Part B: Your Marketing Plan

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In Assignment 2, using the same
company from Assignment 1, you will focus on the company’s mission,
introduction, and branding.

Note: You may create and /or make all necessary assumptions
needed for the completion of this assignment.

Write a four to five (4-5) page
paper in which you:

  1. Develop a branding strategy for your product that
    covers the brand name, logo, slogan, and at least one (1) brand extension.
  2. Assemble a marketing strategy for your product, and
    determine an appropriate time table to implement your plan). Provide a
    rationale for your response.
  3. Prepare a positioning statement. Include a perceptual
    map that shows your company’s position against its competitors. From this
    map, create a statement that depicts your position. For example, “Our
    product is the fastest in its class for half the price.” Note:
    See pp. 54 – 55 in the textbook for examples of perceptual maps. You may use
    Microsoft Word, PowerPoint, or other equivalent software to create your
    perceptual map.
  4. Examine the relevant consumer behavior for your target
    market. Explain the main reasons why the brand name, logo, slogan, brand
    extension, as well as the positioning statement and marketing strategy are
    right for the identified target market.
  5. Develop your company’s mission statement and company
    introduction.
  6. Use at least three (3) academic resources as
    quantitative marketing research to determine the feasibility of your
    product / service. These resources should be industry specific and relate
    to your chosen product / service. Note: Wikipedia and other
    Websites do not qualify as academic resources.

Your assignment must follow these
formatting requirements:

  • Be typed, double spaced, using Times New Roman font
    (size 12), with one-inch margins on all sides; citations and references
    must follow APA or school-specific format. Check with your professor for
    any additional instructions.
  • Include a cover page containing the title of the
    assignment, the student€™s name, the professor€™s name, the course title,
    and the date. The cover page and the reference page are not included in
    the required assignment page length.

The specific course learning
outcomes associated with this assignment are:

  • Analyze the marketing framework including the concepts
    of the 5Cs, STP, and 4Ps.
  • Examine the marketing science of customer behavior and
    products in the marketing exchange process and create dynamic strategies
    for competing.
  • Evaluate the basis for market segmentation and
    approaches to segmentation.
  • Evaluate target customer segments and positioning
    products within these segments.
  • Examine the marketing science of customer behavior and
    products in the marketing exchange process and create dynamic strategies
    for competing.
  • Develop branding strategies for existing and new
    products.
  • Use technology and information resources to research
    issues in marketing management.
  • Write clearly and concisely about marketing management
    using proper writing mechanics.