Marketing Plan
MARKETING PLAN
Select a product using a fictitious brand name that will be used as the basis for your marketing plan. Your product may be from an existing category or a future innovation.
Your report should contain a one page executive summary on a separate page up front. This
should state what you were doing and why, and the major findings. It is designed to allow
busy executives to be able to have a good understanding of the major issues without reading
the whole report.
Your marketing plan should also include:
an introduction that introduces the purpose of the plan and how you are going to
go about addressing it.
a situational analysis and marketing plan objectives
outline the segmentation profile and proposed target market
the four Ps (product) or seven Ps (service)
an implementation and evaluation plan
Refer to the template in the Appendix for further information. (attached for reference)
The exact make up will be dependent on the unique circumstances of each case. Make sure
each report has a conclusion that discusses the recommendations coming out of the report
and is fully referenced.
Written submissions should be approximately 3,000 – 3,500 words in length, professionally
presented, with supporting visuals including diagrams, sketches, photos and other relevant
illustrations.
