Market Plan Phase 3 help
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Week3CourseProjectGradingRubric.docxWeek 3 Course Project Grading Rubric-Marketing Strategy
Complete Marketing Strategy by providing 1-2 paragraphs about each of the following items:
Marketing Strategy
1. Positioning Strategy: Discuss your strategy for positioning and differentiating your product. What market segments will you target? What is your value proposition? Discuss how you will differentiate your product from similar competing brands.
2. Product Strategy: Discuss your product and strategy for building a strong brand.
3. Pricing Strategy: Determine how you will price your product or service. Talk about how you expect to remain competitive with your pricing and still earn a return on your investment. How will your product price compare to the competition? Don't forget to take all of your variable and fixed costs into account when defining your pricing strategy.
4. Distribution Strategy: How do you intend to get your product into the hands of the consumer? Incorporate the use of the Internet and other technologies in your Distribution Strategy. Also, discuss a traditional method for distribution such as, mail, retail, sales representatives, etc. Finally, specify the exact distribution channel that you will be using. Distribution channels include: direct distribution channel (product goes directly from manufacturer to consumer), or indirect distribution channel where intermediaries are used. An example of an indirect distribution channel would be the product going from the manufacturer to the wholesaler to the retailer to the customer or from manufacturer to retailer to consumer.
5. Marketing Communications Strategy: Your communications strategy must incorporate traditional methods, as well as methods utilizing the Internet and Social Media. Discuss the elements of the promotion mix that you will use to promote your product.
6. Marketing Research: Describe your plans for market research. What will be your approach and which tools will be utilized? How will you conduct your studies and what will you be measuring?
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Positioning Strategy Explains strategy for positioning and differentiating product. |
10 |
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Product Strategy Explains strategy for building a strong brand. |
10 |
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Pricing Strategy Explains how product or service will be priced. |
10 |
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Discusses strategy for remaining competitive with pricing, while still earning positive returns. |
5 |
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Discusses how product's price compares to competitors. |
5 |
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Distribution Strategy Lists and explains method for distribution. |
10 |
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Discusses a distribution strategy that incorporates the Internet. |
5 |
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Discusses the distribution channel that will be used and why that particular channel was selected. |
5 |
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Marketing Communications Strategy Incorporates traditional methods in marketing communications strategy, such as television advertising, telemarketing, etc. |
10 |
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Incorporates Internet methods and Social Media (Facebook, Twitter) in marketing communications strategy. |
5 |
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Discusses in detail, elements of the promotion mix that will be utilized to promote product. |
5 |
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Marketing Research Describes approach and tools that will be utilized for market research. |
10 |
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Explains process for conducting studies and the variables that will be measured. |
5 |
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Provided 1-2 paragraphs about each topic. Follows standard mechanics in writing, grammar, punctuation, and spelling. |
5 |
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Met
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Partially Met |
Not Met
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Comments: |
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X |
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Positioning Strategy- You made a limited attempt at a positioning strategy, however, the intent of this section establishing how you want customers to see you relative to the competition. 5 |
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X |
Product Strategy-This section has to include content concerning your packaging tactics as well as mention of service level, branding and warranty. 2 |
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X |
Pricing Strategy- Need to address overall pricing objectives and then move into strategy. It appears you will be using some sort of penetration pricing? 2 |
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X |
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Strategy for Remaining Competitive with Pricing-Some additional competitive analysis needed here. 2 |
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Met
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Partially Met |
Not Met
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Comments: |
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X |
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How Price compares with Competition-What is the goal relative to competition? 2 |
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X |
Distribution Strategy- Not addressed. 0 |
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X |
Internet Distribution Strategy- Not addressed. 0 |
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X |
Detailed review of distribution channel used- Not addressed. 0 |
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X |
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Marketing Communications Strategy-Some limited reference to Internet marketing options. 4
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X |
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Internet and Social Media-A brief touch on the Use of social media touched but this needs to be expanded. 1 |
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X |
Specific Promotion Tactics : Not addressed. 0 |
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X |
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Marketing Research-The use of online surveys was briefly mentioned. 3 |
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X |
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Research studies and variables that will be measured-. Tracking customer needs and wants needs to be clarified and expanded. 2 |
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Grammar and Style Length, style and Editing 2 |
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Total Points Possible: 100 |
Your Earned Points: 25 |
A paper with 1.5 pages of content. This is not acceptable. No references noted and section headers were not used. No introduction needed as this will be merged with your previous submissions during the final week. Most sections had minimal substance and many requirements missed.
