Part B: Your Marketing Plan

In Assignment 2, using the same company from Assignment 1, you will focus on the company’s mission, introduction, and branding.

Note: You may create and /or make all necessary assumptions needed for the completion of this assignment.

Write a four to five (4-5) page paper in which you:

  1. Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.
  2. Assemble a marketing strategy for your product, and determine an  appropriate time table to implement your plan. Provide a rationale for  your response.
  3. Prepare a positioning statement. Include a perceptual map that shows  your company's position against its competitors. From this map, create a  statement that depicts your position. For example, “Our product is the  fastest in its class for half the price.” Note: See pp.  54 - 55 in the textbook for examples of perceptual maps. You may use  Microsoft Word, PowerPoint, or other equivalent software to create your  perceptual map.
  4. Examine the relevant consumer behavior for your target market.  Explain the main reasons why the brand name, logo, slogan, brand  extension, as well as the positioning statement and marketing strategy  are right for the identified target market.
  5. Develop your company's mission statement and company introduction.
  6. Use at least three (3) academic resources as  quantitative marketing research to determine the feasibility of your  product / service. These resources should be industry specific and  relate to your chosen product / service. Note: Wikipedia and other Websites do not qualify as academic resources.
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MKT 500 Assignment 2 Part B Your Marketing Plan

Part B: Your Marketing Plan

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