Developing a marketing plan for an existing product that you will innovate to be marketed to a new
customer segment. is the goal.
The writing process of the paper, evaluate the following points:
Was there a clear connection between the original product or idea and the new segment you are planning
to market to?
What are the limitations of the original product that you are basing your innovation on expanding or
improving?
What are the restrictions of the innovation that may present resistance that you must overcome to gain
customer acceptance?
How does your idea bring a social connection to the company through causal marketing or the perception
of high ethical standards from the customer?
Is this product a fad with a short life span or will it continue to sustain as value added for the company?
Who are your market demographics for this innovation?
What is your plan to introduce this innovation to the customers? You must include traditional media and
social media and any other choice.
Sample Solution
