For this assessment you are required to select an existing brand and propose a new product or service for that brand. Your product should address a global sustainability issue, and you will be required to prepare a marketing strategy proposal for the brand, based on the newly proposed product or service. The components of the report are based on the following tasks:
Task One: Introduction (10 marks)
– Introduce the chosen brand
– Propose your new product or service
– Discuss the global sustainability issue that this product or service addresses
Task Two: Marketing strategy (30 marks)
– Produce a SWOT and PESTLE based on the product(provided in the appendices, max one page each)
– Using the 7P’s framework, prepare a marketing strategyproposal, which includes;
o Overview of the product/service
o Identify market segment and profiling
o Distribution strategy
o Pricing strategy
o Processes and physical environment
Task Three: Marketing Communications (30 marks)
– Detailed marketing communications plan to include;
o Marketing objectives
o Key marketing message
o Promotion strategy
o Proposed marketing channels
Task Four: Evaluation (20 marks)
– Discuss how the proposed marketing strategy will be monitored and evaluated;
o Critical evaluation of the proposed marketing strategy
o KPIs and metrics
Presentation (10 marks)
– Presentation of the report includes correct format (report); planning/structure; writing style; professional in style; cohesion throughout the report; appropriate and creative use of Appendices if used; proofread.
Reports should be 3,000 words in length.
