Final Project: Case Study Brand of your choice

Agenda One-slide summary of presentation’s sections and who will be presenting

Current Situation

Brand Vision If you cannot find a written vision statement, use your knowledge of the brand and information learned in class to formulate a vision statement

Brand Mission If you cannot find a written mission statement, use your knowledge of the brand and information learned in class to formulate a vision statement

SWOT Analysis Use more than one slide if needed. No more than 4

Competitive Advantage/ Point of Differentiation

STP

Segmentation What segments should we be paying attention to? What is their segmentation type? What is their unmet need (that we can fulfill)? What is each segment’s characteristics? Why might each segment be important to us?

Target Audience(s) Among the segments discussed earlier, Who is/are your target audience(s) What do they want (need) that your brand uniquely offers ? What do they think (attitude)? What do they do (behavior)

Brand Positioning Statement Use format used in classes, tests, and extra credit If positioning differs for different targets, then create a new statement for each

Marketing Mix

Marketing Mix: Product Describe product offering in terms of depth and breadth Indicate any features or characteristics that distinguish this/these products from others (if appropriate). For example, unique packaging, technology, etc.

Marketing Mix: Price Describe the pricing strategy, not necessarily the prices

Marketing Mix: Place Describe distribution strategy

Marketing Mix: Current Promotion Create collage of latest campaign look and message

Marketing Mix: Current Promotion Campaign mix (where and how are they advertising, is it seasonal, what other forms of promotion do they employ, etc.)

Marketing Mix: Proposed Promotion Campaign mix (where and how will you advertise, is it seasonal, what other forms of promotion will you employ, etc.)

Marketing Mix: Proposed Promotion Create pictorial or verbal depiction of proposed ad campaign look and message

“So what” Slide What’s the one thing you want us to remember about your brand and this marketing plan Heading of this slide should probably change to address your slide