.umuc.edu/d2l/img/0/Shared.Main.actHide.png?v=10.3.0.791-144″ alt=””>Hide Folder InformationFolderNov. 25 – Marketing PlanInstructionsMARKETING PLAN. (35% of course value). Due in the middle of Week 12 (Tuesday Nov. 25 2014 @ 11:59 p.m.)You are producing a Power Point presentation. The appearance of the document is VERY important so be sure to give the presentation good ҥye appealҮ See the two links below for guidance about slide / presentation development..youtube.com/watch?v=MjcO2ExtHso”>http://www.youtube.com/watch?v=MjcO2ExtHso.youtube.com/watch?v=2-ntLGOyHw4″>http://www.youtube.com/watch?v=2-ntLGOyHw4Also see the attached file that I use when I teach a class on development of a Marketing Plan. Also review the two examples of Marketing Plans in our text (end of chapter two & the Appendix that follows Chapter 22). Finally you should review the Internet for other ideas about content in a marketing plan.There is no formal required Table of Contentsعou are welcome to customize your content based on what you perceive as right for your brand.The total slides should be in the 25 to 40 slide rangeخo more and no less. The slides are being prepared for presentation to executives within the organization. Your recommendations have not been seen before–this is what you are ‘selling’ to the audience so make sure they are solid and are grounded in the earlier data in the slides.You should add very brief ҮotesҠwith some key slides to let me know the data you would discuss as you present the slides to your audience. This is NOT a full speechةt is bullet points showing key items to be emphasized. This is not a separate җordҠfileشhis is added in the ԎotesԠsection that is attached to various slides.You are writing a Marketing Plan for an existing consumer brand. It CANNOT be the category leaderشhe brand must have a small market share and be fighting powerful category leaders. An example is Wendyӳ fighting McDonalds and Burger King. Or Sears fighting Walmart and Target. Or Dr. Pepper fighting Coke and Pepsi. Here are some other ideas: (a) US Postal Service fighting UPS & FedEx (b) any detergent fighting Tide (c) Ultra-Brite fighting Colgate & Crest (d) Curad fighting Band-Aid (e) Yahoo search fighting Google and Bing etc. There are many other categoriesئind one you enjoy and can collect good data.You must conduct research to produce a variety of key data: (a) recent history of past 5-7 years for the brand and the industry (b) profile of multiple target consumer groups (c) summary of marketing events implemented in the past year or two (d) POP and POD analysis comparing your selected brand to the category leader and (e) other data you need in order to produce a top-quality Marketing Plan.Some of this information is based on your personal views while other data is found in the literature and has in-text citations and full references. Try to find data in the literature as much as possible but you are allowed to make reasonable estimates when the data is not accessible.The key goal of the Marketing Plan is to produce a solid review of the brand and industry so excellent marketing recommendations can be made. The Marketing Planӳ key section is the marketing events that you propose for the next year. You must propose at least 6 events each in a different area of the marketing mix (in other words all 6 proposals cannot be related to price changes). Consider product content changes product line additions / deletions change in distribution new advertising message new advertising vehicles change in promotions shift in pricing change in target marketing specialized PR program new cause-marketing event strategic alliance to advance marketing shift in seasonality implementation etc.Each of the 6 or more recommendations should have a (a) title (b) rationale for the recommendation and (c) a few sentences about how and when the program is implemented. A timetable / calendar is often a good item to give the recommendations an easy way to be summarized together.SPECIAL NOTE ABOUT BUDGETING. I do not expect students to know the costs for various marketing tools (media costs etc.). You should have a section for ҂udgetsҠin the Marketing Plan but insert this single line: Exacting budgets continue to be refined. Costing details will be submitted and approved prior to formal program implementation.NOTE ABOUT POWER POINT. Your graded product is a slide presentation not a ‘Word’ file. Thus you are not expected to be writing long exacting sentences / paragraphs. Use short lists bulleted items colorful headlines etc. The two sample videos at the top of this project should give valuable guidance on good slide design.Attachments
