Executive Summary

<Overview of plan including objective>. Place text here.  Place text here.  Place text here.

<Summary of Marketplace Environment>.  Place text here.  Place text here.  Place text here.

<Target Market and positioning>.  Place text here.  Place text here.  Place text here.

<Primary Marketing Mix strategies used in the plan>.  Place text here.  Place text here.  Place text here.

<Timeline>.  Place text here.  Place text here.  Place text here. Place text here.

<Evaluation>.  Place text here.  Place text here.  Place text here.

<Benefit to the company>.  Place text here.  Place text here.  Place text here.

HINT: Approximately 250 Words (remember your Executive Summary is not included in your word count). Remove the subheadings here – they are just a guide of what should be included.

Table of Contents

Executive Summary. 3

Table of Contents. 4

Target Market & Positioning. 5

Selection of Target Market 5

Positioning Strategy. 5

Positioning Strategy. 5

Positioning Attributes. 5

Perceptual Map/s. 6

Marketing Mix Strategies. 6

Product 6

Defining the product attributes. 7

Price. 7

Promotion. 8

Place. 8

Example of distribution model 9

Evaluation and Control 9

EVALUATION OF XX GOAL/OBJECTIVE. 10

Implementation & Schedule. 10

Gantt Chart 10

Conclusions and Recommendations. 11

Reference List 13

Target Market & Positioning

Selection of Target Market

<Identify the target market chosen for this plan and justify why. Use the segmentation criteria to describe these people in detail. This will also be discussed in your workshop. Place text here.  Place text here.  Place text here.

Hint: Choose only one target market even if several relevant ones present themselves.

Write approximately 250 words

Positioning Strategy

Positioning Strategy

<Identify which positioning strategy you will use. Generally there are two major strategies: price and differentiation. Your choice must be based upon your competitor POS and POD analysis> Place text here.  Place text here.  Place text here.  Place text here. Place text here.  Place text here.  Place text here.  Place text here. Place text here.  Place text here.  Place text here.  Place text here. Place text here.  Place text here.  Place text here.  Place text here

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Write approximately 150 words

Positioning Attributes

<Identify what 3-4 product attributes you will use to achieve this strategy, Justify based upon the opportunities identified in the SWOT analysis. Generally these attributes are qualities that exist within the product that the consumer considers important, and will consider in their purchase decision process. How to create a positioning map will be demonstrated in the workshop.> Place text here.  Place text here.  Place text here.  Place text here. Place text here.

Write approximately 100 words plus include your positioning map/s

Positioning Map/s

Marketing Mix Strategies

Product

<Define the core benefit offered by the product> Place text here.  Place text here.  Place text here.

<Define the actual product offered; e.g. materials used on manufacture, branding, packaging, labelling etc.> Place text here.  Place text here.  Place text here.

<Define any augmentation of the product> Place text here.  Place text here.  Place text here.  Place text here.

Defining the product attributes

New Product Attributes		Resulting Consumer Benefit
Attribute 1 Attribute 2		Benefit 1 Benefit 2 Benefit 3

• Provide a 2-D image of the new product/s with descriptors.

 Write approximately 400 words

Price

<Identify the cost of the product to the customer. There are two primary pricing strategies you can use; market penetration, or skimming. However, there are other pricing strategies you can also integrate as an additional component to your pricing strategy. Generally, if this is an established marketplace then you will price based upon your competition and your positioning strategy against them. If this is the one and the only product in the marketplace and there are no substitutes then you will base your price based upon what the customer is willing to pay for the benefit offered. Justify your strategy based upon the overall objective of the marketing plan> Place text here.  Place text here.  Place text here.  Place text here.

Write approximately 200 words