Keynows

MKT665: Group Project CRITIQUE GUIDELINES

Your answers should not be yes/no. Substantive feedback requires analysis

Industry/Category Analysis (U2 IP)

 Is the analysis thorough and backed by quality, graduate-level research?

Competitive Analysis (Positioning Map) (U2 IP)

 Does the information contained give you a good understanding of the concepts being covered in the plan?

 Is there something missing? Or an area that need further explanation?

Brand Strategic Plan (Vision/objectives/strategies/tactics) (U2 IP)

 Are the aspects clearly explained?

 Are they a good match to the brand?

Target Customer Segmentation Analysis (U2 IP)

 Does the segmentation strategy fit the product/service?

 Is the chosen target market a good fit?

Customer Insight (U2 IP)

 Are appropriate tools used to back-up the content of this section?

Brand Essence/Equity Elements (U2 IP)

 Is solid back-up provided?

 Are the elements a good fit to the brand?

Brand Positioning (U3 IP)

 Is the positioning strategy sound based on the competition and the target market?

Brand Concept (U3 IP)

 Do all of the components of the brand launch come together?

 Is there a plan to sustain competitive advantage?

Strategic Brand Promotional Mix: Traditional promotions with rationale (U3 IP)

 Are the messages a good fit considering this promotional tool and the execution style?

Strategic Brand Promotional Mix: New Media Promotions with Rationale (U3 IP)

 Are the messages a good fit considering this promotional tool and the execution style?

You must critique each section of the paper; 2-3 sentences per section is adequate in most cases. If you write less, you will receive little or no credit for your critique. More extensive feedback may be required if the section is lacking

or if you have good ideas that may assist the author.

By Sunday of Group Week, please PASTE your critiques as replies to the corresponding threads on the Group Discussion Board. You are required to critique every plan submitted (except your own).

When you have completed all of the Group Critiques, please create a single Word file containing all of the critiques

you posted and upload to SUBMIT FILES (where you submit the weekly IPs).