Marketing Principle

Executive Summary (This is a brief overview of the report. Explain the purpose of the report. Emphasize on your recommendations (strategies) and conclude with the possible outcome and issues you may encounter. Do follow the sequence of information presented in the report. The Executive Summary should be at most 1 page long).

Introduction (You need to define the purpose of this report and what you are hoping to achieve. Discuss briefly only the key information that you think is relevant for your report about the client. This can be a brief overview or background about the client/brand.)

Analysis and Evaluation of brand (SWOT Analysis) (Identify the internal strengths and weaknesses and evaluate external opportunities and threats)

Competitive Advantage and Positioning (What are the unique selling points/ competitive advantage of the product? You can highlight some of the key strengths from your SWOT)

Marketing Objectives (What are you hoping to achieve? What is the purpose of your marketing activity?)

Target Market (Describe your target market in terms of demographic, psychographics, geographics, benefit segments, usage rate segments, etc)

Product strategy (What is the idea behind your product? How will you design the product? Consider the branding and packaging aspects of your product. How does it appeal to your target market?)

(Insert your product and packaging design here. Please also provide a rationale into the design concept/idea of your product to explain your ideas)

Pricing strategy (Do you have a pricing objective? What price would you charge? Why? Is it a realistic price? Have you considered your competition, distribution, stages in the PLC, demand and your objectives? Also look at the cost price of the product to determine your pricing)

Place strategy (distribution) (Where would you distribute? Would the product be accessible to your target market? Does the distribution fit the product and brand?)

Promotion Strategy (What tools will you use to promote? Is it relevant to your target market? Will it reach your target market? Does it appeal and capture the interest of your target market?)

(Attach Poster in A3 format in the report)

Conclusion

Potential Problem Evaluation (What are the possible problems you might encounter when marketing this product? How do you think you would overcome these issues? You can also briefly relate to the global marketing environment and current economic climate)

References (minimum 5 academic references)

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