BUAD307Guidelines_Final Market Plan(2)

BUAD307Guidelines_Final Market Plan(2) - Guidelines for the...

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Guidelines for the Final Marketing Plan and Presentation Yi Zhu 2011
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Where you should be 3C’s Consumers Company Competition 4 P’s Product Promotion Placement Price STP Segmentation Targeting Positioning Midterm Proposal
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Next Steps 1. Revisit and update 3C’s and ST 2. Develop your positioning 3. Specify the marketing strategy via the 4P’s 4. Write the plan: 1. Overview – what’s the big idea? 2. Market need who wants this and why? Include market analysis 3. Provide additional product details and specify the other marketing mix variables. Include rationale.
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Completing the Marketing Plan Positioning What is the position we want to be in? Consider writing a positioning statement Positioning is then executed via the 4Ps
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Completing the Marketing Plan Product Strategy Do we seek a high-end quality position? Are we offering a relative “value”? What is the assortment of product features we wish to offer to satisfy our customers and attract new customers? What customer service plans supplement our core product?
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Completing the Marketing Plan Pricing Strategy Are we “skimming” with a high price? Why?
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This note was uploaded on 11/01/2011 for the course BUAD 307 taught by Professor Morristowns during the Summer '07 term at USC.

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BUAD307Guidelines_Final Market Plan(2) - Guidelines for the...

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