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• Provide an introduction to you report including a brief overview of the business and its new product or service.

19 / 01 / 2019 Marketing

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•    Provide an introduction to you report including a brief overview of the business and its new product or service.

B.    Situation Analysis    (20 marks)
•    Provide a SWOT analysis.  Include a discussion of research you did (Environmental Scan) to examine your product or service in relation to other available alternatives / substitutes.  

C.    Target market        (20 marks)
•    Identify the target market(s) for the product or service.
•    Differentiate between the primary market (the market segment that is the key consumer of your product/service) and secondary markets (other segments that purchase or use the product/service), if appropriate.
•    Use the bases of market segmentation to write a detailed and descriptive profile of your market(s) - geographic, demographic, psychographic, benefits sought, level of usage, etc.

D.    Product or service planning    (10 marks)
•    Describe the product or service in detail (features, benefits, etc.).
•    Describe the branding and positioning.  Must use a perceptual map.
•    Describe differential advantages, sustainable competitive advantages.
•    Describe and illustrate the packaging.

E.    Distribution planning    Describe the ‘place’ where consumer will come into contact with product/service Describe the distribution channel and use of intermediaries to put product/service in ‘place’ Describe intensity of distribution.

F.    Promotions planning    (20 marks)
•    Describe the integrated marketing communications plan, including use of all promotion mix tools.
•    Identify the goals of the IMC plan
•    Display typical advertisements, promotions, etc.

G.    Price planning        


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