Complete the following:

• Choose 1 consumer product brand to be your “client.” You may choose any consumer brand or select a brand from this list.   http://www.bestglobalbrands.com/previous-years/2013
• Review your client’s brand by researching its Web site and other supplemental resources, such as this directory to learn everything you can about the company, its customers, the management team, and anything else that will help you understand its brand.  http://www.hoovers.com/

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You are the chief marketing consultant for your company’s brand. Your goal is to help the company create an updated marketing plan by learning to apply the marketing process to communicate how great the company’s brand is to its current and potential customers in the marketplace and market space.

One of the first steps of the marketing plan is to understand the business goals of the project. The job of the marketer is to help design a marketing plan so that the company can realize additional revenue and profits through increased market share or by motivating existing and new customers to buy the product. Sometimes, this requires repositioning or changing the brand’s image and the way that the brand is perceived by customers in the marketplace by using the 4 Ps of marketing.

Your client has asked you to draft the goals of the marketing plan by suggesting how to use the marketing mix—the 4 Ps of marketing—to help create a marketing proposal to help reposition the brand in the marketplace. The client wants a brief report presentation to help brainstorm the interaction of the 4 marketing Ps and other ideas with the company’s marketing team.

The document will help everyone on the team understand how to apply the 4 Ps of marketing to a brand by developing 1 objective for each marketing P that can be used in the final marketing proposal. Analyze how the marketing Ps will help reposition your selected brand.

Write a proposal brief showing the goals of the marketing project by illustrating one objective for each marketing P. Explain your ideas for eachP by writing a proposal brief of about 400–500 words. The brief should include the following sections:

• Product Overview
  • Briefly explain the company and brand that you are working on. Add a picture of the brand.
  • Give an overview of the brand and its current position or perception by customers in the marketplace. For example, do customers seem to think the brand is too expensive compared to its competitors?
• Competition
  • Identify 1 competitor of this brand. Add a picture of the competitor brand.
  • Explain 1 reason why this brand is a competitor of your client’s brand.
• Product Objective
  • Draft 1 objective for the marketing proposal to show how product can be applied to your brand. Examples are as follows:
    • Include a statement about the features of the product and the benefits of those features for the customer.
    • Include a new product satisfaction guarantee policy that can be communicated in the advertising message.
• Price Objective
  • Draft 1 objective of the marketing proposal to show how price can be applied to your brand. Examples are as follows:
    • One goal of the price marketing P could consider how to possibly discount the price for a short time in an advertising campaign to entice current and new customers to try the product.
    • You could competitively price the product against its competitors for maximizing market share.
• Place Objective
  • Draft 1 objective of the marketing proposal to show how place can be applied to your brand. Examples are as follows:
    •  Could be designed to find as many distribution outlets as possible for the product.
    •  Could be to introduce the product in an online capacity to gain market share.
• Promotion Objective
  • Draft 1 objective of the marketing proposal to show how promotion can be applied to your brand. Examples are as follows:
    • One objective on promotion is to find a creative and different targeted message that speaks to the target customer segments, attempting to show how much better one brand is over the competition. For example, one message could be to explain the quality of the brand over the competition.
    • Another objective of promotion could be to create advertising campaigns that reinforce the brand for the customer. For example, a special promotion offering a 25% discount on the first online purchase is another way to advertise and promote the product for increased brand awareness.
• Conclusion
  • Write a paragraph about your understanding of how the 4 Ps are linked for this particular brand.

References

Hoovers. (n.d.). Retrieved from http://www.hoovers.com/

Interbrand. (n.d.). Best global brands 2013. Retrieved from http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013.aspx

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