Order 682416: new product plan

Principles of Marketing

Capstone Project

For this project, you will create a hypothetical marketing plan. It is worth 180 points and is due on December 4th. It will be evaluated on the quality of your work and the degree to which you include course concepts. YOUR CASE: You are a marketing assistant in a mid-sized marketing firm. You’ve been asked to develop a marking plan for one of the new products being launched by your new client, ProfB Snacks and Beverages. The two products are: Cod Crispers, the potato chip that tastes like cod. Planned launch in January 2018 Tequila Tango, the chewing gum that tastes like tequila. Planned launch in July 2018. Pick one of the products to market. You must use your understanding of the concepts involved and your imagination. The following components MUST be included: EXECUTIVE SUMMARY Product Definition Describe the product or service being marketed.

MARKET DESCRIPTION

COMPETITIVE LANDSCAPE Provide an overview of product competitors.

Competitor A • Competitors’ strengths • Competitors’ weaknesses

Competitor B • Competitors’ strengths • Competitors’ weaknesses

PRODUCT COMPARISON AND POSITIONING

Positioning of Product or Service SWOT analysis of product.

Compare each competitor’s product against the new product.

Consumer Promise Summarize the benefit of the product or service to the consumer.

OBJECTIVES AND ISSUES

First year objectives. Second year objectives. Issues

COMMUNICATION STRATEGIES

Targeted Consumer Demographics List the demographics for the targeted consumer groups.

Messaging by Audience List marketing messages for different audiences.

PUBLIC RELATIONS STRATEGY AND EXECUTION

Discuss:

PR strategies. PR plan highlights including speaking engagements, conference schedules, etc.

ADVERTISING STRATEGY AND EXECUTION

Overview of strategy. Overview of media and timing.

DISTRIBUTION

Distribution Strategy Summarize the strategy for distribution.

Channels of Distribution Summarize the channels of distribution.

SCHEDULE

18-Month Schedule Highlights Outline highlights of the first 18 months.

Timing Identify timing dependencies critical to success.

General Guidelines:

• Your paper must be double-spaced, 1 inch margins, standard 12pt font. • It is due on December 4. Late submissions will be subject to the 10% late penalty.