About the Assignment
a client – a toy, video game, beverage, food product or consumer
electronics company in the United States. You work for a marketing
agency and you’ve been asked to develop a comprehensive marketing plan
including financial projections and video presentation with appropriate
visual aids for your client. Your marketing plan will focus on
introduction of a new or existing product for a new target market over a
1-year time frame. Your plan must be based on accurate marketing
research and market analysis information and must clearly present
marketing strategies and implementation that show budget details. You
have a $300,000 budget for promotional activities. It is important the
client understand the rationale for your business recommendations and
believe the proposed marketing strategies and implementation will be
Final Project Requirements
combined final project grade for the marketing plan and video
presentation equals 100 points in total. The marketing plan is worth 80
points and the video presentation is valued at 20 points. Make sure to
complete the marketing plan before starting the video presentation. Both
parts of the project are required; both should be submitted at the same
comprehensive marketing plan with financial projections should be
written as described in the course section on Developing &
Evaluating a Marketing Plan. The project should be formatted as a PDF
document in standard, 12-size business font with page numbers and
appropriate charts and graphs including section headers as noted below.
Use at least 10 outside and credible sources in APA format. List these
on a Works Cited page at the end of the marketing plan.
marketing plan is composed of front matter, 10 major sections, and a
Works Cited page. The 2500-word marketing plan should include the
Title Page – Include writer name, type of report, company and submission date
Table of Contents – Page with major section headers and associated page numbers
Executive Summary – Is a 1 to 1.5-page summary explaining the client
project, business goals, marketing plan highlights, and key
Introduction – This includes 4 sections: a) Business overview, current
situation, and state of business, b) Mission statement that should be
approximately five to six sentences stating the goals, function, values,
and objectives of the business, c) Detailed explanation of products and
services sold, and any concerns or issues the company currently faces,
and 4) promotional strategies used by the firm
Current Audience – Describe the group or individuals that use the
client’s products and include average age, the percentage of females and
males, and demographics of consumers, and motivation for purchase
Market Research and Analysis – This should include an industry overview
(size of market, rate of growth, trends in the industry, potential
opportunities) and competitive analysis including marketing review of
the client company and their top 3 competitors, including a SWOT
analysis, and cultural and legal regulations. Use environmental scanning
tools to evaluate the external environment.
Product/Target Market Opportunity – Based on the market research and
analysis, identify a new or existing product opportunity for a new
target market. Describe in detail the product, target market selected,
and why this is a fit. Explain how this fills a customer need and has
potential to significantly increase revenue. Make sure to provide
external resource information that supports your claims.
Financial Projections – Discuss the amount of money the company is
currently spending and profits. Project the amount of profit that the
company anticipates in generating over the next year by implementing
this marketing plan. Include a best case, break-even, and worst-case
Marketing Strategy – Describe the recommended marketing strategies to
be utilized in the marketing plan. Consider the product opportunity, new
target market, and 4 p’s in this section (price, product, placement and
Marketing Implementation – Define the company’s short term promotional
goals and objectives and state how the company will accomplish them.
Consider different IMC strategies – traditional media, advertising,
social media, electronic, video and mobile in the plan.
IMC Campaign – Describe the company’s IMC campaign message, creative
brief, and promotional budget uses. Show ad examples for the media
channels to be included.
Evaluation – Determine which marketing metrics will be used to measure
market plan performance and improve company success during the marketing
implementation phase of the project. Be specific.
Works Cited – Page to include all research information used from articles, books, websites, and other sources in APA style
You work for a marketing agency and you’ve been asked to develop a comprehensive marketing plan
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