This project requires students to propose a product, which will be applied to the Strategic Brand Management
Process in Projects II-IV. Please do not provide a brand name at this point. Include each of the following
proposal sections/subsections:
I. Product: Describe the proposed product providing detailed product information including the product category,
uses/benefits/features/USPs, etc.
II. Competitors: Describe competitors, both direct and indirect.
III. Target Market: Describe the primary target market using the Consumer Segmentation Bases Address each
of the four criteria for market segmentation and target market decisions.
IV. Positioning: For your proposed product, Establish both Points-of-Differences (PODs), Points-of-Parity
(POPs) and a Brand Mantra.
Writer can choose between a perfume, clothing, shoe, or face product proposal.
Sample Solution
