Marketing Strategy Report; Targeting, Positioning and the Marketing Mix

Section

Credit Requirement in addition to Pass

Distinction requirement in addition to Credit

HD Requirement in Addition to Distinction

Exec Summary

Adequate summary; purpose, processes, findings, recs

Reasonably comprehensive; purpose, processes, findings, recs

Comprehensive and concise; purpose, processes, findings, recs

Introduction

Purpose & Scope with sufficient detail

Includes Authorisation and Limitations

Target Segment

Demonstrates learnings from Assn 3

Further analysis of data from Seg Attractiveness table. Why Target is opportunity to grow sales.

Which brand strengths most important

Positioning

USP and why this USP appeals to the target segment

Criteria to justify USP

Map – other highly relevant axes

Creativity

other relevant factors for Posn

References

Statement includes all required elements

Two Maps

USP on Map

PLC stage

Classified

Data to support classification

Diffusion Adopters

Classified

Data to support classification

Type of Consumer Prod

Classified

Data to support classification

Product

3 levels concept

Linkage Brand Positioning > 3 levels

Maybe a further discussion of Branding

why effectively implements + communicates Position

Augmented level connection to additional benefits and/or services.

Comprehensive, consistent, creative. Creativity and independent thought.

3 level concept > Linkage to PLC & Diff

Judged very likely to increase sales

Place

Appropriate for Type, Intensity,

Linkage to Brand Positioning

Comprehensive, consistent, creative

Channel Structure + Retail display & retailer support

Clear linkage Type>Intensity>

Structures>Display & Support

Judged very likely to increase sales

why effectively implements + communicates Position

Linkage PLC & Diff

Maybe discussion of product availability and Logistics

Promotion

Message = Brand Positioning (or adaptation thereof)

Linkage Brand Positioning

Comprehensive, consistent, creative

Three promo tools, Why tools chosen

Linkage PLC & Diff

Judged very likely to increase sales

Price

Strategy – logical

Linkage to Type of Consumer Product

Comprehensive, consistent, creative

why this implements + communicates Position

Linkage to Intensity of competition

Judged very likely to increase sales

Price Comparison table

Linkage PLC & Diff

Conclusion

How recommended Marketing Mix implements & communicates Brand Positioning to Target segment.

Compliance plan

Sophisticated analysis showing insightful understanding of marketing strategy.

Explains how Marketing Mix is internally consistent.

Triple Bottom Line (TBL) – how performance measured.

TBL – Application includes sustainability

Explains why plan is ethical and socially responsible.

Explains how plan complies with CSR