Part C Marketing Plam

Part B: Your Marketing Plan

You did not describe feedback received. 

Brand Strategy: You did not provide a description of your brand as part of your brand strategy. There was no rationale to support your branding choices. Brand name – why? What does it mean? Brand logo – what is it, why does it work? Brand slogan, should be short, emotional, and memorable - "Just Do It" or "A diamond is forever." Brand extension – what is a natural fit to grow your brand and company? These are executional elements of your brand strategy that support your brand.

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: There is little connection between your branding, the executional elements of your brand and the first step of problem recognition in the consumer buying process. You did not examine relevant consumer behavior of your target market (also, your target markets are too broad.) You need to explain more about your target market's consumer behavior - lifestyle values, attributes, wants and needs, etc. with the brand name, logo, slogan and brand extension. Why will your brand will resonate with them. And how did you use your brand elements to build on this. This is not clear from your plan.

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: There were a few grammatical issues with this paper. Please make sure to proofread your paper before submitting it. One of the best ways to do this is to read it aloud. Hearing what you've written is a great way to catch grammatical issues.