Marketing to imaginary product

Marketing Plan

The Phase 2 Submission &

The Week 10 Presentation

Written Phase Two Marketing Plan

Phase Two, comprising your presentation and marketing plan, will require you to propose a new product or a significantly modified product that makes sense for your company/brand to pursue, based on your Phase One Situation Analysis. You must also develop the strategic and marketing mix decisions to support this new product introduction. Your team project will therefore analyze the marketing environment, set objectives for your new product, and propose both verbally and in written format a comprehensive marketing plan to introduce your new product for the company/brand to ensure its success.

Format for Written Work:

The less it reads like a traditional essay, the better. Bullet points, figures, and slides are often very appropriate provided that the audience can fully understand them when reading by themselves. Remember that in a business proposal, an appendix is good for extra things or duplicating information in one space. However, if you have a relevant figure or graph, it should be right there next to the text of the plan.

The Written Plan Outline

1. Quick Pitch

a. 3 sentence overview

b. 3 sentences why the idea is so perfect for the brand

c. 3 to 10 sentences in total on why product is Real, will Win (this about time, competition), and is worth it.

2. The Heart Page

a. This explains in one page what your product / plan is about. Really think of expressing the core idea / meanings / approach / values such that it makes sense for everything that follows from this.

3. Object, Self, and Social Page

a. In one page, explain how the product will work well on the object, self, and social forces.

JUST ANSWER THIS QUESTION IN ONE PAGE