Use critical thinking and include the “why”. Explain why? For example, explain why the strength topic you are discussing is a strength or why the product benefit is beneficial.
Marketing plan
Product: Apple HomeLife
o Use critical thinking and include the “why”. Explain why? For example, explain why the strength topic you are discussing is a strength or why the product benefit is beneficial. Do this throughout the plan.
o Include marketing terms, tactics, tools, processes, etc; in summary use course content to explain and support your points.
o Write in complete sentences; avoid lists (bulleted, number, etc)
o Use headings and subheadings for all sections and subsections.
o Do not include an introduction or conclusion. It is not needed.
Follow this Outline:
- New product overview (brief/paragraph)
- Situation Analysis: Company SWOT analysis (not product)
- Segmentation, Target Market
- Segmentation Analysis
- Primary Target Market Description
- Marketing Objectives (Goals)
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- Objectives
Notes: Use “SMART” Goal setting technique. Address all 4 Ps
One or two sentences per objective
- Positioning.
Notes: Highlight a specific position to focus against your competitors (Amazon) especially the competitor you highlighted in External Environment. Include a positioning map.
- Marketing Strategies
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- Product/service 3 layers (list is acceptable for this section)
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Benefits available
- Promotion
Use the entire promotion mix
A phased approach to match the stage in the product life cycle is recommended
- Price
Pricing chapter: Elasticity, Choose Price Strategy, Tactics for Fine Tuning the Base Price
- Place
See distribution chapters
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