Marketing Plan Part II

Feedback from Marketing Plan Part I

Brand Strategy: Very good and thorough with rationale. You described your branding strategy and the brand promise that your hypothetical company will provide to your customer. You included your brand name and rationale for that name. You created an original logo. You wrote an original slogan. An appropriate brand extension was provided.

Target Market: Both the primary and secondary target markets are relevant and justified. You used all the relevant bases of segmentation to describe your target market.

Positioning Statement and Perceptual Map: Great positioning statement that includes who you are talking to, who are you better than and why you are better; however, your perceptual map does not support the positioning. From your perceptual map, it is hard to tell your unique marketspace. I would have liked to have seen more about the competition relative to your positioning. Be very realistic in this comparison. You can't be the best with the lowest price. Think of three a legged stool with Quality, Service, and Price as the legs. If you have the lowest price - your quality and service need to match that; otherwise you have a lopsided stool.

Consumer Behavior: You showed a great use of scholarly resources to validate your target market's consumer behavior while tying the behavior to your brand name, slogan, brand extension, and positioning statement. This explains how your branding elements will create the need recognition to begin the first phase of the buying process.