses list and describe at least three negative internal
aspects that place you at competitive disadvantage

2.2.3 Opportunities
list and describe at least three opportunities external to your business that
will lead to your success

2.2.4 Threats list and describe at least three threats external to
your business that will threaten your success (e.g., it is common to include
unexpected acts of nature, government and regulatory concerns, and competition
in this section of the SWOT)

2.3 Competition

Describe
your competition.

Why
will customers prefer your product?

How
will you compete with your competition and win?

What
is the marketing mix (price, place, promotion, product, you know them asthe
4 Ps of Marketing) of at least one of your competitors?

2.4
Product Offering(refer
to your Kotler text to make certain you understand these terms)

Product/features/benefits
(we particularly care about benefits as these are from the perspective of the
target market)

Describe
your Brand Equity Model and say how you will build brand equity for this
product/service.

2.5 Keys to Success

List and
describeat least three factors that will determine your success

2.6 Critical Issues

How will you
leverage your SWOT strengths and opportunities to your advantage?

How will you
lessen the impact of your SWOT weaknesses and threats?

Where is your
product in the product life cycle and why? Refer to your Kotler text for a definition of
a product life cycle.

Unit 3 Marketing Plan:
Connecting with the Customer

3.0 MARKETING STRATEGY
3.1 Mission

Establish the fundamental goals
for the quality of your business/product offering and customer satisfaction.

Define your business/product
offering.

What are your fundamental
goals?(Fundamental goals are those that you would like to achieve with your new
product, either as an individual product or as part of the overall company
mission.These are directional goals that provide the overall strategic
direction for management planning.)

State the value proposition. Be
sure to look up this term in your Kotler text if you dont fully understand
it.
3.2 Marketing Objectives
Include a sentence or two
about each of the following:

What are your specific marketing
objectives?

Market share: what is your growth
objective by quarter?

Market penetration: how do you plan
to gain a share in this market?

Awareness: how do you plan to
gain awareness for your product?

Customer acquisition: how do you
plan to grow your customer base?

Identify a specific, measurable
market share and size.
Remember that your
objectives need to be quantifiable.In other words, objectives need to have a
base point, end point, and time frame so you can research to see if you have
reached your benchmarks or if your plan needs adjustment.
3.3 Financial Objectives: Skip this
section for now.You will do this later.
3.4 Target Markets(refer
to your Kotler text to make sure you fully understand what is meant by target
market segments)

Identify the specific target
market segments you have defined.What are the market niches you hope to
capture?Describe.

Include the rationale behind
why these are the optimal target marketing segments.Be specific.

Unit 4 Marketing Plan – Developing Strong
Brands

3.5Positioning (refer to your Kotler text for definition of terms in this
section)

Describe how
your product/service meets the need(s) of your target market segments.

Describe how
you are different from your key competition.What is the most distinguishing
feature of your new product?

3.6Strategies:Skip
this Section.

3.7Marketing Mix

Product

What
makes your product different from the competition?

What
gives your product more value than the competition?

Price

How
will you determine what price to charge for your product?

How
will go determine what your product is worth?

How
will your pricing strategy set you apart from your competition?

Place

How
do you plan to distribute your product? Do you have
alternative delivery methods in mind?If so, describe in detail.

Will you take responsibility for
distribution, or will you reply on an outside firm? How will you decide?

Promotion

What kind of promotional tools will you
use?Describe in detail.

How will you determine what promotional
tactics will work best?

With a limited promotional budget, how do you
plan to gain market share?

How will you go about evaluating the results
of your promotional campaign?

3.8 Marketing Research

What type(s) of marketing research to you
think will work best to get you the information you need to make informed
decisions?

How will you evaluate whether the research is
providing you with the results you need?

Will you conduct the research yourself, or
hire an outside firm?Explain why.

Note: Dont forget that you need research to determine if
you reached your Objectives in 3.2

Unit 5 Marketing Plan – Delivering Value

4.0 FINANCIALS

4.1 Break-even Analysis

When you will break-even?

Break-even Table/Chart

Explanation of the Break-even
Table/Chart

EXAMPLE: 4.1 Break-even Analysis

4.2 Sales Forecast:lst year by month; 2nd
and 3rd years by quarter

4.3 Expense Forecast

List
your expenses for the following items for the next three years:

Web site

Advertising

Printed Material

Development of retail channel

Other (list)

5.0 CONTROLS

How will you monitor expenses/revenue?
Identify what methods/reports and how often?

How will you assess marketing
effectiveness?

How will you assess changes in the market
environment?

5.2 Marketing Organization

Roles
and Relationships in Your Marketing Functions(who will be responsible and who
will implement this Brand Extension Marketing Plan?)

5.3
Contingency Planning

Identify risks in this plan strategy.

How you will monitor the risks?

How you will adapt to adversity and
changes?What options will you have?

GB530:
Marketing ManagemenUnit 6 Final Project1.0 Executive SummaryIn 4-6 paragraphs, summarize your Brand Extension Marketing
Plan. Be sure to include:Go back through each section of your plan and make any
appropriate revisions, based on the feedback of your professor during each
section grading and/or based upon new information youve discovered throughout
the process. GB530 Brand Extension Marketing Plan:GuideIntroductionUse this document as your guide to success.All Brand
Extension Marketing Plan documents should use 1 margins, 12 pt. font, and include
a cover page and a reference page. For the Brand Extension Marketing Plan assignments in this
class you will not use the usual APA rules which require in-text citations as 1) no
marketing plan ever uses direct quoting within its contents, 2) we are making
an exception due to the nature of a marketing plan assignment and 3) you will notuse double-spacing but
instead you will use this documents
formatting.It
is important that you write your Brand Extension Marketing Plan in third
person (there is no I in a marketing plan), using your own words, and/or
paraphrasing instead of direct quoting.
Once deposited into the Drop box for grading, Brand Extension Marketing
Plan assignments are submitted to Turnitin for a potential plagiarism review,
so it continues to be important for you never to use anyone elses words
verbatim.For
each of the Brand Extension Marketing Plan assignments, you should list, on the
reference page, all of the references you used when preparing your plan. Again,
you do not need to include the in-text parentheses noting references and
timeframes as normally required in our APA assignments, but you do need to use
APA to format your references list.If you have any questions on this exception
to using APA, let me know.All the components of the Marketing
Plan are assessed using the following: Subject Mastery
Rubric: Knowledge (Can define major ideas) or Comprehension (Can
discuss major ideas) or Application (Can apply major concepts to new
situations).A MARKETING PLAN IS THE FOUNDATION FOR ALL
MARKETING EFFORTSThe
major project in this course is to complete a Brand Extension Marketing Plan
for one new product on the behalf of an existing for-profit organization.As
you begin yourproject, you need to first
assume you have the role of a marketing manager for one,new, currently not
available from your selected Brand Company, product on the behalf of a real, for-profit organization. Consider
this a brand extension: you are adding a product to an existing companys
product line.Think
about your selection the proposal is for a New Product for a New Market of consumers! Extend the Brand Name into
new product markets by offering a new to the company product.Companies
may do this by buying an existing product, or importing a new product and
putting their brand name on it or they develop their own product to compete
in the new market.
Unit 1 BEMP Proposal- What will your
project be about?Submit your response to the following
questions as a Product Proposal:
What is the brand name of your for-profit
business/organization?
What is the
new product, not currently in existence, that will generate revenue for which
you will prepare a marketing plan and strategy during this class? Give the
product a name and briefly describe it.
Look up
brand extension in your Kotler text and describe whether your product is
considered a line or a category extension.

How will you acquire
information to prepare your marketing plan during this class?What research will
you undertake? Be specific.
Will your
new product be marketed domestically or globally? Why?
Describe the key customer market (who are you targeting?)1.0 Executive SummaryIs to be completed after
all other sections have been completed and edited for Unit 6 see end of this template
for what you will complete in Unit 6.Unit 2 Identifying and Assessing Marketing
Opportunities(You can find a sample marketing plan in your
Kotler textbook in Chapter 2)2.0 SITUATION
ANALYSISWrite a
one-paragraph summary of the current situation write this section after
completing the following sections of the Situation Analysis, but put it in this
order.2.1 Market Summary(write this section after completing 2.1.1, 2.1.2, 2.1.3,
2.1.4, and 2.2)In a one to two paragraph summary, address:
What
are your target customer groups? Why?
What
are your projections for the growth of this market?2.1.1 Market Demographics (refer to your Kotler text for helpful
definitions/explanations)
Carefully
define the demographic profile of your target market.
In a
similar fashion, define the geographic target area you are choosing.
What
are the behavior factors that will influence your decision-making?
Define
the values and lifestyles (psychographics) of your target market. 2.1.2 Market Needs(refer to
your Kotler text to make certain you understand these terms)
What
are the benefits that are important to your customer base? What needs do they
have?
Include
both customer needs and the customer value assessment.2.1.3 Market Trends
Identify
andexplain at least three trends that will influence how your customers view
your product these should be trends going on in the industry or the
environment; these are trends that your company/product can respond to in some
way. Remember: Remember:Trends are long term; fads are short term. 2.1.4 Market Growth
Is
the market growing, static, diminishing? What are the growth trends?
What
is the evidence? What research are you using to determine market growth?
How
will you address the market if it is growing, static, or diminishing?2.2 SWOT Analysis (refer to your Kotler text for a thorough
explanation of a SWOT analysis)2.2.1 Strengths list and describe at leastthree positive internal
aspects that add value2.2.2 Weaknesses list and describe at least three negative internal
aspects that place you at competitive disadvantage2.2.3 Opportunities
list and describe at least three opportunities external to your business that
will lead to your success2.2.4 Threats list and describe at least three threats external to
your business that will threaten your success (e.g., it is common to include
unexpected acts of nature, government and regulatory concerns, and competition
in this section of the SWOT)2.3 Competition
Describe
your competition.
Why
will customers prefer your product?
How
will you compete with your competition and win?
What
is the marketing mix (price, place, promotion, product, you know them asthe
4 Ps of Marketing) of at least one of your competitors?2.4
Product Offering(refer
to your Kotler text to make certain you understand these terms)
Product/features/benefits
(we particularly care about benefits as these are from the perspective of the
target market)
Describe
your Brand Equity Model and say how you will build brand equity for this
product/service.2.5 Keys to Success
List and
describeat least three factors that will determine your success2.6 Critical Issues
How will you
leverage your SWOT strengths and opportunities to your advantage?
How will you
lessen the impact of your SWOT weaknesses and threats?
Where is your
product in the product life cycle and why? Refer to your Kotler text for a definition of
a product life cycle.3.0 MARKETING STRATEGY3.1 Mission
Establish the fundamental goals
for the quality of your business/product offering and customer satisfaction.
Define your business/product
offering.
What are your fundamental
goals?(Fundamental goals are those that you would like to achieve with your new
product, either as an individual product or as part of the overall company
mission.These are directional goals that provide the overall strategic
direction for management planning.)
State the value proposition. Be
sure to look up this term in your Kotler text if you dont fully understand
it. 3.2 Marketing ObjectivesInclude a sentence or two
about each of the following:
What are your specific marketing
objectives?
Market share: what is your growth
objective by quarter?
Market penetration: how do you plan
to gain a share in this market?
Awareness: how do you plan to
gain awareness for your product?
Customer acquisition: how do you
plan to grow your customer base?
Identify a specific, measurable
market share and size.Remember that your
objectives need to be quantifiable.In other words, objectives need to have a
base point, end point, and time frame so you can research to see if you have
reached your benchmarks or if your plan needs adjustment. 3.3 Financial Objectives: Skip this
section for now.You will do this later.3.4 Target Markets(refer
to your Kotler text to make sure you fully understand what is meant by target
market segments)
Identify the specific target
market segments you have defined.What are the market niches you hope to
capture?Describe.
Include the rationale behind
why these are the optimal target marketing segments.Be specific.Unit 4 Marketing Plan – Developing Strong
Brands3.5Positioning (refer to your Kotler text for definition of terms in this
section)
Describe how
your product/service meets the need(s) of your target market segments.
Describe how
you are different from your key competition.What is the most distinguishing
feature of your new product?3.6Strategies:Skip
this Section.3.7Marketing MixProduct
What
makes your product different from the competition?
What
gives your product more value than the competition? Price

How
will you determine what price to charge for your product?
How
will go determine what your product is worth?
How
will your pricing strategy set you apart from your competition?Place
How
do you plan to distribute your product? Do you have
alternative delivery methods in mind?If so, describe in detail.
Will you take responsibility for
distribution, or will you reply on an outside firm? How will you decide?Promotion
What kind of promotional tools will you
use?Describe in detail.
How will you determine what promotional
tactics will work best?
With a limited promotional budget, how do you
plan to gain market share?
How will you go about evaluating the results
of your promotional campaign?3.8 Marketing Research
What type(s) of marketing research to you
think will work best to get you the information you need to make informed
decisions?
How will you evaluate whether the research is
providing you with the results you need?
Will you conduct the research yourself, or
hire an outside firm?Explain why. Note: Dont forget that you need research to determine if
you reached your Objectives in 3.2
Unit 5 Marketing Plan – Delivering Value4.0 FINANCIALS4.1 Break-even Analysis
When you will break-even?
Break-even Table/Chart
Explanation of the Break-even
Table/ChartEXAMPLE: 4.1 Break-even Analysis4.2 Sales Forecast:lst year by month; 2nd
and 3rd years by quarter4.3 Expense ForecastList
your expenses for the following items for the next three years:
Web site
Advertising
Printed Material
Development of retail channel
Other (list)5.0 CONTROLS
How will you monitor expenses/revenue?
Identify what methods/reports and how often?
How will you assess marketing
effectiveness?
How will you assess changes in the market
environment? 5.2 Marketing Organization
Roles
and Relationships in Your Marketing Functions(who will be responsible and who
will implement this Brand Extension Marketing Plan?) 5.3
Contingency Planning
Identify risks in this plan strategy.
How you will monitor the risks?
How you will adapt to adversity and
changes?What options will you have?

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