essay

Overview

The final project is to develop a comprehensive marketing plan for a brand in the Sports, Nutrition and Performance Drink Industry (SNPD). Your team will decide on a brand to represent on 9/26/19.

You will collect and analyze primary and/or secondary research, complete a strategic planning review and develop a marketing campaign plan including strategy and execution.

The final project should include the following components.

· Executive Summary

· A one-page summary of conclusions and key points of your plan.

· Strategic Planning Review

· Industry: PESTLE

· Political

· Economic

· Global, National or Regional economic situation and trend

· Economic issues affecting the SNPD industry

· Social

· Cultural, psychographic, and demographic trends

· Technology / Innovation

· Which innovation trends are affecting your industry and business?

· Legal / Regulatory

· What developments are happening that affect your business?

· Environmental

· Climate, tourism, geography, and other environmental issues.

· Competitive: Select a Brand or Product Competitor and explain their goals, products, marketing strategies and tactics.

· Brand: Similar features and benefits at similar prices. (e.g., Ford Escape vs. Honda CRV)

· Product: Same class, but have different features, benefits and price (minivans vs. pick-up trucks)

· Consumer: Detail any insights and Demographics, Psychographics, Behavior and Motivations for at least two segments.

· Internal: Explain the business functions in your brand is particularly strong and show it plays a role in your marketing plan.

· SWOT Analysis

· Compare how your strengths and weaknesses compare to those of your competitor.

· Objectives

· Explain which business and marketing goals (e.g., awareness, increase sales, customer retention, etc.) you have for your brand, considering your research and analysis.

· Consumer Audience

· Target at least two segments. Explain why you are targeting them and how they are different.

· Demographics: Age, Gender, Income, Education, Race, Geography, etc.

· Psychographics: Activities, Interests, and Opinions

· Behavior: These questions below provide help identify some insights.

· Why do potential consumers not purchase your products?

· How does price affect their decision?

· When do customers purchase your products?

· What other brands do they buy?

· Why (and how) do customers select your products? What is their shopping experience?

· Motivations

· Marketing Strategies and Tactics including Media Channels

· Develop an updated brand positioning.

· Explain how you intend to use traditional and/or digital marketing tactics to pursue the business opportunity with consumers you are targeting.

· Traditional media channels include but are not limited to TV, radio, print, outdoor, direct mail, public relations, and sales promotions.

· Digital marketing channels include but are not limited to websites, digital advertising, mobile, social media, email, and content marketing.

· In addition to traditional and digital tactics, consider which Strategic Partnerships you might want to create, and if and how you would use referral and retention strategies.

· Creative Messaging

· Explain what messages you use for each consumer segment. Consider consumer motivations as well as marketing goals (e.g., awareness, increase sales, customer retention, etc.)

· Measurement

· Explain the metrics you will use to measure performance for each of the marketing tactics you recommended.

· Notes

· Your marketing plan should explain not only what you recommend, but also the reasons or logic why you are making those suggestions.

· The marketing plan must be in presentation form using either Google Docs, PowerPoint or Keynote.

· Each student will need to present part of the plan on December 5th

· Presentations can be no longer than 15 minutes each.