What are the primary strengths of the current marketing plan?
What are the primary weaknesses of the current marketing plan?
What changes if any should be made to the target market moving forward? Is there a secondary target that should be added to the marketing plan for your
What changes if any should be made to the positioning strategy moving for
What changes if any should be made to the product strategy moving forward?
What changes if any should be made to the promotion strategy moving forward?
What changes if any should be made to the promotion strategy moving forward
What changes if any should be made to the pricing strategy moving forward?
What changes if any should be made to the distribution strategy moving forward?
Identify the specific customer needs that each the products satisfies. What are the important features of the product? What benefits do these product features deliver? How does the product create value for customers? What brand strategy is used for the product? Is the brand effective at differentiating the product? Provide support for each of your answers.
Describe the promotional strategy for your product. Outline the highlights of your marketing communications strategy including the primary message that is communicated about your product. How does your company use elements of push and pull as part of your promotion strategy? How does the promotion for your product compare the promotion of competitors’ products? How does your company use advertising to communicate with your target market? What does your company communicate to members of your target market through advertising? Does your company use direct marketing? If so, how? What role does personal selling play in the promotion of your product? What types of consumer and trade promotions does your company use? How does your company use public relations and publicity to influence your target market? How does your company incorporate the use of social media into the promotion of your product?
How is your product priced relative to the prices of your top competitors? How is price used to support the positioning strategy for your product? What do you know or what can you infer about the price sensitivity of customers in your targeted segment(s)? What expectations or customs of channel members must you factor into your thinking about pricing for your offer? For instance, do wholesalers or retailers typically expect a certain profit margin from the sale of products such as yours? Should pricing be adapted to accommodate seasonal demand or promotions in your channel? What legal, regulatory, and ethical concerns apply to your pricing strategy?
How does your product make it from the manufacturer to the end user? How responsive is your channel of distribution to customer needs? How many levels are in your channel of distribution and where does your company fit in? What channel functions are handled by your company and what functions are handled by other channel members? Does your product have intensive distribution, selective distribution or exclusive distribution?
