MKT665 IP1

Introduction

Remember to always indent the first line of a paragraph (use the tab key). The introduction should be short (2-3 sentences). The margins, font size, spacing, and font type (italics or plain) are set in APA format. While you may change the names of the headings and subheadings, do not change the font or style of font.

Part 1: Competitor Selection

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph. This section of the paper must contain research - which means that a citation must be included in the section (Last name, year). The punctuation goes after the citation not at the end of the sentence. If no author is stated: (Short Title of Article, year). The punctuation goes after the citation not at the end of the sentence. This portion of your paper must be based predominately on articles from the library’s full-text databases. Using articles from the library's full-text databases and the company's website, introduce the brand and provide an analysis of its marketing mix (Products, Price, Distribution & Promotion). This section of the paper should be 1 page in length and use research from the library's full-text databases and the company's website. Failure to use the articles will result in a grade no higher than 15/20 points for Part 1.

Analysis of products.

Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section.

Analysis of price.

Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section.

Analysis of distribution.

Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section.

Analysis of promotion.

Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section.

Part 2: Brand Background

This is an introduction for the section. Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper if you do research in this paragraph. Using a variety of sources, including the company's website, provide an overview of how the products or services are marketed, branded and sold by the company. This part of the paper should be 2 pages in length and use research from a variety of sources including the company's website.

Identify all brand elements.

Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section. Identify all brand elements (logos, slogans, symbols, trademarks, characters, packaging)

Profile two direct or indirect competitive brands for points of parity.

Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section.

Profile two direct or indirect competitive brands for points of difference.

Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper since you are doing research in this section.

Part 3: Primary Research

Perform primary buyer research about the brand. Develop a focus group or survey that will elicit consumer perceptions of the target brand as compared to the two competitors from Part 2. This section of the paper should be 3-4 pages in length.

Data Collection.

Describe the data collection process

Profile two direct or indirect competitive brands for points of parity and difference.

Include the survey or focus group questions (include appropriate respondent demographics). This may be done in bullet points

Primary research results.

Share the results in tabular format and explain in words.

Analysis.

Analyze the Results and apply them to the research completed in Parts 1 and 2 of this project. This sections should contain citations since the contents will refer to the research completed earlier. Failure to back-up your analysis with appropriate research (and citations) will result in a grade no higher than 35/50 points for Part 3: Analysis.

Conclusion

Add some concluding remarks-can be a sentence or two.

NOTE:

· If you are not at the end of page 8 with content, your paper is too short Do not insert extra spaces between paragraphs to make your paper appear longer.

· If you are beyond page 10 with content, your paper is too LONG. Do not change the font or margins to make the paper appear shorter or longer

References

NOTE: The reference list starts on a new page after your conclusion.