pick a UNIQUE brand from the top 500 global brands as ranked by Brandirectory

1. Project Part 1 – Generating Competitive Intelligence
• Through secondary research, write a 5 page paper that reports on your brand, its place in the market, the key competitors, and the key consumers it appeals to. Includes sections on the following:
i. Company Background & General Description of the Business
ii. Key Competitors – outline at least 3 big competitors your brand deals with. Describe these competitors relative to your brand. How are they better/worse than the brand you are working with?
iii. Key Trends – think generally about the marketing environment as a whole. Return to chapter 4 and consider any social, demographic, economic, technological, and political/legal factors that impact your brand’s current situation. These may not necessarily be related to your specific product or service category – they may be broader based, effecting many industries on the whole. You may also consider more specific trends in your category – what are consumers up to generally? What types of products are consumers purchasing and using? What kinds of products/services do they want?
• Based on the research you have conducted in points i-iii above:
i. Evaluate your product lines in terms of the BCG Matrix (p. 19-21). List each product line your brand markets and define it based on the BCG categories. Which lines would you Build? Hold? Harvest? Divest? Why?
ii. Apply Ansoff’s Opportunity Matrix. Apply a “what if” scenario to each of the strategic decisions. If you were using a Market Penetration strategy – what would that look like? If you were using a Market Development strategy – what would that look like, etc… Do all 4 of the strategic positions. Consult page 19 of your text for an example. Based on your strategies – which would you choose to pursue for your brand? That is, which would be best, and why?
PART 2

2. Project Part 2 – Making Marketing Decisions. Regardless of which “Ansoff’s” strategy you chose in part 1, here, you are assigned to follow a PRODUCT DEVELOPMENT strategy.
• Based on the research you conducted in Part 1, make the following marketing decisions
i. The New Product Idea. In a few paragraphs, describe the new product you are innovating for your brand. Also, get specific with the following text concepts from Chapter 10:
1. What “type” of product is it? Business or Consumer? More specifically, is it a convenience, shopping, specialty, or unsought product?
2. Consider the “Brand Strategy Grid” (see Required Resources, Week 7) – is it a line extension, a brand extension?
3. Looking to chapter 11 – What “category” is your new product in? Is it a new to the world product, a new to the firm product, etc…?
4. Outline the different “Product Characteristics” starting on page 188 of your text. How will these characteristics impact the diffusion of your new product?
ii. Your target market. Define your market using relevant demographic and psychographic descriptions. Provide a verifiable ESTIMATE of how large this market could be, in terms of numbers of people. Describe your segmentation strategy – are you using a mass marketing, segment marketing, target marketing, niche marketing or micro marketing approach (See Week 5 Required Resources)?
iii. Your “Place” or Distribution Strategy. Return to Week 8’s Discussion Board as this section was assigned as your new thread post.
1. What are the functions that would be most helpful for your new product? Why?
2. What factors are most likely effect your channel choice? How and why will they effect your strategy?
3. Based on your answer to 1 & 2 – what type of channel would you use? Would you go direct to the end consumer? Would you use a Wholesaler? A Retailer? Both? Explain how and why.
4. Using Exhibit 15.1 on page 240, which types of stores would you use? How & why? Explain your distribution intensity strategy here too (Chapter 13). Also consider any “non store” retailing strategy you think would be successful – such as online, and direct selling, etc…
iv. Your Promotional Strategy. Using as many, or all, of the MARCOM tools – Advertising, Public Relations, Sales Promotion, and Personal Selling – create an IMC plan for your new product. Remember that IMC means “integrated” so you should develop a key message theme (a Point of Difference, a USP, a clear Positioning) that you will communicate across these different tools.
1. Advertising:
a. Media Strategy: Which media “channels” will you use? Which specific “vehicles”? Support WHY these are the right media and the right vehicles (hint, connect them with your consumer group). Which timing strategy will you use? Continuous, flighting, or pulsing? Explain how you will achieve this, and why it is the right strategy.
b. Creative Strategy: Which appeal and executional style will you use? (See, Chapter 17). Why are these the right appeals and style?
c. Execution: Include a “mock up” of your ad. This can be a hand drawn sketch you photograph with your phone, it can be a story board for a tv ad, a script for a radio ad, etc… I want to get a sense of what your ads would look or sound like.
2. Public Relations: Review your Week 10 new thread on the Discussion Board, revise, and present it here. Which PR Tools from chapter 17 (starting on page 290) would you use? Describe in as much detail each how you intend to use each tool.
3. Sales Promotion – Using the list which starts on page 296 in your text, outline which Sales Promotion tools you intend to use for your new product. Describe thoroughly your strategy for each tool you are using.
4. Personal Selling – First, consider whether persona selling is a necessary strategy for your product. Is your type of product typically sold through a salesperson, or is it more of a customer driven process. If you don’t feel Personal Selling is relevant to your product state why, and move on. If you feel it is relevant, describe your strategy. How would you walk through the 7 steps of the selling process outlined in chapter 18?
v. Your “Price” Strategy. Refer back to your Week 11 Discussion Board thread.
1. What are your pricing goals? (See, Chapter 19)
2. What is your estimated demand, costs, and profits (See, Chapter 19)
3. What pricing strategy will you use? Think about the three from Chapter 20 (skimming, penetration, status quo) and the Price Positioning strategies from the Required Resources folder. Why did you choose this strategy? Why is it “right”?
4. How will you “fine tune” your strategy through tactics? (See, Chapter 20)
5. What is the right price for your product? Explain and support your
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