Week 9 assignmt

Feedback for Part B

You adequately described the feedback you received. You sufficiently explained how feedback will be used to improve your marketing plan. This shows some understanding of how to gather information on your hypothetical business and use it to improve your marketing plan. You re-introduced your hypothetical business. You did not introduce the contents of the remainder of your marketing plan.

Brand Strategy: You did not provide all the executional elements that support your hypothetical brand. These include the brand name – why does this work? What does it mean to your consumer? Brand logo – what is it, why does it work? Your slogan, should be short and memorable and clearly communicate to your consumer. Brand extension – what is a natural fit to grow your brand and company? All these executional elements need to be designed to support your brand. This was not clearly explained and all these elements were not provided.

Target Market: Your target markets are too broad. You only used one or two bases of segmentation to describe your target audiences. Remember that demographic, geographic, psychographic and behavioral bases make up the target audience definition. This needs to be much more defined with a thorough rationale for your targets. These bases of segmentation are used for both your primary and secondary target audience and should create a unique target audience definition for both. You cannot communicate effectively with your target consumer if you do not know them very well.

Positioning Statement and Perceptual Map: You are missing the positioning statement. No perceptual map was provided. There is no statement that depicts your position in terms of who you are talking to, who you are better than and why you are better.

Consumer Behavior: You are missing tying in consumer behavior with brand name, slogan and brand extension. The brand and brand elements are designed to encourage the first step in the buying process. It is not clear that this connection is understood. There is a reason that a marketer uses all these elements to build their brand with their target customer. Are you sure you understand this process?

References and Citations: Your paper used three (3) academic, peer reviewed references as quantitative marketing research to determine the feasibility of your product / service. In order to receive most points, you must submit four (4) or more. You showed a clear understanding of academic, peer reviewed references. Most of your APA or SWS formatting for your references is correct.

Mechanics: Please use the template.